Legal Management1 [STORE CHECK REPORT]

S t o r e C h e c k R e p o r t b y A d r i a n S a n t o s

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Adrian Paul P. Santos
1LM2
LM1: Principles of Management
Prof. Gwenetha Y. Pusta
Store Check Report
I. Introduction
A. Objective: Brand vs. Competing Brands
1. To see the availability of various brands and their competing brands in three
(3) different environments, namely: A Supermarket, a Convenience Store and
a Sari-sari Store.
2. To compare the prices of these products from these different environments as
its availability.
3. To compile and analyze these data through this Store Check Report.
B. Date Carried: August 8, 2011, 6:00 PM 8:30 PM
C. Where Covered:
1. Quincy Supermarket: Retiro cor. D. Tuazon
2. 7-11 Convenience Store: Retiro Branch
3. Local Sari-sari Store: Near our house (along Retiro. Iba Street)
II. Learnings:
A. Distribution: per Shelf Keeping Unit/ SKU
1. Surf Detergent
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Supermarket Convenience Store Sari-sari Store
Variants: 2kg 800g 120g Variants: 2kg 800g 120g Variants: 2kg 800g 120g
Antibac 1SKU 1SKU 1SKU Antibac N/A N/A 1SKU Antibac N/A N/A 1SKU
Sunfresh 1SKU 1SKU 1SKU Sunfresh N/A 1SKU 1SKU Sunfresh N/A N/A 1SKU
Kalamansi N/A 1SKU 1SKU Kalamansi N/A 1SKU 1SKU Kalamansi N/A N/A 1SKU
(Supermarket: 8SKUs, 7-11: 5SKUs, Sari-sari Store: 3SKUs)
2. Ponds Facial Wash
Supermarket Convenience Store Sari-sari Store
Variants: 100g 50g Sachet Variants: 100g 50g Sachet Variants: 100g 50g Sachet
Wht Bty 1SKU 1SKU 1SKU Wht Bty N/A 1SKU 1SKU Wht Bty N/A N/A 1SKU
Clr Sol 1SKU 1SKU N/A Clr Sol 1SKU 1SKU 1SKU Clr Sol N/A N/A 1SKU
Perf Mat 1SKU 1SKU N/A Perf Mat N/A 1SKU N/A Perf Mat N/A N/A N/A
(Supermarket: 7SKUs, 7-11: 6SKUs, Sari-sari Store: 2SKUs)
3. Head and Shoulders
Supermarket Convenience Store Sari-sari Store
Variants: 200ml 80ml Sachet
by10s
Variants: 200ml 80ml Sachet
by10s
Variants: 200ml 80ml Sachet
by10s
Cl Mnthl 2SKU 1SKU 1SKU Cl Mnthl 2SKU 1SKU 1SKU Cl Mnthl N/A 1SKU 2SKU
Cln&Blncd 1SKU 2SKU 1SKU Cln&Blncd N/A 1SKU N/A Cln&Blncd N/A N/A N/A
Smth&Slky 1SKU 2SKU 2SKU Smth&Slky N/A 1SKU N/A Smth&Slky N/A N/A 1SKU
(Supermarket: 13SKUs, 7-11: 6SKUs, Sari-sari Store: 4SKUs)
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4. Colgate Toothpaste
Supermarket Convenience Store Sari-sari Store
Variants: 150ml 50ml 18ml Variants: 150ml 50ml 18ml Variants: 150ml 50ml 18ml
Regular 3SKU 1SKU 7SKU Regular N/A N/A 1SKU Regular N/A N/A 1SKU
Spcy Frsh 2SKU 1SKU N/A Spcy Frsh N/A 1SKU 1SKU Spcy Frsh N/A N/A N/A
Pprmnt
Ice
2SKU 1SKU N/A Pprmnt
Ice
N/A 1SKU N/A Pprmnt
Ice
N/A N/A N/A
(Supermarket: 17SKUs, 7-11: 4SKUs, Sari-sari Store: 1SKUs)
5. Zonrox Bleach
Supermarket Convenience Store Sari-sari Store
Variants: 900ml 450ml 250ml Variants: 900ml 450ml 250ml Variants: 900ml 450ml 250ml
Original 1SKU 1SKU 1SKU Original N/A 1SKU 1SKU Original N/A N/A 1SKU
Lemon 1SKU 1SKU 1SKU Lemon N/A N/A 1SKU Lemon N/A N/A 1SKU
Clr Safe 1SKU 1SKU N/A Clr Safe N/A N/A 1SKU Clr Safe N/A N/A N/A
(Supermarket: 8SKUs, 7-11: 4SKUs, Sari-sari Store: 2SKUs)
Analysis: From what I saw I can say that the Supermarket has an edge when it comes to product
distribution. They have the most range of products available for purchasing. Unlike in 7-11 and
the Sari-sari Store they are very limited when it comes to product variations. And sometimes the
availability in the Sari-sari store comes to whether the owner bought a sufficient amount of the
specific product. And product availability is a big factor when it comes to retailing.
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B. Pricing

