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Artificial Sweeteners

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Presentation on theme: "Artificial Sweeteners"— Presentation transcript:

1 Artificial Sweeteners
Marketing 4443, Caitlin Murad

2 Slide A A.C. Nielsen Product Snapshot
TOTAL SUGAR SUBSTITUTES (SUGAR, SWEETENERS) CT. Total Dollars BehaviorScape Framework LifeStyle BehaviorStage Cosmopolitan Centers Affluent Suburban Spreads Comfortable Country Struggling Urban Cores Modest Working Towns Plain Rural Living Total Start-Up Families HHs with Young Children Only < 6 68 66 91 55 63 70 69 Small Scale Families Small HHs with Older Children 6+ 79 83 115 90 89 Younger Bustling Families Large HHs with Children (6+), HOH <40 46 116 50 60 77 71 Older Bustling Families Large HHs with Children (6+), HOH 40+ 95 122 86 113 103 Young Transitionals Any size HHs, No Children, < 35 73 65 33 64 Independent Singles 1 person HHs, No Children, 35-64 87 88 Senior Singles 1 person HHs, No Children, 65+ 82 85 75 Established Couples 2+ person HHs, No Children, 35-54 123 131 109 110 114 118 Empty Nest Couples 2+ person HHs, No Children, 55-64 136 132 134 168 141 151 142 Senior Couples 2+ person HHs, No Children, 65+ 148 137 158 160 149 156 93 104 108 99 107 100 Source: Spectra BehaviorScape: Total Dollars/Spectra 2013 Nov (Spectra)/Homescan Product Library

3 Slide B Demographics of the Brands
Equal Splenda SweetNLow Private Label Demographic Variables % Total $ Index Race of Head of Household White 60.8% 88 68.5% 99 79.0% 114 78.4% 113 Black 17.8% 148 12.7% 106 7.2% 60 9.0% 75 Hispanic 17.1% 138 14.7% 119 10.3% 84 9.5% 77 Asian 1.9% 43 2.0% 46 1.6% 37 1.1% 26 Other 2.5% 115 2.2% 100 87 Household Income Under $10,000 5.3% 67 6.0% 76 8.6% 108 9.6% 121 $10,000 - $19,999 12.0% 103 9.7% 13.0% 112 14.2% 122 $20,000 - $29,999 9.4% 83 9.8% 86 13.1% 116 $30,000 - $39,999 11.7% 111 10.5% 10.8% $40,000 - $49,999 7.5% 81 102 10.6% 10.0% $50,000 - $74,999 17.7% 98 17.9% 16.8% 93 $75,000 - $99,999 11.6% 12.8% 109 11.5% 90 $100,000 - $149,999 16.3% 143 15.3% 134 9.1% 80 8.9% 78 $150,000 or More 8.5% 105 5.7% 70 6.4% 79

4 Slide C Assigning a Role to the Category

5 Store Location SKUs Unique SKUs* Supercenter MLK Blvd (6th) 72 25
Slide D Category Assessment: Store Audited Store Location SKUs Unique SKUs* Supercenter MLK Blvd (6th) 72 25 Walgreens Township 12 9 Harp’s Wedington 51 33 Target Fayetteville 10 8 ALDI 4 Complete Audit 154 79

6 Slide E Category Scorecard: SPSS Share of Display
Manufacturer WMTMLK Facing WGTWN Facing HARP Facing TARGET Facing ALDI Facing Cumberland Packaging Corp. % of Total Sum 4.2% 8.3% 15.7% 10.0% N 2 1 5 McNeil Nutritionals 45.8% 33.3% 27.5% 20.0% 9 8 Parve 16.7% 19.6% 40.0% 3 7 Private Label 9.7% 13.7% 100.0% 4 Total 25 33

7 In Store Example: Harps Share of Display

8 Slide F Category Scorecard: SPSS % Gross Margin Dollars
Manufacturer WMT-GM$ WGTWN-GM$ HARP-GM$ TARGET-GM$ ALDI-GM$ Cargill, Inc. % of Total Sum 14.3% 10.7% 28.6% 6.8% Mean 1.6 0.2 0.6 0.4 N 4 2 3 Cumberland Packaging Corp. 4.6% 3.5% 3.0% 12.4% 2.12 0.12 0.43 1 5 McNeil Nutritionals 52.7% 40.1% 3.8% 25.9% 2.67 0.70 0.08 0.56 9 8 Parve 8.5% 13.0% 64.7% 1.30 0.23 0.86 0.64 7 Private Label 3.9% 16.2% 100.0% .59 .56 .88 Total 1.82 0.39 0.50 0.52 0.88 25 33

9 Slide G Category Scorecard: Mean % Gross Margins
Manufacturer WMT-GM% WGTWN- GM% HARP- GM% TARGET- GM% ALDI-GM% Cargill, Inc. N 4 2 3 Mean 53.20% 18.50% 31.40% 21.90% % of Total Sum 17.00% 16.00% 22.20% 6.70% Cumberland packaging corp. 5 11% 24.10% 1.80% 12.20% Cumberland Packaging Corp. 1 70.67% 12.00% 5.70% 5.20% 4.20% McNeil Nutritionals 9 8 57.10% 35.10% 7.40% 41.10% 30.40% 25.50% Parve 7 57.20% 22.50% 64.30% 32.20% 13.70% 19.50% 68.30% 22.90% Private label 76.64% 12.30% Total 25 33 50.00% 25.60% 35.30% 29.90% 38.50% 100.00%

10 Slide H Roll out the Plan: Recommendations
Demography Reference 2 mile Ring 3 mile Ring % HHs HHs Index Race White (Non-Hispanic) 71.3% 100 74.4% 104 73.4% 103 Black (Non-Hispanic) 11.4% 7.3% 64 10.0% 87 Hispanic 11.2% 6.2% 55 7.0% 62 Other (Non-Hispanic) 6.0% 12.2% 202 9.7% 161 Householder Income Under $10,000 7.6% 21.5% 283 21.1% 277 $10,000 - $19,999 9.6% 19.6% 205 20.6% 215 $20,000 - $29,999 10.4% 16.0% 154 17.0% 164 $30,000 - $39,999 9.9% 94 11.7% 112 $40,000 - $49,999 9.8% 9.0% 91 92 $50,000 - $74,999 19.5% 13.2% 67 11.1% 57 $75,000 - $99,999 12.5% 5.3% 42 4.3% 35 $100,000 or More 20.1% 5.6% 28 5.0% 25

11 Slide I Category Review: Changes in Category, Prior Audits
Fall 2013 Spring 2013 Manufacturer WMTMLK Facing WGTWN Facing HARP Facing TARGET Facing ALDI Facing Harps Facings WGT Coll Facing WG Sch Facing WMLK facings Tgt Facings Cumberland Packaging Corp. % of Total Sum 4.20% 8.30% 15.70% 10.00% 12.3% 10.0% 11.1% 6.2% 16.7% N 2 1 5 6 3 McNeil Nutritionals 45.80% 33.30% 27.50% 20.00% 24.6% 40.0% 33.3% 40.7% 9 8 11 4 12 Parve 16.70% 19.60% 40.00% 22.8% 20.0% 22.2% 13.3% 7 10 Private Label 9.70% 13.70% 100.00% 15.8% 18.6% Total 100.0% 25 33 41 37


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