From the life of the department
Part II. Dairy department.
Don't forget to buy milk
Milk and dairy products are one of the main products in the human diet, and the dairy department traditionally crowns one of the three peaks of the golden triangle in the layout of the supermarket. In addition to the fact that consumers must find the necessary products, with the help of skillfully formed prices, the retailer can successfully create a positive image of his store. It seems that if muesli or champagne rise in price a little, the buyer will not be very upset. But imagine for a moment the situation in the dairy department on the day when customers discover that cottage cheese, sour cream and milk have suddenly become 50 kopecks more expensive. And this is not surprising, because according to the research, marketers have repeatedly stated: our market belongs to the category of price sensitive market (price-sensitive market). Knowing this, it is easier to understand the reason for the behavior of domestic buyers. For example, when considering the question of where city dwellers prefer to buy dairy products, such data were obtained.
The most popular place to buy dairy products is a deli (supermarket, grocery store). However, consumers buy milk more often in pavilions and open markets. Dairy products are also often bought in pavilions, but here we also see the leading role of grocery stores. In third place in popularity are supermarkets, large stores, they often buy cheese and yogurt. Moreover, young and middle-aged people go to supermarkets for dairy products more often than older people. (See diagrams 1, 2, 3, 4).
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Milk and fermented milk products can be considered universal in terms of their choice by people of different ages. “Glazed cheese is for a child, be sure to have sour cream (my family loves to season borscht with sour cream so much), kefir will not hurt at night (it’s good for a figure), cottage cheese is for breakfast.” With these thoughts, both young women and their mothers are sent to the dairy department. Is that curds and yoghurts to a greater extent attract younger people. Men, on the other hand, enter the dairy department exclusively with a list of necessary purchases, which says “Milk, kefir, cottage cheese. Buy something for yourself if you want." Men either do not react at all to the last sentence in the note or buy yogurt. Such here they are buyers, these men.
As for female buyers, we will definitely find milk on their list as an important ingredient in the preparation of various dishes, including pies. If we talk about the preferences of domestic consumers, then milk with a high fat content of 3.5% is invariably popular. That is why retailers put it up in a big block. The proportion of people who care about their health and prefer low-fat dairy products in Ukraine is still small.
Do not deceive expectations
The dairy department brings about 5-8% of the total turnover of the supermarket. During the year, the dairy department in terms of profitability changes places with gastronomy and culinary. The turnover is also influenced by seasonality. An important role in the amount of profit is played by a skillfully selected range of products. Kefir, yogurt, cottage cheese, butter, sour cream, milk ... - list commodity items this section is quite large and diverse. But all these products have one thing overall quality– exactingness to storage conditions and presentation method. For example, in some small shops Dairy group products are mainly sold in showcases designed for gastronomic products. Even worse - in refrigerators for juice. Those who have experienced such a supply of goods can be convinced of the inefficiency of this approach. The first natural desire of the buyer is to check the release date and expiration date, as well as look at the composition of yogurt, read about the beneficial properties of a new product, for example, the recently appeared Aktual product. Having reached the queue and not having received exhaustive information from a tired seller, the buyer takes a familiar product, guided by the criterion of freshness. Why talk about the assortment?... Such an approach is worthy of criticism not only from buyers, but also from professionals. “It is easy to see the fallacy of this approach by comparing the gastronomic and wall showcases in terms of costs. Parameters such as the cost of a showcase and retail space, refrigerated volume, service aisles make it clear that a wall-mounted showcase is 3-4 times more efficient than a gastronomic one,” Alexander Chernikovich, Commercial Director of Iceberg LLC, is convinced.
Continuing the conversation about the nuances that positively (or detrimentally) affect the profitability of the dairy department, Ruslan Chervak, official representative POPAI noted the importance of lighting: “Lighting is known to play important role in the shop. Those who have ever watched the disappointment of a customer who unfolded a piece of fabric, which in natural light turned out to be completely the wrong shade, will agree with me. returning to grocery stores, the retailer needs to remember that the dairy department, like the fish and frozen food department, requires light that emphasizes the freshness and chilliness of products. This requirement is well met by fluorescent lamps with a color temperature of 4000-6500 K built into the racking equipment. Considering the wide assortment of the dairy department, lamps with high color rendering (80% and higher) that emphasize the brightness of the packages cope well with the task of isolating each TM.
