Assortment and range policy for the subcategory “Strong Alcoholic Drinks” of three Moscow retail chain stores

Abstract

The purpose of the work is to analyze the predicted and actual assortment of the subcategory “Strong Alcoholic Drinks”, as well as to identify the main directions of assortment policy for this subcategory. It was established that the trade range of strong alcoholic drinks in the surveyed stores of three retail chains in Moscow was represented by 6 types and 115 varieties (mainly due to trademarks, their modifi cations and trade articles). This assortment is characterized by high stability, harmony, rationality, and a low degree of updating, which allows it to be identifi ed as expanded and rational. An analysis of the brand assortment of strong alcoholic drinks by country of origin shows that the share of Russian drink brands prevails in all types, except whiskey. The examination revealed the presence of strong alcoholic drinks from 10 importing countries in the trade assortment, but their share is signifi cantly smaller. It was revealed that the assortment policy of the surveyed stores in the subcategory “Strong Alcoholic Drinks” was characterized by stabilization of the product range, deepening of the brand assortment, and its harmonization.