1.
PLANOGRAM
Eliza Arnold, C.J. Milhoan, Jonathan Sekerak
Sunday, April 6, 14

2. Our Store: Kroger
Our Competitor: Walmart
Sunday, April 6, 14

3. Objective:
re-create planograms for the snack food aisle in our
store, Kroger, and our competitor store, Walmart, as
well as detail our methodology, findings and
recommendations for our store.
Sunday, April 6, 14

4. Methodology:
observed snack food aisles, recording brand names,
number of SKUs (stock keeping units) per brand, number
of facings (consumer-facing SKUs) per brand, and linear
feet per brand
observed shopper behavior and customer flow patterns
through store aisles
Sunday, April 6, 14

5. Planter’s
S:22, F:62
Kroger
S:37, F:121
Kroger
S:9, F:23
DavidS:4, F:6
Blue Diamond
Emerald
S:8, F:22
Corn Nuts | S:1, F:1
Stuckey’s | S:2, F:4
Nuts & Sunflower Seeds Snack Mixes Rice Cakes/SnacksCanned Chips
Chips Tortilla Chips
Corn & Tortilla Chips Private Label Chips Pretzels Chips Discount National Brands
Dips &
Salsas
Trail Mix /Jerky
Planter’s
S:2, F:4
Kroger
S:20, F:57
Kroger
S:8, F:24
Jack
Link’s*
S:8,F:10
Old
Wisconsin
S:3,F:3
*
Kroger
S:5, F:6
Slim Jim
S:6,F:8
World Kitchens
S:1, F:1
Funyuns | S:1, F:2
Cracker Jack | S:1, F:1
Rold Gold
Fritos*
S:12, F:43
Smartfood | S:1, F:4
Munchos | S:1, F:1
Gardetto’s
S:1, F:3 Pillsbury
S:1, F:1
TGI Friday’s
S:2, F:2
Cheetos* | S:11, F:35
Santita’s | S:1, F:3
Mission
S:2, F:2
Cape Cod*
S:8, F:20
Wise
S:7, F:15
Wise dips
S:3, F:10
Doritos* | S:12, F:30
Tostitos*
S:14, F:49
Tostitos
(cont.)
AndyCapp’s
S:2, F:4
Pringles
S:29, F:112
Quaker
S:18, F:90
Lay’s
Stax
S:3,F:15
Chex Mix
S:10,F:22
Green Giant
S:2, F:2
Bugles
S:3, F:7
Combos
S:3, F:3
Lay’s
S:22,F:77
Frito-Lay
Assorted*
S:12,F:43
Sun
Chips*
S:5, F:10
On the
Border*
S:3, F:14
Snyder’s
S:28, F:47
Utz
S:31, F:53
Chester’s*
S:4,F:11
Ruffles
S:8, F:25
Ruffles
dips
S:1,F:1
* * *
*
**
*
*
*
Snack Food Aisle Planogram
Lay’s
Baked
& Light
Utz dips
S:3, F:31
Kroger dips
S:8, F:34
Tostitos dips
S:6, F:25
Tostitos dips*
S:8, F:38
Fritos dips
S:4, F:10
Tostitos dips
Lay’s dips
S:4, F:12
Aisle 14
Aisle 14 (cont.)
Aisle 14 (cont.)
Sunday, April 6, 14

