Assignment of Consumer Goods & Merchandising class at INSEEC Paris Display Analysis - Tea Section

1. ASSORTMENT
DISPLAY ANALYSIS
CONSUMER GOODS & MERCHANDISING
SUPAT IMYOO

2. Hypermarket - AUCHAN LA DEFENSE
Category – Tea/Infusion section
Role of category – Routine Category : Auchan wants to draw the traffic to the store by
proposing a wide range of products and categories that most of consumers typically put on
their shopping list
Expected strategy
Auchan is a hypermarket that offer a wide range of assortment including; international
brands, national brands, regional products and also house brands. Its pricing strategy
should be 20/80 model. Its merchandise should be arranged in warm and cold zone.
They don’t require that much promotion within section because it’s a routine category
which customers would buy it anyway.

3. TEA/INFUSION SECTION
Tea section located in warm zone, close to the entrance and
opposite the cashier line. Its neighbor categories are
chocolate, cereal, coffee, jam biscuit…

4. Degrees of segmentation
Groceries
Perishable
Food
Beverage
Non-alcohol
Breakfast
Tea & Infusion
STRUCTURE OF THE SHELVES
Customer key inputs
Type
Brand
Flavor
Size
Price
Presentation structure
Products are vertically
arranged by criteria above

5. CUSTOMER’S CIRCULATION FLOW
Customer’s circulation flow begins from the warm zone in
which customer will see Auchan’s house brand first followed by
the most selling products like Lipton and Twinning. If customer
already knows what they want in their mind they probably
grab one from the warm zone while cold zone are the
products that less likely to be sold.
WARM COLD

6. THE FACING
Products are generally the same size it’s also done to
keep the store appearing neat and organized.
Normally stock will be refilled near closing time but
it’s the festive seasons when I visited the store so
they have stockers to refill the stock even in the
midday. Potential products are placed in the warm
zone and at eye level. Promotions are found not only
zone and place but also In-store Advertising that
could boost the sales.
Recommendation: As it’s a Christmas Auchan should arrange or highlight teas that relate to Christmas. Private
brand (Auchan in RED) seems to be presented more than it should be, this could affect other brands
20/80 is a strategy as we know that 80% of
company’s revenue is derived from 20% of its
products. According to Auchan La Defense: Tea
section, its 20% of products that could generate 80%
of its revenue are those products in the warm zone
such as Auchan and Lipton which place at the eye and
hands level. Its main brands are Lipton, Elephant
and Twinning. The private brand (Auchan) is placed
in every level of presentation and almost every range.
Auchan
5.99 e
Ricola
2.69 e
Ricola
4.00 e
Ricola
3.81
Twinings
5.10 e
Lipton
5.95 e
Twinings
6.79 e
Tetley
3.49 e
Twininngs
4.85 e
Auchan
1,20 e
Auchan
1.20 e
Lipton
2.54 e
Auchan
1.47 e
Twinings
2.42 e
Lipton
2.39 e
Lipton
2.23
Tetley
3.25 e
Auchan
0.85 e
Auchan
1.27e
Auchan
1.20 e
Lipton
2.30 e
Elephant
2.51 e
Auchan
0.79 e
Tetley
1.89 e
Lipton
2.36 e
Tetley
5.64 e
Auchan
3.21 e
Auchan
1.00 e
Elephant
2.00 e
Lipton
2.11 e
Lipton
2.06 e
Twinings
3.59 e
Lipton
1.93 e
Lipton
2.43 e
Tetley
1.82 e
Auchan
1.03 e
Auchan
1.99 e
Elephant
2.15 e
Lipton
1.93 e
Lipton
2.30 e
Twinings
2.95 e
Lipton
3.39 e
Lipton
2.46 e
Tetley
2.99 e
Lipton
1.87 e
Auchan
2.00e
Elephant
1.80 e
Lipton
2,09 e
Lipton
2.12 e
Twinings
2.36 e
Lipton
2.27 e
Lipton
2.04 e
Tetley
2.99 e
Lipton
1.87 e
Auchan
2.00 e
Elephant
2.20 e
Lipton
2.03 e
Lipton
2.12 e
Twinings
2.49 e
Lipton
2.01 e
Lipton
1.71 e
Tetley
2.99 e
Lipton
1.87 e
Auchan
2.15 e
Elephant
1.90 e
Lipton
1.97 e
Lipton
4.69 e
Twinings
2.89 e
Lipton
5.69 e
Lipton
3.99 e
Tetley
4.68 e
Lipton
2.45 e
HAT
EYES
HAND
FOOT

7. Auchan private brand seems to be highlighted more than other
brands as we can see from the first photo (left), Auchan brand is
placed at the first column of the shelf under “TEA” which is the warm
zone and when customers read the name of the section they can see
Auchan brand right away. More over, Auchan also has In-store
Advertising “10% off every Tuesday for Auchan products” (middle).
If customers don’t read it carefully they might think it’s 10% off
wherever this ISA is placed regardless its position. For Twinings, its
In-store Information (right) is not about sales but to inform their
change but this could help the brand boosting its awareness and
might increase its sales volume.

8. Auchan
5.99 e
Ricola
2.69 e
Ricola
4.00 e
Ricola
3.81
Twinings
5.10 e
Lipton
5.95 e
Twinings
6.79 e
Tetley
3.49 e
Twininngs
4.85 e
Auchan
1,20 e
Auchan
1.20 e
Lipton
2.54 e
Auchan
1.47 e
Twinings
2.42 e
Lipton
2.39 e
Lipton
2.23
Tetley
3.25 e
Auchan
0.85 e
Auchan
1.27e
Auchan
1.20 e
Lipton
2.30 e
Elephant
2.51 e
Auchan
0.79 e
Tetley
1.89 e
Lipton
2.36 e
Tetley
5.64 e
Auchan
3.21 e
Auchan
1.00 e
Elephant
2.00 e
Lipton
2.11 e
Lipton
2.06 e
Twinings
3.59 e
Lipton
1.93 e
Lipton
2.43 e
Tetley
1.82 e
Auchan
1.03 e
Auchan
1.99 e
Elephant
2.15 e
Lipton
1.93 e
Lipton
2.30 e
Twinings
2.95 e
Lipton
3.39 e
Lipton
2.46 e
Tetley
2.99 e
Lipton
1.87 e
Auchan
2.00e
Elephant
1.80 e
Lipton
2,09 e
Lipton
2.12 e
Twinings
2.36 e
Lipton
2.27 e
Lipton
2.04 e
Tetley
2.99 e
Lipton
1.87 e
Auchan
2.00 e
Elephant
2.20 e
Lipton
2.03 e
Lipton
2.12 e
Twinings
2.49 e
Lipton
2.01 e
Lipton
1.71 e
Tetley
2.99 e
Lipton
1.87 e
Auchan
2.15 e
Elephant
1.90 e
Lipton
1.97 e
Lipton
4.69 e
Twinings
2.89 e
Lipton
5.69 e
Lipton
3.99 e
Tetley
4.68 e
Lipton
2.45 e
HAT
EYES
HAND
FOOT
According to the table above Double placement is found from several
brands such as Aucan, Lipton, Twinings, Tetley, and Elephant.
Auchan tries to penetrate into every section from warm zone to cold
zone, from Hat level to Foot level. Since Auchan is considered as ‘lower
price’ its presence could damage other surrounded brands while Lipton,
Twinings, Tetley and Elephant are placed in different places in order in
increase its visibility which could be led to sales