1. Rob Lovejoy Category: Green Beans - Canned

2. Overview Total category sales for canned green beans in 2007 was $448,928 56 total category sku’s 27% Item dollars on deal – promote shop Private label accounts for 37% of category sales Private label the only brand carried at all retailers audited Private label averaged 52% of retailer facings Category penetration 52% with private label the highest 32% Most dominant national brand Del Monte found at 6 of 8 Retailer is in control of category

3. Overview Main retail competitors WM, PC, FD, Harps Depth important in category – due to private label strength (shop) Prevalent national brands Del Monte Green Giant Libby’s

4. Who is the Green Bean Buyer? Demographics Significance by income is sporadic Income not as vital as household composition

5. Who is the Green Bean Buyer? Demographics Green bean consumer household has 3+ children Households with only 1 member probably eating out

6. Who is the Green Bean Buyer? Demographics Consumer household has children

7. Who is the Green Bean Buyer? Demographics A little variance but most consistent : Age 35 - 54 Probably correlated with children in the household

8. Dominant Brands Leading Brands Del Monte leading national brand – 30.4% of shelf space Private label – 51.5% of shelf space

9. Dominant Brands Leading Brands Private label: highest % of shelf space – 13.57% stocking rate Del Monte: highest stocking rate of 42.5% Green Giant stocking rate 30% and had the lowest shelf allotment High reproducibility

10. Dominant Brands Leading Brands Private label: highest % of shelf space – 13.57% stocking rate Del Monte: highest stocking rate of 42.5% Green Giant stocking rate 30% and had the lowest shelf allotment High reproducibility

11. Margins All retailers appear to give facings to volume not margins This is consistent to the role of the category: Core Traffic

12. Recommendation Recommendations to Target If they want to be competitive with grocers they need to increase depth Not particular emphasis on Private label or National brands – (due to shop and brand loyalty)