6. Planter’s*
S:19, F:54
Great Value*
S:16, F:38
Wonderful
S:3, F:6
Blue Diamond* | S:15, F:32
Kettle | S:4, F:7
Smartfood | S:3, F:3
Everybody’s Nuts
S:3, F:6
World Table*
S:5, F:5 World Table | S:1, F:1
Nuts & Sunflower Seeds
Chips ChipsTortilla Chips & Pretzels
Assorted Snacks Bulk National Brand ChipsDiscount National BrandsChips & Pretzels
Jerky & Summer
Sausage
*
*
*
*
*
*
* Great
Value*
S:7, F:7
Great
Value
S:6, F:12
Great
Value
S:5, F:7
Andy
Capp’s
S:2, F:4
TGI
Friday’s
S:3, F:3
Combos
S:2, F:2
Jack
Link’s*
S:14, F:14
(various
regional
brands)
S:3, F:3
Sweet
Baby
Ray’s*
S:2, F:3
Mauna
Loa
S:2, F:3
Blue
Diamond
S:2, F:3
*
**
*
Sensible
Portions
S:3, F:3
Bridgford
S:3, F:11
Hannah’s
S:2, F:5
Slim Jim*
S:3, F:4
*
*
Medallion
S:3, F:5
Pringles Stix
S:1, F:1
Cape Cod | S:2,F:5
Fritos dips | S:3,F:32
Pringles
S:32, F:106
Lay’s Stax
S:11, F:46
Chex Mix
S:12, F:20
David
S:4, F:8
*
*
*
*
Emerald
S:4, F:4
Quaker
S:13, F:25
Pillsbury
S:2, F:9
Snack Factory
S:4, F:4
Stacy’s
S:3, F:3
Terra
S:7, F:10
Riceworks
S:4, F:4
Bugles
S:5, F:8
Gardetto’s
S:2, F:4
Rice Cakes/Snacks Assorted Snacks Canned Chips
Rold Gold
S:4, F:7
Fritos
S:8, F:32
Fritos
(cont.)
Cheetos
S:7, F:51
Doritos
S:12, F:47
Tostitos
S:22, F:96
Lay’s
S:21, F:96
Lay’s dips
S:4, F:91
Tostitos dips
Lay’s Baked
& Light
S:9, F:15
Lay’s Natural
Sun
Chips*
S:4, F:9
Chester’s*
S:3, F:8
Baken-ets
S:2, F:8
Ruffles
S:6, F:22
Great Value
S:1, F:27
Santita’s
S:1,F:4
Rudolph’s
S:2, F:6
Schultz
S:2, F:5
Mac’s
S:2, F:6
Wise
S:9, F:19
Snyder’s
S:15, F:21
Utz
S:44, F:56
Frito-Lay
Assorted
S: 15, F:108
Smartfood | S:1, F:3
Funyuns | S:1, F:2
Munchos
S:1,F:4
Thin & Crisp | S:2, F:5
Snack Food Aisle Planogram
S:10, F:54
Utz
dips
aS:44
F:56
Aisle 10
Aisle 11
Aisle 11 (cont.)
Sunday, April 6, 14

7. Sunday, April 6, 14

8. Findings:
Sunday, April 6, 14

9. has 1500 more feet
of shelf space than
Sunday, April 6, 14

10. has
more product
facings than
Sunday, April 6, 14

11. carries 28 more brands
Sunday, April 6, 14

12. for both &
the highest average product price
was for the middle two rows
[row 4 & 3]
Sunday, April 6, 14

13. Average Price by Shelf
Top Shelf
Aisle 10 (Snacks) Aisle 11 (Chips)
Eye-Level
Lower Shelves
Bottom Shelf
$3.56
$3.50
$3.70
$4.02 $3.11$3.70
$2.83
$2.16
$3.46
$3.24
$2.91
$3.10
$3.04
$3.61
$2.93
$3.65
$3.55
$3.28
Sunday, April 6, 14

14. discounted national brands
located
at the beginning of the aisle
discounted national brands
located
near the middle of the aisle
Sunday, April 6, 14

15. carries almost 25% more
in private label brands
than
Sunday, April 6, 14

16. We also observed in
the week leading up
to the Super Bowl
Sunday, April 6, 14

17. had massive, Super Bowl-themed
entrance displays featuring
chips and dips
Sunday, April 6, 14

18. only had [3] end-cap displays
throughout the entire store
Sunday, April 6, 14

19. Recommendations
for Kroger:
Sunday, April 6, 14

20. Location of Snack
Aisle
1
Sunday, April 6, 14

21. Currently situated between the
cleaning aisle
& cosmetics aisle
Sunday, April 6, 14

22. Locate near bread, condiments aisle:
because of the common association
between “sandwich & chips meal”
makes snacks a complementary
product purchase
Position snack aisle SKUs as “lunchtime necessities,”
rather than unhealthy indulgences
Sunday, April 6, 14

23. Organization of Snack
Aisle
2
Sunday, April 6, 14

24. Organized by brands in some areas
and
by categories in others
Sunday, April 6, 14

25. 1. Nuts
2. Seeds
3. Beef Jerky
4. Snack Mix
5. Chips
6. Dips
7. Pretzels
8. Rice Cakes
9. Popcorn
10. Individual bags
Sunday, April 6, 14

26. Stand-Alone vs.
End-Aisle Displays
3
Sunday, April 6, 14

27. Capitalize on seasonal trends
[Super Bowl displays]
Sunday, April 6, 14

28. End-aisle displays near
pairing items, such as
peanuts and beer
Sunday, April 6, 14

29. Natural & Organic
Snack Items
4
Sunday, April 6, 14

30. Kroger has a separate snack aisle
for natural & organic – on the
other side of the store
Casual customers don’t go down this aisle:
Kroger is missing an opportunity to sell
these high-margin items
en masse
Sunday, April 6, 14

31. Align items with
target’s eyesight
5
Sunday, April 6, 14

32. Keep more expensive and
high-margin SKUs on center
shelves
But further orient items based on
target consumer’s eye-level:
Sunday, April 6, 14

33. Organic and natural snacks:
Located on higher shelves for adults.
Colorful and kid-themed:
Located on lower shelves for children.
Sunday, April 6, 14

34.
Questions?
Sunday, April 6, 14