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Copyright © MEMRB IRI, 2005. Confidential and proprietary. Category Management Project Chocolate & Confectionery Case study March 17, 2005.

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Presentation on theme: "Copyright © MEMRB IRI, 2005. Confidential and proprietary. Category Management Project Chocolate & Confectionery Case study March 17, 2005."— Presentation transcript:

1 Copyright © MEMRB IRI, 2005. Confidential and proprietary. Category Management Project Chocolate & Confectionery Case study March 17, 2005

2 Copyright © MEMRB IRI, 2005. Confidential and proprietary. Project Details  Retailer: Abu Dhabi Coop, UAE  Category: Chocolate & Confectionery  Section: 17 m, regular shelves and pegboards Introduction

3 Copyright © MEMRB IRI, 2005. Confidential and proprietary. Objectives  Assortment optimisation: 368 SKUs in the realogram  Increase the sales of the category by:  avoiding Out of Stock situations / inefficient inventory levels;  creating vertical blocks based on consumer decision tree;  positioning best selling items in the hot spots on the shelf. Introduction

4 Copyright © MEMRB IRI, 2005. Confidential and proprietary. Chocolate Confectionery Chocolate Confectionery Singles Outers Bags Minis Multipacks Blocks & Inclusions Filled Bars Biscuits Bite Size Chocolate Chocolate Gifts Manufacturer Brand Size Package Type Format Segmentation

5 Copyright © MEMRB IRI, 2005. Confidential and proprietary.  EAN and Stock code  Product Name  Dimensions (height, width & depth)  Manufacturer & Brand Name  Segmentation  Retail Price  Volume Sales  Value Sales Database Creation

6 Copyright © MEMRB IRI, 2005. Confidential and proprietary. Assortment Analysis Range Analysis

7 Copyright © MEMRB IRI, 2005. Confidential and proprietary. Pareto Analysis Range Analysis

8 Copyright © MEMRB IRI, 2005. Confidential and proprietary.  Total number of SKUs before analysis - 368  Total SKUs in the Planogram - 267  Remaining listed 227 SKUs  Force Listed (Inners & Outers) 38 SKUs  New Products Listings - 2 SKUs  Delisted - 103 SKUs Listing Summary

9 Copyright © MEMRB IRI, 2005. Confidential and proprietary. Realogram Layout

10 Copyright © MEMRB IRI, 2005. Confidential and proprietary. Sugar Realogram Planogram Left Section Right Section Layout

11 Copyright © MEMRB IRI, 2005. Confidential and proprietary. Manufacturer Report

12 Copyright © MEMRB IRI, 2005. Confidential and proprietary. MASTERFOODS Package Type Blocking

13 Copyright © MEMRB IRI, 2005. Confidential and proprietary. Galaxy M&M’s BountyMarsSnickersTwix Minis - Galaxy, Bounty, Mars, Best of Our Minis, Snickers, Twix, Maltesers, Milky Way MASTERFOODS Brand Blocking

14 Copyright © MEMRB IRI, 2005. Confidential and proprietary. MASTERFOODS Realogram vs. Planogram (brand level) Comparison

15 Copyright © MEMRB IRI, 2005. Confidential and proprietary. MASTERFOODS Realogram vs. Planogram (brand level) RealogramPlanogram delisted Comparison

16 Copyright © MEMRB IRI, 2005. Confidential and proprietary. MASTERFOODS Planogram Planogram

17 Copyright © MEMRB IRI, 2005. Confidential and proprietary. NESTLE Package Type Blocking

18 Copyright © MEMRB IRI, 2005. Confidential and proprietary. Milkybar Lion Aero KitKat Smarties Crunch/ Temptation NESTLE Brand Blocking

19 Copyright © MEMRB IRI, 2005. Confidential and proprietary. NESTLE Realogram vs. Planogram (brand level) Comparison

20 Copyright © MEMRB IRI, 2005. Confidential and proprietary. NESTLE Planogram Planogram

21 Copyright © MEMRB IRI, 2005. Confidential and proprietary. CADBURY Package Type Blocking

22 Copyright © MEMRB IRI, 2005. Confidential and proprietary. CADBURY Planogram Planogram

23 Copyright © MEMRB IRI, 2005. Confidential and proprietary. FERRERO Package Type Blocking

24 Copyright © MEMRB IRI, 2005. Confidential and proprietary. Kinder BuenoKinder (+Country) DuploRocherRaffaello Kinder Surprise FERRERO Brand Blocking

