1. STEPHANIE CLEMENT Category Project - Gin

2. Gin Snapshot Summary

3. Demographics Gin is very popular with:  Hispanics  Households of 2 or more people  Households with an income above $150,000  People over the age of 65  Households with no children

4. Knowing Your Customer (cont.) This is definitely not a “normal” category. I found it interesting that gin is most popular in households with an annual income of $150,000 or more, but also in households with an annual income of $10,000-19,000 and $100,000-149,000.  Why the big gap? I also found it interesting that gin is overwhelmingly popular in households with no children.  Popular in older households with 2 people.

5. Seagrams Seagrams is popular with:  Blacks, Hispanics, and Asians.  Households with 2 people, earning an average annual income of $10,000-29,000.  Ages 55-64  No children  Renters

6. Seagrams (cont.)

7. Tanqueray Tanqueray is popular with:  Households with 2 people  Households with no children, earning over $75,000 annually  Ages 65-74, also ages 55-64 and people over the age of 75  More popular in households that are owned, instead of rented.  No major racial preferences

8. Tanqueray (cont.)

9. Gordon’s Gordon’s is popular with: Whites with 2 people living in the household. Households earning an annual income over $100,000, especially those earning over $150,000 Head of households over the age of 65 who own their houses and have no children.

10. Gordon’s (cont.)

11. Let’s Compare! Seagrams Tanqueray Gordon’s

12. Category Role (cont.) Store visibility was exceptional.  The products were neatly lined up by brand in the shelves, and the price was clearly stated.  Every product had at least 1 facing.

13. Circular Trade Areas

14. Fayetteville, AR  Ages 15-34  Race: White & Other  Household Income under $35,000  Education: Mostly College students and graduates. St Louis, MO  Ages 15-34  Race: Black  Household Income under $25,000  Education: College Graduates Edmond, OK  Ages 15-34  Race: Other  Household Income Varied  Education: College Graduates Not much evidence of category management beyond store size.

15. Category Audit Stores that were audited:  Stadium Liquor, Fayetteville, AR - 10-03-2014  City Liquor Store, Fayetteville, AR - 10-04-2014  Liquor World, Fayetteville, AR - 10-04-2014  Clear Fork Liquor, Fort Worth, TX - 10-10-2014  Boulevard Wine & Spirits, Edmond, OK - 10-11-2014  Arena Liquor, St Louis, MO - 11-01-2014 Found 61 unique SKUs Brands found at every store:  Burnett’s  Seagrams  Tanqueray

16. Category Audit (cont.) Price Brands:  Burnett’s  Gibley’s  Heaven Hill  Seagrams “Type C” Brands (High gross margin, and high costs)  Bombay  Tanqueray  Gordon’s There are no Private Labels.