AUTO DISH DETERGENT Fallon Langford Janis Harju

CATEGORY ROLE  High Penetration in Households  Moderate Category Sales- $714,103,875  High percentage of Deals  Harps and Walgreens had more deals than Walmar t  Location:  Ends of the aisle where it was easy to find  Cascade had the most self-space and best locations  Private label tended to be on the bottom or on the outside of the category

BLATTBERG’S CATEGORY ROLE MATRIX

STORE AUDIT INFORMATION Stores Audited# SKU’s% of Category Harps Bentonville % Harps Fayetteville % Walmart Supercenter Pleasant Crossing % Walmart Supercenter Elm Springs % Neighborhood Market Garland % Neighborhood Market Promenade % Walgreens Robinson 139.2% Walgreens Joyce % Sam’s Club Fayetteville 42.8% Aldi 21.4%  Walmart Supercenter had the most assortment with 49.3% of all the SKU’s  P&G products had the most SKU’s in almost all stores.

Finish Powerball - Dshwshr Cpd (Detergents : Auto Dshwsh Cpd) Lbs. Total Consumption BehaviorScape Framework LifeStyle BehaviorStage Cosmopolitan Centers Affluent Suburban Spreads Comfortable Country Struggling Urban Cores Modest Working Towns Plain Rural LivingTotal Start-Up Families HHs with Young Children Only < Small Scale Families Small HHs with Older Children Younger Bustling Families Large HHs with Children (6+), HOH < Older Bustling Families Large HHs with Children (6+), HOH Young Transitionals Any size HHs, No Children, < Independent Singles 1 person HHs, No Children, Senior Singles 1 person HHs, No Children, Established Couples 2+ person HHs, No Children, Empty Nest Couples 2+ person HHs, No Children, Senior Couples 2+ person HHs, No Children, Total

Private Label (Detergents : Auto Dshwsh Cpd) Lbs. Total Consumption BehaviorScape Framework LifeStyle BehaviorStage Cosmopolitan Centers Affluent Suburban Spreads Comfortable Country Struggling Urban Cores Modest Working Towns Plain Rural LivingTotal Start-Up Families HHs with Young Children Only < Small Scale Families Small HHs with Older Children Younger Bustling Families Large HHs with Children (6+), HOH < Older Bustling Families Large HHs with Children (6+), HOH Young Transitionals Any size HHs, No Children, < Independent Singles 1 person HHs, No Children, Senior Singles 1 person HHs, No Children, Established Couples 2+ person HHs, No Children, Empty Nest Couples 2+ person HHs, No Children, Senior Couples 2+ person HHs, No Children, Total

Cascade CP SC Ex - Dshwshr cpd (Detergents : Auto Dshwsh Cpd) Lbs. * Total Consumption BehaviorScape Framework LifeStyle BehaviorStage Cosmopolitan Centers Affluent Suburban Spreads Comfortable Country Struggling Urban Cores Modest Working Towns Plain Rural LivingTotal Start-Up Families HHs with Young Children Only < Small Scale Families Small HHs with Older Children Younger Bustling Families Large HHs with Children (6+), HOH < Older Bustling Families Large HHs with Children (6+), HOH Young Transitionals Any size HHs, No Children, < Independent Singles 1 person HHs, No Children, Senior Singles 1 person HHs, No Children, Established Couples 2+ person HHs, No Children, Empty Nest Couples 2+ person HHs, No Children, Senior Couples 2+ person HHs, No Children, Total

AUTO DISH DETERGENTS  Brands have similar demographics  All Brands, including private label, have high penetration in households with children  Generalizations:  Buyers have high income level  Auto Dishwashing products do not do well in struggling urban cores  Single people do not tend to buy auto dishwashing detergents

Demography Harps #127Harps #176Walmart #5260 NBHD MRKT #5737 NBHD MRKT #5837 % HHs HHs Index % HHs HHs Index % HHs HHs Index % HHs HHs Index % HHs HHs Index Race of Head of Household White78.9% % % % %118 Black3.2%275.6%472.0%175.7%472.3%19 Hispanic5.8%474.2%3319.6% %4012.4%99 Asian9.2% %842.5%563.9%872.6%59 Other2.8% % %873.4% %79 Household Income Under $10,0005.3%7117.7% %6218.1% %48 $10,000 - $19,9998.4%7817.6% %5918.2% %46 $20,000 - $29, %9612.3%1178.5%8111.8%1117.1%67 $30,000 - $39, % % % %1037.0%72 $40,000 - $49,9997.9%898.8%999.8%1108.1%9110.4%117 $50,000 - $74, %9612.8%7224.1% %8420.4%115 $75,000 - $99, %896.5%5413.4%1126.6%5512.3%103 $100,000 - $149, %1177.9%6112.9%998.8%6814.3%110 $150,000 or More14.8% %5710.1%1023.4%3520.0% 203 Circular Trading Area: NWA Region

Demography Harps #127Harps #176Walmart #5260NBHD MRKT #5737 NBHD MRKT #5837 % HHsHHs Index% HHsHHs Index% HHsHHs Index% HHsHHs Index% HHs HHs Index Age of Head of Household Age % % % % %111 Age % % % % %105 Age % %9323.4% % % 130 Age % %6120.6% %6422.0%112 Age %7712.2%6315.0%7711.5%5916.5%85 Age %667.3%539.4%686.5%4810.2%74 Age 75 or More7.4%695.4%508.0%744.6%428.4%77 Age and Presence of Children Age < 68.6%1186.8%939.1% %1068.0%109 Age % %5320.2% %6320.3%111 Age < 6 & %1083.6%5612.9% %6112.1% 186 No Children62.0%9179.8% %8576.7% %88 Housing Tenure Own54.3%8433.8%5265.3% %5768.8%106 Rent45.7% % %9962.8% %89 Education of Head of Household Not a High School Graduate7.9%637.2%5715.7% %579.9%78 High School Graduate25.5% %6427.0% %7920.9%83 Some College27.4%9533.1% %8532.8% %81 College Graduate25.2% % % % % 147 Post College Degree13.9%9921.2% %7920.2% % 126

CATEGORY ASSESSMENT  Audits were done February 2015-March 2015  33 products were unique to only 1 store  P&G had the most differentiation between stores- 19 unique products  P&G appears to be the Category Captain at Walmart stores  Harps and Walmart have two private label products  Hard to determine quality of private label compared to national brands

LISTING OF FIRMS  Dominant Brands  P&G  Reckitt Benckise  Private Label  Nice!- Walgreens  Always Save- Harps  Best Choice- Harps  Reeva- Aldi  Member’s Mark- Sam’s Club  Great Value- Walmart  Price First- Walmart  Others  Lemi-Shine  Palmolive  Oxi-Clean  Ajax All-in-One  Myers

COMPARISON  The category has grown slightly from Spring 2014 to Spring 2015  Spring 2014 total SKUs- 74  Fall 2014 total SKUs- 127  Spring 2015 total SKUs- 142  Since 2012 the number of private label SKUs have remained the same  Both P&G and Reckitt Benckise have increased their amount of SKUs  Spring 2014 audit contained Phoenix Brand products, Walmart no longer carries the Phoenix Brand  There does not appear to be any new products compared to the older audits, just different sizes and quantities in existing products

TAKEAWAYS  Hard to decipher between Private Label quality and National Brand quality  Has to be tested scientifically  Lots of differentiation between store SKUs  Lots of sizes, quantities, and scents offered  Category grew slightly this year compared with past audits