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PLANOGRAM
Eliza Arnold, C.J. Milhoan, Jonathan Sekerak
Sunday, April 6, 14
Our Store: Kroger
Our Competitor: Walmart
Sunday, April 6, 14
Objective:
re-create planograms for the snack food aisle in our
store, Kroger, and our competitor store, Walmart, as
well ...
Methodology:
observed snack food aisles, recording brand names,
number of SKUs (stock keeping units) per brand, number
of ...
Planter’s
S:22, F:62
Kroger
S:37, F:121
Kroger
S:9, F:23
DavidS:4, F:6
Blue Diamond
Emerald
S:8, F:22
Corn Nuts | S:1, F:1...
Planter’s*
S:19, F:54
Great Value*
S:16, F:38
Wonderful
S:3, F:6
Blue Diamond* | S:15, F:32
Kettle | S:4, F:7
Smartfood | ...
Sunday, April 6, 14
Findings:
Sunday, April 6, 14
has 1500 more feet
of shelf space than
Sunday, April 6, 14
has
more product
facings than
Sunday, April 6, 14
carries 28 more brands
Sunday, April 6, 14
for both &
the highest average product price
was for the middle two rows
[row 4 & 3]
Sunday, April 6, 14
Average Price by Shelf
Top Shelf
Aisle 10 (Snacks) Aisle 11 (Chips)
Eye-Level
Lower Shelves
Bottom Shelf
$3.56
$3.50
$3.70...
discounted national brands
located
at the beginning of the aisle
discounted national brands
located
near the middle of the...
carries almost 25% more
in private label brands
than
Sunday, April 6, 14
We also observed in
the week leading up
to the Super Bowl
Sunday, April 6, 14
had massive, Super Bowl-themed
entrance displays featuring
chips and dips
Sunday, April 6, 14
only had [3] end-cap displays
throughout the entire store
Sunday, April 6, 14
Recommendations
for Kroger:
Sunday, April 6, 14
Location of Snack
Aisle
1
Sunday, April 6, 14
Currently situated between the
cleaning aisle
& cosmetics aisle
Sunday, April 6, 14
Locate near bread, condiments aisle:
because of the common association
between “sandwich & chips meal”
makes snacks a comp...
Organization of Snack
Aisle
2
Sunday, April 6, 14
Organized by brands in some areas
and
by categories in others
Sunday, April 6, 14
1. Nuts
2. Seeds
3. Beef Jerky
4. Snack Mix
5. Chips
6. Dips
7. Pretzels
8. Rice Cakes
9. Popcorn
10. Individual bags
Sund...
Stand-Alone vs.
End-Aisle Displays
3
Sunday, April 6, 14
Capitalize on seasonal trends
[Super Bowl displays]
Sunday, April 6, 14
End-aisle displays near
pairing items, such as
peanuts and beer
Sunday, April 6, 14
Natural & Organic
Snack Items
4
Sunday, April 6, 14
Kroger has a separate snack aisle
for natural & organic – on the
other side of the store
Casual customers don’t go down th...
Align items with
target’s eyesight
5
Sunday, April 6, 14
Keep more expensive and
high-margin SKUs on center
shelves
But further orient items based on
target consumer’s eye-level:
...
Organic and natural snacks:
Located on higher shelves for adults.
Colorful and kid-themed:
Located on lower shelves for ch...
 
Questions?
