 Dustin Cain

 In 2007, Kidney/Red Beans had sales of 127 million dollars.  Of those sales, Private Label accounted for about 57 million dollars.  It is basically a battle between Bush’s and the Private Labels.

 Wal-Mart (6 th St.)  Wal-Mart (Joyce)  Harps (Weddington)  Harps (Garland)  Target  Price Cutter  Marvins Super Store

 In the competition between Bush’s and Private Label, there are some interesting, varying demographic traits Both INC $40,000-70,000 AGE Caucasian Private Label INC< $40, Mem. Household Kids Any <18 Bush’s 2-4 Mem. Household NO Kids

 Overall the canned vegetable category is high volume, high sales, low margins.  Every household is buying canned vegetables and multiple cans each trip.  The category can afford to have low margins because of the VOLUME!!!!  2/3 of the households are buying private label

 Bush’s was found at 6 of the 7 stores  Every store had a Private Label presence  Private Label ruled the shelves in 5 of the 7 stores

 Overall, the category is considered one with low margins.  However, through my audits, I have discovered that the kidney/red beans portion of the category is one that produces fairly strong gross margins.  It could potentially grow into a cash machine

 Increase Bush’s presence and Decrease Private Label presence because of the gross margins for Bush’s.  The volume will still come with the Private Label