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Dog Treats Category Tim Nguyen Tony Nguyen. Category Overview/Depth Number of SKUS: – 898 Number of Manufacturers: – 50 Number of Brands: – 83 Stores.

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Presentation on theme: "Dog Treats Category Tim Nguyen Tony Nguyen. Category Overview/Depth Number of SKUS: – 898 Number of Manufacturers: – 50 Number of Brands: – 83 Stores."— Presentation transcript:

1 Dog Treats Category Tim Nguyen Tony Nguyen

2 Category Overview/Depth Number of SKUS: – 898 Number of Manufacturers: – 50 Number of Brands: – 83 Stores Audited: Stores Petco (Walnut) Petsmart (Pinnacle Hills) Walmart (MLK) Target (Shiloh) Dollar General (School) Walmart Market (Wedington) Walgreens (School) Family Dollar (College) Walgreens (Thompson) Ozark Natural Foods SKUs51622515495424138343218 Unique SKUs36211476393251620615

3 Ad Hoc Demo TOTAL U.S. - 52 WEEKS ENDING 12/27/03 and TOTAL U.S. - 52 WEEKS ENDING 12/29/07 CTL BR - DOG & CAT TREATSGREENIES - DOG & CAT TREATSMILK- BONE - DOG & CAT TREATSPUP- PERONI - DOG & CAT TREATSPURINA BEGGIN' STRIPS - DOG & CAT TREATS DOLLAR VOLUME INDEX 03 DOLLAR VOLUME INDEX 07 DOLLAR VOLUME INDEX 03 DOLLAR VOLUME INDEX 07 DOLLAR VOLUME INDEX 03 DOLLAR VOLUME INDEX 07 DOLLAR VOLUME INDEX 03 DOLLAR VOLUME INDEX 07 DOLLAR VOLUME INDEX 03 DOLLAR VOLUME INDEX 07 TOTAL HOUSEHOLDS 100.0 INC - <$20,000 97.093.443.037.861.164.482.186.976.372.8 INC - $20,000-29,999 109.597.378.493.871.577.179.463.791.498.4 INC - $30,000-39,999 102.3108.854.574.188.595.2112.386.6104.187.6 INC - $40,000-49,999 100.8103.955.442.9112.481.8103.593.088.483.7 INC - $50,000-69,999 101.3115.0126.0100.0132.8107.3104.1100.6114.2144.8 INC - $70,000+ 90.5NA216.0NA135.6NA121.5NA122.8NA INC - $70,000-99,999 NA103.9NA136.4NA127.8NA145.0NA107.1 INC - $100,000+ NA84.1NA177.1NA131.4NA110.4NA97.6 SIZE - 1 MEM 80.479.8107.6113.376.077.484.882.798.293.2 SIZE - 2 MEM 123.8127.2138.6147.9121.7135.9133.9138.3140.0142.8 SIZE - 3-4 MEM 102.4100.175.062.5101.495.499.990.182.378.8 SIZE - 5+ MEM 69.466.836.529.289.259.435.254.634.147.4 AGE FH - UNDER 35 57.553.055.374.852.853.231.133.020.839.9 AGE FH - 35-44 106.9 111.369.9100.490.9101.981.878.367.0 AGE FH - 45-54 134.1135.8132.896.8129.6131.9141.3146.2123.9 AGE FH - 55+ 112.2108.074.9112.6125.9129.3149.5118.7137.5152.5 AGE FH - 55-64 132.3138.183.2121.2149.0151.4180.7146.7156.1174.4 AGE FH - 65+ 96.177.268.3103.8107.3106.7124.690.1122.6130.1 AGE FH - NO FEMALE HEAD 78.388.6131.7131.573.574.844.9100.4111.580.7 KIDS - NONE < 18 112.7113.3124.1132.2116.8117.9125.7123.4127.7126.1 KIDS - ANY < 18 75.075.352.540.266.866.749.556.545.451.5 KIDS - ANY < 6 55.844.927.128.357.845.533.937.328.034.5 KIDS - ANY 6-12 65.263.651.332.548.453.632.137.427.541.3 KIDS - ANY 13-17 92.894.461.649.082.878.964.068.262.761.6 COSMOPOLITAN CENTERS NA53.4NA163.3NA82.5NA60.8NA87.7 AFFLUENT SUBURBAN SPREADS NA68.5NA136.3NA104.1NA90.6NA89.9 COMFORTABLE COUNTRY NA127.4NA111.4NA120.3NA136.9NA122.5 STRUGGLING URBAN CORES NA49.1NA104.0NA71.9NA40.2NA59.5 MODEST WORKING TOWNS NA99.1NA45.0NA112.3NA113.2NA94.5 PLAIN RURAL LIVING NA157.4NA71.3NA92.0NA118.1NA109.9 START UP FAMILIES NA49.6NA35.6NA56.3NA53.2NA44.9 SMALL SCALE FAMILIES NA81.3NA46.1NA78.1NA68.6NA66.4 YOUNGER BUSTLING FAMILIES NA57.6NA38.7NA38.9NA20.1NA30.4 OLDER BUSTLING FAMILIES NA104.8NA38.9NA90.3NA83.1NA62.2 YOUNG TRANSITIONALS NA60.7NA139.4NA71.7NA44.9NA60.2 INDEPENDENT SINGLES NA91.8NA158.1NA82.3NA105.1NA94.8 SENIOR SINGLES NA70.7NA35.9NA84.8NA64.5NA100.7 ESTABLISHED COUPLES NA165.5NA145.1NA149.9NA163.0NA151.0 EMPTY NEST COUPLES NA157.2NA139.7NA176.6NA169.8NA172.2 SENIOR COUPLES NA82.1NA145.5NA117.4NA145.9NA155.6 EMP - FH EMPLOYED 107.7107.0109.982.8109.4113.5107.699.888.493.1 EMP - FH EMP. FULL TIME 110.3107.6120.591.0122.0123.6120.1109.095.099.6 EMP - FH EMP. PART TIME 101.4105.383.160.377.685.676.074.371.775.0 EMP - FH NOT EMPLOYED 101.397.669.2104.2101.797.0119.7100.1109.6119.3 EMP - NO FEMALE HEAD 78.388.6131.7131.573.574.844.9100.4111.580.7 ED - FH NOT HIGH SCH GRAD 101.690.945.423.099.884.9107.081.592.999.0 ED - FH HIGH SCH GRAD 127.8132.459.098.6117.8127.9108.9117.6109.5132.6 ED - FH SOME COLLEGE 99.498.787.971.899.897.4130.8105.990.198.5 ED - FH COLLEGE GRAD 79.468.1161.6121.298.989.794.471.490.273.6 ED - NO FEMALE HEAD 78.388.6131.7131.573.574.844.9100.4111.580.7 RACE - CAUCASIAN 115.5116.7111.8115.8113.7115.4115.9118.8114.4115.9 RACE - NON-CAUCASIAN 41.541.455.444.748.146.240.134.245.444.3 RACE - AFRICAN AMER. 29.328.335.112.733.237.129.024.926.138.7 RACE - ASIAN 42.434.535.444.430.423.319.127.98.035.8 RACE - OTHER RACE 60.563.193.092.276.567.263.450.186.255.5 ETH - HISPANIC 60.857.0138.5118.679.477.972.563.469.663.7 JOB - PROF/MANAGERIAL 84.184.0188.594.2104.496.488.793.999.979.1

