Assortment breadth coefficient. Determination of assortment breadth Calculation of assortment breadth coefficient

What is category management and how to implement it? What are the categories? How to balance the assortment and increase the financial return from managing it? The answers to these and other equally important questions for a retail store are provided by the new edition of the best-selling book on assortment management, the only practical guide in Russia on building a category product management system.

The book is intended for category managers, merchandise experts, buyers, commercial directors, managers and directors of retail enterprises - everyone who is responsible for working with assortment in a retail company.

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Assortment width - This is the total number of different product categories included in the assortment. For example, a grocery supermarket may have products in categories such as " milk», « meat", « cheese», « fish», « baby food», « dietary food», « salads», « household chemicals», « household products», « pet food», « magazines and postcards», « souvenirs and gifts" The wider the range, the more likely it is that the buyer’s needs will be satisfied, and the wider range of buyers we can attract.

On the one hand, the wider the range, the more diverse needs can be satisfied. A wide range allows you to set different trade markups (from minimum to maximum), while maintaining the overall profit of the store. The number of impulse purchases is increasing, and the number of different customer segments is increasing. On the other hand, with an extremely wide range of products, it is difficult for the consumer to navigate such a variety; this makes it difficult to choose the right product. Managing too wide an assortment is also not easy - this leads to huge logistics costs and, in most cases, to an excess of working capital frozen in inventory. With a very wide assortment, turnover is lower, and accounting policies are complicated by the need for frequent inventories.

An example from personal practice. I thought about assortment optimization many years ago, when I was managing a separate division of a large trading holding. While taking stock of inventory, I realized that too much warehouse space was involved, we were holding a lot of excess goods... But it was necessary to increase sales, and expanding the assortment seemed like the shortest way, because many people follow the path of expanding the assortment. But this does not always lead to a direct increase in income and increased competitiveness.

For example, there was a time when our assortment included collections of ceramic wall tiles in seven different colors and sizes 20 x 20, 35? 23, 25? 40, 20 ? 15, 20 ? 30, 30 ? 40, 15 ? 15 and 10? 10 centimeters (plus more mosaic). We wanted to attract more customers in this way. Imagine our surprise when it turned out that with such a variety of products, people are simply not able to make a choice and end up postponing the purchase or taking the most popular sizes and colors. We have reduced the range and left four colors and three popular sizes in each collection. And this range turned out to be more competitive and profitable. Then we did this not only with the ceramic tile group, but with all positions.

Too much choice acts as a lack of choice. Therefore, breadth cannot serve as the only indicator of a correctly selected assortment and the main competitive advantage.

Depth of assortment– the total number of product items within each product category in the assortment. The deeper the category is presented, the more accurately we can guess the needs of our buyer, the more choice we will provide him. If we are dealing with a specialized store, for example, “Computers,” then the buyer rightly believes that the assortment in such a store will not be very wide, but quite deep, that is, there will only be computers, but of a wide variety of brands, models and options. The deeper the assortment, the higher the specialization of the store.

As a rule, a deep assortment is easier to manage, but it attracts a fairly limited number of buyers. But these customers are willing to pay a higher price in anticipation of a special choice; they are more loyal to the store where their most subtle needs are satisfied.

How do you know whether a store should have a wide or deep assortment?

Let's take such a popular category as “cheese”. Imagine that you entered a store where the assortment seems wide to you - there are many products from both grocery and food groups. But among the cheeses you see only two types - “Russian” cheese and processed “Viola” cheese. Can such an assortment be called deep? No, most likely, such a store’s assortment as a whole will seem insufficient to you, despite its breadth. The depth is precisely determined by the presence within the category of such a proposal of types, varieties of goods, by which one can judge the balance of the assortment.

Example 1. If we look into a grocery store and see categories such as meat, milk, wine, cheese, etc., can we conclude that the store has a wide range of products? Most likely no. But if we see other categories of goods in the store - diet food, animal food, magazines, postcards, etc., then such an assortment will be perceived by us as wide.

Exploring the assortment further, we come to the “Cheese” department. And if we see one variety each of hard, soft and melted, can we perceive such an assortment as deep? No, most likely we will conclude that the store does not have a deep enough or poor assortment of cheeses. But if different types of cheese are presented, including blue cheese, lactose-free, sausage, low-fat, green, etc., then such an assortment will seem deep or complete (Fig. 3.9).

