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Nathan Pugh Kaleah Thomas. Demographics Role Assessment Strategy Recommendations HH Demo 52 wks ending 12/27/03 52 wks endings 12/29/07 SIZE - 3-4 MEM126.7126.8.

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Presentation on theme: "Nathan Pugh Kaleah Thomas. Demographics Role Assessment Strategy Recommendations HH Demo 52 wks ending 12/27/03 52 wks endings 12/29/07 SIZE - 3-4 MEM126.7126.8."— Presentation transcript:

1 Nathan Pugh Kaleah Thomas

2 Demographics Role Assessment Strategy Recommendations HH Demo 52 wks ending 12/27/03 52 wks endings 12/29/07 SIZE MEM SIZE - 5+ MEM AGE FH - UNDER AGE FH KIDS - ANY < KIDS - ANY < KIDS - ANY KIDS - ANY START UP FAMILIES141.8 YOUNGER BUSTLING FAMILIES OLDER BUSTLING FAMILIES EMP - FH EMP. PART TIME ED - FH HIGH SCH GRAD Nielsen Answers Ad Hoc Demo

3 Demographics Role Assessment Strategy Recommendations HH Demo 52 wks endings 12/29/07 INC - $20,000-29, INC - $30,000-39, CTL BRAND HH Demo 52 wks endings 12/29/07 INC - $70,000-99, INC - $100, AFFLUENT SUBURBAN SPREADS EMPTY NEST COUPLES ED - FH COLLEGE GRAD HSY LITE HH Demo 52 wks endings 12/29/07 INC - $50,000-69, AGE FH - NO FEMALE HEAD COMFORTABLE COUNTRY EMP - NO FEMALE HEAD ED - NO FEMALE HEAD RACE - OTHER RACE SMUCKERS Nielsen Answers Ad Hoc Demo

4 Demographics Role Assessment Strategy Recommendations HH Demo 52 wks ending 12/27/03 52 wks endings 12/29/07 Change INC - $20, , INC - $50, , SIZE - 5+ MEM KIDS - ANY EMP - FH EMP. PART TIME ED - FH NOT HIGH SCH GRAD RACE - ASIAN RACE - OTHER RACE ETH - HISPANIC JOB - PROF/MANAGERIAL Nielsen Answers Ad Hoc Demo

5 Nielsen Answers Product Snapshot

6 Demographics Role Assessment Strategy Recommendations Nielsen Answers Ad Hoc Base Total Chocolate Syrup Market: $181.3 M

7 Demographics Role Assessment Strategy Recommendations Nielsen Answers Ad Hoc Base Brand ITEM BUYERS (000)ITEM PENETRATION SYRUP- CHOCOLATE32, % CTL BR - SYRUP- CHOCOLATE 9, % HERSHEY'S - SYRUP- CHOCOLATE 21, % HERSHEY'S LITE - SYRUP- CHOCOLATE 2, % NESTLE NESQUIK - SYRUP- CHOCOLATE 3, % SMUCKER'S SUNDAE SYRUP - SYRUP- CHOCOLATE %

8 Demographics Role Assessment Strategy Recommendations Nielsen Answers Ad Hoc Base SYRUP TOPPINGS Avg Margin per SKU of all retailers: 36.2% Total Chocolate Syrup Market: $181.3 M

9 Demographics Role Assessment Strategy Recommendations Nine Stores Audited in Fayetteville: Harps on Wedington - 34 Harps on Garland - 28 Walgreens on Mission - 2 Walgreens on 6 th - 2 Walgreens on Joyce - 2 Walmart on 6 th - 34 Walmart on Joyce - 31 Walmart Neighborhood Market - 21 Target on Joyce total SKUs found: -Syrups -Shells -Specialty

10 Demographics Role Assessment Strategy Recommendations

11 Demographics Role Assessment Strategy Recommendations Brand# SKUs% of Category Nestle23.6% Private Label916.4% Smuckers2341.8% The Hershey Company % Vita Specialty Foods 35.5%

12 Demographics Role Assessment Strategy Recommendations Supplier Average Cost Per Ounce Average Unit Cost Nestle$0.05$1.14 Private Label$0.04$0.94 Smuckers$0.12$1.40 The Hershey Company$0.10$1.60 Vita Specialty Foods$0.12$1.61

13 Demographics Role Assessment Strategy Recommendations

14 Demographics Role Assessment Strategy Recommendations

15 Demographics Role Assessment Strategy Recommendations

16 Demographics Role Assessment Strategy Recommendations

17 Demographics Role Assessment Strategy Recommendations  Each retailer approaches category differently  Reoccurring theme: Small Private Label presence  Walgreens does not compete heavily in this category (2 SKUs) ◦ Average margins high at 42.5%  Other Retailers use category as “Cash Machine” with moderate to heavy depth and generous margins

18 Demographics Role Assessment Strategy Recommendations  No flavor innovation will overcome major category players  Retailers need to focus on depth optimization. ◦ Secondary players in category can increase GM%  Walgreens has opportunity to expand depth and be more competitive in the market  Size/Price innovation: introduction of smaller offerings ◦ Lower price points instead of lower price/oz.  Category locations ◦ WM needs to locate near ice cream

19 Demographics Role Assessment Strategy Recommendations

20 Demographics Role Assessment Strategy Recommendations Low Income HHs Age 18 – 34 HHs 1 person HHs Renting HHs “Struggling HHs”

21 Demographics Role Assessment Strategy Recommendations


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