4 52 WEEKS ENDING 12/29/07 ITEM $ (000) DOLLAR SHARE ITEM BUYERS (000) ITEM PENETRATI ON ITEM $ PER ITEM BUYER ITEM TRIPS PER ITEM BUYER ITEM $ PER ITEM TRIP ITEM UNITS PER ITEM TRIP N=RAW BUYERS LOYALTY (SHARE OF $ REQ.) % ITEM $ ON DEAL % DOLLARS WITH MFR COUPON CTL BR - DOG & CAT TREATS TOTAL U.S. 242,312.911.918,638.616.113.03.83.51.510,975.023.57.00.1 WEST SOUTH CENTRAL 31,349.914.42,392.918.413.14.13.21.51,443.026.73.50.0 GREENIES - DOG & CAT TREATS TOTAL U.S. 58,682.52.91,999.71.729.42.213.61.41,117.030.623.66.9 WEST SOUTH CENTRAL 4,178.21.9159.21.226.32.013.51.4104.030.938.35.7 MILK- BONE - DOG & CAT TREATS TOTAL U.S. 152,913.27.511,384.19.813.43.04.51.46,732.018.921.313.9 WEST SOUTH CENTRAL 16,512.77.61,394.510.711.82.84.21.3830.019.215.210.9 PUP- PERONI - DOG & CAT TREATS TOTAL U.S. 77,192.23.84,103.53.518.83.06.21.32,364.016.515.15.0 WEST SOUTH CENTRAL 12,002.85.5509.93.923.53.46.91.3312.021.99.82.4 PURINA BEGGIN' STRIPS - DOG & CAT TREATS TOTAL U.S. 121,641.36.07,094.26.117.23.25.41.24,052.018.621.09.9 WEST SOUTH CENTRAL 13,664.46.3803.36.217.03.15.51.2518.020.615.39.4 WAGGIN' TRAIN - DOG & CAT TREATS TOTAL U.S. 88,423.94.42,261.02.039.13.311.71.31,344.029.11.40.1 WEST SOUTH CENTRAL 18,166.98.3391.93.046.43.712.61.2246.032.82.00.0 Ad Hoc Base

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9 Private Label Small segment within dog treats category Private Label will remain stable Gross Margins are lower in pet specialty channel vs. grocery/mass channel


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