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DeCA Perishable Team Produce, Meat, Deli/Bakery/Seafood, Dairy, Frozen Foods.

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Presentation on theme: "DeCA Perishable Team Produce, Meat, Deli/Bakery/Seafood, Dairy, Frozen Foods."— Presentation transcript:

1 DeCA Perishable Team Produce, Meat, Deli/Bakery/Seafood, Dairy, Frozen Foods

2 DeCA Perishable Team BRIDGET BENNETT – PRODUCE NORM APT – MEAT DAVE LEFFERT – DELI/BAKERY/SEAFOOD STEVE VILLENEUVE – DAIRY RICHARD WALKER – FROZEN 2

3 DeCA Perishable Team DISCUSSION TOPICS 2014 SALES RESULTS CUSTOMER SAVINGS BY CATEGORY CATEGORY REVIEW/NEW ITEM SCHEDULE PROMOTIONAL PLANNING/EXECUTION FUTURE INITIATIVES 3

4 PRODUCE – BRIDGET BENNETT

5 DeCA PERISHABLE TEAM PRODUCE 2014 SALES RESULTS $250.9M -2.74% DOLLARS BUSINESS OBJECTS 26 WEEKS END 2/28/14 5

6 DeCA PERISHABLE TEAM PRODUCE/NAME BRAND 2014 SALES RESULTS CATEGORY$ VOL $CHG vs YAG UNIT VOL UNIT CHG vs YAG PREM JUICE $ 5.79M 4.03% 2.67M 2.88% SALAD $17.63M -2.81% 7.24M -4.44% NUTS $ 2.83M 83.51% 448K 97.82% BUSINESS OBJECTS 26 WEEKS ENDING 2/28/14 6

7 DeCA PERISHABLE TEAM PRODUCE CUSTOMER SAVINGS BY CATEGORY CATEGORY SAVINGS 1 – PREMIUM JUICE 25.81% 2 – SALAD 21.05% 3 – NUTS 18.63% NIELSEN 26 WEEKS END 3/1/2014 7

8 DeCA PERISHABLE TEAM GROCERY ITEMS MERCHANDISED IN PRODUCE 2014 SALES RESULTS $13.2M +11% DOLLARS BUSINESS OBJECTS 26 WEEKS END 2/28/14 8

9 DeCA PERISHABLE TEAM GROCERY ITEMS MERCHANDISED IN PRODUCE 2014 SALES RESULTS CATEGORY $ VOL $CHG vs YAG UNIT VOL UNIT CHG vs YAG TRAIL MIX $5.49M M DIPS $1.58M K CUT FRUIT $1.25M K MISC. DRY $1.23M K SALAD DRESS.$755K K BUSINESS OBJECTS 26 WEEKS ENDING 2/28/14 9

10 DeCA PERISHABLE TEAM GROCERY ITEMS CUSTOMER SAVINGS BY CATEGORY CATEGORY SAVINGS 1 ‒ TRAIL MIX TYPE 27.2% 2 – DIPS 25.5% 3 ‒ JAR FRUIT 26.1% 4 ‒ MISC. DRY 24.8% 5 ‒ SALAD DRESSING 18.4% NIELSEN 26 WEEKS END 3/31/14 10

11 DeCA PERISHABLE TEAM CATEGORY REVIEWS Changes provided to Industry for review and rebuttals/business cases by the COB 5 th working day All rebuttals answered and provided to Industry with final decisions Brand leaders gathered for planogram development to determine available space for new innovation Make product decisions and notify Industry of results Partner with Industry to develop final planograms and reset schedules (timeline 60 days) 11

12 DeCA PERISHABLE TEAM PRODUCE NEW ITEM SCHEDULE Month of Presentation Categories AprilDips JulySpices, Herbs SeptemberPackaged Peanuts November Salad Toppers 12

13 DeCA PERISHABLE TEAM PRODUCE PROMOTIONAL PLANNING/EXECUTION Right mix of products on displays – EDLP/High Low Focus on One-Time Buys – Treasure Hunts Formalize Cross Merchandising Efforts 13

14 DeCA PERISHABLE TEAM PRODUCE FUTURE INITIATIVES Partner with Meat and Grocery for Themed Displays Partner with Industry Members to Enhance Sales Standardize PLU Codes with Industry Standards Commodity Code Review and Modification 14

15 DELI AND BAKERY – DAVE LEFFERT

16 DeCA PERISHABLE TEAM DELI AND BAKERY NIELSEN 26 WEEKS END 3/1/2014 Sales from Sep 2013 to Feb 2014 Deli/Bakery Sales ‒ $94.9M ‒ -2.5% vs year ago ‒ Flat in FY first year of no growth ‒ $196M in total sales 16

