TARYN HANEY RACHEL RICE ANNAKATE WARINNER CANNED CORN AUDIT

Role of the Category Average weekly sales: $3, Gross Margin (%): 21.12% Penetrate 52% households in the U.S. Marsh and Homescan Data

Role of the category Cash Machine  Both Sales Dollar Volume and Gross Margin % are in the middle.

NUMBER OF SKU’S Suppliers: Harp’s- 36 SKU’s Target- 5 SKU’s Wal-Mart – 29 SKU’s Wal-Mart Neighborhood Market- 24 SKU’s Walgreens – 1 SKU Dollar General – 3 SKU’s Natural Foods- 4 SKU’s Brands: Del Monte Green Giant Libby’s Private Label Other

SKU’s Reported by Store

Largest display space= private label Del Monte gets 2 nd greatest display space Private label had the highest % of SKU’s DISPLAY SPACE

GROSS MARGINS ($)

GROSS MARGINS (%)

Product Snapshot: Total

Customer Demographics (Total Corn) High with large bustling families  Old and young  5+ members Popular with Plain Rural Living Majority of households earn middle range income:  $50,000- $75,000 High consumption by Hispanics

Product Snapshot: Del Monte

Product Snapshot: Private Label

Product Snapshot: Total Corn and Jiffy Muffin Mix

Circular Trade: Wal-mart

Circular Trade: Harp’s

Circular Trade: Target

Perceived quality gap with manufacturer brands Small Large Random buyers Brand buyers Toss-ups Consumer price sensitivity High Low Private label buyers Price Gap

PRIVATE LABEL Private labeled canned corn gets the most display space and has the highest average gross margin Every single store we audited carried a private label brand Private label share is higher with food vs. nonfood Customers have a low perceived quality gap with national brands leading them to buy private labels Private labels had best visibility on shelf

Past vs. Present Spring 2014: Del Monte Strongest Brand Private Label weak with only 8 total SKUs Fall 2014: Del Monte Strongest Brand Private Label stronger than Spring with 16 total SKUs Now: Private Label has a total of 33 SKUs Del Monte in second with 25 SKUs P.L. Growth: Doubled (8 to 16) then (16 to 33) H.CROH.GARW.CR O W.SPRT.FAY H.GARW.WEDT.FAY

DIFFERENTIATION Most expensive: Ozark Natural Foods ($2.99) Least expensive: Harp’s (.50 cents) Wide range of depth between stores  Walgreens-1 SKU  Harp’s- 36 SKU’s 66 total SKU’s at a total of 12 different stores Dominant Brands: Private Label Del Monte Struggling Brand: Organic/ Natural

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