Trade Marketing and Space Management

Flashcards about trade marketing and space management based on lecture notes.

Objective of Eye Level placement

Attract the Customer's Attention; It is the one that the customer sees and perceives first; Attracts and retains attention.

Height range for Eye Level placement

From 125 to 160 cms.

Objective of Hand Level placement

Offer the Product in a comfortable way; The customer only has to reach out to take the product.

Height range for Hand Level placement

From 80 to 125 cms.

Characteristics of Ground Level placement

Level flush with the Buyer's feet; It makes it difficult to see the product; The customer has to bend down to see or pick up the product.

Height range for Ground Level placement

From the ground at 80 cms.

Products best suited for Eye Level

Strong Turnover and High Margin; Greater Chances of Sale

Products best suited for Hand Level

Daily Consumption; Making it easy to buy

Products best suited for Ground Level

Low Turnover and Low Margin; Heavy products; Least Favored Sale Level

Sales increase from Ground Level to Hand Level (USA and France study)

• 34%

Sales increase from Ground Level to Eye Level (USA and France study)

• 78%

Sales increase from Hand Level to Eye Level (USA and France study)

• 63%

Sales change from Eye Level to Ground Level (USA and France study)

• 40%

Sales change from Hand Level to Ground Level (USA and France study)

• 32%

Definition of Planogram

A visual representation of how a store's products should be displayed on shelves to maximize sales.

Purpose of Merchandising rules (Milk Case Study)

Reflects the decision tree into the category. Shows how each segment and SKU should be merchandised. Highlights their importance and aligns their placement based on the category objectives and strategies.