Rice. 3.9

Example 2. When examining the assortment of a cosmetics and perfumery store, we will conclude that the assortment is insufficient if we see only creams, shampoos and body care products. But if the assortment also includes gift sets, jewelry, professional care products, etc., then the assortment will seem wide to us. In this example, the “Hand Creams” category is presented in depth - there are many varieties of cream. If we limited ourselves to only three or four varieties (with aloe, moisturizing and with glycerin), then such a range of creams would not be deep (Fig. 3.10).

The ratio of these two parameters – the width and depth of the assortment – ​​determines the store format. Discounters and supermarkets typically have a policy of maintaining a wide but shallow assortment. For specialized stores, on the contrary, the assortment is not wide, but deep.

Rice. 3.10

Rice. 3.11. Store formats

Small format stores with a small area (stalls, shopping pavilions) do not have the opportunity to sell a wide range of products. And no one expects depth from them.

Hypermarkets, on the contrary, have significant space and can have a deep assortment in many (but not all) categories.

Knowing the format gives us an idea of ​​where and in what direction to develop our assortment - in width or depth. Should we introduce new product categories or deepen existing ones? Where to invest money?

Whatever development strategy we choose, one thing is important: the range must be balanced.

Balanced assortment– this is a combination of the optimal number of categories (width) for the buyer and types of goods within the category (depth). Let us emphasize again - for the buyer. In a large hypermarket, the buyer expects that the assortment will be as wide as possible, but his expectations related to the depth of the assortment are different. No one expects that among such an extensive offer of goods there will be all sorts of exotic types of fruits (papaya, mango, rambutan), less common types of meat (horse meat, rabbit), and atypical clothing sizes (40–42 and 54–56). For these products or sizes, the buyer will have to go to specialized stores - where prices are higher, the assortment is not so wide, but there is an opportunity to satisfy even the most rare requests.

However, if the assortment is not balanced, that is, does not meet the buyer’s expectations, then such an assortment is felt as incomplete. Therefore, we will draw a parallel between two concepts - completeness and balance.

If the completeness of the assortment does not correspond to the concept of a given store, then customer requests are not fully satisfied - the assortment is perceived either as “too narrow - there is nothing”, or as “impossible to choose - there is so much!”

The category management methodology allows, with a high degree of probability, balance assortment in such a way that it best meets customer expectations. We will talk in detail about balancing the assortment in the section “Balancing the assortment by depth.” There you can also see examples of a balanced assortment.

During one “trip” to the supermarket, the average “normal” consumer purchases goods from 10–12 categories. The average consumer is not inclined to spend more than 35 minutes on one visit... We subtract the time spent walking through the sales area (5-7 minutes), the time spent at the checkout (5-7 minutes), as well as the minutes spent looking at goods that are subsequently not will be purchased. There are no more than 15–18 minutes left, or one and a half minutes for each category. How many options will be considered during this time? 5–6 – no more. And that’s because 3–4 of them are recognizable brands, which take 6–7 seconds to identify. One or two “new items” (that is, new offers not previously considered by this consumer) will receive 20–30 seconds of consumer attention.

The process of forming an assortment of goods begins with determining the breadth of the assortment of goods sold in it, that is, the number of product groups. Then the depth of the assortment is determined, that is, the number of types and varieties of goods within each group.

The assortment structure is the percentage of certain sets of products to their total quantity.

Indicators of assortment structure are often expressed as percentages. For example, the percentage of bread, dried goods, cakes and other products determines the type structure of the assortment in the “Bread, bakery products” department.

Width of assortment.

The breadth of the assortment is determined by the number of product groups and is assessed by the breadth coefficient:

Ksh = Gf / Gn

§ where Gf is the number of groups of goods at the time of determination, units; Gn -- total number of product groups, units.

Completeness of assortment.

The completeness of the assortment is the correspondence of the actual availability of types of goods to the developed assortment list and existing demand.

They express the completeness of the assortment through the coefficient of completeness Kp of the assortment, which is determined by the formula:

Kp = Vf / Vn

§ where Vf is the actual number of types of goods at the time of inspection (inspection), units; Vn - number of types provided for in the assortment list, supply contract, standards, etc., units.

Depth of assortment.

