April 14th, 2014

Greetings dear readers. In this opportunity I would like to continue talking about the Gondola being a little more specific about how to build a Gondola with the use of the planogram. I recommend readers to check in addition two previous articles which deal precisely with the Gondolas and as to optimize them, to go to these articles can click: Merchandising, strategy and optimization of the Gondola part I Merchandising strategy & optimization of the Gondola part II now let’s continue with the topic of this article, the construction of a planogram. A planogram is the result expressed graphically, or rather the graphic expression of the strategy of exploitation of the Gondolas in our shop or supermarket. If we are working for a manufacturer or if we are manufacturers our strategy will be different because we will pursue a different purpose. We can say that today the vast majority of consumer products are conceived (design of the product itself, its packaging, label and other factors) for play a role in the Gondolas.

This paper is concerned with a very broad set of factors that includes: need to meet and market to which it is addressed. Leadership or position in the category presentations that will be available (breadth and depth of line) distribution notoriety novelty competitors the company’s relations with the members of the channels of distribution among other things. All these are vital factors when devising our Planogram. Each of these factors would change the provision of our products on gondola. If we satisfy the need the feed quickly, providing vitamins and minerals to children and adolescents, for example in the case of a cereal for breakfast, our objective in the gondola is be to the level of the eyes or hands of mothers in this way be more effectively available to them at the time of making their purchase decision.

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