Final project of trade marketing about Esselunga, an Italian chain of Superstores

5. AC Nielsen – January 2013

7. HEADQUARTERS LIMITO DI PIOLTELLO (MILANO)
TURNOVER AROUND 6.8 BILLION
MARKET SHARE 8.1%
NUMBER OF STORES 87 HYPERS, 49 SUPERS & 7 SUPERETTE
FORMAT HYPERMARKET, SUPERMARKET & SUPERETTE
SQM AROUND 54,405
EMPLOYEES MORE THAN 19.800
LOCATION NORTHERN & CENTRAL ITALY

13. NEARLY 50%
BETWEEN 30-40%
BEST PRICES FOR THE
BEST QUALITY AND
RANGE OF PRODUCTS
THEY CHECK PRICES
FROM ALL THEIR MAIN
COMPETITORS
ENSURING THEY ARE
REALLY OFFERING THE
LOWEST PRICES IN ITALY MODIFY THEIR
PRICES
PRICING
MARGINS
PREMIUM PRODUCTS
HIGH ROTATION AMBIENT
& FROZEN PRODUCTS

18. SKUS AVERAGE PRICE
( € NO PROMO, 1 UNIT)
PRICE IN ESSELUNGA
( € NO PROMO, 1 UNIT)
BUITONI BELLA NAPOLI
PIZZA MOZZARELLA E POMODORO
660GR ( PACK 2)
2,33 2,50
FINDUS SOFFICINI PIZZA
MOZZARELLA E POMODORO
390GR ( PACK 1)
2,80 3,14
CAMEO PIZZA REGINA
PIZZA MOZZARELLA E POMODORO
600 GR ( PACK 2)
2,04 2,00

19. € 6,20
€ 2,74
€ 3,18
€ 3,37

21. MARGHERITA OTHERS
REGULAR SMALL
TIME SAVING
PRICE
BRAND
FORMAT BRAND
TASTE &
VARIETY
PRICE
REGULAR SMALL
TIME SAVING
FROZEN
PIZZA

22. FOODIE SEGMENT
TASTE
BRAND
PRICE
FORMAT
THEY MAY BE INTERESTED IN TASTE
WHICH MEANS THAT THEY WILL LOOK FOR
THEIR FAVORITE FLAVOUR & BRAND, AND
AFTER THEY WILL LOOK OTHER FEATURES

23. VISUAL SHOPPER SEGMENT
BRAND
PRICE
FORMAT
QUANTITY
FLAVOUR
THEY MAY BE HIGHLY VISUAL, MEANING
PACKAGING & BRAND BECOMES KEY IN
THEIR DECISION MAKING PROCESS

24. CONVENIENCE DRIVEN SEGMENT
SIZE
PRICE
FORMAT
FLAVOUR
BRAND
THEY MAY BE LOOKING FOR FUNCTIONALITY
& CONVENIENCE SO PACKAGING FUNCTIONALITY,
SUCH AS THE ABILITY TO RESEAL OR HAVING
MULTIPLE INDIVIDUAL CONTAINERS, MAY INFLUENCE
THEIR DECISION

29. MARGHERITA (PACK 2)
BUFALA
POMODORINI & OLIVE
FUNGHI
PARMIGIANO
MARGUERITA (PACK 4)
PIZZA RICCA
PIZZA RICCA ‘GENEROSA’
4,99
3,49
2,99
2,99
2,99
6,69
2,24
2,98

30. PIZZA REGINA (PACK 2)
RISTORANTE ‘GAMBERI’
RISTORANTE ‘SALMONE’
RISTORANTE ‘4 FORMAGGII’
RISTORANTE ‘TONNO’
RISTORANTE ‘SALAME’
RISTORANTE ‘FUNGHI’
RISTORANTE ‘PROSCIUTTO’
RISTORANTE ‘SPINACI’
RISTORANTE ‘PESTO’
SPEEDY PIZZA (4 MINI)
TRADIZIONALE MARGHERITA
AMERICAN STYLE
3,99
3,79
3,79
2,65
2,65
2,65
2,65
2,65
2,65
2,65
2,76
3,05
3,35

31. PIZZETTE (4 MINI)
CALZONELLI (4 MINI)
PIZZA ‘TONNO’
PIZZA ‘SALAME’
PIZZA ‘VEGETARIANA’
PIZZA ‘MARGHERITA’
FOCCACIA
MARGHERITA INTEGRALE
2,29
3,49
3,29
3,29
3,29
2,79
3,49
4,49

32. PIZZA MARGHERITA (SENZA GLUTINE)
MINI PIZZA (SENZA GLUTINE)
FOCCACIA (SENZA GLUTINE)
4,19
5,09
4,48

33. PIZZA 4 FORMAGGI
PIZZA ‘MARGHERITA’ (PACK 4)
2,99
4,39

34. SOFFICI PIZZETTE (PACK 10) 3,99
LA PIZZATA
A FAINA ‘FARINATA DI CECI’
4,98
3,29
BASI PER PIZZA
TRIO ITALIANO VERACE
2,69
7.49
LA VERACE PARMIGGIANA
LA VERACE NAPOLETANA
3,49
2,98
FOCCACIA TOSCANA (PACK 3)
FOCCACIA KAMUT (PACK 2)
2,69
3,19
SOFFICINI ‘PIZZA MARGHERITA’
SOFFICINI ‘PIZZA WURSTEL & PATATINE’
3,14
3,14

35. MOST CONVENIENT QUANTITY/PRICE: PACK 4 MARGHERITA (FIDEL) 4,39
MOST CONVENIENT QUALITY: RISTORANTE (CAMEO) 2,65
MOST CONVENIENT QUALITY: LA PIZZATA (ZANINI) 4,98
CHEAPEST: €2,24 PIZZA RICA (BUITONI)
MOST EXPENSIVE: €4,98 PIZZATA (ZANINI)
97,8 / 29 = €3,37

37. THE TRIO VERACE, RONCADIN MARGHERITA AND SOFFICINI
MARGHERITA PIZZAS WERE SITUATED SEPARATE FROM THE REST
EXPENSIVE PRODUCTS ARE IN THE TOP
SHELVES AND THE LOW COST ARE IN THE
LOWER FREEZERS
PRIVATE LABELS ARE TOGETHER
GLUTEN FREE PRODUCTS ARE SEPARATED

47. INFORMATION OF THEIR CURRENT
PROMOTIONS & DISCOUNTS
HELD DURING A CERTAIN PERIOD OF
TIME

51. CUSTOMERS REGISTER AND THEY ARE GIVEN A FIDATY CARD
WITH WHICH THEY CAN COLLECT “PUNTI FRAGOLA”

53. A LIST OF PRODUCTS THAT
CUSTOMERS CAN OBTAIN
VIA
‘’PUNTI FRAGOLA’’