Mouthwash Evan McClay, Kara Rollins, Ian Rippl, Caleb Bronn.

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Presentation transcript:

Mouthwash Evan McClay, Kara Rollins, Ian Rippl, Caleb Bronn

Store Audits

Depth High depth due to: high switching by customers decent overall gross margins growing awareness of oral hygiene importance

Role of the Category Part of a routine in hygiene

Category Role $887,372,563 sales Item Buyers: 63,778,250 Item Penetration: 54.9 Items per buyer: 13.9 On deal: 20.3, Increases 220% with ad and display Gross Margin: 24.85% Second Highest Shelf feet at 88.3 feet

Share of Display- Differentiation by Store by Brand

Differentiation by Brand by Price

Consumer Demographics Black and Asian households Average income 75,000+, middle- high class Ages vary by brand. However, see trend of relatively young age and old age- gap Own homes, trend of college education or higher. Education spread out,(everyone needs dental hygiene) varies by brand Majority HH with children between ages of 6-17 (large % between for oldest child)

Consumer Demographics Continued...

Competing Brands Demographics

Differentiation Various forms of product differentiation by: Flavors Sizes Packaging Overall goal, drive differentiation ex. Tarter control, anti-plaque, whitening

Walmart Demographics

Walmart Facings/Depth

Harp’s Demographics

Harp’s Facings/Depth

Publix Demographics

Publix Facings/Depth

Target Demographics

Target Facings/Depth

Unit 2 Estimates

Showing Share of GM$

Showing mean Gross Margin %

Audit Comparison 2015 Main Stores: Walmart, Harps, Target, Publix Added Comparison: CVS, Walgreens, Big Lots, Sams Wide range of demographics within NW Arkansas Natural competitors and outside competitors Trying to find if there were big differences across the country with Publix in Florida 2011 Main Stores: Dollar General, Target, Walmart Added Comparison: Walgreens

2011 Facings

2011 Gross Margin %

2011 Gross Margin $

Audit Comparison Summary Johnson & Johnson bought Pfzier - acquired Listerine Target Fayetteville facings growth by almost 100% Private Label GM% growth and GM$ Major growth in facings for Colgate Chattem losing facings

Private Label or Supplier Dependence High price gap Highest gross margins Average about one private label in competing “color” categories Average number on the amount of facings per store Growing retailer by retailer Target: Largest number of PL Harps: Smallest number of PL

Private Label