Choc Merchandising Auchan

Chocolate merchandising in Auchan
PRESENTED BY CAMILLE DOUX / ANAIS DAVID / INES VALVERDE / VIVIAN PARK / SWATI KUMARI
SUMMARY
1
1 / Auchans global strategy 2 / Company, brand & prices 3/ Chocolate department design 4/ Auchans CRM
Presented by Camille Doux / Anais David / Ines Valverde / Vivian Park / Swati Kumari
24/05/2012
Introduction
Analysis of :
1.Chocolate merchandising layout 2. Marketing analysis in the Auchan(in Pau).

Market segmentation and the target consumers
Affect of display on the consumer purchase
behaviour .
1 / Auchans strategy
3
1.1 Global strategy

To improve the purchasing power and the quality of life of the greatest
number of customers, with responsible, professional, committed and respected employees
3 values : trust, sharing and progress
Strategy : internationalization / differentiation / diversification
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1 / Auchans global strategy

4
1.2 Focus on Auchan Pau strategy

Who are customers ?Which profile ? Who are competitors ?
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1 / Auchans global strategy

5
Opportunity Growing population in Idreon, Lee, Ousse Threat Auchan Pau would like to enlarge the Auchan hypermarket Pau of 2400m2. Small retailers who are in the town dont approve. Strenght Localisation, in this area there isnt a lot of supermarket Auchan is easily accessible to these households with plenty of parking around. Spanishs price are lower.
(especially for alcohool) Weakness They dont have a drive service whereas E.Leclerc (main competitor) and Carrrefour have.
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2 / Company brand & prices

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2.1. Companies & Brands in the chocolate market

Companies Turnover () Segment Seasonnal chocolate Ferrero 6 617 Confectionary chocolate Chocolate bar Kraft Food 37 117 Seasonnal chocolate Confectionary chocolate Seasonnal chocolate Lindt & Sprngli 1869 Chocolate Bar Seasonnal chocolate Mars 23 000 Confectionary chocolate Chocolate bar Cemoi 700 Seasonnal chocolate Confectionary chocolate Industry chocolate Chocolate bar Nestl 79 491 Seasonnal chocolate Confectionary chocolate Seasonnal chocolate Soparind Barry Callebaut > 3 500 3 299 Industry chocolate Seasonnal chocolate, Confectionary Cchocolate
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2 / Company brand & prices

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2.2. Companies & Brands & prices

Listing of all brands & prices in Auchan in Pau Brands in Auchan Camille Bloche 1848 Milka Nestl Cte dOr Poulain Auchan Rik & Rok low price (Pussy) (3 bars) Lindt Pastry chocolate (All brands) 1,14 1,57 (Menier) 3,05 2,28 (Lindt) 51 15 112 54 All All ( on the right of the department) 1,24 1,86 1,26 1,74 1,42 0,94 1,11 1,26 1,36 2,43 2,79 2,60 2,07 1,91 1,59 1,45 8 20 20 33 4 34 3 3 12 46 32 53 14 54 6 14 1 5-6-7 2-3-4-5 From 2 to 8 All From 1 to 4 From 3 to 7 Prices () _ 1,95 + 1,95 Reference number 2 14 Facing Displays number 8-9
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3 / Chocolate department design in Auchan

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3.1. Implantation:
The chocolate department is located at the middle of the all store and in front of
the discount one => strategic implantation.

There are not promotions and special event chocolate in this department.
Distance: 5 meters
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3.2. Merchandising design:

The merchandising design of the chocolate department is one part of the
strategic merchandising design of the all Auchan store.
When we set up our merchandising plan the key is the visual impact.
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3.4 Product display:

The chocolate department is organized by brands. There are side by side, and
the department counts 15 brands.

A practical organization for the customer, he could understand very well and
quickly the organization of the department and select its products.