The depth of the assortment is determined by the number of varieties of goods for each item. The assortment depth coefficient is estimated using the formula:

Kg = Rf / Rn

§ where Рф is the actual number of varieties of goods at the time of inspection, units; Рн - the number of varieties provided for by the assortment list, terms of the contract, price lists, etc., units.

Stability of the assortment.

Sustainability (stability) characterizes the constant availability of a product of the corresponding type (variety) for sale. The stability coefficient Ku is determined by the formula:

Ku = 1 -- (R"f1 + R"f2 + ... + R"fn / Rn Ch n)

§ where Р"ф1, Р"ф2,...,Р"фn - the actual number of varieties (types) of goods from those provided for in the assortment list and not available for sale at the time of individual checks, units; Рн - number of varieties (types) ) goods provided for in the assortment list, units; n - number of checks.

The assortment stability coefficient is usually determined for a specific period (month, quarter, year). It has been established that the optimal coefficient of stability of the assortment should be expressed by the following values: for department stores - 0.80; for specialized stores - 0.75.

New assortment.

Novelty characterizes the emergence of new varieties of goods over a certain period of time and is assessed by the novelty coefficient Co:

Ko = Ro / Rf

§ where Po is the number of new varieties of goods that appeared at the time of inspection, units; Russian Federation - average number of varieties, units.

The novelty coefficient characterizes the degree of renewal of the assortment and the emergence of new products.

Conclusion: Based on Appendix 9, it follows that the breadth of assortment is 78.5%, which indicates the average intensity of saturation of the enterprise with other types of goods. The completeness of the assortment is 63.8%, which indicates high market saturation. Therefore, for this situation, the indicator of assortment completeness can be considered rational. The stability coefficient is 64.2%, and, therefore, 45 items out of a possible 70 are in steady demand. The novelty coefficient is 21.4% due to the introduction of new products into the assortment list. This indicator is rational; updating the assortment allows you to more fully satisfy the needs of customers and expand the assortment, creating a competitive advantage for the enterprise.

In general, the product range is characterized by the following main indicators: completeness, breadth, depth, novelty.

Completeness of the assortment – ​​compliance of the actual availability of types of goods with the developed list and existing needs. The completeness of the assortment is characterized by the coefficient of assortment completeness:

Kp = Pd/Pb x100%,

Пд – actual number of types of goods available for sale;

Pb – the number of types provided for in the assortment list, supply agreement, etc.

In our case, Pd = 5, Pb = 6 (according to the assortment list).

Then Kp = 5/6 x 100 = 83.3%.

The breadth of the assortment is determined by the number of product groups, types, varieties and names of goods of homogeneous and heterogeneous groups. Estimated by the latitude coefficient:

Ksh = Shd/Shb x 100%,

Shd - the actual number of groups, types, varieties, names of goods available;

Shb – latitude taken as the basis for comparison.

Shb (jam) = 3 (extra, premium, 1st grade);

Shb (jam) = 3 (high grade, 1st grade, homemade jam without grade);

Shb (jam) = 3 (high grade, 1st grade, homemade jam without grade);

Shb (marmalade) = 3 (jelly, fruit - berry, jelly - fruit);

Shb (pastile products) = 2 (marshmallows, marshmallows).

Latitude coefficients for these products are given in Table 14.

Table 14. Latitude and depth coefficients

The depth of the assortment is determined by the number of varieties of goods for each item. Assortment depth coefficient

Kg = Gd/Gb x 100%,

Гд – the actual number of varieties of goods available for sale;

GB – the number of varieties provided for by the assortment list, terms of the contract, etc.

Gb(jam, preserves) = 2 (sterilized, unsterilized);

GB(marmalade) = 3 (shaped, sheet, carved);

GB(marshmallow) = 3 (unglazed, glazed, decorated).

Depth coefficients are given in Table 14.

The assortment novelty coefficient (KN) is calculated if information is available on the number of new assortment items. The new assortment in the OJSC “Prodtovary” supermarket includes 3 types of marshmallows:

Zephyr white and pink “Donna Rosa”,

Vanilla marshmallow "Donna Anna"

Vanilla marshmallows in Don Juan chocolate.

Thus Kn = 3/11 x 100% = 27.3%.

