submitted to: rita kelly submitted by: krzysztof baranowski henry kolawole dunnes stores always...
TRANSCRIPT
The Butter & Spreads CategoryDunnes Stores, Carlow
Submitted to: Rita KellySubmitted by: Krzysztof Baranowski Henry Kolawole
DUNNES STORESAlways Better Value
Introduction
Dunnes Stores began over 65 years ago Founded by Ben Dunnes with vision of better
value Butter & Spreads is a fast moving consumer
goods Dairy category is expect to increase by 5% till
2017
Geographical LocationINSIGHTS IN CARLOW AREA Dunnes opens its doors to the public on the
20th of September 2006 on Graiguecullen in Carlow
Located close to the Dome bowling sport centre
The main Competitors in area include: Tesco, Super-Quinn, SuperValue, Aldi, Lidl,
Dunnes Stores Marketing Strategy Dunnes has variety of strategies that they use in
the Retailer Market against the competitors
Decision tree
Dairy Spreads
Prices
offers
Cheaper
medium
more expensive
Brands
Kerry
Flora
Benecol Connacht gold
Bertolli
This is the current tree Carlow Dunnes Stores is using at the moment, which is base on prices and Brands Strategy.
The new Decision tree based on consumer observation (proposed)
Dai
ry S
prea
ds
Brands Flora kerry Connacht Gold Benecol
Flavours Light Extra light Buttery Full Fat
Prices Cheaper Offers/discounts Medium Expensive
This is decision is based on consumer perception, from the our observation and interview we carried out.
Range
This is the current range in Dunnes Stores Carlow and the way it look messy and they just stock different range of product in there without arranging it well in order to be easy for customer to make purchase.
Space Allocation
Store location
Dairy spread is located at the corner and which is more close toward the back of the stores.
New products introduction
This is just an examples how the package is going to look but with different Jam and Butter.Chocolate spread with peanut butter.Cheese spreads with fruits Spreads etc.
Suggested Planogram