Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Managing Carrefour in UAE

An overview of the key account management and selling process involved in dealing with a global hypermarket chain using Carrefour U.A.E as an example.

Managing Carrefour in UAE

  1. 1. Managing Carrefour – Understanding the hypermarket retail business
  2. 2. Magesh Srinivasan
  3. 3. Contents Objective Promotion Calendar Hypermarket Definition Commercial Terms Carrefour Global C f Gl b l In St I Store Promotion P ti Carrefour UAE POS Carrefour Store Sizes After Sales Service Store Layout Listing Structure Business Model Back End Rebate Sales Split Conclusion Magesh Srinivasan
  4. 4. ObjectiveObjecti eProvide an overview on hypermarket retail business with Carrefour as an example Magesh Srinivasan
  5. 5. HypermarketH permarket Defined Hypermarket = Supermkt + Dept. Store 1931,Concept from US 2007 sales = 72 Billion Euro Source: Middle East Grocer, June 2006 Magesh Srinivasan
  6. 6. CarrefourCarrefo r Global 1,163 Hypermarkets 14,991 stores (including franchisees & partners) Source: Middle East Grocer, June 2006 Magesh Srinivasan
  7. 7. Carrefour Carrefo r Global Franchisee-partner countries Europe  Total No. of Franchisees 1. Algeria Al i 1 2. Saudi Arabia 71. France  218  24 3. French overseas2. Belgium  563. Spain  161  6 departments & territories 114. Greece and Cyprus  28 4. Egypt 35. Italy  l 59  1 5. United Arab Emirates 106. Poland  72 6. Japan 77. Romania  118. Turkey 19 7. Jordan 1 Total Europe  624  31 8. Kuwait 1 9. Oman 1 10. Qatar 2 11. Dominican Republic 1 Asia Total 12. Tunisia 1 1. China 112America Total 2. Indonesia 37 Total 46 3. Malaysia y 121.Argentina 59 4. Singapore 22.Brazil  150 5. Taiwan 48 6. Thailand 273.Colombia  46Total America                   255 Total Asia 238 Magesh Srinivasan
  8. 8. 2007 Gro p B siness Res lts Group Business Results Magesh Srinivasan
  9. 9. 2007 Gro p B siness Res lts Group Business Results Magesh Srinivasan
  10. 10. CarrefourCarrefo r in UAE - Profile Start 1995 – Deira City Centre, Dubai Local Partner : MAF Hypermarket LLC 10 Stores Headoffice : MAF Towers, Dubai Magesh Srinivasan
  11. 11. Locations MAF Carrefour plans to more than double the number of stores in the Middle East region by 2012. The company already employs over 2,500 staff in 30 stores in 11 countries in the Middle East region and serves 10 million shoppers. g pp Source: http://www.ameinfo.com/172112.html Magesh Srinivasan
  12. 12. Store Si es Sizes Magesh Srinivasan
  13. 13. Sections Magesh Srinivasan
  14. 14. Store La o t LayoutElectronic Goods: Television, hi-fi sound equipment, Computers and office , q p , pautomation, Photographic equipmentHousehold Goods Section: Luggage house ware, Library house equipment Luggage, wareLight Household Section: Stationery, sports goods, toys, Gardening, Camping,car accessories, appliance, Telephone, musicConsumer Good Section: Cleaning products, toiletries, cold beverages, biscuits,confectionery, general groceriesAccessories Section: Jewellery, watches, mobile,Textile Section: Kids, children, men, women, home linen, accessories, footwear Magesh Srinivasan
  15. 15. Store La o t LayoutFrozen foods Section:– Fi h Widest range, Freshest quality, l Fish: Wid t F h t lit local and i l d imported f t d from gulf and lf d abroad– Meats: Widest range, freshest quality, local and imported from gulf and abroad– Cheese: Local and importedFresh Foods Section:– Vegetables: Widest range, Freshest quality, local and imported from gulf and abroad– Bakery: Freshly baked cakes, croissants, French rolls, doughnuts, hot takeaway foods, ready made shawarmas.– C Consumer goods: imported f foods, dairy products, ice creams Magesh Srinivasan
  16. 16. Contents Objective Promotion Calendar Hypermarket Definition Commercial Terms Carrefour Global C f Gl b l In St I Store Promotion P ti Carrefour UAE POS Carrefour Store Sizes After Sales Service Store Layout Listing Structure Business Model Back End Rebate Sales Split Conclusion Magesh Srinivasan
  17. 17. BusinessB siness Model Magesh Srinivasan
  18. 18. Sales Split Magesh Srinivasan
  19. 19. Promotion Calendar Going Going SummerDSF DSF Home Home Offers Promo Promo PGoing Back X’mas X’Home To Ramadan Ramadan & New YearPromo School Magesh Srinivasan
  20. 20. Commercial Terms Commercial Business Contract Annual Rebate Program Payment terms Warranty & After Sales Service Magesh Srinivasan
  21. 21. Contents Objective Promotion Calendar Hypermarket Definition Commercial Terms Carrefour Global C f Gl b l In St I Store Promotion P ti Carrefour UAE POS Carrefour Store Sizes After Sales Service Store Layout Listing Structure Business Model Back End Rebate Sales Split Conclusion Magesh Srinivasan
  22. 22. In store promotion End-Cap or Gondola Prominent display Special offer Fees for 8-10 days Magesh Srinivasan
  23. 23. POS Restricted usage Promotion based Short term Magesh Srinivasan
  24. 24. After Sales Service Ser ice Customer Service Counter Replacement Policy Repair Return Magesh Srinivasan
  25. 25. DisplayDispla Goods FOC display goods Replace if damaged Magesh Srinivasan
  26. 26. Listing Str ct re Structure HO M ‘A’ M ‘B’ M ‘C’ I/O Magesh Srinivasan
  27. 27. Back End Rebates Based on sell-out % of sell-out Value per unit sell-out FOC goods Magesh Srinivasan
  28. 28. ConclusionConcl sion Proactive/Systematic approach Relationship with ‘buyer’ is key p y y – Listing – National Promotions – Leaflet entry Sales analysis based discussions y Dynamic business Competition trends Magesh Srinivasan

×