Channel players and physical distribution

Welcome my Nescafe lovers,


This time I will explain how the Nescafe product is represented it in the Jumbo supermarket and AH supermarket. I will explain this by answering questions.

To give a good overview how Nescafe is represented in the supermarkets I went to the Jumbo supermarket and the Albert Heijn supermarket. I made here some pictures that you can find the appendices

As it shows in the pictures, Jumbo and Albert Hejin uses a different kind of position on the shelf. Jumbo is using the product ‘Nescafe’ in one of the bottom shelves, and AH is using the upper shelf. The employees in both supermarkets are wearing their own work clothes. Jumbo’s work cloth is a black color polo with the Jumbo logo on the chest on the back. There is a print with a text ‘7 zekerheden’ and Albert Heijn is using a shirt with white and  blue lines and with the AH logo on their chest. As I can recognize Jumbo uses their own radio channel and AH also uses their own radio channel. Those radio channel will play the music of a specific season; we are now in Christmas season, so they will also play some Christmas songs and the advertisement that are actual.
In the Jumbo supermarket the shelf of the product is near the freezer and behind the bakery and sugar selves, in the walk of the place where the coffee the customer can also find tea products and biscuits and this is near the cash register. This description also counts for the AH supermarket, but only the cash register has more distance.

Where are the best-known brands located?

As it makes clear in the picture, Jumbo sells the following coffee brands: Nescafe, Douwe Egbert, express.

It also makes clear Nescafe have the biggest space in the shelf row in the Jumbo supermarket. You will find all kinds of products that Nescafé produce in the lowest shelves and the upper shelves. Only in the eye catch place, you will find no Nescafé product (in the middle shelves). In the AH it is almost the same, the biggest space in the shelf row is taken by Nescafé and the eye catch location is used by AH own coffee products (the middle shelves).

Both supermarkets offering suitable products of Nescafe, the differences in the products are the packaging the cost and of course the taste.

Count the number of facings of your product and compare this to the number of facings of competing brands. Measure the space on the shelves and calculate the “share of space” of your brand. If not relevant for your product make an estimation of these aspects.

In total Jumbo have 43 different products in the shelf row, from the total there are 25 Nescafe products, 3 Douwe Egberts and 12 Jumbo brand

In the AH, there are in total 28 Nescafé products, 11 of them are AH products, 5 are coffee Boisman products and seven products are from other producers.

Describe the relation between transportation, packaging in relation to your product.

I worked for three years in the Jumbo supermarket. As I know, the Jumbo supermarkets will order the products directly from the warehouse of Jumbo. They will put all orders together and will send it to the supermarket. As I know, the order will come approximately 12 o’clock, and it will stay till 19:00 in the stockroom. Nescafe will deliver the products in a six pack and the below there will be a cardboard it is used to make the package stronger, and there will be a seal around the package to protect the goods. Transport from and to the warehouse will go by truck.
Nescafe uses glass as a package on this glass there are stickers,+ this sticker mentioned the description of the product, slogan and the brand of course.

Appendices