esselunga
DESCRIPTION
Final project of trade marketing about Esselunga, an Italian chain of SuperstoresTRANSCRIPT
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”
??