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capa Amanhecer – a new dawn for Recheio? | CLSBE 2013 Abstract Title: Amanhecer – a new dawn for Recheio? | Author: Pedro Flores Ribeiro Jerónimo Martins (JM) was the largest Portuguese distributor with its activity focused on the Portuguese and Polish markets, and more recently on Colombia. More than 60% of its revenues were coming outside of Portuguese boarders, but in spite of that Pingo doce and Recheio were exceling in a market that, overtime, was losing its attractiveness. Pingo Doce was the largest supermarket chain in Portugal with more than 360 stores. Recheio, JM’s wholesaler, was essentially selling to HORECA and the traditional retail segment. Given the economic situation in Portugal, Recheio decided to convert its private label Amanhecer, that was sold in many groceries, into a partnership – called Amanhecer stores – that would allow both partys to thrive. First, Recheio would ensure that between 60 to 80% of the products sold in these stores were supplied by them, and on the other hand, the grocery owners would benefit from special buying conditions not only with Recheio but also with electricity suppliers and others. The aim of this thesis is to understand if a company like JM that in the past, with the growth of Pingo Doce, was indirectly responsible for the closing down of many traditional stores, could now be the answer that grocers need to save this segment. Resumo Título: Amanhecer – um novo amanhecer para o Recheio? | Autor: Pedro Flores Ribeiro A Jerónimo Martins (JM) era a maior cadeia de distribuição Portuguesa a actuar no mercado Português e Poláco, e mais recentemente na Colômbia. Apesar de mais de 60% das suas vendas advir do mercado externo (Polónia), o Pingo Doce e o Recheio continuavam a assumir um bom desempenho, num mercado que ao longo do tempo, via a sua atractividade diminuir. O Pingo Doce era a maior cadeia de supermercados em Portugal, que contava já com mais de 360 lojas. O Recheio cash & Carry, contava essencialmente com dois canais de escoamento para os seus produtos, o HORECA e o segmento tradicional. Graças à situação delicada da economia Portuguesa, o Recheio decidiu converter a sua “marca branca” Amanhecer, normalmente já vendida no comércio tradicional, numa parceria entre eles e os donos das mercearias chamada Lojas Amanhecer, que permitiria aos dois prosperar no mercado. Por um lado, o Recheio iria assegurar entre 60 a 80% do fornecimento destas lojas, por outro, os donos das mercearias iriam beneficiar de um conjunto de regalias e condições especiais com o Recheio e outros fornecedores de serviços. Concluindo, o objectivo deste trabalho é compreender se uma organização como a JM, que graças ao crescimento do Pingo Doce, foi indirectamente uma das responsáveis pelo fecho de muitas das lojas do comércio tradicional, poderá agora, vir a ser a resposta de que os merceeiros precisam para manterem as portas abertas. I Amanhecer – a new dawn for Recheio? | CLSBE 2013 Acknowledgements First of all, I would like to thank Paula Hortinha, my Professor and also General Manager of Amanhecer, one of the central protagonists of the case study. Without her support it would be impossible to develop this thesis. I also would like to show my gratitude to the Communication Manager, Sofia Paixão, and for the Operations Director, Bruno Trindade, for all the data, knowledge and availability provided over the last months. I am also very grateful to my thesis advisor, Nuno Magalhães Guedes, for all his useful help and promptitude in meeting with me and his endless availability to give me feedback every time I needed. His insights over the thesis’ subjects and also the knowledge about the issues raised were really a value added for the final result of the work. Finally, I have to say thanks to my family for having support me over all my academic life and to be present in the important moments of my life as this one and also to my friends for motivating me to finish the thesis and a special thanks to Inês Meireles for helping me with the dissertation layout and also to Vitor Sousa Braga for the help with the thesis structure. II Amanhecer – a new dawn for Recheio? | CLSBE 2013 Table of Contents Abstract .......................................................................................................................................... I Resumo ........................................................................................................................................... I Acknowledgements ....................................................................................................................... II I. Introduction .......................................................................................................................... 1 II. Case Study ............................................................................................................................. 3 1 Amanhecer – a new dawn for Recheio? ............................................................................... 4 2 Jerónimo Martins Group overview ....................................................................................... 4 3 The Portuguese food distribution market ............................................................................. 6 3.1 Industry trends .............................................................................................................. 6 3.2 Consumer behaviour ..................................................................................................... 8 3.3 Competition ................................................................................................................... 9 4 Amanhecer .......................................................................................................................... 11 4.1 The product brand....................................................................................................... 11 4.2 Stores concept ............................................................................................................. 11 5 Moving forward – second expansion phase ....................................................................... 14 6 Exhibits Case Study .............................................................................................................. 16 III. Literature Review ............................................................................................................ 28 1 Retailing ............................................................................................................................... 29 2 The evolution of retail competition .................................................................................... 30 2.1 The wheel of retailing.................................................................................................. 30 2.2 The big middle ............................................................................................................. 31 2.3 The retail life cycle ...................................................................................................... 33 3 Future changes in retailing .................................................................................................. 35 3.1 Retail trends ................................................................................................................ 35 3.2 E-Tailing ....................................................................................................................... 37 4 Vertical marketing channels ................................................................................................ 38 5 Partnerships ........................................................................................................................ 40 III Amanhecer – a new dawn for Recheio? | CLSBE 2013 6 Private Labels ...................................................................................................................... 40 6.1 A conceptual framework ............................................................................................. 42 7 Cannibalization .................................................................................................................... 43 8 Positioning ........................................................................................................................... 44 8.1 Retail positioning strategy........................................................................................... 44 8.2 Retail marketing strategy ............................................................................................ 45 IV. Teaching Note ................................................................................................................. 46 1 Case overview ..................................................................................................................... 47 2 Learning objectives ............................................................................................................. 48 3 Recommended assignment questions ................................................................................ 48 4 Class plan ............................................................................................................................. 49 5 Analysis ................................................................................................................................ 49 6 Conclusion – Teaching Note ................................................................................................ 64 V. Conclusion ..........................................................................................................................
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