Competitor Survey
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Transcript of Competitor Survey
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8/6/2019 Competitor Survey
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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.
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Brands AvailabilityBrands Availability
LOB TANG FOSTER
CLARK
MarkC
SAFA REHAN
RASNA
SMALLGROCERY
- - - -
LARGE
GROCERY
- - - -
SELFSERVICE
: StrongStrongPresencePresence :
AverageAverage
PresencePresence
: WeakWeakPresencePresence- : Not AvailableNot Available
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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
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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
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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,
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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
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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
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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