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Elevating Value: Dunnes Stores Butter & Spreads Category Insights in Carlow

Dunnes Stores, founded over 65 years ago by Ben Dunne, is committed to providing better value. The Butter & Spreads category is a fast-moving sector within consumer goods, with the dairy market projected to grow by 5% by 2017. The Carlow branch, opened in September 2006, competes with Tesco, Super-Quinn, SuperValue, Aldi, and Lidl. This analysis covers current marketing strategies, the decision tree based on prices and brands, and the suggested improvements for product range and layout to enhance customer experience.

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Elevating Value: Dunnes Stores Butter & Spreads Category Insights in Carlow

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  1. DUNNES STORES Always Better Value The Butter & Spreads CategoryDunnes Stores, Carlow Submitted to: Rita Kelly Submitted by: Krzysztof Baranowski Henry Kolawole

  2. Introduction • Dunnes Stores began over 65 years ago • Founded by Ben Dunnes with vision of better value • Butter & Spreads is a fast moving consumer goods • Dairy category is expect to increase by 5% till 2017

  3. Geographical Location INSIGHTS IN CARLOW AREA • Dunnes opens its doors to the public on the 20th of September 2006 on Graiguecullen in Carlow • Located close to the Dome bowling sport centre • The main Competitors in area include: Tesco, Super-Quinn, SuperValue, Aldi, Lidl,

  4. Dunnes Stores Marketing Strategy • Dunnes has variety of strategies that they use in the Retailer Market against the competitors

  5. Decision tree This is the current tree Carlow Dunnes Stores is using at the moment, which is base on prices and Brands Strategy.

  6. The new Decision tree based on consumer observation (proposed) This is decision is based on consumer perception, from the our observation and interview we carried out.

  7. Range This is the current range in Dunnes Stores Carlow and the way it look messy and they just stock different range of product in there without arranging it well in order to be easy for customer to make purchase.

  8. Space Allocation

  9. Store location Dairy spread is located at the corner and which is more close toward the back of the stores.

  10. New products introduction This is just an examples how the package is going to look but with different Jam and Butter. Chocolate spread with peanut butter. Cheese spreads with fruits Spreads etc.

  11. Suggested Planogram

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