Snack-Check

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Umsatzchancen im Knabberartikelsortiment nutzen –

Wie Produktneueinführungen die Kauflust der Kunden anregen

 

Wer aufmerksam die Berichte in “Tankstelle heute” , eines der führenden Tankstellen-Business und Kunden-Onlineportale liest, kennt die hier vorgestellte Studie der Convenience-Fachfirma MCS ” Conveneince-Shops im Urteil der Verbraucher”.

 

Die Macher der Untersuchung wollten u. a. wissen, was die einzelnen Kunden zuletzt in einem Tankstellen-Convenience-Store gekauft haben. 22 % der Befragten gab an, sich beim letzten Besuch an einer Tankstelle aus dem Segment Süßigkeiten, Knabberartikel und Eis bedient zu haben. Damit führt dieser Artikelbereich die Hitliste der Nennungen an. Es gilt also, diesem Segment besonderes Augenmerk zu widmen und ein Angebot bereitzuhalten, dass den Bedürfnissen der Kaufwilligen entspricht. Widmen wir uns hier den Knabberartikeln zu, die zum einen Teil zur klassischen Unterwegsversorgung zählen und zum anderen besonders häufig im Zuge eines Impulskaufs mit nach Hause genommen werden. In diesem Snack-Segment spielen die Convenience-Shops der Tankstellen ihre Vorteile besonders eindrucksvoll aus.

 

Die Sortierung des Angebots bei den Knabberartikeln sollte daher vom Tankstellenunternehmer genau unter die Lupe genommen werden – auch was das Verteilungsverhältnis zwischen Markenprodukten und den No-Name-Artikeln in den Regalen der Tankstelle betrifft. Nach der o. g. Studie greift rund 1/3 der Käufer im Tankstellen-Shop nach günstigen No-Name-Artikeln; d. h. aber auch, dass die Mehrheit der verbleibenden Zweidrittel sich lieber auf die Qualität von Markenprodukten verlassen.

 

Eine dieser Markenproduktpalette im Knabberartikel-Segment ist die der Lorenz-Snackworld, mit der der Shopbetreiber im Tankstellengeschäft gute Umsatzergebnisse erzielen kann. Eine weitere Erkenntnis auf dem Weg zum guten Snack-Sortiment ist die Vorliebe der Kunden, sich für Produktneuheiten zu entscheiden. Rund 33 % der Befragten in dieser Studie greifen beim Einkauf im Tankstellen-Convenience-Shop zu neuen Produkten. Deshalb sollten Sie als Tankstellen-Shop-Fachmann stets besonderes Augenmerk auf neu eingeführte Produkte auch im Bereich der Knabberartikel legen.

 

Auch hier sorgt beispielsweise Lorenz-Snackworld dafür, dass die Wünsche der Verbraucher bei den neuvorgestellten Knabbereien erfüllt werden. Nichts ist so lähmend wie der Stillstand in der Angebotssegmentierung – neue Geschmacksrichtungen und Knabbererlebnisse geben dagegen Ihren Kunden Anreiz, sich durch das breite Sortiment “durchzuprobieren”. Erfreulich, dass diese neu geweckte Lust am Entdecken, die Kasse Ihres Convenience-Stores besonders häufig klingeln lässt.

Welche Neueinführungen sind “Tankstelle heute” bei Lorenz-Snackworld aufgefallen?

 

Schärfe. Volles Rohr! Chipsletten Hot & Spicy

Ein Bild Ab sofort wird das Chipsletten-Sortiment um die neue Sorte „Hot & Spicy“ erweitert. Dieses neue Geschmackserlebnis zeichnet sich durch angenehme und ausgewogene Schärfe in Verbindung mit einer leichten, aromatisch-fruchtigen Note aus. Die Variante rundet als „scharfe“ Ergänzung das bestehende Chipsletten-Sortiment optimal ab, welches mit „Paprika“ und „Créme Fraîche“ bislang eher milde Varianten im Repertoire hatte."Mit der neuen Variante sprechen wir die Liebhaber des kultivierten Chips-Genusses an, die jedoch auch hin und wieder gerne schärfer essen. Bisher haben sie ein solches Angebot nur bei den herkömmlichen Tüten-Chips und nicht innerhalb der Chipsletten-Range gefunden. Mit Hot & Spicy wird diese Lücke im Sortiment geschlossen“, erklärt Andreas Fellenz, Marketingleiter bei Lorenz Snack-World, die Einführung der neuen Sorte. Chipsletten Hot & Spicy gibt es ab sofort in der bewährten wiederverschließbaren 170-Gramm-Dose zu einer unverbindlichen Preisempfehlung von 1,69 Euro.

 

Spaß in der eigenen Hütte mit Crunchips Hütt´n Style

Ein Bild Die kalte Jahreszeit steht vor der Tür, die Menschen kuscheln sich wieder in die eigenen vier Wände und ihnen steht der Sinn nach Winterromantik, Gemütlichkeit und deftiger Küche. Mit „Hütt´n Style“, der neuen Limited Edition der Marke Crunchips, zeigt sich der Winter von seiner besten Seite. Die Kartoffelchips stehen mit ihrem herrlich würzigen Geschmack nach geschmorten Zwiebeln in der Tradition der guten Bayerischen und Tiroler Küche und passen daher perfekt in die Wintersaison.