17 DeCA PERISHABLE TEAM Deli/Bakery by Segments NIELSEN 26 WEEKS END 3/1/ Deli sales $43.9M - 3.3% Bakery sales $20.3M - 8% Hot Food sales $4.5M - 4.7% Sushi sales $10.5M - 2.7%

18 DeCA PERISHABLE TEAM OPPORTUNITIES Perishables/perimeter driving growth in retail Customers seeking convenience and value ‒ Rotisserie chicken ‒ Sandwiches (custom made) ‒ Sushi Healthy foods are important and deli answers those needs Tie-in with other departments Become part of the store operation NIELSEN 26 WEEKS END 3/1/

19 DeCA PERISHABLE TEAM SEAFOOD SALES FYTD Total Seafood $9.7M: 7.36% vs. year ago ‒ Seafood Market: $7.2M ‒ Tray Pack: $1.2M ‒ Road Shows: $1.3M Total Seafood FY 2013: $20.7M NIELSEN 26 WEEKS END 3/1/

20 DeCA PERISHABLE TEAM SEAFOOD OPPORTUNITIES Stores in NC, SC, and GA lost tray pack suppliers in FY In the process of getting new contracts in those stores ‒ projected sales of $1.1M Seafood markets at two large stores coming on line in FY 2014 ‒ projected sales of $850K Getting Texas stores back in line with tray pack sales will bring about projected sales of $327K 20

21 MEAT – NORMAN APT

22 DeCA PERISHABLE TEAM 2014 Sales Results FRESH MEATS $174,604, % Dollars PRE-PACKED CHILLED MEATS $96,945, % Dollars POULTRY FRESH (Chicken, Turkey, Cornish Hens) $50,846, % Dollars NIELSEN 26 WEEKS END 3/1/

23 DeCA PERISHABLE TEAM 2014 SALES RESULTS PRE-PACKAGED CHILLED MEAT CATEGORY$ VOL$ CHG vs YAGUNIT VOLUNIT CHG vs YAG Breakfast Meat$29,631, %9,145, % Lunchmeat$22,982, %9,664, % Dinner Sausage$15,451, %5,850, % Franks$7,719, %3,746, % Ham$7,194, %992, % Meal Combos$4,929, %3,949, % THESE TOP 6 CATEGORIES PROVIDE OVER 90% OF TOTAL PRE-PACKAGED CHILLED MEAT NIELSEN 26 WEEKS END 3/1/

24 DeCA PERISHABLE TEAM PRE-PACKED CHILLED MEAT CUSTOMER SAVINGS BY CATEGORY CATEGORYSAVINGS BREAKFAST 33.3% LUNCHMEAT 30.1% DINNER SAUSAGE 30.0% FRANKS 31.2% MEAL COMBOS 32.9% NIELSEN 26 WEEKS END 2/21/

25 DeCA PERISHABLE TEAM 2014 CATEGORY REVIEWS/NEW ITEM PRESENTATION MAY 6-16 HOLIDAY HAMS SEAFOOD/PICKLES/ DELI SALAD JUNE 9-16 LUNCHMEAT/MEAL COMBOS/STRIPS CUTS SEPTEMBER 8-19 DINNER SAUSAGE/FRANKS New items “new to retail” may be presented at any time during the year. Goal is to make 1 st ships at the same times items are hitting the shelf in remaining markets. 25

26 DeCA PERISHABLE TEAM FRESH & CHILLED PRE-PACKAGED MEAT PROMOTIONAL PLANNING/EXECUTION Random weight items must be offered pre-priced case ready! Create appealing displays (coffins or upright mobile merchandisers) Looking for manufacturer/broker themed events offering competition between stores for execution and sales growth regardless of store size Coupon, recipes, and demo tie-ins to create excitement Signage with patron savings call outs 26

27 DeCA PERISHABLE TEAM FRESH & CHILLED PRE-PACKAGED MEAT FUTURE INITIATIVES Create a snack section within the lunchmeat to bring in millenniums to the category Standardize PLU codes to Industry standard Commodity code review and modification Reduce mandatory stock assortment for fresh meats; evaluation and adjustments made by performance Partners with suppliers to enhance sales Re-evaluate space to sales by performance 27

28 DAIRY – STEVE VILLENEUVE

29 DeCA PERISHABLE TEAM DAIRY 2014 SALES RESULTS $215,168, % Dollars NIELSEN 26 WEEKS END 3/29/

30 DeCA PERISHABLE TEAM CATEGORY $ VOL $ CHG vs YAGUNIT VOL UNIT CHG vs YAG CHEESE$55,585, % 20,570, % MILK $42,941, % 16,353, % YOGURT $21,540, % 19,185, % EGGS $20,599, % 9,537, % REF JUICE $19,811, % 8,233, % CREAM $11,177, % 4,925, % NIELSEN 26 WEEKS END 3/29/2014 DAIRY 2014 SALES RESULTS THESE TOP SIX CATEGORIES PROVIDE ABOUT 80% OF TOTAL DAIRY SALES