Sunday, April 6, 14
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Kroger vs. Walmart - Planogram Analysis

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Kroger vs. Walmart - Planogram Analysis

  1. 1.   PLANOGRAM Eliza Arnold, C.J. Milhoan, Jonathan Sekerak Sunday, April 6, 14
  2. 2. Our Store: Kroger Our Competitor: Walmart Sunday, April 6, 14
  3. 3. Objective: re-create planograms for the snack food aisle in our store, Kroger, and our competitor store, Walmart, as well as detail our methodology, findings and recommendations for our store. Sunday, April 6, 14
  4. 4. Methodology: observed snack food aisles, recording brand names, number of SKUs (stock keeping units) per brand, number of facings (consumer-facing SKUs) per brand, and linear feet per brand observed shopper behavior and customer flow patterns through store aisles Sunday, April 6, 14
  5. 5. Planter’s S:22, F:62 Kroger S:37, F:121 Kroger S:9, F:23 DavidS:4, F:6 Blue Diamond Emerald S:8, F:22 Corn Nuts | S:1, F:1 Stuckey’s | S:2, F:4 Nuts & Sunflower Seeds Snack Mixes Rice Cakes/SnacksCanned Chips Chips Tortilla Chips Corn & Tortilla Chips Private Label Chips Pretzels Chips Discount National Brands Dips & Salsas Trail Mix /Jerky Planter’s S:2, F:4 Kroger S:20, F:57 Kroger S:8, F:24 Jack Link’s* S:8,F:10 Old Wisconsin S:3,F:3 * Kroger S:5, F:6 Slim Jim S:6,F:8 World Kitchens S:1, F:1 Funyuns | S:1, F:2 Cracker Jack | S:1, F:1 Rold Gold Fritos* S:12, F:43 Smartfood | S:1, F:4 Munchos | S:1, F:1 Gardetto’s S:1, F:3 Pillsbury S:1, F:1 TGI Friday’s S:2, F:2 Cheetos* | S:11, F:35 Santita’s | S:1, F:3 Mission S:2, F:2 Cape Cod* S:8, F:20 Wise S:7, F:15 Wise dips S:3, F:10 Doritos* | S:12, F:30 Tostitos* S:14, F:49 Tostitos (cont.) AndyCapp’s S:2, F:4 Pringles S:29, F:112 Quaker S:18, F:90 Lay’s Stax S:3,F:15 Chex Mix S:10,F:22 Green Giant S:2, F:2 Bugles S:3, F:7 Combos S:3, F:3 Lay’s S:22,F:77 Frito-Lay Assorted* S:12,F:43 Sun Chips* S:5, F:10 On the Border* S:3, F:14 Snyder’s S:28, F:47 Utz S:31, F:53 Chester’s* S:4,F:11 Ruffles S:8, F:25 Ruffles dips S:1,F:1 * * * * ** * * * Snack Food Aisle Planogram Lay’s Baked & Light Utz dips S:3, F:31 Kroger dips S:8, F:34 Tostitos dips S:6, F:25 Tostitos dips* S:8, F:38 Fritos dips S:4, F:10 Tostitos dips Lay’s dips S:4, F:12 Aisle 14 Aisle 14 (cont.) Aisle 14 (cont.) Sunday, April 6, 14
  6. 6. Planter’s* S:19, F:54 Great Value* S:16, F:38 Wonderful S:3, F:6 Blue Diamond* | S:15, F:32 Kettle | S:4, F:7 Smartfood | S:3, F:3 Everybody’s Nuts S:3, F:6 World Table* S:5, F:5 World Table | S:1, F:1 Nuts & Sunflower Seeds Chips ChipsTortilla Chips & Pretzels Assorted Snacks Bulk National Brand ChipsDiscount National BrandsChips & Pretzels Jerky & Summer Sausage * * * * * * * Great Value* S:7, F:7 Great Value S:6, F:12 Great Value S:5, F:7 Andy Capp’s S:2, F:4 TGI Friday’s S:3, F:3 Combos S:2, F:2 Jack Link’s* S:14, F:14 (various regional brands) S:3, F:3 Sweet Baby Ray’s* S:2, F:3 Mauna Loa S:2, F:3 Blue Diamond S:2, F:3 * ** * Sensible Portions S:3, F:3 Bridgford S:3, F:11 Hannah’s S:2, F:5 Slim Jim* S:3, F:4 * * Medallion S:3, F:5 Pringles Stix S:1, F:1 Cape Cod | S:2,F:5 Fritos dips | S:3,F:32 Pringles S:32, F:106 Lay’s Stax S:11, F:46 Chex Mix S:12, F:20 David S:4, F:8 * * * * Emerald S:4, F:4 Quaker S:13, F:25 Pillsbury S:2, F:9 Snack Factory S:4, F:4 Stacy’s S:3, F:3 Terra S:7, F:10 Riceworks S:4, F:4 Bugles S:5, F:8 Gardetto’s S:2, F:4 Rice Cakes/Snacks Assorted Snacks Canned Chips Rold Gold S:4, F:7 Fritos S:8, F:32 Fritos (cont.) Cheetos