1. Bacon Rachel Mooreland Bridgette Smith Anita Walker

2. Category Snapshot

4. Homescan

5. 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.

6. Assigning Role to Category

7. Circular Trade Areas: Fayetteville Area Supercenters

8. 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

9. 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

10. 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

11. 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

12. 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

13. Facings

14. Gross Margin $ By Store & Manufacturer

15. Gross Margin % By Store & Manufacturer

16. Bacon in Wal-Mart

17. Thank you for your time!!!!!!