11

ECR Forum02.06 – 03.06.2010

Category Management: X5&Multon Marina Olkhina

2

BIRZHA, 20.10.2009• «10% decrease in retail sector… optimization is needed...»

Retail.Ru, 21.10.2009• «Record decrease in retail in September…-9,9% vs 2008…»

WORLD CRISIS

3

RECESSION

4

Daily off-take

CONSEQUENCE

5

SOLUTION: CATEGORY MANAGEMENT

6

1 – IC or FC

2 – low or high price

3 – brand through taste

3

С – Price-oriented

С4-price С5-pack size

4 types of behaviour

А4-brand А5-taste А6-pack size

В – Impulse new

В4-new pack В5-new/rare taste

А – Loyal shopper

D – Looking for quality or exclusivity

D4-type (fresh) D5-brand D6-pack size

1

2

4 типа поведения4 типа поведения

А

D5

В5А6

А4 ВВ4

С5

А5

С D

С4D4

D6

3

Sources:Atelier Market Research, Listen to consumer, qual study, Oct 2006Qualitative Quest, Premium juices problem, qual study, Oct 2007O+K Research, Pack test, qual study, Oct 2008A/R/M/I-Marketing, Juice & Nectars category in-depth interviews, May 2009

DECISION TREE

7

PR

EM

IUM

MA

SS

AN

D L

OW

IC 0

,2l

MID

DLE

Traffic flow

CATEGORY MERCHANDISING

8

VISUALIZATION OF THE CATEGORY

9

cheese

sausagevodka

whiskey

chocolates

salads

CROSS-CATEGORIES

10

55%

90%

ASSORTMENT ANALYSES

11

TEST IN PEREKRESTOK

12

February 2010:

Test in Moscow

13

April 2010:

Test in St-Petersbourg

14

PEREKRESTOK: BEFORE

15

AFTER

16

BEFORE: BY PRODUCERS

ЛЕБЕДЯНЬ МУЛТОНWBD ИМПОРТСТМ

TRAFFIC FLOW

17

AFTER: BY PRICE SEGMENTS

PL PREMIUMMIDDLEIC IMPORT IN GLASS

TRAFFIC FLOW

MASS

18

18 Febr 2010 08:00 am

19

08:30 am

20

09:00 am

21

09:30 am

22

10:00 am

23

10:00 am

24

10:00 am

25

+0,3%+0,3%+3%+3% +4%+4%

-9%-9%

+1%+1%

ANALOGUE PEREKRESTOK WITHOUT

CATMAN

PEREKRESTOK IN MOSCOW WITH

CATMAN

+10%+10%

WEEK BEFORE

-15%-15%-6%-6%

-9%-9% -9%-9%-19%-19%

-7%-7%

PROJECT

WEEK BEFORE NO

PROJECT

26

FUTURE STORE

CATEGORY GROWTH+15%

2727

Marina.Olkhina@cchellenic.com

+7 985 111 28 57

THANK YOU!