Promoting a category and a product
Finding a specific product within a wide category in a retail environment is often challenging. The Parmalat project brands a category in order to promote ease-of-shop through product navigation, whilst notwithstanding product type, volume, size, flavour and price points. The pilot proposal is based on a three step approach to finding a specific product, while it also aims to promote Parmalat as the brand of choice when looking for a category product.
By introducing different colours and clear signage, the shopper is guided to think of Parmalat first before then using its easy-to-navigate system to find specific products within the dairy category.