Large Grocery Large Grocery Self Self Service Service

Share of Shelf

Small Grocery

Coverage
Small Grocery, Large Grocery & Self Service outlets were covered for the survey in the locality of Dubai & Sharjah. Sharjah Small Groceries Large Groceries Self Service 6 10 8 6 Dubai 10 8

OUTLET DEFINITION Small Grocery : Shops with 1 or 2 rows of racks. Large Grocery : Shops with more than 2 rows of racks. Self Service : Shops with more than 1 cash counters up to 5.

Brands Availability
LOB TANG FOSTE Mark SAFA REHA RASN R C N A CLARK

SMALL GROCERY LARGE GROCERY Presence SELF SERVICE Presence Presence -

: Strong : : Average Weak

: Not Available

Flavors Availability
LOB SMALL GROCERY
Orange, Mango , Cocktail -

LARGE GROCERY
Orange, Mango -

SELF SERVICE
Orange, Mango, Cocktail, Pineapple, Lemon, Orange, Mango, OrangeMango, Orange-Pineapple, Pineapple

Tang (Fruit) Tang (Fruit Power 7) Foster Clark

Orange, Mango, Orange, Mango, Orange, Mango, Pineapple, Lemon, Mandarin Lemon, Mandarin Lemon, Mandarin, PeachApricot, Valencia Orange, Berries. Orange, Mango, Lemon Orange, Mango, Lemon, Pineapple Orange, Mango, Pineapple, Guava

Rehan Safa Mark C

Packaging Availability
LOB SMALL GROCERY
750 g Glass, Sachet

LARGE GROCERY
750 g Glass, Sachet

SELF SERVICE
25 g (Sachet), 500 g (Bag), 750 g (Bag), 750 g (Glass), 1.5 Kg (HDPE Can), 2.5 Kg (HDPE Can), 2.5 Kg Tin Can 400 g (Bag), 800 g (Bag)

Tang (Fruit)

Tang (Fruit Power 7) Foster Clark Rehan Safa Mark C

750 g Glass

750 g Glass

750 g (Glass), 900 g (Tin Can), 1.5 Kg (Tin Can), 2.5 Kg (Tin Can). 900 g (Tin Can) 750 g (Glass) 750 g (Bag) 750 g (Plastic)

TANG
FOSTER C

TYPE 500 g Bag 400 g Bag 750 g Bag 800 g Bag 750 g Glass 750 g Glass 1.5 Kg 2.5 Kg 2.5 Kg 2.5 Kg

PRICE [AED] 6.25 4.95 11.75 9.95 12.95 12.95 25.25 35.50 32.50 38.50

FLAVORS Mango, Orange Orange, Mango, Mango-Orange, Pineapple-Orange, Pineapple Mango, Orange Fruit Power 7 (Pineapple) New Curve Design (Pineapple, Cocktail) Old Design (Mango, Orange) Plastic Can (Orange, Mango) Plastic Can (Orange, Mango, Cocktail) Plastic Can (Pineapple) Tin Can (Orange, Mango, Cocktail)

Pricing

750 g Glass

11.00

Mango, Orange, Peach-Apricot, Valencia Orange, Pineapple, Lemon Orange, Mango, Lemon,

900 g Tin

11.75

Placement & Promotion

SMALL GROCERIES
- Maximum 3 facings on shelf primarily occupied by Tang. - Product was placed in 2nd or 3rd shelf from top. - Surrounding products includes Tea, Powder Milk, Tea Milk, Jam, Mayonnaise, Breakfast products.

SELF SERVICE

LARGE GROCERIES

- Tang and Foster Clark sharing the shelf with the ratio of 3 is to 1 respectively. - Product was placed in 2nd or 3rd shelf from top. - Surrounding products includes Tea, Powder Milk, Tea Milk, Jam,

- Maximum 20 facings on shelf primarily occupied by Tang followed by Foster Clark, Rehan, Safa, Mark C, Rasna. - 3 shelf occupations. - 1 shelf completely occupied by Tang. - Surrounding products includes Tea, Powder Milk, Tea Milk, Jam, Nutella, Honey & Breakfast products. - Separate gondola for promotion packs 20% off on two packs 750 g Orange & Mango offered by Tang & Foster Clark. Sample gondola is used for the offers of other

Key Observations
Small Groceries & Large Groceries
- Price variation of 1 4 AED even in the groceries located close by. - Primarily product being purchased by the wholesalers. - Off take is very low and that is why they do not stock more than a case. - 750 g Glass is most famous amongst SG & LG. - Orange, Mango, Lemon are most accepted in the eyes of shopkeepers.

Self Service

- Off take is relatively higher than the SG & LG. - All the pack sizes & flavors are ensured on the shelf. - Loud visibility through category allocated shelf spacing. - Less price variation amongst different outlets. - POS material was also found for awareness & persuasion. - Gondolas were found ranging from big to small in size, to place promotional offers

Conclusion & Recommendations

Tang holds a very strong presence in all the LOBs followed by Foster Clark. - Small groceries & Large groceries are very slow LOBs whereas Self Service is relatively faster. - ATL & BTL is strongly recommended in order to setup a good launching pad. - Wholesale is the key focus area to drive the business in UAE if we want to by pass Modern Trade. - Product & Packaging differentiation will be
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