Eyes run up
“One person bought 6 acres of land for himself and decided not to build a banal house-bath-flower bed on them, but to go into business. He went to the market, talked to the sellers and decided to grow and sell apples. No sooner said than done. I bought and planted an apple orchard on my 6 acres. The harvest was good, in the autumn the man earned a lot of money. But he noticed that pears are also popular. With a part of the proceeds, he bought pear trees and planted them near apple trees. The next autumn came, pears, like apples, gave a good harvest. The man thought that expanding the range is a good idea. And bought cherry trees. I planted them between pears and apple trees .... It is not difficult to guess that next year he had apples, and pears, and cherries were the same size - with cherries. Therefore, he could not sell apples and pears, and he did not earn much on cherries.
This story, called "The Saga of the Six Hundredths," is a favorite story of trading consultants. In business, as in nature, everything is subject to simple, understandable laws. A commodity, like a tree, needs a place to benefit its owner. Any gardener will say: from the very beginning it was necessary to think about what assortment you want to sell, then ask how much land is needed for each tree so that it bears fruit well, and, finally, do not plant more than it should on these 6 acres.
Dairy department racks are also not dimensionless. They test the viability of the goals set for assortment and shelf space. AT this case concepts such as SKU and facing play a key role.
All the more important, all loved and needed
In the SKU* of any TM, priority, main and additional positions can be distinguished. In which category, say, milk of TM "Lasunya" with a fat content of more than 2%, depends on the popularity of this product among the buyers of this store. As a rule, the share of popular SKUs is 20% in the total number of the product group. 60% is allocated to the main positions, which consistently have a large number of buyers. Accordingly, about 20% is allocated to additional positions that have their own circle of loyal customers (diagram 5).
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Following the logic of things, the main group is those products that provide the main sales. Popular positions include those products for which promotions are held and which are well known to buyers. For example, "Activia" or yogurt "President". Extras may include yogurt, which contains live enzymes and has a shelf life of a matter of days. Also, a small group of gourmet products is included in the additional ones.
Actually, the implementation period, or rather, the canning technology and storage conditions, is the criterion by which all dairy products are divided into two large blocks. Pasteurized products stored at low temperatures are placed separately from sterilized ones.
The mass fraction of fat should increase in the direction of movement of buyers. In other words, milk with a fat content of 0.5% begins the calculation, and milk with a fat content of 8% completes. It is good when dairy products are grouped by producers one under the other, taking into account the increase in the percentage of fat content. For ordinary milk, fortified, baked milk, fermented baked milk, as well as products with various flavors are exhibited. The place of the latter is next to the group of sterilized products, behind fermented baked milk and baked milk.
In organizing the work of the dairy department, it is necessary to focus on the following aspects:
Compliance with the appropriate sanitary condition in the department: dairy products are perishable goods, they can form an unpleasant odor, including for violating the integrity of the package. Therefore, all the shelves commercial equipment, used for displaying dairy products, should be kept clean, cleaned regularly and thoroughly;
Inventory rotation: occurs in all departments of the store, but it becomes especially important in departments where perishable goods are sold;
Regular Maintenance refrigerated equipment, absence of extraneous odors, uniform degree of loading of refrigerated containers with dairy products.
Milk and dairy products are traditionally placed in the back of the trading floor in a place convenient for buyers. It is recommended to allocate separate places for dairy products in trading floor avoiding contact with other goods. Dairy products should be divided into two blocks according to the canning technology and storage conditions. Pasteurized products that require cold storage should be displayed separately from sterilized products.
One of two principles is chosen as the basis for the calculation: vertical or horizontal placement. Horizontal involves the placement of products of one manufacturer along the entire length of the shelf, which is easier to control competitors, but this method violates the usual order of laying out product blocks, which makes it difficult for the buyer to choose. Therefore, a vertical arrangement is generally accepted in many hypermarkets.
To accommodate milk and dairy products, a variety of refrigeration equipment and display of dairy products is used, which is shown in Fig. 43.