Conclusion: Having analyzed the data obtained, we can conclude that in the supermarket of OJSC “Prodtovary” the assortment of fruit and berry confectionery products is presented quite fully (Kp = 83.3%). The only items missing from store shelves are marshmallows and candied fruits, which can be used to replenish the product range.

Products such as marmalade and marshmallows are offered to the buyer quite fully (Kg = 66.7%, Kg = 100%, respectively), which is explained by the increased demand for these products.

In a narrow assortment, the buyer is offered jam, jam, preserves. The explanation for this is the lack of demand for these products.

3.2 Examination of the quality of fruit and berry confectionery products

When conducting an examination of the quality of fruit and berry confectionery products, the following research objectives may arise:

1. Establishing the type of product.

2. Establishing the grade of some products.

3. Establishment of quality indicators.

4. Establishment of falsification.

5. Establishing a storage period.

When conducting a quality examination in order to establish the type of fruit and berry confectionery products, the expert must determine for himself the range of tasks to be solved and the methods and methodological approaches that he knows. Let's consider the range of tasks that an expert can solve for this purpose.

The type of fruit and berry confectionery products is determined by a number of characteristic organoleptic indicators.

Jam is characterized by the presence of liquid syrup spreading on the surface and whole digested fruits and berries.

The jam has a spreadable consistency that does not spread on the surface, and partially boiled whole or parts of fruits and/or berries.

The jam is distinguished by the absence of fruits or berries (since it is obtained from pureed mass) and by its spreadable consistency.

Candied fruits are whole or parts of fruits or berries, previously boiled in syrup and then separated from it, with a treated surface.

Marmalade has a gelatinous structure, made by boiling gelling fruit and berry puree or gelling agent and molded with the addition of flavoring and aromatic substances.

Pastille products have a foam-like structure, obtained by preliminary boiling a solution of a gelling agent with sugar or sugar-treacle syrup and further churning with egg whites with the addition of flavoring, aromatic, coloring and other substances and molded.

After the type of fruit and berry confectionery product has been determined, it is possible to determine the grade of certain products (jam, marmalade, marmalade).

Carrying out a quality examination in order to establish the grade of jam can be carried out according to the following indicators:

1. The number of fruits with cracked skin in stone fruit jam (in extra - 0; in extra grade - 10%, and in grade 1 - 25%).

2. The number of fruits with seeds, bare seeds, boiled berries.

Task 2. Compare the breadth of the range of publications of educational and reference literature in three matrices, calculating the breadth coefficient (Ksh). The base latitude (Shb) is taken from the assortment list, the actual latitude (Shf) is presented in Table 3.

Table 3

Conclusion: As can be seen from Table 3 in store 1, the breadth coefficient for educational literature was 93.3 and for problem books 35.3. For reference literature 100, 53.3; 57.1. Popular science: 100, scientific: 121, 140. In store 2 the same situation with reference literature and popular science, for educational 60 - textbooks and 35.3 - problem books, for scientific - monograph: 85.7; collection of scientific papers: 106.6. In store 3 for popular science the same as in stores 1 and 2, for scientific: 57.1; 86.6. For reference: 100; 46.7; 57.1.

An assortment is a set of goods distinguished according to a certain characteristic.

Assortment property is a specific feature of the assortment that manifests itself during its formation.

The assortment indicator is a quantitative expression of the properties of the assortment, while the number of types and names of goods is subject to measurement.

1. Assortment breadth (W) - the number of types, varieties and names of goods of homogeneous and heterogeneous groups.

The number of types, varieties and names of goods regulated by regulatory or technical documents (standards, price lists, catalogs, etc.), or the maximum possible, can be taken as the base latitude.

The breadth coefficient (Ksh) is expressed as the ratio of the actual number of types, varieties and names of goods of homogeneous and heterogeneous groups to the base one.

Breadth can serve as an indirect indicator of market saturation with goods: the greater the breadth, the greater the saturation. Latitude acts as one of the criteria for the competitiveness of firms (the more Ksh, the more competitive the firm).

What is the consumer’s attitude to the breadth of assortment? On the one hand, the wider the range, the more diverse needs can be satisfied. On the other hand, with an extremely wide range of products, it is difficult for the consumer to navigate this variety, which makes it difficult to choose the right product. Therefore, breadth cannot serve as the only indicator of the rationality of the assortment.

