1. RETAIL ENVIRONMENTS Hypermarkets Clubs / C&C Minisupers Supermarkets
Hypermarkets
Clubs / C&C
Minisupers
Supermarkets
Drugstores
Mom & Pop
Convenience
e-commerce
Soft Discounters
How to measure 5 Ps
RTEC 5 Ps In-Store Picture of Success

2. Hypermarkets Examples Overview Description Typically:
Examples
Overview
Description
Typically:
Large, comfortable, spacious store with wide aisles
Tend to be in urban areas
In some markets they are the anchor store of a commercial area
Well organized, well differentiated areas and categories with clear signage
Adequate checkouts – with an expectation of quick service
Shoppers tend to feel free to touch, try products
Additional services are available
Main difference Vs Supermarkets: Bigger Size, wider variety of
brands food & non food categories.

3. Shoppers tend towards medium-high SEL.
Hipermarkets
Product
Price
Placement
Promotion
POP
Rational:
Shoppers tend towards medium-high SEL.
73% of shoppers have families with children under 12 years.
Shoppers dedicate time to trip, are receptive towards new products.
Some shoppers use HM for
main trips.
Wide variety of products assortment covering all segments, leading brands / more variants.

4. Supermarkets Overview Description Typically:
Overview
Description
Typically:
Large and medium sized stores
Some are local or regional
Conveniently located in virtually every neighborhood
Can be located inside a commercial center
Stores are well organized with good signage
Adequate number of checkouts
Main difference Vs Hypermarkets: More food oriented, Smaller Size, Less skus or brands .

5. Place for “basic, daily” needs.
Supermarkets
Product
Price
Placement
Promotion
POP
Rational:
Place for “basic, daily” needs.
Not always a pleasurable trip, tends towards routine/chore. .
Shelf space may be insufficient (medium/small stores), priority is given to “basic need” categories (food, household and personal care products).

6. Soft Discounters Overview Description Typically:
Overview
Description
Typically:
Medium to large floor area
National coverage in urban areas
Racks, and products placed in boxes
More than 10 check outs
Frugal store, no additional services
Limited assortment based on lead brands
Consistent and low price offering
Strong promotional events on weekends
Main difference vs Hypermarket: Lower prices, less skus (lead brands)

7. Very limited range, little choice in products
Soft Discounters
Product
Price
Placement
Promotion
POP
Rational:
Very limited range, little choice in products
Used for buying basic products
The value delivered to the shopper is total acquisition price (good value for money as well proximity).
Addictive model: the more they shop the more they like to go there,

8. Clubs / Cash & Carry Overview Description Typically:
Overview
Description
Typically:
Sell by Cases or Jumbo sizes
Self-service
• +5 Checkouts
Usually needs affiliation
Sell to final consumer or small retailers

9. Mix between lead and store brands.
Clubs / Cash & Carry
Product
Price
Placement
Promotion
POP
Rational:
Unique selection of imported products and large sizes that Shoppers expect to find.
Mix between lead and store brands.
Higher and medium SEL, small store and small business owners.
Combination of planning and impulse buying

10. Minisuper Overview Description Typically: 1+ Checkouts
Product
Price
Placement
Promotion
POP
Overview
Description
Typically:
1+ Checkouts
Limited assortment (1 brand per category)
Handle a wider amount of categories vs M&P, at least 6 categories
The shopper often shops with a basket or cart
Open approx. 15 hours
Neighborhood stores
Up to 600 m2 selling floor

11. Minisuper
Product
Price
Placement
Promotion
POP
Rational:
HFS assortment should not be limited to low or mid tier. High tier brands can win provided they have the right sizing at the right price
Shopper: Sizing for refill shopping, with qualified packaging for HFS
Store owner: Appropriate case count for an accepted cash outlay
Packs can be easily stocked/displayed in stores

