Mercator project
For the past month and a half, six IMB teams spent hours working on the most important project of the year. Dealing with real challenges and analyzing real data, teams had to prepare a fresh marketing strategy for certain product categories for the biggest Slovenian retailer Mercator.
Team “Grab&Go” looked into the category of sandwiches, salads, and fruits, preparing a strategy which addressed packaging, labeling, bundling, and in-store visibility of these products. Team “Spreads” dealt with the Mercator private label of sweat spreads, such as marmalades, chocolate spreads, and honey. Their proposal included moving certain products into the Special Moments line, the introduction of the “Choco Bear” featured on the chocolate spreads and new shelf tags. Team “Wine” primarily worked with the challenge of wine arrangement on the shelves, proposing that Mercator arranges the wine by color first while also providing an in-store wine guide and shelf frames with additional information to make the consumer decisions easier.
Next three groups worked with the “organic” categories, finding ways to raise consumer awareness of the benefits these products bring for the personal health and the environment. Team “Organic Dry and Special Food” proposed several solutions, including digital marketing enhancement, in-store idea generator, the introduction of Mercator stand at the “Odprta Kuhna”, bundling, and subscription and degustation boxes. Team “Organic Cleaning Products” wanted to create a pleasant shopping experience for the existing customers by the better marking of the products and free-standing eco stands, while also attracting new customers with events such as Eco week or free sampling. Team “Organic Diapers and Ladies’ Hygienic Products” suggested that Mercator introduces their own private label of these products, while further raises awareness with “The Organic Truth” Campaign which includes several interesting and innovative marketing techniques.
Though the work was demanding and challenging, all teams are grateful to Mercator for the opportunity to work on real-life data while also developing their creative and teamwork skills to present quality strategies and meaningful results.
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