In studying how brands differentiate themselves in a shelf, we have already seen that colors are a criterion. Now we will see that the organization in a shelf is another one that we have to take into consideration. Therefore we have taken some pictures in a hypermarket, Géant in Mandelieu, to illustrate how brands are present. (These pictures have been taken at the end of the day consequently the shelves are sometimes not very well supplied). Besides we have to take into consideration that shampoos are proposed next to different kind of conditioners. We will do a focus on our brands and some other relevant examples.
We can begin with Fructis:
Fructis is present in the middle of the shelf. The products are displayed on four levels (in the bottom) and there are 17 or 18 products facing. We can see that shampoos are proposed with their conditioners or balms; each one has between 2 and 6 facing products. The shampoos are the most present.
Nivea is present just close to Fructis on its right. The brand is also present on four levels (also in the bottom) with between 14 and 21 facing products. For this brand, additional products are also proposed next to their shampoo. We can see that there are between 2 to 8 facing products.
Elsève is next to Nivea in the shelf. It is also present on four levels (and also in the bottom). But it has much more facing products, from 34 to 38 (or almost twice more than the two other brands). We can notice that lots of conditioners or balms are also proposed. In this case there are between 2 and 6 facing products for each category. Therefore even though Elseve has chosen to have different colors according to the specificities of the shampoo we can see that it creates a real bloc in the shelf by the abundance of its product in facing.
Head & Shoulders for its part, is present at the end of the shelf, in the bottom, and therefore at the beginning of the second entrance (noticing that this one comes from the fish shelf). As the other brands, its products are displayed on four levels. There are between 16 and 22 facing products for this brand. We can underline that even with its white bottles; H&S offers a clear shelf thanks to its colors on bottle to differentiate products.
Now we can see another relevant example with the brand: Le Petit Marseillais.
This one is present at the beginning of the shelf. Its products are on four level too and the four ones are underlined by a band with the logo of the brand. This allows the brand to have more visibility in the shelf compared to other brands, moreover that it is the only one to have this particularity.
Finally we can see the case of a private label: Casino. This retailer has several ranges of shampoos. We have to notice that it is organized totally differently than national brands.
On this picture, we can see Casino products, only on one line, in the middle of the shelf and above all at the eye catching level. This range has 60 facing products! or the most important one. We have also to notice that this private label is above the other important brands. Besides its colors, pink, differentiates itself even more in the middle of others.
On this second picture, another range has 28 facing products, also on a single line and at the eye catching level too.
On the third one, we can see once more, Casino products on the eye catching level, on the other side of the shelf. This time with only, 9 facing products.
We can say that brands are present in many lines, with between 14 and 38 facing products. Therefore they are well visible but the ones next to the others, they lose this visibility. On the contrary private label has much less line but much more facing products, on a better level.
We have seen that the presence in the shelf is different according to brands, and the main one is certainly Elseve thanks to its numerous colors and facing products.
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