I wandered down the ‘treat’ aisle at Dominion today in search of some Cadbury chocolate. Interestingly the chocolate section is not organized by brand. When you go down the toothpaste aisle, the shampoo aisle, even the juice aisle brands are organized by brands. You find Olay products all grouped together. Tropicana is lined up side by side. Even crest and colgate have their territory marked. But not Cadbury. In this aisle, Hershey’s, Neilson, Lindt and Cadbury live freely. One above the other, beside the next. The Cadbury packaging is very simple to find … but the impact the brand would have if organized could be explosive.
When checking out I asked the store manager why the aisle is organized in that fashion. She seemed confused. “We only stock the products that move, that people buy regularly.” I went on to ask her why the ‘family of products’ are spread out? Her reply was simple. “Because people buy chocolate not brands.”
I guess she’s right.
Opportunity: Give Cadbury the presence it deserves.
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