2. Completeness of assortment (P) - the ability of a set of goods of a homogeneous group to satisfy the same needs. Completeness is characterized by the number of types, varieties and names of goods of a homogeneous group.

Completeness coefficient (Kp) - the ratio of the actual completeness indicator to the base one.

For example, the store’s assortment includes publications of various types: textbooks, teaching aids, anthologies, teaching aids. The first four titles belong to the group of educational literature.

Therefore, the actual indicator for the group of educational publications will be equal to 4.

Russian standards provide for 12 varieties based on the nature of such types of information; another five varieties are imported. Therefore, the base completeness score is 25 and the completeness ratio is 16% (4/25=0.16).

The more complete the assortment, the higher the likelihood that consumer demand for goods of a certain group will be satisfied, i.e. various needs, determined by different tastes, habits and other factors, are satisfied.

An excessive increase in the completeness of the assortment can also complicate the consumer’s choice, so the completeness must be rational.

3. Stability of the assortment (S) - the ability of a set of goods to satisfy the demand for the same goods. A special feature of such goods is the presence of stable demand for them.

Sustainability coefficient (Ku) is the ratio of the number of types, varieties and names of goods that are in steady demand among consumers (V) to the total number of types, varieties and names of goods of the same homogeneous groups.

For example, five types of educational literature out of 12 are in steady demand (see example above). Therefore, the stability coefficient is 42% (5/12=0.42).

Identification of goods that are in steady demand requires marketing research using observation methods and analysis of documentary data on the receipt and sale of various goods.

Consumers of sustainable products can be characterized as “conservative in tastes and habits.” Having evaluated a certain product, they do not change their preferences for a long time. Manufacturers and sellers most often strive to expand the number of goods that are in steady demand. However, keep in mind that tastes and habits change over time.

4. Novelty (updating) of the assortment (N) - the ability of a set of goods to satisfy changed needs through new goods.

Novelty is characterized by actual renewal - the number of new products in the general list (N) and the degree (coefficient) of renewal (Kn), which is expressed through the ratio of the number of new products to the total number of items of goods (or actual breadth).

The reasons that encourage the manufacturer and seller to update the assortment are: replacement of goods that are obsolete and not in demand; development of new products of improved quality in order to stimulate their purchase by consumers; design and development of new products that had no previous analogues; expansion of the assortment by increasing completeness to create a competitive advantage for the organization.

Consumers of new products are the so-called “innovators”, whose needs often change due to the desire to experience the novelty of objects. Often new products satisfy not so much physiological as psychological and social needs.

It should be borne in mind that constant and increased updating of the assortment for the manufacturer and seller is associated with certain costs and the risk that they may not be justified, for example, a new product may not be in demand. Therefore, updating the assortment should also be rational.

5. The assortment structure (C) is characterized by the specific share of each type and/or product name in the total set.

Indicators of the assortment structure can be expressed in kind or in money and are relative in nature. They are calculated as the ratio of the number of individual goods to the total quantity of all goods (S) included in the assortment.

Сi is a relative indicator of the structure of individual goods (i);

Аi - the quantity of an individual (i-th) product in kind or in monetary terms;

Si is the total quantity of all goods available in physical or monetary terms.

6. Minimum assortment (list) - the minimum permissible number of types of everyday goods that determine the profile of a retail trade organization.

Previously, in conditions of shortages, the performance of stores was checked based on this indicator. As the market became saturated with goods, it seemed that this indicator was no longer needed. However, during privatization, many trading enterprises changed their profile or actual assortment, excluding cheap everyday goods from it. To prevent such negative phenomena, we returned to this indicator, renaming it the “assortment list”.

Replacing the term “minimum” with “list” is not very successful in combination with the adjective “assortment” (assortment - a set or list of goods).

The assortment list is approved by local governments. It includes two or three types of everyday goods from each group, which determine the profile of a trading organization. Failure to comply is considered a violation of trade rules.

7. Rationality of assortment (R) - the ability of a set of goods to most fully satisfy the realistic needs of different consumer segments.

Rationality coefficient (Kr) is the weighted average value of the rationality indicator, taking into account the real values ​​of breadth, completeness, stability and novelty, multiplied by the corresponding weight coefficients.

where vsh, vp, vu, vn are weight coefficients (degree of significance) for each indicator, and these coefficients add up to 1.

