Category Management Project Chocolate Confectionery Case study March

Introduction Project Details Retailer: Abu Dhabi Coop, UAE Category: Section: Chocolate & Confectionery 17

Introduction Objectives Assortment Increase optimisation: 368 SKUs in the realogram the sales of the

Database Creation § EAN and Stock code § Product Name § Dimensions (height, width

Range Analysis Assortment Analysis Copyright © MEMRB IRI, 2005. Confidential and proprietary.

Range Analysis Pareto Analysis Copyright © MEMRB IRI, 2005. Confidential and proprietary.

Listing Summary Total number of SKUs before analysis - 368 Total SKUs in the

Layout Realogram Copyright © MEMRB IRI, 2005. Confidential and proprietary.

Layout Realogram Left Section Right Section Sugar Planogram Copyright © MEMRB IRI, 2005. Confidential

Manufacturer Report Copyright © MEMRB IRI, 2005. Confidential and proprietary.

Package Type Blocking MASTERFOODS Copyright © MEMRB IRI, 2005. Confidential and proprietary.

Planogram MASTERFOODS Planogram Copyright © MEMRB IRI, 2005. Confidential and proprietary.

Package Type Blocking NESTLE Copyright © MEMRB IRI, 2005. Confidential and proprietary.

Planogram NESTLE Planogram Copyright © MEMRB IRI, 2005. Confidential and proprietary.

Package Type Blocking CADBURY Copyright © MEMRB IRI, 2005. Confidential and proprietary.

Planogram CADBURY Planogram Copyright © MEMRB IRI, 2005. Confidential and proprietary.

Package Type Blocking FERRERO Copyright © MEMRB IRI, 2005. Confidential and proprietary.

Planogram FERRERO Planogram Copyright © MEMRB IRI, 2005. Confidential and proprietary.

Package Type Blocking KRAFT Copyright © MEMRB IRI, 2005. Confidential and proprietary.

Planogram KRAFT Planogram Copyright © MEMRB IRI, 2005. Confidential and proprietary.

Implementation Final Steps (I) Implementing the planogram: the planogram was implemented in all Abu

Results Final Steps (II) Evaluating the results: two months after the implementation, category performance

The Apollo Software Portfolio Comprehensive range of software covering each level of the merchandising

Apollo software portfolio Apollo Suite The Apollo Suite planograming software is part of a

Apollo software portfolio Apollo Suite Merchandising Database Merchandising information is stored in a state-of-the

Apollo software portfolio Apollo Suite Merchandising Database Store. Plan makes it possible to view,

Apollo software portfolio Store. Plan Import CAD files Drag & drop departments and planograms

Apollo software portfolio Apollo Suite Store Web Publisher Merchandising Database Store. Plan With Web

Apollo software portfolio Web Publisher Send planograms and other merchandising materials to the stores

Apollo software portfolio ERP System Apollo Suite Store Web Publisher Merchandising Database Merch. Central

Apollo software portfolio Merch. Central Connect Apollo to internal systems Import data automatically into

Apollo software portfolio Measure. Box Collect barcodes and product dimensions electronically Transfer the data

Apollo software portfolio Measure. Box ERP System Apollo Suite Store Web Publisher Merchandising Database

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Introduction Objectives Assortment Increase optimisation: 368 SKUs in the realogram the sales of the category by: avoiding Out of Stock situations / inefficient inventory levels; creating vertical blocks based on consumer decision tree; positioning best selling items in the hot spots on the shelf. Copyright © MEMRB IRI, 2005. Confidential and proprietary.

Segmentation Chocolate Confectionery Chocolate Gifts Manufacturer Brand Package Type Size • Singles Format • Outers • Bags • Blocks & Inclusions • Minis • Filled Bars • Multipacks • Biscuits • Bite Size Copyright © MEMRB IRI, 2005. Confidential and proprietary.

Database Creation § EAN and Stock code § Product Name § Dimensions (height, width & depth) § Manufacturer & Brand Name § Segmentation § Retail Price § Volume Sales § Value Sales Copyright © MEMRB IRI, 2005. Confidential and proprietary.

Listing Summary Total number of SKUs before analysis - 368 Total SKUs in the Planogram - 267 Remaining listed 227 SKUs Force Listed (Inners & Outers) 38 SKUs New Products Listings - 2 SKUs Delisted - 103 SKUs Copyright © MEMRB IRI, 2005. Confidential and proprietary.

Brand Blocking MASTERFOODS Galaxy M&M’s Bounty Mars Snickers Twix Minis - Galaxy, Bounty, Mars, Best of Our Minis, Snickers, Twix, Maltesers, Milky Way Copyright © MEMRB IRI, 2005. Confidential and proprietary.

Implementation Final Steps (I) Implementing the planogram: the planogram was implemented in all Abu Dhabi stores (adjusted to each outlet Chocolate section dimensions) Monitoring planogram compliance: followed up by retailer Copyright © MEMRB IRI, 2005. Confidential and proprietary.

Results Final Steps (II) Evaluating the results: two months after the implementation, category performance data before/after implementation was compared, showing: an average increase of 30% in terms of movement at total category level per outlet; significant decrease of Out of Stock situations for best selling items and improved level of control over the inventory level. * A consumer research carried out at a later stage showed that the shoppers noticed and appreciated the standard layout in all Abu Dhabi outlets in the Chocolate section. Copyright © MEMRB IRI, 2005. Confidential and proprietary.

Apollo software portfolio Apollo Suite Merchandising Database Merchandising information is stored in a state-of-the art database, which allows Apollo tools to share information. Copyright © MEMRB IRI, 2005. Confidential and proprietary.

Apollo software portfolio Store. Plan Import CAD files Drag & drop departments and planograms Analyse sales, profit, inventory, space utilisation… Find hot & cold spots Optimise the layout of existing or new stores Copyright © MEMRB IRI, 2005. Confidential and proprietary.

Apollo software portfolio Apollo Suite Store Web Publisher Merchandising Database Store. Plan With Web Publisher it is possible to send planograms to the stores at the push of a button. Copyright © MEMRB IRI, 2005. Confidential and proprietary.

Apollo software portfolio Web Publisher Send planograms and other merchandising materials to the stores automatically Use a standard browser to view and print planograms in the stores Fast, efficient Copyright © MEMRB IRI, 2005. Confidential and proprietary.

Apollo software portfolio ERP System Apollo Suite Store Web Publisher Merchandising Database Merch. Central Store. Plan Merch. Central connects Apollo to the retailer’s internal systems. Copyright © MEMRB IRI, 2005. Confidential and proprietary.

Apollo software portfolio Merch. Central Connect Apollo to internal systems Import data automatically into Apollo Analyse any number of planograms at the same time Copyright © MEMRB IRI, 2005. Confidential and proprietary.

Apollo software portfolio Measure. Box Collect barcodes and product dimensions electronically Transfer the data right into Apollo or Excel Shelf. Scan Collect product and merchandising information in the stores Measure planogram compliance Copyright © MEMRB IRI, 2005. Confidential and proprietary.

Apollo software portfolio Measure. Box ERP System Apollo Suite Store Web Publisher Merchandising Database Merch. Central Store. Plan Shelf. Scan Copyright © MEMRB IRI, 2005. Confidential and proprietary.