25 Copyright © MEMRB IRI, 2005. Confidential and proprietary. FERRERO Realogram vs. Planogram (brand level) Comparison

26 Copyright © MEMRB IRI, 2005. Confidential and proprietary. FERRERO Planogram Planogram

27 Copyright © MEMRB IRI, 2005. Confidential and proprietary. KRAFT Package Type Blocking

28 Copyright © MEMRB IRI, 2005. Confidential and proprietary. KRAFT Leo Toblerone DaimCote D’or Brand Blocking

29 Copyright © MEMRB IRI, 2005. Confidential and proprietary. KRAFT Realogram vs. Planogram (brand level) Comparison

30 Copyright © MEMRB IRI, 2005. Confidential and proprietary. KRAFT Planogram Planogram

31 Copyright © MEMRB IRI, 2005. Confidential and proprietary. Implementation Final Steps (I)  Implementing the planogram: the planogram was implemented in all Abu Dhabi stores (adjusted to each outlet Chocolate section dimensions)  Monitoring planogram compliance: followed up by retailer

32 Copyright © MEMRB IRI, 2005. Confidential and proprietary. Results Final Steps (II)  Evaluating the results: two months after the implementation, category performance data before/after implementation was compared, showing:  an average increase of 30% in terms of movement at total category level per outlet;  significant decrease of Out of Stock situations for best selling items and improved level of control over the inventory level. * A consumer research carried out at a later stage showed that the shoppers noticed and appreciated the standard layout in all Abu Dhabi outlets in the Chocolate section.

33 Copyright © MEMRB IRI, 2005. Confidential and proprietary. The Apollo Software Portfolio Comprehensive range of software covering each level of the merchandising process

34 Copyright © MEMRB IRI, 2005. Confidential and proprietary. Apollo software portfolio The Apollo Suite planograming software is part of a complete product portfolio. Apollo Suite

35 Copyright © MEMRB IRI, 2005. Confidential and proprietary. Merchandising information is stored in a state-of-the art database, which allows Apollo tools to share information. Merchandising Database Merchandising Database Apollo Suite Apollo software portfolio

36 Copyright © MEMRB IRI, 2005. Confidential and proprietary. StorePlan makes it possible to view, analyse and optimise store layout plans. Merchandising Database Merchandising Database StorePlan Apollo Suite Apollo software portfolio

37 Copyright © MEMRB IRI, 2005. Confidential and proprietary. StorePlan  Import CAD files  Drag & drop departments and planograms  Analyse sales, profit, inventory, space utilisation…  Find hot & cold spots  Optimise the layout of existing or new stores Apollo software portfolio

38 Copyright © MEMRB IRI, 2005. Confidential and proprietary. With Web Publisher it is possible to send planograms to the stores at the push of a button. Store Web Publisher Merchandising Database Merchandising Database StorePlan Apollo Suite Apollo software portfolio

39 Copyright © MEMRB IRI, 2005. Confidential and proprietary. Web Publisher  Send planograms and other merchandising materials to the stores automatically  Use a standard browser to view and print planograms in the stores  Fast, efficient Apollo software portfolio

40 Copyright © MEMRB IRI, 2005. Confidential and proprietary. MerchCentral connects Apollo to the retailer’s internal systems. Store Web Publisher Merchandising Database Merchandising Database StorePlan Apollo Suite MerchCentral ERP System Apollo software portfolio

41 Copyright © MEMRB IRI, 2005. Confidential and proprietary. MerchCentral  Connect Apollo to internal systems  Import data automatically into Apollo  Analyse any number of planograms at the same time Apollo software portfolio

42 Copyright © MEMRB IRI, 2005. Confidential and proprietary. MeasureBox  Collect barcodes and product dimensions electronically  Transfer the data right into Apollo or Excel ShelfScan  Collect product and merchandising information in the stores  Measure planogram compliance Apollo software portfolio

43 Copyright © MEMRB IRI, 2005. Confidential and proprietary. Store Web Publisher Merchandising Database Merchandising Database StorePlan Apollo Suite MerchCentral ERP System MeasureBox ShelfScan Apollo software portfolio

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