Weight coefficients are determined by experts; they characterize the specific share of the indicator in the formation of consumer preferences that influence the sales of goods. The complexity of their calculation lies in the fact that there are no weight coefficients common to all or even a group of goods. They are individual for each product.

With a certain degree of reliability, the rationality coefficient can indicate a rational assortment.

8. Harmony of the assortment is a property of a set of goods from different groups, characterizing the degree of their proximity in ensuring rational product distribution, sales and/or use.

Harmony provides a qualitative characteristic of the assortment and is not measured quantitatively, as a result of which this property is of a descriptive nature.

The desire for harmony in the formation of the assortment is expressed in the specialization of the store or its individual sections. The advantages of a harmonious assortment include the lowest costs for the manufacturer and seller for delivery, storage, sales, and for the consumer - for the search and purchase of goods that are similar in purpose or complement each other.

The breadth of the assortment is determined by the number of product groups and is assessed by the breadth coefficient

where is the actual number of product groups available for sale; - total number of product groups.

Kw =7/10*100% =0.7

The assortment completeness coefficient is 0.7

Since the resulting breadth coefficient is 0.7, this indicates a fairly wide range of shoes at the main outlet and indicates its greatest optimality compared to its main competitors. This number of models is enough for any consumer to be able to purchase shoes in the Monarch store in accordance with their needs and financial capabilities.

Assortment completeness factor

Completeness of the assortment – ​​compliance of the actual availability of types of goods with the developed assortment list and existing needs.

The completeness of the assortment is characterized by the assortment completeness coefficient

where is the actual number of types of goods available for sale; - the number of types provided for in the assortment list, supply contract, standards, etc.

the completeness of the assortment indicates the possibility of choosing different products.

K p =17/22*100%= 0.77

The assortment completeness coefficient is 0.77

As a result of the calculations, the coefficient of shoe fullness was 0.77. This coefficient shows that the range of shoes in the retail outlet under study is presented quite fully, in comparison with the available number of shoes from the main competitors. Since this indicator is quite high, it means that there is a high probability that consumer demand for electric drills is satisfied.

Assortment depth coefficient.

The depth of the assortment is determined by the number of varieties of goods for each item. Assortment depth coefficient

where is the actual number of varieties of goods available for sale; - the number of varieties provided for in the assortment list, terms of the contract, etc.

K p =41/54*100%=0.76

The calculated assortment depth coefficient is 0.76, which indicates a sufficient number of varieties in the retail outlet under study.

Stability factor

Sustainability (stability) characterizes the constant availability of a product of the corresponding type (variety) for sale.

The assortment stability coefficient is usually determined for a specific period (month, quarter, year). It was established that the optimal assortment stability coefficient for department stores is 0.80, for specialized stores - 0.75. There were 15 checks by type of boot once a day.

Stability factor

Where - the actual number of varieties (types) of goods at the time of individual inspections; - the number of varieties (types) of goods provided for in the assortment list; – number of checks.

To mouth = 620/54*15=0.77

It can be seen from this that the coefficient is 0.77; therefore, the range of these products is highly stable.

Novelty factor

Novelty characterizes the emergence of new varieties of goods over a certain period of time and is assessed by the novelty coefficient

where is the number of new varieties of goods that appeared at the time of inspection; - number of varieties.

The novelty coefficient characterizes the degree of renewal of the assortment and the emergence of new products. At the same time, it is advisable to highlight fundamentally new products and products that were previously produced, but with significantly changed consumer properties.

The degree of assortment renewal should be linked to the period of obsolescence of goods: the smaller it is, the greater the degree of assortment renewal should be. It is preferable not only to expand, but also to update the range.

Kn =18/54*100%=0.3
The novelty coefficient for this outlet was 0.3. This fact indicates a gradual updating of the range of shoes. The Monarch store pays great attention to updating its own assortment, offering new models in moderate quantities, minimizing the risk of incurring losses due to low demand for the new shoe models presented.

Based on the data obtained above, we propose to add an assortment group of men's shoes of various models in color, size, style, in order to make a profit, and most importantly, to acquire regular customers for this group of goods. This group of products is in demand among buyers. By increasing the breadth and depth of the product, the sustainability factor will also increase.