Place dairy products at the top of the "golden triangle" next to deli meats or cheeses;
Teach categories as the percentage of fat increases according to the direction of movement of buyers, starting with milk with a percentage of fat from 0.5 to 6-8%; continuing with fermented milk products (ryazhenka, kefir, curdled milk, sour cream); finishing with cream (also taking into account the percentage of fat content - for coffee 11%; for cooking and sauces - 23%; for cooking - 35%);
Group dairy products by producers and trademarks; set out taking into account the price (from cheap to expensive) and the direction of movement of buyers;
Canned milk products are placed depending on their purpose: in the canning department, in the children's department, in the dairy, confectionery (dry cream can be laid out next to instant coffee);
It is advisable to use a special display for displaying dairy products (on pallets and displays in additional points of sale).
1.1 Competitiveness analysis. (price / quality, what anyone needs)
Chapter 2 Analysis of the competitiveness of the milk market in the RAIPO store
Istrinskoe RAIPO was registered on November 8, 1980 at the address 143502, Moscow Region, Istra, Panfilova St., 2. The main activity is retail trade in non-specialized stores, mainly food products, including drinks, and tobacco products.
The company is headed Makarova Lyudmila Iosifovna - Chairman of the Council of the Istra district consumer society. Honored Worker of Trade Russian Federation, Honored Worker of Consumer Cooperatives of the Moscow Region, Honored Worker of Trade of the Moscow Region.
The Istra District Consumer Society conducts a diversified economic activity: trade, catering, blanks.
2.1 Analysis of the range of milk sold in the RAIPO store
Among the goods that make up permanent assortment RAIPO store includes milk and dairy products. At the same time, it is important that several companies are suppliers of dairy products and, in particular, milk.
We have analyzed the structure of the assortment of milk supplied to the store by different manufacturers. (Table 1).
Table 1. The structure of the assortment of milk by producers
As follows from the data in the table, the largest among the seven suppliers is Wimm-Bill-Dann, namely 29.8%. 22.3% of the total assortment is the assortment of Danone and Unimilk companies. Campina supplies 10.4% of dairy products to the RAIPO store and 7.4% is delivered by Erman. Local producers supplying products to the store "Volzhanochka" and "Kamyshinsky" milk contribute only 3% and 1.4% to the assortment.
Milk supplied to the store has a different mass fraction of fat. After analyzing the supplied milk according to this indicator (Table 2), we can conclude that the largest share in the assortment is occupied by milk with a mass fraction of fat content of 2.5%, it makes up 52.2% of the entire assortment; in second place is milk with 3.5% fat - 25%; and milk with 1.5% fat makes up 22.8% of the total range.
Table 2. The structure of the range of dairy products depending on the fat content
In the presented diagram (Fig. 1), each type of milk is most clearly represented, depending on the fat content, by a separate segment.
It is known that milk from different manufacturers, in addition to different fat content, also differs in different heat treatment. AT retail the main types of milk come pasteurized, or sterilized. We analyzed the assortment of milk sold in the RAIPO store according to this indicator. As follows from the data in Table 3, 55.2% of the entire range is pasteurized milk. The share of sterilized milk accounts for 44.8%.
Table 3. The structure of the range of dairy products depending on the heat treatment
The shares of pasteurized and sterilized milk are clearly shown in Figure 2.
One of the important indicators characterizing such a product as milk is its packaging. As we have already noted, milk is supplied to retail trade in at least ten types of packaging. Cardboard packaging is very widespread and such type of packaging as soft packaging is becoming more and more widespread. Taking this into account, we have carried out work on the analysis of the assortment of milk supplied to the RAIPO store. The data obtained are presented in table 4.
Table 4. The structure of the range of dairy products depending on the type of packaging
Having considered the structure of the assortment depending on the type of packaging (Table 4), we can conclude that the largest share in the assortment is occupied by 1 liter Tetra Pak cardboard packaging - 45%. The share of such packaging as plastic bottles of the same capacity of 1 liter is 29.4%. A much smaller amount of milk is supplied to the RAIPO store in 0.5 liter carton tetrapacks - 15.6%, and an insignificant share of the entire assortment - 9.8% is milk packed in 1 liter soft packaging.
The assortment of milk, depending on the type and volume of packaging, is clearly shown in the diagram in Fig. 3.
Conclusion. Thus, having analyzed the data on the assortment of milk supplied for sale to the Magnit store in general, we can conclude that the largest share in the assortment is Wimm-Bill-Dann, namely 29.8%; depending on the fat content, the largest share in the assortment is occupied by milk with a mass fraction of fat content of 2.5%, it makes up 52.2% of the entire assortment; depending on the heat treatment, 55.2% of the entire range is pasteurized milk; and depending on the type of packaging, the largest share in the assortment is occupied by a cardboard package Tetra Pak weighing 1 liter - 45%.
