Auchan and Carrefour's Marketing Success and Failures in India
Auchan Ppt
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Transcript of Auchan Ppt
PRESENTED BY CAMILLE DOUX / ANAIS DAVID / INES VALVERDE / VIVIAN PARK / SWATI KUMARI
Chocolate merchandising in Auchan
11/04/2023
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SUMMARY
1 / Auchan’s global strategy2 / Company, brand & prices3/ Chocolate department
design4/ Auchan’s CRM
Presented by Camille Doux / Anais David / Ines Valverde / Vivian Park / Swati Kumari
Introduction
Analysis of :
1.Chocolate merchandising layout
2. Marketing analysis in the Auchan(in Pau).
Market segmentation and the target consumers
Affect of display on the consumer purchase behaviour .
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1 / Auchan’s strategy
1.1 Global strategy
“To improve the purchasing power and the quality of life of the greatest number of customers, with responsible, professional, committed and respected employees”
3 values : trust, sharing and progress
Strategy : internationalization / differentiation / diversification
Presented by Camille Doux / Anais David / Ines Valverde / Vivian Park / Swati Kumari
11/04/2023
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1 / Auchan’s global strategy
1.2 Focus on Auchan Pau strategy
Who are customers ?Which profile ? Who are competitors ?
Presented by Camille Doux / Anais David / Ines Valverde / Vivian Park / Swati Kumari
11/04/2023
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1 / Auchan’s global strategy
Presented by Camille Doux / Anais David / Ines Valverde / Vivian Park / Swati Kumari
11/04/2023
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2 / Company brand & prices
Presented by Camille Doux / Anais David / Ines Valverde / Vivian Park / Swati Kumari
2.1. Companies & Brands in the chocolate market
11/04/2023
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2 / Company brand & prices
Presented by Camille Doux / Anais David / Ines Valverde / Vivian Park / Swati Kumari
2.2. Companies & Brands & prices
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10/05/12Presented by Camille Doux / Anais David / Ines Valverde / Vivian Park / Swati Kumari
3 / Chocolate department design in Auchan
3.1. Implantation: The chocolate department is located at the middle of the all store and
in front of the discount one => strategic implantation. There are not promotions and special event chocolate in this
department.
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Distance: 5 meters
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10/05/12Presented by Camille Doux / Anais David / Ines Valverde / Vivian Park / Swati Kumari
3 / Chocolate department design in Auchan
3.2. Merchandising design: The merchandising design of the chocolate department is one part of
the strategic merchandising design of the all Auchan store.
When we set up our merchandising plan the key is the visual impact.
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10/05/12Presented by Camille Doux / Anais David / Ines Valverde / Vivian Park / Swati Kumari
3 / Chocolate department design in Auchan
3.4 Product display: The chocolate department is organized by brands. There are side by
side, and the department counts 15 brands.
A practical organization for the customer, he could understand very well and quickly the organization of the department and select its products.
The range of Auchan brand is the best because it is at the middle, at eye’s consumer level,
Usually, brands make a doble facing for their «normal» or famous chocolate to make more visible their products.
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10/05/12Presented by Camille Doux / Anais David / Ines Valverde / Vivian Park / Swati Kumari
3 / Chocolate department design in Auchan
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Triple facing for Auchan brand
POUSSY at the botomAuchan brand at the middleCôte d’or at the top
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4/ Auchan CRM
Presented by Camille Doux / Anais David / Ines Valverde / Vivian Park / Swati Kumari
4.1. The Cross-Canals CRM Marketing with Neolane
Neolane => a french editor of software dedicated to marketing & Customer’s communication.
The solution => Neolane MRM, Neolane Campaign, Neolane Interaction.
Consequencies => A better interaction with customers, providing them a more personalized and quicker responses.
=> A better management of customer marketing plan => Create a synergy between every canals and stores
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4. Auchan CRM
Presented by Camille Doux / Anais David / Ines Valverde / Vivian Park / Swati Kumari
4.2 The Visa Card « ACCORD », an effective tool to develop customer loyalty
An Universal Card, which can be used as a real Visa Card with deferred debit as well as a loyalty card of Auchan.
Access to the Auchan loyalty program « Waaoh » (2002) => At each time I use the « Accord » card, I accumulate points and euros in my Waaoh account. I can spend this whenever I want in Auchan stores.
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4/ Auchan CRM
Presented by Camille Doux / Anais David / Ines Valverde / Vivian Park / Swati Kumari
4.2 The Visa Card « ACCORD », an effective tool to develop customer loyalty
It develop Auchan diversification stategy in financial services.
The purchasing behavior of customers can be studied, and it helps to increase the efficiency of Auchan’s marketing operations.
It encourages customers to come again in Auchan for its promotions and advantages.
This system of Visa Card => A good tool for Auchan CRM
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4/ Auchan CRM
Presented by Camille Doux / Anais David / Ines Valverde / Vivian Park / Swati Kumari
4.3. Ads and catalogues
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4/ Auchan CRM
Presented by Camille Doux / Anais David / Ines Valverde / Vivian Park / Swati Kumari
4.4. Other services
The « after-sales service »
The project to build an « Auchan drive » in Pau this year.
Conclusion
Lots of choice for the consumers.
No special occasional chocolates
No promotion for the chocolates
Merchandising layout and route helps in more frequent visit of consumer.
Visual Merchandising attract and catch the consumers attention.
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SOURCES
Presented by Camille Doux / Anais David / Ines Valverde / Vivian Park / Swati Kumari
Etude Xerfi – “World mass market retailer” Etude Xerfi – “Confiserie de sucre” Interview (16.04.12): Ms Gayate (Lindt’s Commercial Director) Interview (27.04.12): Frederic Durey (Auchan Pau’s Management
Controller) and Marianne Geffrotin (Auchan Pau’s Area Manager) http://www.alternatives-paloises.com/article.php3?id_article=4775 Xerfi – « Chocolate » http://www.larepubliquedespyrenees.fr/2012/01/10/le-projet-de-dri
ve-d-auchan-avance-a-petits-pas,223038.php http://www.argonautes.fr/uploads/uploads/documents/BARREY.pdf
http://www.auchan.fr/espaceCarte/editorial/editorialEspaceCarte.jsp?idChannelN2=32802&idChannelN3=32805
http://www.lemondeinformatique.fr/actualites/lire-pour-renforcer-son-crm-auchan-mise-sur-neolane-47378.html
http://fopau.forumactif.info/ http://www.lesprixducoin.com/prospectus/auchan-joyeuses-paques
-version-vl-paques-c13377
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THANK YOU FOR YOUR ATTENTION
Presented by Camille Doux / Anais David / Ines Valverde / Vivian Park / Swati Kumari