ESSELUNGA-Coop-Ipercoop/Bp:PRICE POSITIONING
December 2014. 26 cash desks, the typical configuration of a sign in which it is customary to identify the specific format of the superstore: fruit and vegetables at the entrance, promotional area over against the counter of perishable in self-service, the central body of the store assigned to the consumer products packaged, fresh along the perimeter wall with the precise sequence of fish shop, butcher's shop, deli, bakery / pastry; frozen foods, soft drinks and mineral water at the end of the tour.
Books, magazines and newspapers regularly present, along with the corner of plants and flowers, set to follow in fruits and vegetables.
The bench of FOURTH RANGE (fruits and vegetables bagged and exposed in the fridge) is very extended, divided into two long linear.
A similar counter offered the possibility to combine the needs of decoration symmetric and opportunities to increase profitability of the space through displays of Pandoro and Panettoni (on the roof of the first section) and even televisions (the second section).
Could be considered a sort of contradiction, when there are questions about the difficult accessibility of these articles, in relation to the fact that it would hinder the realization of the higher profitability of the space; you can, however, say that the visibility of the products is certainly assured and it is this that normally characterizes the main motive to purchases.
The store staff is trained to act quickly to satisfy customers, unable to hold its own.
The price positioning leads us to reflect well on the great attention paid to competitiveness within the commercial area in question.
Ipercoop, Coop and Esselunga gravitate to positions of equilibrium, which contribute to the clarity of market values for the benefit of consumers.
The prices of the main actors of the Brand Industry are transparent and leveled; the commercial area covers a very important city, with more than 380,000 inhabitants: it is the seventh Italian town in terms of population.
The following table shows an example for the positioning of the three distribution chains mentioned on some references particularly relevant consumer goods packaged.
They are related to four well-known industrial brands (BARILLA, FERRERO, COCA COLA, MONINI), leaders in the retail distribution and operating on specific sectors of traditional pasta, beverages, extra virgin olive oil.
The survey was done between Tuesday 2 and Wednesday, December 3, 2014.
| ESSELUNGA S. VITALE | COOP & COOP “LE PIAZZE” | IPERCOOP “CENTRO NOVA” | |
| Pasta BARILLA 500 g. | €0.77 | €0.79 | €0.79 |
| COCA COLA 1 l. | €1.25 | €1.25 | €1.25 |
| ESTATHE FERRERO 1.5 l. pesca/limone | €1.75 | €1.75 | €1.75 |
| OLIO EX. V. MONINI 1 l. | €5.99 | €5.99 | €5.99 |
There is the perfect alignment of three of the four references high saleability examined, symptom precise intention of wanting to maintain peaceful coexistence under the supervision (estimated) of the sales departments of Monini and especially of Ferrero and Coca Cola; Barilla is the slightest deviation, however, shows that improved competitiveness of ESSELUNGA.
The competitors are considered the superstore format of Coop and even a hypermarket, which in convenience on Brand Industry, theoretically, should have the strength.
Not surprisingly, have been taken into account two brands (Coop & Coop, Ipercoop) that are both owned by Coop Adriatica, traditionally tricky to Esselunga in the region of Emilia.
Finally, on the basis of what has been detected, it is worth dwelling on the bench of the pasta: the Barilla brand (just the one you notice a slight competitive advantage over Coop) is exposed horizontally on the top shelf and flows in an extremely visible along the entire linear.
No exception even the size of 1 kilogram, which given the size it would have been natural to expose the bottom.
The client displays the linear and has, for each module consulted, the reference "Barilla" exposed in the best position.
The choice made by the distributor, in this case, exemption from custom in use by the majority of superstores and supermarkets: that is, to verticalize by brand pasta and allow the customer to make use of a spectrum of choice defined on the basis of trust industry.
Barilla so is practically the only supplier to patrol the entire linear!
