By: Kara LaFrancis. -Bustling families/start-up families -3-5+ member household -Children ages 1-12...
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Transcript of By: Kara LaFrancis. -Bustling families/start-up families -3-5+ member household -Children ages 1-12...
![Page 1: By: Kara LaFrancis. -Bustling families/start-up families -3-5+ member household -Children ages 1-12 -Female head under 35 to 44 years old.](https://reader035.fdocuments.in/reader035/viewer/2022062317/5a4d1b0d7f8b9ab05998c72d/html5/thumbnails/1.jpg)
Automatic Dish Detergent
NWABy: Kara LaFrancis
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Category Demographics
-Bustling families/start-up families
-3-5+ member household
-Children ages 1-12
-Female head under 35 to 44 years old
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Category Demographics for Private Label
-Income not as large of a factor as expected
-Main determinate is size of household, having highest dollar volume index in households with 5 or more members
-Largest dollar volume index for PL in reference to education are those families
with a female head that is a college graduate
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Category Role
-48% Penetration
-Sales as of 12/29/07 were $714,103,900 with 33,893,000 raw buyers!
-Private Label brands accounts for $80,641,900
- Lots of Private Labels mixed in with dominant brands such as Cascade, Finish, and Palmolive
- Categorized as a “Maintain” product
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5 Stores Audited
Total of 66 SKUs
Most SKUs found at Target (total of 28)
Category Assessment
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Total of 10 Competing Brands (6 being Private Label Brands)
Leading brand in all stores was Proctor & Gamble’s Cascade, having more than double the facings of all other brands
Assessment continued…
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WalMart- 26 SKUs
Harps- 26 SKUs
WalGreens- 5 SKUs
IGA- 23 SKUs
Target- 28 SKUs (deepest)
Stores Audited (Fayetteville)
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Mean Gross Margin Percents
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Changes In Category
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Target’s Selection
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Harp’s Selection
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WalMart’s Selection
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WalGreen’s Selection
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IGA’s Selection
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Reckitt Benckisner
Procter & Gamble
CP
Sun Station
Private Label (Best Choice, Always Save, Seventh Generation, Up & Up, Great Value, Method)
Firms
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Looking at Facings vs. GM, it is clear that in most cases the more facings there are the higher the GM% is.
Share of Facings
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GM determined by # of loads All liquids are assumed to be 50 grams/load Powder was determined to have a slightly
higher cost than Gel, but not as high as the “powerball” formulation detergents
Private label costs were determined to be roughly ½ of the leading brands
Determining GM
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Share of GM Dollars
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WalGreens would be wise to deepen their category selection by at least a few SKUs, 5 is very small
All stores should look at trying to lessen their dependence on Proctor & Gamble, as they account for roughly 50% of SKUs in each store
Plan Implementaion
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Retailer commitment to private label or leveraging tactic?
IGA & Target with 5 and 6 SKUs, not clear about the gross margins
Classic example where it is difficult to compare P/L to national brands.
Private Label Opportunities