Esselunga
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This document summarizes information about Esselunga, an Italian supermarket chain. It operates 87 hypermarkets, 49 supermarkets, and 7 superettes across Northern and Central Italy, with over 54,000 square meters of total space. The company has a market share of 8.1% and annual turnover of around 6.8 billion Euros, employing more than 19,800 people. The document reviews Esselunga's pricing strategy and segmentation of frozen pizza customers, providing details on specific pizza product prices, formats, and placements within the store.
Esselunga
- 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