 

Wie immer bei Lorenz standen die Verbraucherwünsche ganz im Vordergrund bei der Entscheidung für den neuen Limited Edition-Geschmack. Im Fall der Crunchips Hütt´n Style waren die Konsumenten sogar direkt an der Auswahl beteiligt: Im Rahmen zweier umfangreicher Konsumententests hatten sie die Gelegenheit, aus sieben verschiedenen Geschmäckern auszuwählen. Als klarer Sieger machte der rustikale Geschmack von Hütt´n Style das Rennen. „Dieses klare Votum spricht dafür, dass die neue Limited Edition eine Vielzahl von Probierkäufern überzeugen wird, das Produkt auch ein zweites oder drittes Mal zu kaufen.“, erklärt Andreas Fellenz, Marketingleiter bei Lorenz.

 

Crunchips Hütt´n Style löst die Crunchips Limited Edition African Style ab, die aufgrund ihrer großen Beliebtheit und zahlreichen Verbraucheranfragen ins Crunchips-Standardsortiment übernommen wird und damit weiterhin erhältlich bleibt. Im vergangenen Jahr ist die Erfolgskurve des Limited Edition-Konzepts erneut steil angestiegen und erzielte fast 60 Prozent Wachstum gegenüber dem Vorjahr (Quelle: IRI, LEH >= 200qm, Umsatzentwicklung Crunchips Ltd. Edition, MAT 2010 vs. 2009 (bis KW 34).

 

Crunchips Limited Edition Hütt´n Style gibt es ab Oktober 2010 in der 175-Gramm-Packung zu einer unverbindlichen Preisempfehlung von 1,79 Euro.

 

Deutschlands beliebteste Salzstange Saltletts jetzt in Vollkorn

Besonders ein Produkt hat sich über die Jahrzehnte zum Klassiker entwickelt und steht heute als Synonym für eine ganze Kategorie: Das Original von Lorenz Snack-World – Saltletts, früher Salzletten – das 1935 als erste Salzstange in Deutschland im Saltletts-Ofen gebacken wurde.

 

Jetzt variieren Saltletts erstmalig ihre traditionelle Rezeptur und kommen in der Variante Vollkorn auf den Markt. Für diese wird hochwertiges Weizen-Vollkornmehl verwendet und vereint damit Gesundheit und Genuss: Denn weil für Weizen-Vollkornmehl das ganze Korn vermahlen wird, bleiben die wertvollen Nährstoffe des Getreidekorns erhalten. Geschmacklich überzeugen die knusprigen Vollkornstangen mit einer herzhaften Vollkornnote, kombiniert mit dem beliebten Laugengeschmack. Wie alle anderen Saltletts-Produkte sind auch die Vollkorn-Stangen mit natürlichem Meersalz verfeinert, verspricht Lorenz-Snackworld seinen Kunden.

 

„Die Idee, Salzstangen aus Vollkorn zu entwickeln, haben wir wieder einmal direkt aus Verbraucherwünschen abgeleitet“, erklärt Andreas Fellenz, Marketingleiter Deutschland. Er ist vom Erfolg der neuen Saltletts-Innovation überzeugt: „Die Zahl der Konsumenten, die auch beim Snacken etwas für ihr Wohlbefinden tun möchten, steigt weiterhin an, und in diesem Zusammenhang werden auch Vollkornprodukte immer stärker nachgefragt. Über die neuen Saltletts Vollkorn freuen sich daher vor allem jene Verbraucher, die in ihrer Ernährung gerne auf weißes Mehl verzichten. Mit Saltletts Vollkorn können sie endlich Laugenprodukte ohne Reue und schlechtes Gewissen genießen.“

 

Auch Marktforschungsergebnisse bestätigen es: Schon 90 Prozent der Laugenverwender greifen mindestens einmal pro Woche zu Vollkornprodukten – das bedeutet beste Voraussetzungen für die Neueinführung der Saltletts Vollkorn (Quelle: unabh. Markforschungs-Institut, repräsentative Studie mit 14-55-jährigen).

 

Der Launch der Vollkorn-Salzstangen wird durch eine Vielzahl kommunikativer Maßnahmen begleitet: Neben einer massiven TV-Kampagne unterstützen Anzeigenschaltungen, Online-Aktivitäten und POS-Maßnahmen die Einführung.

 

Saltletts Vollkorn sind ab sofort im bruchsicheren 175-Gramm Zwei-Kammer-Tray im Handel erhältlich (unverbindliche Preisempfehlung: 1,49 Euro).

 

An diesen drei Beispielen ist gut ablesbar, in wieweit im Snack-Bereich die kontinuierlichen Innovationen und das Qualitätsversprechen eines Markenproduktherstellers gerade im Convenience-Store zu neuen Umsatzchancen führen können. (Fotos: Copyright Lorenz-Snackworld)

 

 

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