1. No category

Unil AS
Corporate function:
Category development/purchasing
 Group’s central purchasing unit, with responsibilities for:
• NorgesGruppen’s private labels
• Development of product range and categories for
 chains and individual customers in the grocery and convenience trades
 Professional catering customers
•
•
Quality and food safety
Negotiation of terms, agreeing contracts with suppliers
 Expertise focused on three segments
•
•
•
Grocery trade
Kiosk/convenience trade
Catering
 Knowledge of trends and consumption patterns
•
Important tool for developing and tailoring product ranges
 Comprehensive set of specifications for selecting suppliers
•
Including price, delivery terms, range, quality, safety, environmental and
ethical standards, etc.
Development, management and marketing of private labels
En bedre hverdag
2
Different roles
Premium brand
specially made for
the supermarkets.
Lowest price
and quality in
the category
En bedre hverdag
Equal as A-brand,
but lower price,
and higher
income for the
store.
Brand with added
values for the
consumer. Medium
positioned – equal
price and quality as
A-brand products.
Side 3 /
Positioning ”price versus quality”
Our Brands
”Premium”
Better than the
marketleader
Food
En bedre hverdag
”Medium”
Equal as
market leader
”Medium”
with ”Added values”
Added values
Food
”Fighting”
Weaker than
market leader
Non-Food
4
Food
Non-Food
Share PL sales pr brand
Diverse
Eldorado
Eldorado
Seidel
Slakter'n
Unik
Jacobs Utvalgte
Fiskemannen
Unik
First Price
Jacobs Utvalgte
Fersk & Ferdig
Fersk & Ferdig
Slakter'n
Fiskemannen
Seidel
First Price
Diverse
En bedre hverdag
5