Category Management Project
Chocolate & Confectionery
Case study
March 17, 2005
Copyright © MEMRB IRI, 2005. Confidential and proprietary.
Introduction
Project Details

Retailer: Abu Dhabi Coop, UAE

Category: Chocolate & Confectionery

Section: 17 m, regular shelves and pegboards
Copyright © MEMRB IRI, 2005. Confidential and proprietary.
Introduction
Objectives

Assortment optimisation: 368 SKUs in the realogram

Increase 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
Chocolate Gifts
Manufacturer
Manufacturer
Brand
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.
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 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.
Layout
Realogram
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Layout
Realogram
Left Section
Right Section
Sugar
Planogram
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Manufacturer Report
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Package Type Blocking
MASTERFOODS
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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.
Comparison
MASTERFOODS Realogram vs. Planogram (brand level)
Copyright © MEMRB IRI, 2005. Confidential and proprietary.
Comparison
MASTERFOODS Realogram vs. Planogram (brand level)
Realogram
Planogram
delisted
Copyright © MEMRB IRI, 2005. Confidential and proprietary.
Planogram
MASTERFOODS Planogram
Copyright © MEMRB IRI, 2005. Confidential and proprietary.
Package Type Blocking
NESTLE
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Brand Blocking
NESTLE
KitKat
KitKat
Smarties
Milkybar
Lion
Crunch/
Temptation
Copyright © MEMRB IRI, 2005. Confidential and proprietary.
Aero
Comparison
NESTLE Realogram vs. Planogram (brand level)
Copyright © MEMRB IRI, 2005. Confidential and proprietary.
Planogram
NESTLE Planogram
Copyright © MEMRB IRI, 2005. Confidential and proprietary.
Package Type Blocking
CADBURY
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Planogram
CADBURY Planogram
Copyright © MEMRB IRI, 2005. Confidential and proprietary.
Package Type Blocking
FERRERO
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Brand Blocking
FERRERO
Duplo
Rocher
Raffaello
Kinder Bueno
Kinder (+Country)
Copyright © MEMRB IRI, 2005. Confidential and proprietary.
Kinder Surprise
Comparison
FERRERO Realogram vs. Planogram (brand level)
Copyright © MEMRB IRI, 2005. Confidential and proprietary.
Planogram
FERRERO Planogram
Copyright © MEMRB IRI, 2005. Confidential and proprietary.
Package Type Blocking
KRAFT
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Brand Blocking
KRAFT
Toblerone
Daim
Cote D’or
Leo
Copyright © MEMRB IRI, 2005. Confidential and proprietary.
Comparison
KRAFT Realogram vs. Planogram (brand level)
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 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.
The Apollo Software Portfolio
Comprehensive range of software covering
each level of the merchandising process
Copyright © MEMRB IRI, 2005. Confidential and proprietary.
Apollo software portfolio
Apollo Suite
The Apollo Suite planograming software is part of a
complete product portfolio.
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
Apollo Suite
Merchandising
Database
StorePlan
StorePlan makes it possible to view, analyse and
optimise store layout plans.
Copyright © MEMRB IRI, 2005. Confidential and proprietary.
Apollo software portfolio
StorePlan





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
Store
Web Publisher
Merchandising
Database
Store
StorePlan
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
Store
Web Publisher
Merchandising
Database
MerchCentral
Store
StorePlan
MerchCentral connects Apollo to the retailer’s internal
systems.
Copyright © MEMRB IRI, 2005. Confidential and proprietary.
Apollo software portfolio
MerchCentral



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
MeasureBox


Collect barcodes and
product dimensions
electronically
Transfer the data right
into Apollo or Excel
ShelfScan


Collect product and
merchandising
information in the
stores
Measure planogram
compliance
Copyright © MEMRB IRI, 2005. Confidential and proprietary.
Apollo software portfolio
MeasureBox
ERP System
Apollo Suite
Store
Store
Web Publisher
Merchandising
Database
MerchCentral
Store
StorePlan
ShelfScan
Copyright © MEMRB IRI, 2005. Confidential and proprietary.