Abstract
Analysis:
1. Story of Lustucru & the Lunch Box: Assessing Lustucru brand expertise on the market
2. The Lunch Box in stores: Assessing Lustucru category management & Supply Chain expertise
3. Channels profiling: Searching for new ideas to develop the Lunch Box presence in distribution channels
Diagnosis: According to our analysis, what is the real problem of Lustucru Lunch Box?
Recommendations for future distribution strategy
Short run: Merchandising and Animations
Mid run: Identity, Image and Positioning
Long run: Presence in point of sales
Extract
[...] Away From Home (AFH) & Catering Railways stations & Airports • Before the travel: Travelers : often before flights. Not always the case for train departures On the go food Self service restaurants Petrol stations Distribution machines • On France highway network: • During the travel In-flight and in-train food handled by special private companies • The Market: Partnerships with local / no banner stores and other private companies • Consumers: The price is not so important Sources : INSEE, EAE 2006 et DGEMP/DIDEME via XERFI , Distribution du carburant/ Aéroport et services aéroportuaires Story In Store Channel 330 outlets with more than 60% held by key players (Total, Esso, Shell) 14% of the global turnover in non-petrol and non-car services or accessoy items • Sandwiches, fast food, boxes • Self service restaurants & distribution machines in freeways Study 39 Recommendations 3. [...]
[...] Story Story In In Store Store Channel Channel Study Study Recommendations Recommendations 44 Symptoms observed Some recipes do not meet consumers' tastes (Lustucru seen as a traditional French brand) Pasta box purchase is not a reflex yet in consumers' habits Lack of visibility and awareness in the product placement in stores Out of stock (OOS) recorded in some stores The lunch box is always facing a fierce direct competition in the snacks market Not enough presence in the proximity stores (Boxes=Proximity concept) Story In Store Channel Study Recommendations 45 The problem we are facing The core of the problem: Insufficient differentiation: 1. Within Stores 2. In the Value proposition 3. In the choice of points of sales (POS) How can Lustucru Lunch Box solve this problem? Story In Store Channel Study Recommendations 46 III. [...]
[...] of the aggressive. shelf andofis =>More distributors (Private Labels) their own top brand of pasta boxes (number shelf. top of the sometimes bit dark in shelf. not very Light competitors increase) shelf. a bit dark the good. Some =>The light is not enhancingbecause the productsmiddle. (Side effect for the retailer and so for the producer). [...]
[...] -Problem of margin? -Problem of category management? Story In Store Channel Study Recommendations 2. b. Focus on Lustucru Lunch Boxes Sodeb'O Lustucru Marie Carrefour: Sodeb'O: 13 SKUs Lustucru: 5 SKUs Marie: 4 SKUs Carrefour: 3 SKUs Fleury Michon: 2 SKUs Story In Store Auchan: Carrefour Sodeb'O: 23 SKUs Lustucru: 12 SKUs Marie: 8 SKUs Fleury Michon: 3 SKUs Channel Fleury M. Study Recommendations 2. b. [...]
[...] Category segmentation Segmentation Tree of Snacking food Snacking Hot readyto-eat Cold readyto-eat Cold Soups Sandwiches Baguettes Wraps Salads Sandwiches club Starchy salads Tabbouleh Story In Store Channel Study Raw vegetables Rice salads Pasta salads Recommendations 1. c. Category segmentation Segmentation Tree of Snacking food Universe Snacking Hot readyto-eat Cold readyto-eat Categories Meal boxes Chinese snacking Hot Soups Precooke dPizzas Sandwiches Segments Pasta Range Story Rice Range In Store Foreign Range Channel Galettes Burgers Study Recommendations Hot Dogs 1. c. What are we talking about? [...]