The range of Auchan brand is the best because it is at the middle, at eyes
consumer level,
Usually, brands make a doble facing for their normal or famous chocolate to
make more visible their products.
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POUSSY at the botom Auchan brand at the middle Cte dor at the top
Triple facing for Auchan brand
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4/ Auchan CRM
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4.1. The Cross-Canals CRM Marketing with
Neolane
Neolane => a french editor of software dedicated to marketing &
Customers communication.
The solution => Neolane MRM, Neolane Campaign, Neolane Interaction.
Consequencies => A better interaction with customers, providing them a
more personalized and quicker responses. => A better management of customer marketing plan => Create a synergy between every canals and stores
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4. Auchan CRM
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4.2 The Visa Card ACCORD , an
effective tool to develop customer loyalty
An Universal Card, which can be used as
a real Visa Card with deferred debit as well as a loyalty card of Auchan.
Access to the Auchan loyalty program
Waaoh (2002) => At each time I use the Accord card, I accumulate points and euros in my Waaoh account. I can spend this whenever I want in Auchan stores.
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4/ Auchan CRM
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4.2 The Visa Card ACCORD , an effective tool to develop
customer loyalty
It develop Auchan diversification stategy in financial services. The purchasing behavior of customers can be studied, and it helps to
increase the efficiency of Auchans marketing operations.

It encourages customers to come again in Auchan for its promotions
and advantages.
This system of Visa Card => A good tool for Auchan CRM
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4/ Auchan CRM
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4.3. Ads and catalogues
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4/ Auchan CRM
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4.4. Other services

The after-sales service
The project to build an Auchan drive in Pau this
year.
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Conclusion
Lots of choice for the consumers. No special occasional chocolates No promotion for the chocolates Merchandising layout and route helps in more frequent visit
of consumer.
Visual Merchandising attract and catch the consumers
attention.
SOURCES
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Etude Xerfi World mass market retailer Etude Xerfi Confiserie de sucre Interview (16.04.12): Ms Gayate (Lindts Commercial Director) Interview (27.04.12): Frederic Durey (Auchan Paus Management Controller) and Marianne Geffrotin (Auchan Paus Area Manager) http://www.alternatives-paloises.com/article.php3?id_article=4775 Xerfi Chocolate http://www.larepubliquedespyrenees.fr/2012/01/10/le-projet-de-drive-d-auchanavance-a-petits-pas,223038.php http://www.argonautes.fr/uploads/uploads/documents/BARREY.pdf
http://www.auchan.fr/espaceCarte/editorial/editorialEspaceCarte.jsp?idChannelN2=32 802&idChannelN3=32805 http://www.lemondeinformatique.fr/actualites/lire-pour-renforcer-son-crm-auchanmise-sur-neolane-47378.html http://fopau.forumactif.info/ http://www.lesprixducoin.com/prospectus/auchan-joyeuses-paques-version-vl-paquesc13377
24/05/2012
THANK YOU FOR YOUR ATTENTION

19
24/05/2012

Choc Merchandising Auchan

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Chocolate merchandising in Auchan

1.Chocolate merchandising layout 2. Marketing analysis in the Auchan(in Pau).

1.1 Global strategy

number of customers, with responsible, professional, committed and respected employees

3 values : trust, sharing and progress

Strategy : internationalization / differentiation / diversification

1 / Auchans global strategy

1.2 Focus on Auchan Pau strategy

1 / Auchans global strategy

2 / Company brand & prices

2.1. Companies & Brands in the chocolate market

2 / Company brand & prices

2.2. Companies & Brands & prices

3 / Chocolate department design in Auchan

the discount one => strategic implantation.

3 / Chocolate department design in Auchan

3.2. Merchandising design:

strategic merchandising design of the all Auchan store.

3 / Chocolate department design in Auchan

3.4 Product display:

the department counts 15 brands.

quickly the organization of the department and select its products.

make more visible their products.

3 / Chocolate department design in Auchan

Triple facing for Auchan brand

4.1. The Cross-Canals CRM Marketing with

Neolane => a french editor of software dedicated to marketing &

The solution => Neolane MRM, Neolane Campaign, Neolane Interaction.

Consequencies => A better interaction with customers, providing them a

4.2 The Visa Card ACCORD , an

effective tool to develop customer loyalty

An Universal Card, which can be used as

Access to the Auchan loyalty program

4.2 The Visa Card ACCORD , an effective tool to develop

increase the efficiency of Auchans marketing operations.

4.3. Ads and catalogues

4.4. Other services

The project to build an Auchan drive in Pau this

THANK YOU FOR YOUR ATTENTION

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