Competitive Range Analysis: Decorative DIY 2005

This report is designed to offer unrivalled UK competitor information on pricing, offer width and range depth in decorative DIY products. It allows you to see a retailer's offering as customers see it, comparing ranges alongside those of its competitors and examines not only what is bought, but how and why those decisions will have been made.

Scope

• Verdict's specialist in-store auditing team, FieldForce, have carried out product audits in select product markets, across key competitor groups.
• Information is summarised in an easy to use graphical format, providing sector summary information and product group information.
• Each report provides market data with five year trend, identification & evaluation of key market trend and channels of distribution data.
• There is also detailed analysis of retailer space allocation data and range analysis at product group and sector level.

Highlights

DIY market leader, B&Q, leads the competitor set with just over 1100 decorative DIY products, offering almost three times the level of choice available in the market. Interior paints and wallpaper are its two key categories with a total of 236 and 555 options in each, providing more than double the market average for choice in each. For a variety retailer, Wilkinsons has a strong product range, offering 226 product choices to its customers. Though not always in significant depth,, Wilkinsons is the only non-specialist to feature products in each of the decorative DIY categories. Wallpaper and interior paints are its two strongest categories.

Reasons to Purchase

• Benchmark range and offer - enabling you to manage a compelling range offer, and to analyse your ranges alongside those of your competitors.
• Identify key price points, entry level offers and range coverage to find gaps in the market and target areas of growth potential.
• Plan future seasons' ranging, anticipating market trends.