1. Eric Reinhardt Alec (Michael) Domenick Brad Alexander
Condom Audit
Eric Reinhardt
Alec (Michael) Domenick
Brad Alexander

2. Role of the category Channel Summary Total Male Contraceptives
Category Penetration: 3.7%
Sales Top $430 Million (2012)
Rapidly Growing
Channel Summary
42% Mass Merchandise
25% Drug
22% Grocery
All other 13%
alec

3. Flagship Core Traffic Cash Machine Under Fire Maintain Rehab
Sales Dollar Volume
High
Medium
Low
Core
Traffic
Cash
Machine
Under
Fire
Maintain
Rehab
Gross Margin %
alec

4. Condom Category Statistics
The global condom industry has been forecast to hit a market value of 5.4 Billion by 2018
3 Major Condom companies
Durex condoms
Trojan condoms
Lifestyles Condoms
BRAD
Condoms are vital for every consumer, they are a cash machine that will never fade away. Condoms help prevent STDS, and most importantly protect against pregancy.

5. Completed Store Audit Where did we Audit? Store we used for comparison
Walmart: 4 Stores
Walgreens: 3 Stores
Target: 3 Stores
CVS:1 store
Store we used for comparison
CVS was our main store for comparison
What demographics steered the group to audit certain stores?
Highly populated Hispanic areas
High Index of persons aged 18 to 24
What were the dominant brands, what firm owed these brands?
Trojan condoms: Church and Dwight Co Inc.
Durex condoms: Reckitt Benckiser Group PLC
Lifestyles Condoms: Ansell Limited
What was the range in depth of the different stores- what store had the greatest depth, i.e, committed to category?
Walgreens had the biggest depth
BRAD

6. Eleven Stores Audited and DepthN
Target Fay 35
Target Little 31
Target Rog
Walmart MLK 29
Walmart Pleasant 25
Walmart Wed 37
Walmart ElmSpring
Walgreen MLK 57
Walgreen Rog 54
Walgreen Dal 58
CVS
ERIC

7. Brands, Differentiation, and Competition
Retailers differentiate with, size, count, feel, and material
The count of condoms per box ranges from 3 to 40
Ex. Trojan Fire & Ice or Trojan Ultra Ribbed
No Private Label!!!
ERIC
As you can see Trojan dominates the category by almost tripling any other brand

8. Demographics Attributes with the most Importance
Age of Head of Household
Occupation of Head of household
Marital Status of Head of Household
ERIC

9. ERIC

10. Target Facings vs CVS Facings
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11. ERIC

12. Walmart Facings vs. CVS Facings
ALEC
Interesting note that CVS carries more facings than does Walmart, find this very intriguing. We believe that this is the case because CVS is a pharmaceutical health care store that is geared more towards a healthier living.

13. ALEC
No surprise that the Wal-Mart off of MLK age range from being the highest demographics, due to being in a college enviroment

14. Walgreen Facings vs CVS Facings
BRAD
An interesting note for walgreens is that although the demographics for fayetteville and plano tx are very different the facings prices and product were still very similar.

15. BRAD

16. Pricing Difference
BRAD

17. Gross Margin $
ERIC

18. Gross Margin %
ERIC

19. Condoms Spring 2015 Compared to Fall 2015
Walmart
Had a decrease in the amount of facings from 38 to 29
Walgreen
Had an increase in the amount of facings from 55 to 57
Target
Had an increase in the amount of facings from 33 to 35
ALEC

20. ERIC