Managing Carrefour in UAE
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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.
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Managing Carrefour in UAE
- 1. Managing Carrefour – Understanding the hypermarket retail business
- 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. Objective Objecti e Provide an overview on hypermarket retail business with Carrefour as an example Magesh Srinivasan
- 5. Hypermarket H permarket Defined Hypermarket = Supermkt + Dept. Store 1931,Concept from US 2007 sales = 72 Billion Euro Source: Middle East Grocer, June 2006 Magesh Srinivasan
- 6. Carrefour Carrefo r Global 1,163 Hypermarkets 14,991 stores (including franchisees & partners) Source: Middle East Grocer, June 2006 Magesh Srinivasan
- 7. Carrefour Carrefo r Global Franchisee-partner countries Europe Total No. of Franchisees 1. Algeria Al i 1 2. Saudi Arabia 7 1. France 218 24 3. French overseas 2. Belgium 56 3. Spain 161 6 departments & territories 11 4. Greece and Cyprus 28 4. Egypt 3 5. Italy l 59 1 5. United Arab Emirates 10 6. Poland 72 6. Japan 7 7. Romania 11 8. 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 112 America Total 2. Indonesia 37 Total 46 3. Malaysia y 12 1.Argentina 59 4. Singapore 2 2.Brazil 150 5. Taiwan 48 6. Thailand 27 3.Colombia 46 Total America 255 Total Asia 238 Magesh Srinivasan
- 8. 2007 Gro p B siness Res lts Group Business Results Magesh Srinivasan
- 9. 2007 Gro p B siness Res lts Group Business Results Magesh Srinivasan
- 10. Carrefour Carrefo r in UAE - Profile Start 1995 – Deira City Centre, Dubai Local Partner : MAF Hypermarket LLC 10 Stores Headoffice : MAF Towers, Dubai Magesh Srinivasan
- 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. Store Si es Sizes Magesh Srinivasan
- 13. Sections Magesh Srinivasan
- 14. Store La o t Layout Electronic Goods: Television, hi-fi sound equipment, Computers and office , q p , p automation, Photographic equipment Household Goods Section: Luggage house ware, Library house equipment Luggage, ware Light Household Section: Stationery, sports goods, toys, Gardening, Camping, car accessories, appliance, Telephone, music Consumer Good Section: Cleaning products, toiletries, cold beverages, biscuits, confectionery, general groceries Accessories Section: Jewellery, watches, mobile, Textile Section: Kids, children, men, women, home linen, accessories, footwear Magesh Srinivasan
- 15. Store La o t Layout Frozen 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 imported Fresh 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. 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. Business B siness Model Magesh Srinivasan
- 18. Sales Split Magesh Srinivasan
- 19. Promotion Calendar Going Going Summer DSF DSF Home Home Offers Promo Promo P Going Back X’mas X’ Home To Ramadan Ramadan & New Year Promo School Magesh Srinivasan
- 20. Commercial Terms Commercial Business Contract Annual Rebate Program Payment terms Warranty & After Sales Service Magesh Srinivasan
- 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. In store promotion End-Cap or Gondola Prominent display Special offer Fees for 8-10 days Magesh Srinivasan
- 23. POS Restricted usage Promotion based Short term Magesh Srinivasan
- 24. After Sales Service Ser ice Customer Service Counter Replacement Policy Repair Return Magesh Srinivasan
- 25. Display Displa Goods FOC display goods Replace if damaged Magesh Srinivasan
- 26. Listing Str ct re Structure HO M ‘A’ M ‘B’ M ‘C’ I/O Magesh Srinivasan
- 27. Back End Rebates Based on sell-out % of sell-out Value per unit sell-out FOC goods Magesh Srinivasan
- 28. Conclusion Concl 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