Presentation on theme: "The “P&G” Team Andrea Bingen Jacqueline Bishop Ashwin Ganesh J.S. Karthikeyan Brian Knauer Elena Parthenakis Wendy Teufel."— Presentation transcript:
The “P&G” Team Andrea Bingen Jacqueline Bishop Ashwin Ganesh J.S. Karthikeyan Brian Knauer Elena Parthenakis Wendy Teufel
The following analysis and recommendations are based on a category definition of: Shampoos Conditioners … Key competition to Kroger in the hair care industry includes: Target Walmart Ulta …
Trends Noted Across Key Competitors: Shopping guidance at shelf In-aisle education Organization by Shopper Needs vs. brands?? Fewer overall brands/skus??
…We’d talk about anything truly unique or ‘breakthrough’ that we’ve noticed at our store visits – include some things Kroger already does if necessary. Look at how much shelf space each manufacturer has – how much should each one have?
…we could either include recommendations at the end of each section, or at the end…or both (with the recos at the end being more of a recap or ‘next steps’ for Kroger.)
Role Supporting Dunnhumby data
Need to look up what this is… How well does the overall hair care category appeal to Kroger’s best shoppers?
I say we could include just a very streamlined scorecard with the key metrics in it. Dollar volume (shampoo, conditioner, etc.) Unit volume Penetration Average price Purchase frequency Purchase size Loyalty (Share of requirements) Other?
Maybe just pick one or two key strategies that go along with the category role. Could include a couple of recos there if we think of any just to keep these poor Kroger people interested.
Pricing Promotion Merchandising Assortment We will deep dive into Promotion (weekly ad analysis) and Assortment (our recommendations on category SKU simplification)
Weren’t we going to make a chart to track the various ad elements – we could insert it here, highlighting our major observations. Chart includes: Categories advertised Size of hair care ads Degree of discount on hair care ads Brands advertised Placement of ad within weekly (front, middle, back) Impact of co-advertised brands, impact of pricing multiples on volume. Others?
Which SKUs are underperforming? Which brands/items bring unique shoppers to the category? Which brands or items are playing on top of one another? (with similar shopper targets) SKU Simplification Recommendations Hispanic/AA Observations Hispanic/AA Assortment Recommendations
Here is where we describe the next steps we recommend Kroger to take… Category Review – revisit the category in 6 months to a year to ensure recommendations are still relevant and to track the recommendations that you implement or test in stores.