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Bacon Rachel Mooreland Bridgette Smith Anita Walker.

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Presentation on theme: "Bacon Rachel Mooreland Bridgette Smith Anita Walker."— Presentation transcript:

1 Bacon Rachel Mooreland Bridgette Smith Anita Walker

2 Category Snapshot

3

4 Homescan

5 Retailers Audited Stores# Sku% of Category Dollar General # % Walgreens # % Sam’s # % Wal-Mart #144 (S) % Harps # % Target # % Harps # % ALDI 6th St.54.60% Wal-Mart #54 (S) % Wal-Mart # % Walmart store 144 and store 54 in Springdale had the most assortment with over 50% of all the SKU’s found.

6 Assigning Role to Category

7 Circular Trade Areas: Fayetteville Area Supercenters

8 The Suppliers  Bacon’s Top Suppliers:  Kraft- #1 – 15 SKUs  Hormel – 15 SKUs  Farmland – 14 SKUs  Stocked in all 6 of our stores  Surprising Losers:  JC Potter – 2 SKUs, very little shelf space  Tyson Branded Bacon – less facings and distribution that expected for such a large supplier; focuses more on Private Label Bacon

9 Bacon Category Brands Dominant Brands – Oscar Mayer – 15 SKUs – Hormel – 15 SKUs – Farmland – 14 SKUs – Wright Brand – 10 SKUs Struggling Brands – JC Potter – Cedar Falls – Rose – Sugardale – Tyson – Williams 107 SKUS found in the audit

10 Private Label  Private Label is the most integrated into the bacon category in Wal-Mart Stores.  Top Private Label Brand – Great Value (9 SKUs)  Total Private Label SKUs- 16 (out of a total 107 SKUs)  ALDI is the second store with 5 private label SKUs  Location: Integrated in entire aisle – mixed in w/branded bacon products

11 Category Tactics Perceived Quality – the degree of perceived performance excellence of the product. According to table 6-1 in Private Label Strategy, 9% of consumers believe that there is a quality equivalent between manufacturer and store brands for bacon. Brand imagery is important in the bacon category. This is a personalized social/emotional bond the consumer has with a brand. – Ex. Wright Brand Bacon - #1 stack pack

12 Category Review  In comparison to last year’s audit (Fall 2013)…  Number of SKUs increased from 96 to 107 SKUs  Private label decreased from 22 to 16  (AWG SKUs used)  Overall, gross margins for branded bacon products decreased by around 10%; Private label decreased about 9%.  Fall 2013 Minimum Price Range – $ $25.59  Spring 2014 Minimum Price Range - $1.85- $17.98

13 Facings

14 Gross Margin $ By Store & Manufacturer

15 Gross Margin % By Store & Manufacturer

16 Bacon in Wal-Mart

17 Thank you for your time!!!!!!


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