2.2 Analysis of the quality of milk presented in RAIPO
2.3 Analysis of the competitiveness of milk in the RAIPO store
3 Proposals for optimizing the range and improving quality, strengthening the competitiveness of milk.
Conclusion
Literature
1. Merchandising and expertise consumer goods: Textbook. - M.: INFRA-M, 2005.
Gastronomy is the art of preparing delicious culinary masterpieces. This is a generalized concept of goods that are made from expensive food products. It includes: meat, fish, wine and vodka and canning products. A significant place is given to such a segment as dairy gastronomy.
What does dairy gastronomy include
Dairy gastronomy includes:
- oil;
- dairy products;
- cream.
Also, additional products include various spreads and margarine. Dairy gastronomy hides small secrets in large quantities.
Special recipes and cooking methods should be known not only by culinary masters, but also by ordinary housewives. Such techniques are very useful and exciting. This is the whole art of culinary dishes.
According to its content, dairy gastronomy is considered a whole science, which traces a direct connection between cultural and food elements.
An important condition is the correct rational combination of products. This is done with the expectation that they will complement each other, emphasizing only the most sophisticated tastes. It will also help to preserve, and even increase the usefulness for the body.
Departments of dairy gastronomy in stores
The gastronomic department itself in shops and supermarkets serves to distribute various delicacies.
In synthesis with other culinary products, gastronomic departments enjoy unprecedented popularity.
Such combinations allow you to change the filling of departments with ready-made dishes. Thanks to what subsequently there is an enrichment of counters with new commodity units.
There is a massive creation of special goodies. This is a good opportunity for those who prefer to eat already prepared. Also, when creating such products, it is worth impeccably observing sanitary standards.
Gastronomy is characterized by:
- high quality products;
- culinary skills;
- ideology;
- financial expenses.
The positive moment will be that food products will be in optimal conditions for themselves. To do this, you need to support allowable temperature storage.
Also a frequent trend is a product that quickly deteriorates. It is to him that dairy gastronomy belongs.
These are products such as milk, cheeses, whey, etc. The most famous perishable ingredients are:
- kefir;
- yogurts;
- fermented baked milk;
- cottage cheese.
Such products should be consumed as soon as possible and clearly trace the date of manufacture.
Dairy gastronomy is very nutritious for the human body. It has multiple useful properties and retains them for a long time.
Dairy products are high in healthy fats and proteins that are easy to digest. Special development in recent times collect canned milk and sour-milk products.
It is important to know exactly the energy value of dairy products in order to provide yourself with a rational diet as much as possible.
Thanks to this, it will be possible to create the right diet based on healthy, tasty and healthy substances.
Leading manufacturers and suppliers of products for dairy gastronomy participate in the Prodexpo exhibition.
Read our other articles.
Milk and milk-based products are among the most important in the human diet. They belong to everyday goods. And the dairy department traditionally occupies the main place among the departments of supermarkets. Milk-based products are a universal product for a huge number of consumers: cottage cheese for breakfast, sour cream for soups for lunch, kefir for dinner.
The production of dairy products in our country has a long tradition. And the range of food products based on milk surpasses in diversity the list of dairy products in a number of European countries and states where agriculture is developed.
Refrigerated display cases and refrigerated slides are convenient for displaying dairy products. With their help, you can demonstrate a small range of available dairy products.
The refrigerated cabinet is suitable for various groups of dairy products (milk, kefir, butter, margarine, yogurt, mayonnaise, sour cream). Small and large batches of dairy products are stored in medium temperature cabinets. It is convenient to store all types of dairy products and other food products in a glass cabinet, subject to the rules of the commodity neighborhood.
In small stores and large shopping malls installation of refrigerated display cases, counters, cabinets, regals, chambers provides an excellent opportunity for high-quality storage and sale of a wide range. Small-sized refrigeration units allow you to optimize trading platforms, and different modes - choose the conditions for the preservation of dairy products.
KupiHolod.ru offers to choose from the catalog and buy refrigeration equipment that will keep your products fresh and adequately present them to customers: horizontal, cabinet, counter, chest, slide.