Category Project Condoms Rebecca Moix Erin Rowland Major Venable

Category Role Condoms -Maintain ●High retail margins ●Low sales dollar volume ○ $68 million in sales ●Average Weekly Sales: $36.66 ●GM%: 33.85% ●Penetration in the US: 4.7% ○ 4.7% Penetration in the West South Central ●Buying Rate: 30.7 ●Total Consumption: 89.81

Marsh Supermarket Data

Category Role Continued ● Loyalty: Brand loyal ● Display: were displayed well with product from floor to top of shelf o All boxes can be seen o Lowest quantity count from smallest to largest from top to bottom o Brands were kept together in each quantity count o Harps was different than all other retailers ● Visibility in store: Not easily seen from main aisle

Consumer Demographics ● Race o Hispanic & Asian ● Size of Household o 3+ ● Age of Head of Household o ● Age and Presence of Children o Age <6

Demographic Differences Among Brands

Product Snapshot - Total Condoms

Product Snapshot - Trojan

Product Snapshot - Durex

Product Snapshot - LifeStyles

Consumers Random Buyers Brand Buyers (Condoms) Private Label BuyersToss - Ups Consumer Price Sensitivity Perceived Quality Gap With Manufacturer Brands High Low SmallLarge

Circular Trade Area

Ranking of Brands Dominant Brand: ● Trojan Intermediate Brands: ● Durex ● Lifestyles Struggling Brands: ● Billy Boy ● Endurance ● Kimono ● Trustex

●Almost non existent ○ brand loyalty to national brands ○ perceived quality gap in preference to national brands ●Most private labels come from websites ○ “make your own condom” ●Market too saturated ○ stocking private or unheard of brands has the potential to hurt sales and gross margins Private Label

Unique Skus

Facings - Spring 2010

Facings

Gross Margin in Dollars

● Growing o number of facings are growing o Found 2x as many Skus as 2010 o new types, counts ● Private label is nonexistent o brand loyal customers to national brands o perceived quality gap in favor of national brands ● Trojan dominates category Current Trends

Gross Margin in Percent