12. Minisuper There are 2 modes of shopping at the Mini Markets
Product
Price
Placement
Promotion
POP
There are 2 modes of shopping at the Mini Markets
Quick shopper
Basket Shopper
Shops without a Basket
Do not look at or consider picking up a basket
Very focused on a few items
Walks directly to specific aisles
Some ask store boy for items
Minimal browsing
Shoppers looking for time saving
Spends more time at store
Walks from aisle to aisle
More open to looking at new products
Touches and looks at more products

13. Mom & Pop Overview Description Typically:
Overview
Description
Typically:
Small stores, sometimes with cramped, disorderly, messy environment
Neighborhood store, also present in rural / poor areas. Open long hours
Handle a limited amount of categories, at least 3 categories
No checkouts, a counter and an employee (or owner) dispatches
most of the products
Shoppers have a personal relationship w/owner , who frequently offers credit
May be a social gathering place in neighborhood
Typically segmented on Large, Medium and small

14. Mom & Pop Segmentation Typically:
Typically:
Variables
Large
Medium
Small
Area m2
+40 m2
20-40 m2
Up to 20 m2
Refrigerated
categories 3+
Sodas, Juices, Dairies, Ice cream, Lunch Meats
1-2
Sodas, Juices
Categories differentiated
Bottled Water : up to familiar sizes Sodas: Up to familiar Sizes (i.e. Coke 3 liters)
Bottled Water: up to familiar sizes Sodas: Up to familiar Sizes (i.e. Coke 3 liters)
Bottled Water (personal / medium sizes)
Sodas: Individual / Medium
Sizes
Fridges
Company & Own Fridges (cabinets) 2+
0-2
Companies Fridges (i.e. Coke, Pepsi)
Merchandising materials
Fixed exhibitors / Floor stand Displays
Floor stand Exhibitors / Counter Exhibitors
Counter Exhibitors
Technology /
Might have scanner, or cash register NA
Note-. Can include geographic zones and socio economic level

15. Mom & Pop
Product
Price
Placement
Promotion
POP
Rational:
Due to low space and limited cash investment, store owners focus on:
High rotation & low cash outlay SKUs – To avoid
dead stock
Wide range of categories – To avoid disappointing shoppers
Lower tier or unbranded – Lower acquisition cost and often high margin
Shopper/Consumer: Product satisfying a need, at the relevant price (limited cash outlay) and sizing for refill shopping, with qualified packaging for M&P constraints.
Store owner: Appropriate case count for an accepted cash outlay (vs. competition), disproportionate rotation vs. competition as relevant to shoppers demand, & no barriers in trade margin

16. Drugstores Overview Description Typically:
Overview
Description
Typically:
Health specialist, however shopper can find personal care, make up, and specialized food products.
Shopping mission: Storage, replenishment & convenience
Used by individual shopper that buys for themselves for Individual replenishment
Shopper mood: continues searching news
Few products per trip with high expenditure

17. Drugstores
Product
Price
Placement
Promotion
POP
Rational:
Purchases are mainly health-related (medicine). Trip is quick, efficient and low emotional involvement. Shoppers browse the store while waiting for their prescriptions.

18. Convenience Overview Description Typically: 1+ Checkouts
Overview
Description
Typically:
1+ Checkouts
Limited assortment (1 brand per category)
Handle a wider amount of categories vs M&P, at least 6 categories
The shopper often shops with a basket or cart
Open approx. 15 hours
Neighborhood stores
Up to 600 m2 selling floor

19. Convenience Rational:
Product
Price
Placement
Promotion
POP
Rational:
HFS assortment should not be limited to low or mid tier. High tier brands can win provided they have the right sizing at the right price
Shopper: Sizing for refill shopping, with qualified packaging for HFS
Store owner: Appropriate case count for an accepted cash outlay
Packs can be easily stocked/displayed in stores

20. e-commerce Overview Description Strategic Objective Rationale
Overview
Description
Typically:
Customer‘s on line sales system (web page or mobile version)
Strategic Objective
Rationale
It is beginning to be used by supermarkets as a retail environment