Offline shopping makes people get well know to Milka, but do you know how Milka display in each store? What about its performance? Does Milka use different sale strategy in each stores? What is the touch points to customers?
After visiting the mainstream retail stores, it is interesting that the shelf placement plays an important part of role which affects the sales performance and it displays differently depending on the retailer and brands. There are three players: the brand, the retailer and shopper. The goal for brand is to be in the exact spot that will increase sales and the retailer have to balance the risk and reward of choosing which items to stock with only a limited number of shelves available, while the shopper is to find the items as quickly as possible.
Monoprix
As one of the biggest shopping mall, comparing with Lindt which dominates the crucial and premium shelf, Milka show the poor competency in Monoprix. Not only because Milka's approachable brand image and mainly targets to middle-low purchase ability customers. Additionally, the customers would like to buy high quality or premium products with great brand awareness. It leads to the result that Monoprix is not their best battle field and their sales strategy is sold in low price, promotion package and limited flavor.
Carrefour
The placement and sales strategy of Milka is the same as Monoprix. What we should mention is that the shelf size for chocolate is much narrower and takes a limited display area, making the brand competition fierce. The top and middle shelves are domintaed by Lindt and Carrefour own products, the same feature of these 2 brand products is high margin, including all cocoa content and popular flavors. Carrefour launched two product lines-Sensation and Extra and slightly different price range. Obviously, Carrefour aims at competing with Lindt and increasing their own products' sales by displaying on top shelf.
Casino
With the most comprehensive products line of Milka,they place Milka in gold area along side the Lindt. Meanwhile ,at top of the shelf is placed with Casino's self chocolate products. It provides various product with single sale product package promotion and different dimensions. Entering to Casino seems to be a wise option since customer purchase power in line with the Milka target customers and Milka offer quality product in low Price.
Spar
Low price is the main method to attract customers in Spar. You can find every brands here including Lindt, Poulain, Casino choco, etc. Milka is sold in single product.
Virtual jourmey to Milka Official website:
Homepage: As we open the Milka official website,what we see first is the image of different type chocolate bar and scroll down,it is about brand story behind products to make people have a better understanding its brand.
Product catrgories and other snack products: Milka presents all the chocolate products which have been lauched in the market so far, and users can check its ingredients as well.
Production and ingredients: Milka shows the principle of choosing the best and suitable ingredient for customers and its production process of making chocolates.
Social media:Scrolling down at the bottom, Instagram,Facebook and Youtube are the three main promotion channels by Milka.Youtube is to present the adverstising while Instagram and Facebook are to issue the posts about their products and increase customer interaction.
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