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Retail Store Visits: To: Marketing Assistant Trainees From: Porter Gamble, Vice President of Marketing

The vice president of marketing asks marketing trainees to visit three types of retail stores - drugstores, grocery stores, and mass merchandisers - that sell over-the-counter (OTC) remedies like Allround. Trainees are to collect data on the number of brands and stock keeping units (SKUs), shelf location, shelf space, store locations, stock-outs, pharmacy services, promotions, prices, and top brands for a liquid multi-symptom cold remedy. After completing the store visits, the trainees will meet to consolidate notes and write a two-page summary of their findings.

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0% found this document useful (0 votes)
66 views2 pages

Retail Store Visits: To: Marketing Assistant Trainees From: Porter Gamble, Vice President of Marketing

The vice president of marketing asks marketing trainees to visit three types of retail stores - drugstores, grocery stores, and mass merchandisers - that sell over-the-counter (OTC) remedies like Allround. Trainees are to collect data on the number of brands and stock keeping units (SKUs), shelf location, shelf space, store locations, stock-outs, pharmacy services, promotions, prices, and top brands for a liquid multi-symptom cold remedy. After completing the store visits, the trainees will meet to consolidate notes and write a two-page summary of their findings.

Uploaded by

Tram Anh
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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STUDENT/TEAM

Retail Store Visits

To: Marketing Assistant Trainees


From: Porter Gamble, Vice President of Marketing
RE: Visiting Our Retail Partners

Our retail partners in the marketplace are very important to our success, as the retail outlet is
where consumers actually purchase Allround and become our customers.

There are three retailers that sell Allround and other OTC remedies to consumers in the
marketplace: drugstores, grocery stores, and mass merchandisers. Each of these retailers is
distinctly different in terms of store size, product assortments, and services offered.

Mass merchandisers are usually larger stores overall than grocery stores or drugstores. Grocery
stores tend to be larger than drugstores. However, in terms of space allocated to OTC remedies,
drugstores will usually have a larger product assortment than grocery stores and mass
merchandisers.

These retailers can be classified in terms of the width and depth of OTC merchandise selection.
Briefly, depth refers to the number of SKUs (variety of sizes and types of a particular product
line), while breadth refers to the number of product lines a store carries. Refer to the illustration
below (Solomon, Marshall, and Stuart 2006):

WIDTH

Narrow Broad

Mass Merchandisers
Shallow
Grocery Stores

DEPTH

Deep Drug Stores

(continued on next page…)


STUDENT/TEAM

It is time for you, the Marketing Trainee team to get out of the office. Each member of your team
should visit one of our retail partners and collect the information listed in the table provided
(below). After completing the store visits, your team should meet to consolidate your notes.
Then, write a two-page summary of your team’s findings.

SKU (Stock Keeping Unit):


A numerical identification for tracking product movement through the store. Each version of a
product receives its own unique SKU. So, a twelve-ounce bottle of Allround would have a
separate and distinct SKU from the 9-ounce bottle of Allround.

Shelf Location
Some shelf locations are better than others. Usually, middle shelf locations are best, followed by
upper shelf, and then lower shelf locations. Shelf space at eye level is premium space.

Liquid Multi-Symptom Cold Remedy DRUG STORES GROCERY STORES MASS MERCHANDISERS
Number of Brands Carried
Number of Stock Keeping Units (SKUs)
Shelf Location
Total Shelf Space (approx. linear feet)
Number of Locations in Store
Stock-outs
Pharmacist (Yes, No)
Pharmacist Assistants (How many?)
Point-of-Purchase Promotions
Shelf Toppers
Coupon
Promotional Label
Separate Display
Price
Brand 1
Brand 2
Brand 3
Brand 4
Brand 5
Brand 6

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