Place Strategy for Dairy Farmers Milk

Place Strategy for Dairy Farmers Milk

Current situation

I do the research in Woolworths supermarket of the maquarie shopping center. When I enter into the supermarket, The first products I saw are the fresh vegetable and fruits, such as banana, strawberry, apple, etc. on the left is the fresh bread aisle, and there is a single aisle which provide the valued produces. Walk along the bread shelves, then

I see the deli which sale lunchmeat, bacon and the like. When you turn right, you can see the frozen area, customers can choose refrigerated items here, and White milk fridge is on the left end, just near the deli. In Woolworths Home Brand is placed in the left, Pura is in the middle of the fridge, and they provide full cream milk, skim milk, and

Lite milk, In the right section is Dairy Farmers, And they only provide Dairy Farmers Best, 1 liter, 2 liter, and Lite White, 2litre,

That means a range of limited pack sizes and categories for consumes to choose. The fridge is divided into 4 shelves, on the top is the

Skim Milk with small pack size, the second is displaced with 1lt milk, the third is 2lt milk, and the bottom is the 3lts.

Opposite the frozen area there are 12 aisles displace products from food to shampoo, and even garden care.

Competition

Direct competition

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Since the Home Brand and ‘Woolworths’ is the Woolworths own-brands, supermarkets are all considering rationalizing the name brands they stock and supporting their own house brand, they put their products on the most eye-catching place to attract customers’ attention, and provide a range of pack size for customers, While dairy farmers products are less obvious, and they do not provide 3lt pack size on the bottom shelf. There are just 1lt and 2lt milk on the first and second level in the right fridge, Woolworths only stock my competitions’ products, the reason is obvious: they can make more money from that product than they would from a big manufacturer.

The direct competitor of Woolworths is Franline, this supermarket is also located on level 3, and it’s near the parking place, So it’s more convenient for customer who drive a car for shopping.

Indirect competition

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Opposite the White milk fridge is the flavored milk aisle, juice and tea aisle, etc. shoppers have multiple choices when they feel thirsty.

There is a food court on level 3, and more than 15 caf© shops are located in this shopping center, since some customers of the shopping center are students and staff of nearby office towers, when they find some drinks, they can choose many items besides milk.