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Published byBlake Edgett Modified over 10 years ago
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Bacon Rachel Mooreland Bridgette Smith Anita Walker
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Category Snapshot
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Homescan
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Retailers Audited Stores# Sku% of Category Dollar General #397210.90% Walgreens #0547532.80% Sam’s #820954.60% Wal-Mart #144 (S)6055.60% Harps #1762725.00% Target #147032.80% Harps #1244138.00% ALDI 6th St.54.60% Wal-Mart #54 (S)6156.50% Wal-Mart #57375046.30% Walmart store 144 and store 54 in Springdale had the most assortment with over 50% of all the SKU’s found.
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Assigning Role to Category
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Circular Trade Areas: Fayetteville Area Supercenters
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The Suppliers Bacon’s Top Suppliers: Kraft- #1 – 15 SKUs Hormel – 15 SKUs Farmland – 14 SKUs Stocked in all 6 of our stores Surprising Losers: JC Potter – 2 SKUs, very little shelf space Tyson Branded Bacon – less facings and distribution that expected for such a large supplier; focuses more on Private Label Bacon
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Bacon Category Brands Dominant Brands – Oscar Mayer – 15 SKUs – Hormel – 15 SKUs – Farmland – 14 SKUs – Wright Brand – 10 SKUs Struggling Brands – JC Potter – Cedar Falls – Rose – Sugardale – Tyson – Williams 107 SKUS found in the audit
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Private Label Private Label is the most integrated into the bacon category in Wal-Mart Stores. Top Private Label Brand – Great Value (9 SKUs) Total Private Label SKUs- 16 (out of a total 107 SKUs) ALDI is the second store with 5 private label SKUs Location: Integrated in entire aisle – mixed in w/branded bacon products
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Category Tactics Perceived Quality – the degree of perceived performance excellence of the product. According to table 6-1 in Private Label Strategy, 9% of consumers believe that there is a quality equivalent between manufacturer and store brands for bacon. Brand imagery is important in the bacon category. This is a personalized social/emotional bond the consumer has with a brand. – Ex. Wright Brand Bacon - #1 stack pack
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Category Review In comparison to last year’s audit (Fall 2013)… Number of SKUs increased from 96 to 107 SKUs Private label decreased from 22 to 16 (AWG SKUs used) Overall, gross margins for branded bacon products decreased by around 10%; Private label decreased about 9%. Fall 2013 Minimum Price Range – $1.99 - $25.59 Spring 2014 Minimum Price Range - $1.85- $17.98
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Facings
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Gross Margin $ By Store & Manufacturer
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Gross Margin % By Store & Manufacturer
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Bacon in Wal-Mart
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Thank you for your time!!!!!!
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