Shelf relaying in Kaufland like a blitz krieg. | EFMP

Shelf relaying in Kaufland like a blitz krieg.

15/07/2021

Option One in Poland had an opportunity to help Grupa Zywiec a polish beer holding owned by Heineken, to relay beer shelves in the Kaufland chain. Kaufland is a chain of hypermarkets belonging to the german Schwarz Group. It operates in Germany, the Czech Republic, Slovakia, Poland, Croatia, Romania, Bulgaria and Moldova. In the second quarter of this year, the Kaufland head office in Poland decided to rebuild the beer category in all stores in the country. Grupa Zywiec, one of the largest beer producers in Poland, took the initiative to support the Kaufland chain in the implementation of this process. Grupa Zywiec owns five breweries in Poland: Zywiec, Warka, Namyslów, Lezajsk and Elblag. The Group's flagship brand is, of course, Zywiec, but its portfolio also includes: Heineken, Warka, Specjal, Ksiazece, Desperados, and Tatra. In order to ensure the efficient and quick introduction of new beer category planograms in all Kaufland stores, Grupa Zywiec commissioned Option One, an agency specialised in the field of sales, promotional and merchandising services. The main task was complete shelf relaying in the beer departments. Implementation of new planogramms was executed in accordance with the available planograms in a minimum number of hours, all in a span of three days, quite comparable to a “blitz krieg”.

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