PLANOGRAManalysis

DARNELL FEROLDI FRYE STANFIELD

TASK

Make a planogram of both Kroger & WalMart’s snack aisle then make recommendations for Kroger.

PROJECT OBJECTIVES

Generate an understanding of product placement and pricing

conventions for snack foods

Gather insights to guide recommendations for increasing in-

store sales conversions for snack foods

INDUSTRY OVERVIEW

Revenue $35.2 billion

Profit

Yr. Growth

Phase

$4.9 billion

4.2%

Growth

Potato Chips 26.5%

Nuts/Seeds 25.2 %

Tortilla Chips 20.9%

(IBIS World)

Other Chips 18.9%

Peanut Butter 4.8 %

Other Snacks 3.7 %

SNACK category composition

TOP SNACK FOODS

(Source bakeryandsnacks.com)

in the USA

KEY FACTORS

Increase in Per capita disposable

income

+

Increase in healthy eating index

Stabilizing agricultural price

index

for industry growth

+(IBIS World)

WHY PEOPLE BUY SNACKS

63%60%

56%59%

Impulse

Between meals

Cravings

Sales

WHO’S BUYING WHAT

59%64%55%

35%76%73%70%

53% 76%75%64%53%

87%88%85%70%

85%87%87%70%

97%95%92%86%

Potato chips Tortilla chipsPopcorn Corn snackPretzel Meat snack/Jerky

No children under 18

Parents with kid(s) 5 & under

Parents with kid(s) 6-11

Parents with kid(s) 12-17

Lays Lays Kettle Cooked

Rold Gold

Tostitos Doritos Ruffles Fritos Cheetos Funyuns Cape Cod Snyder’s of Hanover Utz Pringles

Lays

Stacey’sGreat Valuegeneric brand

Smartfood Popcorn

Slim Jim

Jack Links

Hannah’sSantitas Chester’s

Munchies

Magic

Baken-Ets Medallion Pork Skins

Rudolph’s

Mac’s Original

Popcorn Indiana

Chex Mix

Popchips

Kettle Brand

Life Choice

Gardetta’s Bugles

Skinny Pop

Terra Chips

Food Should Taste Good

Dirty

TGIF

Andy Capp’s

Anderson

Wild Oats

Smart SnacksGood Health Natural Foods

Riceworks

Snack Factory

Pretzel Balls

Pretzlel Nuggets

Variety Packs

Duke’s

World Kitchens

Hillshire Farms

Bridgeford

Butterball

Old Wisconsin

Kracker Nuts

shelving width: 48 inches

aisle: 80 feet

shelving height: 84 inches

20 shelving units in the aisle

WALMARTchip aisle

shelving width: 48 inches

aisle: 40 feet

shelving height: 68 inches

10 shelving units in the aisle

KROGERchip aisle

Act II

Quaker Popped

Captain Willie’s Cracker Jack

Crunch ‘n MunchPringles

Lays

Chex Mix

Simple Truth

CHEEZ-ITKrogergeneric brand

Gardetta’s

Andy Capp’s

Bugles

Combos

Back to Nature

Seapoint Farms

Brad’s Raw Chips Crucha Ma Me

Second Nature

Glutino

Sahale Snacks Annie Chun’s

SeaSnax Royal Hawaiian

DAVID

Dang Psst

Stuckey’sPlanters

Emerald

Old Wisconsin

Jack Links

Slim Jim

World Kitchens

Peanut Patch

Kar’s

Orville Redenbacher’s

Jiffy Pop

Blue Diamond

Rhythm

Pop Secret

canned chips and nuts

shelving width: 48 inches

aisle: 68 feet

shelving height: 68 inches

17 shelving units in the aisle

chip aisle

bagged chips and pretzels

Private Selection private labelLundberg

Real DealKrogergeneric brand Green Mountain Gringo

Muir Glen

MunchosGlutino479 Degrees

Garden of Eatin Mi Elote

Organic Que Pasa

Smartfood PopcornOn the Border Variety Packs

Lays Kettle Cooked

Rold Gold

Tostitos

Doritos Cheetos

Cape CodUtz

Chester’s

Skinny Pop

Popcorn Indiana

Terra Chips

Smart Puffs

Boulder

Eat Your Vegetables

Good Health Natural Foods

Unique Sun Chips

Food Should Taste Good

KROGER

ANALYSIS

Rear right side

1592

WALMART KROGER

59

910

3rd to last row in food area. Facing

shelf has sodas and

waters.

BRANDS

SKUS

LOCATION

100

WALMART KROGER

4.163.22

3.12

3.97

5.13

2.95

3.12

3.14

3.24

2.99

3.85

4.42

3.46

4.22

PRICE ANALYSIS

row

WALMART KROGER

PRICE ANALYSIS

column

v3.67

3.47

4.22

3.45

3.52

3.63

RECOMMENDATIONS

!Keep the chips with the soda

!!!!

VRECOMMENDATIONONE

We suggest moving other items (nuts etc.) closer to juices and packaged

fruits

Move beef jerky, and other non-potato chip chips to the chip side

Stronger product association

Group brands by type and mix lower priced and private label items with higher priced and national brands

VRECOMMENDATIONTWO

Easier price comparison between private label and national brands

lead to increase in private label sales

Easier Price Comparison

!Move Snack Aisle & Add non aisle

product facings !!!!

VRECOMMENDATIONTHREE

Move aisle near other packaged food items - keep away from non-food items

Add more product facings near point of purchase and frozen/prepared

foods (end caps)

Meet them where they are

QUESTIONS?