Air Fresheners Amy Butterfield, Scott Compton, Connor Zetsche

Step One: Category Definition

Category Role Personal Interest: Inspired by Bob Size in U.S. Sales = > $1 billion Broader Category: Household Supplies GM/SKU = 3.47 % Sold During Promotion = 18.6% % Increase During Promotion = 8.9% Interest in Penetration, Purchase Cycle, Deal

Step Two: Category Role

Retailers Audited Walmart in Springdale had the most SKUs with 87, leading the other retailers by 11.7% Dollar General led in most private label SKUs…Why?

Listing of Firms Dominant Brands Glade Febreeze Air Wick Renuzit Marvin’s IGA Target Dollar General Wal-Mart Aroma Breeze Up & Up Citrus Magic DG Home Great Value Struggling Brands Great Value

Step Four: Category Assessment

Walmart - MLK

Walmart – Mall Ave

Harps - Garland

Category Strategy Top 3 brands were: SCJ- Glade P&G- Febreze Reckitt- Air Wick

“Good losers? Snacks and confectionary Cosmetics Baby food Alcoholic beverages “Success!” Paper, plastic, and wipes Refrigerated food Frozen food Shelf stable juices Bad winners? – no one but ourselves to blame. Pet food Healthcare Diapers and feminine hygiene Price gap with manufacturer brands High>30% Low<30% Private label share Low <12%High > 12% “Bad stuff” – why? Home care Nonalcoholic beverages Personal care Global private label share and price gap

2012 Store Audit

2014 Store Audit