1. Catsup Bobby Thompson Sara Rogers

2. Why Catsup? Relatively small category Sales in US –$488,292 Suppliers in control Heinz- $281,805 = 57.7%

3. Suppliers H.J. Heinz - Heinz Conagra – Hunts Del Monte Fd - Del Monte Birds Eye Foods - Brooks International Classic Foods - Kitchen Combos Private Label –Great Value –Best Choice –Always Save –Market Pantry –Clover Valley –Stokely’s –Albertsons Dominant brand –Heinz 57.7% Struggling suppliers –Brooks 0.2% –International Classic Foods ?%

4. SKUs 51 SKUs Heinz 32oz EZ Squeeze was found all stores except Dollar General in Elkins.

5. Retailers Audited 13 retailers Wal-Mart –6 th Street, mall, Neighborhood Market on Crossover Harps –Elkins and Wedington Food Pyramid in Tulsa Walgreens Joyce Target by the mall Kmart in Springdale Price Cutter in Springdale IGA –School and College IGA on College had the deepest assortment of SKUs at 26 Dollar General in Elkins

6. Battle For Shelfspace

7. Battle for Shelfspace Winner –Heinz Surprising loser –Del Monte

9. Unique display at IGA on School

10. Gross Margin

11. GM by # Stores

12. Gross Margin Food Pyramid's Albertsons has the highest GM. High price on a private label. GM by Retailer –Wal-Mart has lower GM due to lower price on leading brands. –IGA on College highest due to International Classic Foods. Estimate that private label cost bout $.02 per ounce. Yielded 50- 60% gross margin. Leading brand’s cost per ounce was adjusted (higher-small size, specialty ; lower-large size) to get GM around 30-40%. Other national brand’s cost per ounce was set at $.03, and adjusted if needed to yield higher GM than leading national brands.