Coop & Coop: The Price Of Water…
December 2014. Coop Adriatica serves the area of Bologna through various distribution formulas: entrusts the banner COOP & COOP the Superstore. Wednesday 3, at 08:30 AM, was visiting the store located in Castel Maggiore (Via Pio La Torre, "Shopping Center LE PIAZZE").
LAYOUT.
15 cash desks (including 5 self and operational mode up to a maximum of 15 pieces, service named "CASSE PIU’” with specific signs that enhances the instrument type as faster, more practical, more innovative (…not more than 15 pieces for cash, though));
Entrance with Produce Section, large and well kept, Bakery in self service with dispensers and scales, Pastry with counter service, Meats and Cheeses, Deli, Fish Shop and Butcher’s Shop to follow, in precise sequence, along the perimeter wall that surrounds fruits and vegetables.
The central body of the store entrusted to consumer packaged, preceded by the textile, on the left of the entrance there is a space of plants and flowers, accompanied by exposure of the books (newspapers and magazines are detached from this area and stop on a display, in front of the zone of the self-scanning).
Mineral waters near the conclusion of the tour, the frozen immediately before the cash desks.
PROMOTIONAL CATALOG.
First page dedicated exclusively to two items; Sparkling Cuvée Imperial DOCG FRANCIACORTA BERLUCCHI 750 ml. to € 7.95, Pandoro cream Limoncè BAULI 750 g. to € 3.85.
No "framing", the prospect of celebrating with Pandoro stuffed 750g. and sparkling wine 750 ml. to € 11.80, overall.
Above: "CONVIENE COOP" (“It’s convenient in Coop”), global image sober, concrete, in contrast with the usual opulence that comes from the air of celebration, however, not yet in his living (the offer is valid from November 27 to December 10).
EXAMPLES OF POSITIONING PRICES.
Pasta Barilla 500 g., traditional formats, € 0.79
Pasta COOP 500 g., traditional formats, € 0.54 (- € 0.25 on leader)
Extra virgin olive oil 1 l. MONINI "classic", € 5.99
Extra virgin olive oil 1 l. COOP 100% Italian, € 5.29 (- € 0.70 on leader)
Extra virgin olive oil 1 l. COOP "mixture of extra virgin olive oils originating in the EU", € 4.89 (- € 1.10 on leader)
ESTATHE FERRERO 1.5 l. peach/lemon, € 1.75
COKE 1 l., € 1.25
At the entrance of the Shopping Center there is a communication that warns of the possibility to make a concrete gesture in favor of conservation and sustainability: "In the Shopping Center water costs only 5 cents per liter. Get your fill of filtered water, controlled and secure. You can use your bottles and buy at the “Tabacchi”, the key rechargeable just € 3.90 with 20 liters pre-loaded. "
"Water Smart in the City", "The Shopping Center LE PIAZZE invests use public water", "water at Km 0": these are more easily traceable messages.
That's the price of water inside the Superstore, the brand COOP course:
Natural water COOP MONTE CIMONE, 500 ml., € 0.23.
On balance, 1 liter would be worth € 0.46… obviously this is a weak number and approximate, since it also includes the price of the bottle and the fact that the value represents a multiple of the product (x2).
But how much distance with € 0.05 per liter!
