FRANCE: AUCHAN'S MARKETING STRATEGY

Article Abstract:

The year 2000 marketing strategy of Auchan, the French retail giant, is based on its Auchan brand project which is to be more than a private label - it is to become a mark of differentiation and will represent a 23% market share by 2002. The group's objective is to give a new direction to the retail chain and to put the customer in the centre, to take customers' desires into account, and to respond to them. Therefore, the group has set up Auchan Production, an organisation of 150 people who are responsible for product design. Children four to ten years old now have their own brand, named Rik and Rok. This brand also includes a club and a quarterly magazine. This marketing strategy is also based on the Institut Auchan Pour Mieux Vivre, an organisation which carries out analyses and studies in order to adopt products which best following consumer trends.

Demographics, Positioning, Auchan S.A.

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FRANCE: INTERMARCHE'S NEW SUPERMARKET CONCEPT

Article Abstract:

Intermarche has presented its new Intermarche 2000 supermarket concept. At present there is only one life-size model, in which chilled food have the largest share. In this new concept, Intermarche intends to assert itself as a specialist in chilled foods. This store is designed to be more attractive, more agreeable, and roomier than the traditional supermarket, and it some ways it adopts the concept of a hypermarket. The fresh-packaged cheese department and the self-service departments are across from the standard section, there is a processed meats and ready chilled foods area, with a rotisserie section; there is a baby area, and a new wine cellar. New signs are being tested for each category of product, for greater clarity.

Facilities & equipment, Company Planning/Goals, Supermarkets, Intermarche

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