1. Mouthwash Evan McClay, Kara Rollins, Ian Rippl, Caleb Bronn

2. Store Audits

3. Depth High depth due to: high switching by customers decent overall gross margins growing awareness of oral hygiene importance

5. Role of the Category Part of a routine in hygiene

6. Category Role $887,372,563 sales Item Buyers: 63,778,250 Item Penetration: 54.9 Items per buyer: 13.9 On deal: 20.3, Increases 220% with ad and display Gross Margin: 24.85% Second Highest Shelf feet at 88.3 feet

8. Share of Display- Differentiation by Store by Brand

9. Differentiation by Brand by Price

10. Consumer Demographics Black and Asian households Average income 75,000+, middle- high class Ages vary by brand. However, see trend of relatively young age and old age- gap Own homes, trend of college education or higher. Education spread out,(everyone needs dental hygiene) varies by brand Majority HH with children between ages of 6-17 (large % between 12-17 for oldest child)

11. Consumer Demographics Continued...

12. Competing Brands Demographics

13. Differentiation Various forms of product differentiation by: Flavors Sizes Packaging Overall goal, drive differentiation ex. Tarter control, anti-plaque, whitening

15. Walmart Demographics

16. Walmart Facings/Depth

17. Harp’s Demographics

18. Harp’s Facings/Depth

19. Publix Demographics

20. Publix Facings/Depth

21. Target Demographics

22. Target Facings/Depth

23. Unit 2 Estimates

24. Showing Share of GM$

25. Showing mean Gross Margin %

26. Audit Comparison 2015 Main Stores: Walmart, Harps, Target, Publix Added Comparison: CVS, Walgreens, Big Lots, Sams Wide range of demographics within NW Arkansas Natural competitors and outside competitors Trying to find if there were big differences across the country with Publix in Florida 2011 Main Stores: Dollar General, Target, Walmart Added Comparison: Walgreens

27. 2011 Facings

28. 2011 Gross Margin %

29. 2011 Gross Margin $

30. Audit Comparison Summary Johnson & Johnson bought Pfzier - acquired Listerine Target Fayetteville facings growth by almost 100% Private Label GM% growth and GM$ Major growth in facings for Colgate Chattem losing facings

31. Private Label or Supplier Dependence High price gap Highest gross margins Average about one private label in competing “color” categories Average number on the amount of facings per store Growing retailer by retailer Target: Largest number of PL Harps: Smallest number of PL

32. Private Label