1. Surf Detergent
Supermarket Convenience Store Sari-sari Store
Variants: 2kg 800g 120g Variants: 2kg 800g 120g Variants: 2kg 800g 120g
Antibac P193 P98 P8 Antibac N/A N/A P10 Antibac N/A N/A P13
Sunfresh P172 P98 P8 Sunfresh N/A P101 P10 Sunfresh N/A N/A P12
Kalamansi N/A P73 P8 Kalamansi N/A P78 P10 Kalamansi N/A N/A P12

2. Ponds Facial Wash
Supermarket Convenience Store Sari-sari Store
Variants: 100g 50g Sachet Variants: 100g 50g Sachet Variants: 100g 50g Sachet
Wht Bty P137 P75 P4 Wht Bty N/A P79 P5 Wht Bty N/A N/A P8
Clr Sol P138 P75 N/A Clr Sol P140 P79 P5 Clr Sol N/A N/A P7
Perf Mat P138 P75 N/A Perf Mat N/A P78 N/A Perf Mat N/A N/A N/A

3. Head and Shoulders
Supermarket Convenience Store Sari-sari Store
Variants: 200ml 80ml Sachet
by10s
Variants: 200ml 80ml Sachet
by10s
Variants: 200ml 80ml Sachet
by10s
Cl Mnthl P122 P51 P28 Cl Mnthl P125 P55 P30 Cl Mnthl N/A P60 P35
Cln&Blncd P122 P51 P27 Cln&Blncd N/A P55 N/A Cln&Blncd N/A N/A N/A
Smth&Slky P122 P51 P28 Smth&Slky N/A P55 N/A Smth&Slky N/A N/A P35

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4. Colgate Toothpaste
Supermarket Convenience Store Sari-sari Store
Variants: 150ml 50ml 18ml Variants: 150ml 50ml 18ml Variants: 150ml 50ml 18ml
Regular P85 P36 P6 Regular N/A N/A P8 Regular N/A N/A 1SKU
Spcy Frsh P85 P39 N/A Spcy Frsh N/A P41 P10 Spcy Frsh N/A N/A N/A
Pprmnt
Ice
P90 P39 N/A Pprmnt
Ice
N/A P41 N/A Pprmnt
Ice
N/A N/A N/A

5. Zonrox Bleach
Supermarket Convenience Store Sari-sari Store
Variants: 900ml 450ml 250ml Variants: 900ml 450ml 250ml Variants: 900ml 450ml 250ml
Original P27 P16 P10 Original N/A P18 P12 Original N/A N/A P15
Lemon P29 P18 P11 Lemon N/A N/A P15 Lemon N/A N/A P18
Clr Safe P55 P30 N/A Clr Safe N/A N/A P 20 Clr Safe N/A N/A N/A

Analysis: The Supermarket has the cheaper Prices compared to The Convenience Store and the
Sari-sari Store. The Convenience Store has a slight increase in price because of their contractors
for Distribution The Sari-sari store owners have this idea of tubo wherein they would charge a
higher amount compared to the SRP and they would reason out that if they did not increase their
prices then where would they profit from?


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C. Facing



Analysis: According to what I have observed
the most popular Brands have an advantage due
to Marketing Strategies to put up more popular
brands to sell than others, this Strategy is called
Merchandising, wherein they would display
their products at a more visible position.

0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
Detergents
Surf
Pride
Tide
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
5
Facial Wash
Ponds
Masters
Vaseline
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
Shampoo
Head and
Shoulders
Clear
Sunsilk
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
5
Toothpaste
Colgate
Close-up
Sensodyne
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
Bleach
Zonrox
Winrox
Domex
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D. Promo
In the Supermarket the only promo I found was for the Colgate regular
Toothpaste. They are offering (2) Colgate Regular flavor for the Price of only P99.
They are encouraging the Costumers to buy their product through lowering the Price.
There were no promos from the Convenience store and for the Sari-sari Store.
E. Merchandising
The Supermarket has the highest advantage when it comes to Merchandising due to
their large amount of space where they could place number of product displays visible to
the costumers eyes. I have also found Merchandising in the Sari-sari Store in the form of
a Coca-Cola Refrigerator where in all Coke Products are placed.
III. Conclusion
Out of the Three Establishments I have visited I have found the Supermarket to be
more reliable than the others since it has more products and lower prices. The 7-11 on the
other hand is more suitable for buying smaller products. And the Sari-sari store is for quick
stops for finding the products needed and are available.
IV. Recommendations
If I were part of the Marketing Team I would monitor the weekly itinerary to check for
product shortage, I would make sure that we are the most efficient when it comes to
Customer Satisfaction. I would also suggest the company for additional offerings so that we
can attract more customers. I would also start Loyalty Cards so that we can have Lifetime
Customers.