Eric Reinhardt Alec (Michael) Domenick Brad Alexander Condom Audit Eric Reinhardt Alec (Michael) Domenick Brad Alexander

Role of the category Channel Summary Total Male Contraceptives Category Penetration: 3.7% Sales Top $430 Million (2012) Rapidly Growing Channel Summary 42% Mass Merchandise 25% Drug 22% Grocery All other 13% alec

Flagship Core Traffic Cash Machine Under Fire Maintain Rehab Sales Dollar Volume High Medium Low Core Traffic Cash Machine Under Fire Maintain Rehab Gross Margin % alec

Condom Category Statistics The global condom industry has been forecast to hit a market value of 5.4 Billion by 2018 3 Major Condom companies Durex condoms Trojan condoms Lifestyles Condoms BRAD Condoms are vital for every consumer, they are a cash machine that will never fade away. Condoms help prevent STDS, and most importantly protect against pregancy.

Completed Store Audit Where did we Audit? Store we used for comparison Walmart: 4 Stores Walgreens: 3 Stores Target: 3 Stores CVS:1 store Store we used for comparison CVS was our main store for comparison What demographics steered the group to audit certain stores? Highly populated Hispanic areas High Index of persons aged 18 to 24 What were the dominant brands, what firm owed these brands? Trojan condoms: Church and Dwight Co Inc. Durex condoms: Reckitt Benckiser Group PLC Lifestyles Condoms: Ansell Limited What was the range in depth of the different stores- what store had the greatest depth, i.e, committed to category? Walgreens had the biggest depth BRAD

Eleven Stores Audited and Depth   N Target Fay 35 Target Little 31 Target Rog Walmart MLK 29 Walmart Pleasant 25 Walmart Wed 37 Walmart ElmSpring Walgreen MLK 57 Walgreen Rog 54 Walgreen Dal 58 CVS ERIC

Brands, Differentiation, and Competition Retailers differentiate with, size, count, feel, and material The count of condoms per box ranges from 3 to 40 Ex. Trojan Fire & Ice or Trojan Ultra Ribbed No Private Label!!! ERIC As you can see Trojan dominates the category by almost tripling any other brand

Demographics Attributes with the most Importance Age of Head of Household Occupation of Head of household Marital Status of Head of Household ERIC

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Target Facings vs CVS Facings ERIC

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Walmart Facings vs. CVS Facings ALEC Interesting note that CVS carries more facings than does Walmart, find this very intriguing. We believe that this is the case because CVS is a pharmaceutical health care store that is geared more towards a healthier living.

ALEC No surprise that the Wal-Mart off of MLK age range from 18-34 being the highest demographics, due to being in a college enviroment

Walgreen Facings vs CVS Facings BRAD An interesting note for walgreens is that although the demographics for fayetteville and plano tx are very different the facings prices and product were still very similar.

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Pricing Difference BRAD

Gross Margin $ ERIC

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Condoms Spring 2015 Compared to Fall 2015 Walmart Had a decrease in the amount of facings from 38 to 29 Walgreen Had an increase in the amount of facings from 55 to 57 Target Had an increase in the amount of facings from 33 to 35 ALEC

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