31 DeCA PERISHABLE TEAM DAIRY CUSTOMER SAVINGS BY CATEGORY NIELSEN 26 WEEKS END 3/29/2014 CATEGORY SAVINGS CHEESE33.5% MILK23.5% YOGURT24.6% JUICE/DRINKS 26.2% EGGS25.3% CREAM 25.4%

32 DeCA PERISHABLE TEAM DAIRY CATEGORY REVIEWS Commence about 30 days prior to new item presentation month Changes provided to Industry for review and rebuttals/business cases by the COB 5th working day Make product decisions and notify Industry of results Rebuttals answered with final decisions Planograms developed to provide space for new and innovative items 32

33 DeCA PERISHABLE TEAM Presentation Month Categories JanuarySnack/Block Cheese FebruarySliced/Shred Cheese MarchYogurt AprilDough/Specialty Eggs May Juice/Tea JuneMargarine/Butter JulyCulture/Cream Cheese AugustCoffee/Creamers/Organic Milk SeptemberYogurt OctoberDeserts/Pasta/Soup NovemberJuice/Tea DAIRY NEW ITEM SCHEDULE 33

34 DeCA PERISHABLE TEAM DAIRY PROMOTIONAL PLANNING/EXECUTION 34 Right mix of products on displays – EDLP/High Low Create appealing display layouts Minimize display assortment to ensure adequate pack-out and sales Follow-up on execution of plans, Industry and stores (COMM-Ex/Display Distributor Fill Rates) Promotional report card reviewed for lift in dollars and units

35 DeCA PERISHABLE TEAM Develop with Industry partners a reset implementation schedule Partner with Industry/Category leaders to enhance sales potential and results Implement changes to re-indexed categories DAIRY FUTURE INITIATIVES 35

36 FROZEN FOOD – RICHARD WALKER

37 DeCA PERISHABLE TEAM FROZEN 2014 SALES RESULTS $179,791, % Dollars NIELSEN 26 WEEKS END 3/1/

38 DeCA PERISHABLE TEAM FROZEN 2014 SALES RESULTS CATEGORY$ VOL $ CHG vs YAGUNIT VOL UNIT CHG vs YAG Entrees $33,495, % 10,465, % Seafood $17,417, %2,465, % Vegetables $13,931, % 10,605, % Pizza $13,667, %5,491, % Ice Cream $10,465, % 3,013, % Poultry $10,185, % 2,060, % THESE TOP SIX CATEGORIES PROVIDE OVER 55% OF TOTAL FROZEN SALES NIELSEN 26 WEEKS END 3/29/2014

39 DeCA PERISHABLE TEAM FROZEN CUSTOMER SAVINGS BY CATEGORY CATEGORYSAVINGS ENTREES 26.3% PIZZA 21.7% VEGETABLES 38.2% SEAFOOD 23.0% ICE CREAM 16.8% POULTRY 32.7% NIELSEN 26 WEEKS END 3/29/

40 DeCA PERISHABLE TEAM CATEGORY REVIEWS Commence about 60 days prior to new item presentation month Changes provided to Industry for review and rebuttals/business cases by the COB 5th working day All rebuttals answered and provided to Industry with final decisions Brand leaders gathered for planogram development to determine available space for new innovation Make product decisions and notify industry of results Partner with Industry to develop final planograms and reset schedules (timeline 60 days)

41 DeCA PERISHABLE TEAM FROZEN NEW ITEM SCHEDULE Presentation Month Categories January Ice Cream/Novelties/Toppings FebruarySeafood MarchBreakfast AprilMeats (Excluding Poultry) May Vegetables/Potatoes JuneJuice/Fruit JulyPoultry AugustMeatless SeptemberDesserts/Breads OctoberInternational NovemberSnacks/Pizza DecemberEntrée/Prepared Dinners 41

42 DeCA PERISHABLE TEAM FROZEN PROMOTIONAL PLANNING/EXECUTION Right mix of products on displays – EDLP/High Low Create appealing display layouts Minimize display assortment to ensure adequate pack-out and sales Follow-up on Execution of Plans, Industry and stores (COMM-Ex/Display Distributor Fill Rates) Promotional report card reviewed for lift in dollars and units 42

43 DeCA PERISHABLE TEAM FROZEN FUTURE INITIATIVES Develop/implement reset schedule Partner with Industry/Category leaders to enhance sales potential and results Re-index categories Implement changes 43


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