Range and assortment policy for “Juice products” subcategory of three retail chain stores in Moscow

Abstract

The purpose of this article is to analyze the indicators of the assortment of juice products in the stores of three retail chains, namely in the Auchan, Globus, and Perekrestok stores, as well as to identify the directions of their assortment policy in this subcategory. It has been established that the assortment of the subcategory of juice products is represented by 12 types, 44 trademarks, and 301 trademark modifi cations, which makes it possible to classify it as comprehensive. 32% of the branded assortment consists of brands. The majority of juice product brands are represented by industrial trademarks (40 TMs) and only 4 trademarks are private labels (approximately 30% of the total number of brands). The coeffi cients of completeness, depth, and stability are average. The assortment of the Auchan store is characterized by the greatest completeness, depth, stability, and rationality, while the Perekrestok store — by the smallest, which is due to differences in the retail space of these stores. The degree of renewal of the assortment of juice products is almost 25% of the actual assortment. The directions of the assortment policy of the examined stores are as follows: in Auchan — the expansion of the product range and deepening of the brand assortment, as well as the stabilization of the actual assortment and updating through trademarks and their modifications; in the Globus hypermarket — the reduction in the variety of types and a moderate expansion of the brand assortment, as well as its updating; in the Perekrestok supermarket — a moderate deepening, the reduction in the type and brand assortment, and its moderate updating.