Spring 2010 Shanelle Hoehn. Category Assessment Sp 2010Walmart/6thTargetHarps/FstSqrAldiWlgrns/ SchlTotal # of SKUs 2110315152 % of category 40.38%19.23%59.62%9.62%1.92%100.

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Presentation transcript:

Spring 2010 Shanelle Hoehn

Category Assessment Sp 2010Walmart/6thTargetHarps/FstSqrAldiWlgrns/ SchlTotal # of SKUs % of category 40.38%19.23%59.62%9.62%1.92%100 % Fa 2009Walmart/6thTargetHarps/FstSqrAldiWlgrns/ SchlTotal # of SKUs 11n/a 59 % of category 18.64% % Spring 2010: Harps on Fiesta Square has widest category assortment (59.62%) Fall 2009: Harps on Garland has widest category assortment (61.01%)

Demographics  Higher income households  Private Label $20,000 to $50,000  Larger household size  3 to 5+ members  Younger homes  FH under 35 to 54  Kids, Families  Caucasian

Category Role

Display Space

Popular SKUs Brand Ghirardelli Double Chocolate Betty Crocker Hershey’s Original Supreme Betty Crocker Fudge Family Size ManufacturerGhirardelliGeneral Mills StoresWalmart 6 th Target Harps Fiesta Sqr Walmart 6 th Target Harps Fiesta Sqr Walmart 6 th Target Walgreens School

Category Tactics

Private Label Strength TargetHarps Fiesta SqrAldi Private Label GMMarket Pantry 12% Archer Farms 30% Best Choice 12%Baker’s Corner 12%

Future of Private Label  Decreasing private label presence  6.9% of total market  Discontinued private label

Retailer Recommendations  Increase focus on national brands  Differentiate product assortment  Appeal to health concerned audience  Smaller packages

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