LIQUID BODY WASH Lauren Cochran Erica Moore. Category Definition.

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Presentation transcript:

LIQUID BODY WASH Lauren Cochran Erica Moore

Category Definition

ITEM $ (000) DOLLAR SHARE ITEM BUYERS (000) ITEM PENETRATION ITEM $ PER ITEM BUYER PURCHASE CYCLE (IN ELAPSED DAYS) % REPEAT BUYERS (% 2+ TIME BUYERS) LOYALTY (SHARE OF $ REQ.) % ITEM $ ON DEAL % DOLLARS WITH MANUFACTURER COUPON AVEENO - SOAP - SPECIALTY 15, , AVEENO POSITIVELY RADIANT - SOAP - SPECIALTY 1, BODY ESSENCE - SOAP - SPECIALTY 11, , BODYCOLOGY - SOAP - SPECIALTY 2, BRECK - SOAP - SPECIALTY CARESS - SOAP - SPECIALTY 37, , CETAPHIL - SOAP - SPECIALTY 15, CTL BR - SOAP - SPECIALTY 70, , DOVE - SOAP - SPECIALTY 83, , DOVE PRO- AGE - SOAP - SPECIALTY 8, , IVORY - SOAP - SPECIALTY 8, , JOHNSON'S SOFTWASH - SOAP - SPECIALTY 8, , JOHNSON'S SOOTHING NATURALS - SOAP - SPECIALTY 1, NEUTROGENA - SOAP - SPECIALTY 18, OLAY - SOAP - SPECIALTY 4, OLAY BODY - SOAP - SPECIALTY 68, , OLAY BODY QUENCH - SOAP - SPECIALTY 4, OLAY COMPLETE - SOAP - SPECIALTY 20, , PERSONAL CARE - SOAP - SPECIALTY PURE & NATURAL - SOAP - SPECIALTY SIMPLE PLEASURES - SOAP - SPECIALTY 1, SOFTSOAP - SOAP - SPECIALTY 32, , SOFTSOAP CLEAN ACTION - SOAP - SPECIALTY 1, SOFTSOAP NATURALS - SOAP - SPECIALTY 3, SOFTSOAP NUTRA- OIL - SOAP - SPECIALTY 13, , SOFTSOAP PURE CASHMERE - SOAP - SPECIALTY 11, ,

Category Role High Low HighMediumLow FlagshipCash MachineMaintain Core TrafficUnder FireRehab

Category Assessment Store# of SKUs% of Category Walmart Express– Garland188.6% Walmart – MLK7334.9% Walmart – Neighborhood Mkt % Walgreens – School6631.5% Walgreens – Joyce8239.2% Harps – Garland3717.7% Harps – Wedington6330.1% Aldi – MLK10.4% Walgreens – College9545.4% Target – Shiloh6832.5% Total209

Demographics If the retailer is watching the demographics for their store and their categories, they should be trying to…

Category Strategy Top SuppliersBrandsStores Private LabelEquate, Best Choice, Studio 35, Up & Up - UnileverDove, Caress, Suave, St. IvesALL Proctor and GambleOlay, Ivory9/10 Colgate-PalmoliveSoftsoap9/10

“Good losers” Snacks and confectionary Cosmetics Baby food Alcoholic beverages “Success!” Paper, plastic, and wipes Refrigerated food Frozen food Shelf stable juices “Bad stuff” Home care Nonalcoholic beverages Personal care “Bad winners” Pet food Healthcare Diapers and feminine hygiene Low 12% High > 30% Low < 30 % Price Gap with Manufacturer Brands Category Tactics

Category Review Up Body Wash Equate Image Essentials Studio 35 Dove Caress Nivea Olay Aveeno Equate Best Choice Personal Care Ology Studio 35 Up & Up Aveeno Neutrogena Nivea Olay Ivory Caress Dove Suave St. Ives Lever2000 Axe Dial Tone Body Essence White Rain Zest Herbal Essences Softsoap Organix Vitabath Yardley Method LAST YEARTHIS YEAR