Outside Class Exercise

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Outside Class Exercise #1: Segmentation in the Grocery Store

The combination of products in a section of a Grocery Store is a great way to see and consider the consumer needs and wants that Consumer Product companies seek to serve. In this exercise, you will consider the needs and wants satisfied in the products at two different types of grocery stores, Full Assortment and Limited Assortment.


I prefer chose Walmart and Aldi

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Outside Class Exercise #1: Segmentation in the Grocery Store The combination of products in a section of a Grocery Store is a great way to see and consider the consumer needs and wants that Consumer Product companies seek to serve. In this exercise, you will consider the needs and wants satisfied in the products at two different types of grocery stores, Full Assortment and Limited Assortment. 1. Visit two grocery stores, one from each list: Full Assortment: Dierbergs Schnucks Shop’n Save WalMart Super Center Limited Assortment: Aldi Save-A-Lot Trader Joe’s 2. Visit one of each store from each list and focus on the SAME product category. Examples, though you are not limited to these: Cookies Crackers Cereal Salad Dressings Bread Coffee Soft Drinks RTD Juices and Teas Condiments Salty Snacks Jelly You may NOT do Peanut Butter 3. SKU’s in the category is a potential benefit fulfilled for a consumer. Make a list of the potential benefits you observe being fulfilled by the product mix you see. Think of both the different consumers that might buy the product and the different needs that might be fulfilled. The more products in a category, the more distinct needs that are being targeted. How many benefits? What benefits surprise you or are benefits you did not associate previously with this category? 5. Compare the benefits fulfilled from the Full Assortment and Limited Assortment Stores. Do you see consumer segments or needs not covered in the Limited Assortment stores? Are there benefits in each category you want, but cannot find in the Limited Assortment store? Comment in 2 – 3 paragraphs each store’s approach to assortment and consumer targeting. Full Assortment Store _______________________________ Limited Assortment Store ____________________________ Category:____________________________________________ List consumer benefits represented in the Full Assortment category: List consumer benefits represented in the Limited Assortment category: Comments on the Assortment, Consumer Benefit Targets and Your Thoughts what you saw, learned, and the differences between the two stores. What benefits are “missing” in the Limited Assortment store? Comment on the Assortment, Consumer Targets and Your Thoughts on each store (Q5): Outside Class Exercise #1: Benefit Segmentation in the Grocery Store LO 1 • SKU: an individual item for sale, each different attribute of product is a different sku. • Attributes may include: size, flavor, package type… – More than one brand may target the same benefit. • Facing: Multiple shelvings of the EXACT same SKU. LO 1 Outside Class Exercise #1: Benefit Segmentation in the Grocery Store Outside Class Exercise #1: Benefit Segmentation in the Grocery Store LO 1 Peanut Butter Category: Attribute: Texture: Benefit: Plain, Crunchy Size: Small (12 oz.), Medium (18 oz.) Large sizes (36 oz.) Health: Low Fat, Low Oil, Low Salt Price: Store Brand, National Brand Nut Type: Cashew, Peanut, Almond, Hazelnut Convenience: Single Serve packets, Dipping Kits Form: Powder Flavor: Chocolate Lugelcome to YOU CAN HAVE IT ALL! GREAT QUALITY FOOD LOW PRICES EVERYDAY BALLWIN ALA FRUIT Clancy COOKIES Clancy CHIPS Kettle Hale Or Kettle Kettetlenie Keis KA Clunes $1.89 OU ENTON) AM lanc AVY WAT Clai clan is Jan 09 Clar Clanys Clarys ORO ys ORIGA SOUR ORIGINA INGS YAVY AVY SOUT! Com Clancy's Rare SOUR CREA: SOUR CR & ON &a UR CREAM & ONION ORIG Faroe WAVY /AVY ACREAM Clu: N RIGI PIGIN & ONION Potate Chip lanty ORIGIN Clancy MAI 20 Clancy's UR CREAM RIGIN ORIGINA . ANO WAVY CAMC Clancy & ONION OPRES 1389 anos Can Clanco JUR PORE SOURI 0251 & ONION MOTO SOUR CRE 20 0.6 Com ancys SOUR lancys $179 SOUR CREAM WWW.IGIN ONIO Clanes Clancys UR CREM ONION & R CREAR Nancys CREARE CONTOR DUR Glancy's ROLD CHESTERS GOLD lays SIMPLY 63 SANTITAS Miss SANTITAS icks laus Kettle Cooked VI ONE POUND SA BAKED SIMPLY Cheetos Pure Smarijos 65% LESS FAT PUFFS WHITE CHEDDAR PUFFCORN TRANGELOS TANGLES Sun CH $ ONLY WHITE CHEDA JALAPENO WHITE CHEDD Oninind REFRESH CHESTER SANTTTAGANTTIAS HOLD SOLD sticks SIM NUFFCORN TOLLA TRANGLES LES CHIPS CHIPS KEL KE C Smartfool 20N SERRE Smartfood 2 SS FAT FAT Don PLY Cheol3 WHITE CHEDOAR WHITE CHEDDAR 268 2.68 WEBS SANTITAS INDIES KOLD GOLD ROLD fans Kettle Conked Cooked ays Laus CUNGELES ANGES PUFFGORN GOID Sun CHIP CHIPS Kelle braided JAKET BAN SIM ORGAN SINY ORGA GARDENS SIMPLY ORGANIC Doritos WHITE CHEDDAH oo Dont Dont WHITE CHE 26 WHITE CHEDD eo 288 Fiery M ESTERS SAVITAS OLD. 07 PUFFCORN PRNE INTEREST KOLI GOVD thiri Sun CHIPS lays taus Kettle Kettle Cooked PRO Cooked JALAPENO SIMPLY SIMPLY - WHEERAN $2ONEY Screet Potato OGANI bontos Brown Sugar ORGANIC Dontos V WHITE CHEDDAR Smartfoca (2 20 20 WHITE CHEDDA 268 fey Max 1290 ANTITAS 230 Sang AS 1,268 Cooke 1290 SELALU RUFFLES RUFFLES AKED BAKETS LES MAI BRఅందిన NOLD KISOITE PUFFCORN SIMPLY ROLD GOLD in Crisp TOSOS BLUE CORN Lays $20 smartfood 2 E SALTELE Smartfocaelight 26 ILAS 1299 ANTICAS 35 1299 $200 BAKENETS FED PORAS $2ony GOLD tinywists ho Al GOLS 299 TELAS REDONDAS 92.68 Lrytwists 1268 CKED TAKS oys aus Kettle Kettle Cooked Cooked 19 Z SUR 10 Smartfoed Smartfoed Cheddar SASALE CHOOL VINEGAR delight delight 2.50 290 SANITTAS SANTITAS 200) SEA SALT Party 5122 LouL 298 1921 1200 TOT
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Segmentation in the Grocery Store
The stores that I visited were Aldi and Wal-Mart. Each of the stores had a distinct manner
in which products were presented at the various shelves. Wal-Mart had a full assortment with
products from many suppliers stacked ...


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Excellent! Definitely coming back for more study materials.

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