S:7, F:51 Doritos S:12, F:47 Tostitos S:22, F:96 Lay’s S:21, F:96 Lay’s dips S:4, F:91 Tostitos dips Lay’s Baked & Light S:9, F:15 Lay’s Natural Sun Chips* S:4, F:9 Chester’s* S:3, F:8 Baken-ets S:2, F:8 Ruffles S:6, F:22 Great Value S:1, F:27 Santita’s S:1,F:4 Rudolph’s S:2, F:6 Schultz S:2, F:5 Mac’s S:2, F:6 Wise S:9, F:19 Snyder’s S:15, F:21 Utz S:44, F:56 Frito-Lay Assorted S: 15, F:108 Smartfood | S:1, F:3 Funyuns | S:1, F:2 Munchos S:1,F:4 Thin & Crisp | S:2, F:5 Snack Food Aisle Planogram S:10, F:54 Utz dips aS:44 F:56 Aisle 10 Aisle 11 Aisle 11 (cont.) Sunday, April 6, 14
  7. 7. Sunday, April 6, 14
  8. 8. Findings: Sunday, April 6, 14
  9. 9. has 1500 more feet of shelf space than Sunday, April 6, 14
  10. 10. has more product facings than Sunday, April 6, 14
  11. 11. carries 28 more brands Sunday, April 6, 14
  12. 12. for both & the highest average product price was for the middle two rows [row 4 & 3] Sunday, April 6, 14
  13. 13. Average Price by Shelf Top Shelf Aisle 10 (Snacks) Aisle 11 (Chips) Eye-Level Lower Shelves Bottom Shelf $3.56 $3.50 $3.70 $4.02 $3.11$3.70 $2.83 $2.16 $3.46 $3.24 $2.91 $3.10 $3.04 $3.61 $2.93 $3.65 $3.55 $3.28 Sunday, April 6, 14
  14. 14. discounted national brands located at the beginning of the aisle discounted national brands located near the middle of the aisle Sunday, April 6, 14
  15. 15. carries almost 25% more in private label brands than Sunday, April 6, 14
  16. 16. We also observed in the week leading up to the Super Bowl Sunday, April 6, 14
  17. 17. had massive, Super Bowl-themed entrance displays featuring chips and dips Sunday, April 6, 14
  18. 18. only had [3] end-cap displays throughout the entire store Sunday, April 6, 14
  19. 19. Recommendations for Kroger: Sunday, April 6, 14
  20. 20. Location of Snack Aisle 1 Sunday, April 6, 14
  21. 21. Currently situated between the cleaning aisle & cosmetics aisle Sunday, April 6, 14
  22. 22. Locate near bread, condiments aisle: because of the common association between “sandwich & chips meal” makes snacks a complementary product purchase Position snack aisle SKUs as “lunchtime necessities,” rather than unhealthy indulgences Sunday, April 6, 14
  23. 23. Organization of Snack Aisle 2 Sunday, April 6, 14
  24. 24. Organized by brands in some areas and by categories in others Sunday, April 6, 14
  25. 25. 1. Nuts 2. Seeds 3. Beef Jerky 4. Snack Mix 5. Chips 6. Dips 7. Pretzels 8. Rice Cakes 9. Popcorn 10. Individual bags Sunday, April 6, 14
  26. 26. Stand-Alone vs. End-Aisle Displays 3 Sunday, April 6, 14
  27. 27. Capitalize on seasonal trends [Super Bowl displays] Sunday, April 6, 14
  28. 28. End-aisle displays near pairing items, such as peanuts and beer Sunday, April 6, 14
  29. 29. Natural & Organic Snack Items 4 Sunday, April 6, 14
  30. 30. Kroger has a separate snack aisle for natural & organic – on the other side of the store Casual customers don’t go down this aisle: Kroger is missing an opportunity to sell these high-margin items en masse Sunday, April 6, 14
  31. 31. Align items with target’s eyesight 5 Sunday, April 6, 14
  32. 32. Keep more expensive and high-margin SKUs on center shelves But further orient items based on target consumer’s eye-level: Sunday, April 6, 14
  33. 33. Organic and natural snacks: Located on higher shelves for adults. Colorful and kid-themed: Located on lower shelves for children. Sunday, April 6, 14
  34. 34.   Questions? Sunday, April 6, 14

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