Retail Department: Pasta

Carrefour Market (281 Rue Lon Gambetta, 59000 Lille, France) InterMarch Express (95 Rue Nationale, 59000 Lille, France) Supermarchs Match (97 Rue Solfrino, 59000 Lille, France)

CLASSIC: Coquillette, spaghetti, torti, macaroni FANTASY: Farfalle, coquillage, coudes rays, tagliatelle,
millerighe

SOUP PASTA REGIONAL PASTA QUICK COOK PASTA MINI PASTA WELLNESS: vegetables, whole grain, bio, eggs TO COOK PASTA: stuffed and to stuffed pasta
(cannelloni, lasagna)

Department Arrangement by Brand

Department Arrangement by Pasta Categories

RG: Regional VG: Vegetables

TC: To cook QC: Quick Cook

F: Fantasy C: Classic W: Wellness

See the table: -The fill color correspond to the pasta categories -The shape color correspond to the brand -The number between parentheses is the number of facing
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Department Arrangement by Brand Placement

Assortment
Brands Basics To cook Wellness Quick cook Regional Mini pasta Panzani deep deep Not deep x x X wide Barilla Deep Deep Not deep X x Deep wide Lustucru deep X X deep X X Narrow Private Label deep Not deep deep deep Not deep X wide

Linear Metrics

Carrefour pushes its private label; it is the most represented brand with 23 meters. Barilla is coming after, then Panzani and Lustucru.

POS Advertising and Promotion , Merchandising

loyalty card Carrefour highlights several eye-catching displays such as posters, shelf stoppers and signs.

Carrefour has a clear and simply structured design of the store. There are no decorations, secondary placements or cardboard stand-ups. The floor plan of the store allows good access and orientation for merchandising fixtures.

Department Arrangement by Brand

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Department Arrangement by Pasta Categories

RG: Regional VG: Vegetables

TC: To cook QC: Quick Cook

F: Fantasy C: Classic W: Wellness RM: Ready meal

See the table: -The fill color correspond to the pasta categories -The shape color correspond to the brand -The number between parentheses is the number of facing
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Department Arrangement by Brand Placement

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Assortment
brands basics To cook wellness Panzani Deep Deep Deep Barilla Deep Not deep Deep Lustucru Not deep X Deep Private Label Deep Not deep Not deep Others X X X

Quick cook
Regional

Deep
X

X
X

Not deep
X

deep
X

X
Deep

Mini pasta

Not deep
Wide

Deep
Wide

X
Narrow

deep
Wide

x
narrow

Panzani, Barilla and the private label have a wide assortment. Lustucru has a narrow assortment.

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Linear Metrics

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POS Advertising and Promotion , Merchandising

Several shelf stoppers highlight extra low prices or special retail offers to increase visibility and attention. The colors of the shelf stoppers are red and yellow, grabbing the customers attention due to the mostly black shelves.
InterMarch Express uses vertical merchandising. This refers to the placement of merchandise from top to bottom on a fixture, rather than from side to side. By presenting the pasta assortment in a vertical direction, the eye of the customer will be exposed to a seemingly wider assortment. Since the customer is naturally inclined to read/ look at eye level from left to right first, and to grasp at breast level, the shelf placement is well chosen in order to encourage purchases.
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Department Arrangement by Brand

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Department Arrangement by Pasta Categories

RG: Regional VG: Vegetables

TC: To cook QC: Quick Cook

F: Fantasy C: Classic W: Wellness

See the table: -The fill color correspond to the pasta categories -The shape color correspond to the brand -The number between parentheses is the number of facing
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Department Arrangement by Brand Placement

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Assortment
brands basics To cook Panzani deep deep Barilla deep deep Lustucru Not deep X Private Label Deep Deep Others X X

wellness Quick cook

Not deep X

deep X

Not deep deep

Deep Deep

X X

Regional Mini pasta

X X

X Not deep

X X

Deep X

Deep X

Wide

Wide

Narrow

Wide

narrow

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Linear Metrics

The first price is well represented with more meters than the regional pasta (2.6m for 2.5m). Barilla is more visible than Panzani with 12m in the department for its brand.

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POS Advertising and Promotion , Merchandising

The retailer positions its private label centrally in the large pasta department. The shelves are marked (branded shelves) in consistent brandcolors, which catch the customers attention. Additionally, shelf stoppers are attached to several parts of the shelves.

There is vertically merchandise product, which expose vast quantities at both eye and hand level for a sense of assortment. Excellent facing performance of Barilla and Match brands; goods are brought to the front of the shelves, with their labels facing forward. Customer will always see the attractive front surface of a can label rather than the informative list of ingredients on the back.
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Comparative Analysis on Department Layout

Whereas: - Carrefour Market has alcohol in the right side of the right shelf; -Match has oils, vinegar, soup and vinegar; - Intermarch has even detergents on that side which is truly not the accurate place for such dangerous products near to food. On the end-of-aisle back of store shelves, Carrefour has soups and alcohol; Both Intermarch and Match offer promotion mix products. At the front-ofaisle shelves, all supermarkets vary in their displays

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Comparative Analysis on Retailers Strategies and Operationalization

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POS Advertising and Merchandising

Carrefour Market:
-merchandising concerning the design (displays, posters, markings); - to be misplace.

Intermarch Express:
- to be misplace

Supermarch Match:
-an improvement of their end-of-aisle display in terms of its product mix; - an improvement of Matchs positioning of their loyalty card offers ads ; - to be misplace the self stoppers for the customers eye.

Olga Gordeeva & Elena Popova Retail Department: Pasta

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Linear Organization and Assortment

From a customer point of view:
the best strategy could be to separate products by ranges all brands taken together in order to make a comparison or find a kind of product and not one brand.

From a company as Barilla or Panzani point of view: it is important for them to be clearly visible in the department. So they prefer having the more space in the linear and to have the best bloc brand . From the retailer point of view: the retailer does not have a lot of margins on these products and the brands press on the retailer to have the best visibility on the shelves.

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Ideal Shelf

Below we have done the ideal shelf for us; we privilege the vertical assortment for the brands in order to have some bloc brand. Inside of the bloc brand you can find all categories group together, so horizontally sorted. We choose to put forward the basics pasta and then at the end of the department the less common ones as regional and specific pasta. At the eye level we put the more buying categories of pasta.
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