Page 84 - Granola Book Draft VS 21

5. Global Best Practice Granola Learnings:
5.7 Perfect Store Perfect Shelf
KEY TAKE-OUT
As Granola is relatively
unknown in EM markets
you have to place the
product at points of
intersection with
adjacent products
Large secondary displays
in the fruit and diary
sections are critical to
propt awareness and to
entice repeat purchase
Ensure use of POSM with
key natural health visuals
1. Merchandise near cereal or in the same aisle.
2. Co-locate with oats or other forms of hot
cereal, preferably on the middle to top shelves
with hot cereal below.
3. Due to healthier, more natural perceptions,
display in the fresh produce section.
Alternatively, display in the dairy aisle near
milk.
4. Product range should be dependant on share
of consumption/sales and estimated growth
metrics.