esselunga

AC Nielsen – January 2013

HEADQUARTERS LIMITO DI PIOLTELLO (MILANO)TURNOVER AROUND 6.8 BILLIONMARKET SHARE 8.1%NUMBER OF STORES 87 HYPERS, 49 SUPERS & 7 SUPERETTEFORMAT HYPERMARKET, SUPERMARKET & SUPERETTESQM AROUND 54,405EMPLOYEES MORE THAN 19.800LOCATION NORTHERN & CENTRAL ITALY

,

NEARLY 50%

BETWEEN 30-40%

BEST PRICES FOR THE BEST QUALITY AND

RANGE OF PRODUCTS

THEY CHECK PRICES FROM ALL THEIR MAIN

COMPETITORS

ENSURING THEY ARE REALLY OFFERING THE

LOWEST PRICES IN ITALY MODIFY THEIR PRICES

PRICING MARGINS

PREMIUM PRODUCTS

HIGH ROTATION AMBIENT & FROZEN PRODUCTS

SKUS AVERAGE PRICE( € NO PROMO, 1 UNIT)

PRICE IN ESSELUNGA( € NO PROMO, 1 UNIT)

BUITONI BELLA NAPOLI PIZZA MOZZARELLA E POMODORO 660GR ( PACK 2)

2,33 2,50FINDUS SOFFICINI PIZZA MOZZARELLA E POMODORO390GR ( PACK 1)

2,80 3,14CAMEO PIZZA REGINA PIZZA MOZZARELLA E POMODORO600 GR ( PACK 2)

2,04 2,00

€ 6,20

€ 2,74

€ 3,18

€ 3,37

MARGHERITA OTHERS

REGULAR SMALL

TIME SAVING

PRICE

BRAND

FORMAT BRAND

TASTE &VARIETY

PRICE

REGULAR SMALL

TIME SAVING

FROZENPIZZA

FOODIE SEGMENT

TASTE

BRAND

PRICE

FORMAT

THEY MAY BE INTERESTED IN TASTE WHICH MEANS THAT THEY WILL LOOK FOR THEIR FAVORITE FLAVOUR & BRAND, ANDAFTER THEY WILL LOOK OTHER FEATURES

VISUAL SHOPPER SEGMENT

BRAND

PRICE

FORMAT

QUANTITY

FLAVOUR

THEY MAY BE HIGHLY VISUAL, MEANING PACKAGING & BRAND BECOMES KEY IN THEIR DECISION MAKING PROCESS

CONVENIENCE DRIVEN SEGMENT

SIZE

PRICE

FORMAT

FLAVOUR

BRAND

THEY MAY BE LOOKING FOR FUNCTIONALITY & CONVENIENCE SO PACKAGING FUNCTIONALITY, SUCH AS THE ABILITY TO RESEAL OR HAVING MULTIPLE INDIVIDUAL CONTAINERS, MAY INFLUENCE THEIR DECISION

MARGHERITA (PACK 2)BUFALAPOMODORINI & OLIVEFUNGHIPARMIGIANOMARGUERITA (PACK 4)PIZZA RICCAPIZZA RICCA ‘GENEROSA’

4,993,492,992,992,996,692,242,98

PIZZA REGINA (PACK 2)RISTORANTE ‘GAMBERI’RISTORANTE ‘SALMONE’RISTORANTE ‘4 FORMAGGII’RISTORANTE ‘TONNO’RISTORANTE ‘SALAME’RISTORANTE ‘FUNGHI’RISTORANTE ‘PROSCIUTTO’RISTORANTE ‘SPINACI’RISTORANTE ‘PESTO’SPEEDY PIZZA (4 MINI)TRADIZIONALE MARGHERITAAMERICAN STYLE

3,993,793,792,652,652,652,652,652,652,652,763,053,35

PIZZETTE (4 MINI)CALZONELLI (4 MINI)PIZZA ‘TONNO’PIZZA ‘SALAME’PIZZA ‘VEGETARIANA’PIZZA ‘MARGHERITA’FOCCACIAMARGHERITA INTEGRALE

2,293,493,293,293,292,793,494,49

PIZZA MARGHERITA (SENZA GLUTINE)MINI PIZZA (SENZA GLUTINE)FOCCACIA (SENZA GLUTINE)

4,195,094,48

PIZZA 4 FORMAGGI

PIZZA ‘MARGHERITA’ (PACK 4)

2,99

4,39

SOFFICI PIZZETTE (PACK 10) 3,99

LA PIZZATAA FAINA ‘FARINATA DI CECI’

4,983,29

BASI PER PIZZATRIO ITALIANO VERACE

2,697.49

LA VERACE PARMIGGIANALA VERACE NAPOLETANA

3,492,98

FOCCACIA TOSCANA (PACK 3)FOCCACIA KAMUT (PACK 2)

2,693,19

SOFFICINI ‘PIZZA MARGHERITA’SOFFICINI ‘PIZZA WURSTEL & PATATINE’

3,143,14

MOST CONVENIENT QUANTITY/PRICE: PACK 4 MARGHERITA (FIDEL) 4,39 MOST CONVENIENT QUALITY: RISTORANTE (CAMEO) 2,65 MOST CONVENIENT QUALITY: LA PIZZATA (ZANINI) 4,98

CHEAPEST: €2,24 PIZZA RICA (BUITONI)MOST EXPENSIVE: €4,98 PIZZATA (ZANINI)

97,8 / 29 = €3,37

THE TRIO VERACE, RONCADIN MARGHERITA AND SOFFICINI MARGHERITA PIZZAS WERE SITUATED SEPARATE FROM THE REST

EXPENSIVE PRODUCTS ARE IN THE TOP SHELVES AND THE LOW COST ARE IN THE

LOWER FREEZERS

PRIVATE LABELS ARE TOGETHER

GLUTEN FREE PRODUCTS ARE SEPARATED

INFORMATION OF THEIR CURRENT

PROMOTIONS & DISCOUNTS

HELD DURING A CERTAIN PERIOD OF TIME

CUSTOMERS REGISTER AND THEY ARE GIVEN A FIDATY CARD WITH WHICH THEY CAN COLLECT “PUNTI FRAGOLA”

A LIST OF PRODUCTS THATCUSTOMERS CAN OBTAIN

VIA

‘’PUNTI FRAGOLA’’

“GRANDE CINEMACON FIDATY”

"A TEATRO CON FIDATY”

“ALLE TERME

CON FIDATY”

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