家樂福銷售策略（英文版）.doc18

家樂福銷售策略

Similarly,in those countries where Carrefour ’s growth is

based on a multiple format setup,it was organized so as to

best make use of the Group ’s local resources.Hence in

France ,the new logistic organization for supermarkets

and convenience stores will result in significant economies

of scale for both formats.

In Brazil ,the hypermarkets and supermarkets ’manage-

ment,procurement and marketing resources were pooled

to further boost sales.

Wherever the Carrefour Group does business,its stores

have further moved its market positioning towards the

discount end through a policy of low prices and large-

scale promotions.The banners concerned by the con-

version to the euro locked in their prices through May

2002 and maintened a freeze on own brands over the

whole year.In Greece ,for example,the prices of over

1,000 products were frozen and the “budget items

prices ”were maintained through December 31.

The price positioning was supported by many promo-

tional campaigns.In the first half,Carrefour won back

market share in Brazil by conducting three short promo-

tional campaigns a week.In the second half,the group ’s

40

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