Competitor Survey

8/6/2019 Competitor Survey

1/10


2/10


3/10

CoverageCoverag

e

Small Grocery, Large Grocery & Self Service outlets werecovered for the survey in the locality of Dubai & Sharjah.

Sharjah Dubai

Small Groceries 10 10Large Groceries 8 8

Self Service 6 6

OUTLET DEFINITIONSmall Grocery : Shops with 1 or 2 rows of racks. Large Grocery : Shops with more than 2 rows of racks.Self Service : Shops with more than 1 cash counters up to5.


4/10

Brands AvailabilityBrands Availability

LOB TANG FOSTER

CLARK

MarkC

SAFA REHAN

RASNA

SMALLGROCERY

- - - -

LARGE

GROCERY

- - - -

SELFSERVICE

: StrongStrongPresencePresence :

AverageAverage

PresencePresence

: WeakWeakPresencePresence- : Not AvailableNot Available


5/10

Flavors AvailabilityFlavors Availability

LOB SMALLGROCERY

LARGEGROCERY

SELF SERVICE

TangTang(Fruit)(Fruit)

Orange, Mango ,Cocktail

Orange, Mango Orange, Mango, Cocktail,Pineapple, Lemon,

TangTang(Fruit Power(Fruit Power7)7)

- - Orange, Mango, Orange-Mango, Orange-Pineapple,

Pineapple

Foster ClarkFoster Clark Orange, Mango,Lemon, Mandarin

Orange, Mango,Lemon, Mandarin

Orange, Mango, Pineapple,Lemon, Mandarin, Peach-

Apricot, Valencia Orange,Berries.

RehanRehan - - Orange, Mango, Lemon

SafaSafa - - Orange, Mango, Lemon,Pineapple

Mark CMark C - - Orange, Mango, Pineapple,Guava


6/10

Packaging AvailabilityPackag

ing Availability

LOB SMALLGROCERY

LARGEGROCERY

SELF SERVICE

Tang(Fruit)

750 g Glass,Sachet

750 g Glass,Sachet

25 g (Sachet), 500 g (Bag),750 g (Bag), 750 g (Glass),1.5 Kg (HDPE Can), 2.5 Kg

(HDPE Can),2.5 Kg Tin Can

Tang(Fruit Power7)

- - 400 g (Bag), 800 g (Bag)

Foster Clark 750 g Glass 750 g Glass 750 g (Glass), 900 g (TinCan), 1.5 Kg (Tin Can), 2.5Kg (Tin Can).

Rehan - - 900 g (Tin Can)

Safa - - 750 g (Glass)

Mark C - - 750 g (Bag)- - 750 Plastic


7/10

PricingPricing

TANG

TYPE PRICE[AED]

FLAVORS

500 g Bag 6.25 Mango, Orange

400 g Bag 4.95 Orange, Mango, Mango-Orange,Pineapple-Orange, Pineapple

750 g Bag 11.75 Mango, Orange

800 g Bag 9.95 Fruit Power 7 (Pineapple)

750 g Glass 12.95 New Curve Design (Pineapple,Cocktail)

750 g Glass 12.95 Old Design (Mango, Orange)

1.5 Kg 25.25 Plastic Can (Orange, Mango)

2.5 Kg 35.50 Plastic Can (Orange, Mango,Cocktail)

2.5 Kg 32.50 Plastic Can (Pineapple)

2.5 Kg 38.50 Tin Can (Orange, Mango, Cocktail)

FOS

TER

750 g Glass 11.00 Mango, Orange, Peach-Apricot,Valencia Orange, Pineapple,

Lemon

900 g Tin 11.75 Orange, Mango, Lemon,


8/10

Placement & PromotionPlacement & Promotion

SMALL GROCERIESSMALL GROCERIES- Maximum 3 facings on shelfprimarily occupied by Tang.- Product was placed in 2nd or3rd shelf from top.- Surrounding products includesTea, Powder Milk, Tea Milk, Jam,Mayonnaise, Breakfast products.

LARGE GROCERIESLARGE GROCERIES

- Tang and Foster Clark sharingthe shelf with the ratio of 3 is to1 respectively.- Product was placed in 2nd or3rd shelf from top.- Surrounding products includesTea, Powder Milk, Tea Milk, Jam,

SELF SERVICESELF SERVICE- Maximum 20 facings on shelfprimarily occupied by Tangfollowed by Foster Clark, Rehan,Safa, Mark C, Rasna.- 3 shelf occupations.- 1 shelf completely occupied byTang.- Surrounding products includes Tea, Powder Milk, Tea Milk, Jam,

Nutella, Honey & Breakfastproducts.- Separate gondola for promotionpacks 20% off on two packs 750 gOrange & Mango offered by Tang& Foster Clark. Sample gondola is

used for the offers of other


9/10

Key ObservationsKey Observations

Small Groceries & Large GroceriesSmall Groceries & Large Groceries- Price variation of 1 4 AED even in the groceries located close by.- Primarily product being purchased by the wholesalers.- Off take is very low and that is why they do not stock more than acase.- 750 g Glass is most famous amongst SG & LG.- Orange, Mango, Lemon are most accepted in the eyes ofshopkeepers.

Self ServiceSelf Service

- Off take is relatively higher than the SG & LG.- All the pack sizes & flavors are ensured on the shelf.- Loud visibility through category allocated shelf spacing.- Less price variation amongst different outlets.- POS material was also found for awareness & persuasion.- Gondolas were found ranging from big to small in size, to placepromotional offers


10/10

Conclusion & RecommendationsConclusion & Recommendations

-Tang holds a very strong presence in all theLOBs followed by Foster Clark.- Small groceries & Large groceries are very

slow LOBs whereas Self Service is relativelyfaster.- ATL & BTL is strongly recommended inorder to setup a good launching pad.- Wholesale is the key focus area to drive thebusiness in UAE if we want to by passModern Trade.

- Product & Packaging differentiation will be

Documents

Competitor Survey