No more sitting on the fence - the right shelf space balance for multinational product ranges

Wolfgang Frost and Thomas Rodenhausen

This paper describes a study conducted to simultaneously meet two objectives: efficient use of retail shelf space and harmonizing a line-up across countries to decrease the number of variants across four European countries without compromising the availability of local hero variants.

No more sitting on the fence – the right shelf space balance for multinational product ranges

Wolfgang FrostSara Lee, Germany

Thomas RodenhausenMediaTransfer AG Netresearch & Consulting, Germany

BACKGROUND AND BUSINESS OBJECTIVES

Sara Lee Corporation is a worldwide operating manufacturer and marketer of branded consumer products active in 200 nations. Sara Lee has secured a leading position in many markets for body care products with strong local brands.

For both FMCG manufacturers and retailers, shelf space is a scarce resource. Non performing SKUs cut into profits of both parties. For the manufacturers the cost of listing new products is...

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