1. Dry Laundry Detergents Madeleine Sherrington & Lauren McFalls

2. Blattberg’s Category Role Matrix Flagship Sales Dollar Volume HighMediumLow Core Traffic Cash Machine Under Fire Maintain Rehab Gross Margin % High Low

3. Category Role: Core Traffic Low Gross margins High Sales Dollar Volume Win on deal Detergent has high penetration in the home

4. Category Roles: Competition and Penetration “Scrutiny” Fresh meat, Dairy, Produce, Bakery Household Penetration HighMediumLow “Win on Deal” Strong Brands Detergents, Paper products “ Win with Depth” Canned items, salad dressings, frozen foods “ Win on Costs” Differentiation on depth, private label True Service: Carried because “no else will” Baking supplies “ Man in the Mirror?” Infant formula, disposable diapers Intertype Competition High margins Low competition Low margins Competitive

5. Category Snapshot

10. Circular Trade Areas Mostly single person homes The lower end of the income spectrum Ages range from 18-34 and 75 and older Majority of College Graduates

11. Store Locations Walmart MLKWalmart JoyceWalmart NBHD MarketHarps GarlandTarget SteeleWalgreens SchoolCVS College Demography Reference2 mile Ring1.5 mile Ring 1 mile Ring1.5 mile Ring1 mile Ring % HHsHHs Index% HHsHHs Index% HHsHHs Index% HHsHHs Index% HHsHHs Index% HHsHHs Index% HHsHHs Index% HHsHHs Index Race of Head of Household White68.7%10080.9%11886.3% 126 83.7% 122 76.8%11286.3% 126 81.2%11887.4% 127 Black12.0%1006.3%524.9%416.1%517.0%594.9%415.5%464.3%36 Hispanic12.6%1004.7%383.3%264.9%395.5%443.3%263.9%313.3%26 Asian4.5%1003.9%882.6%572.5%576.7% 149 2.6%574.6%1041.7%38 Other2.3%1004.1% 182 3.0% 130 2.8% 125 4.0% 177 3.0% 130 4.8% 212 3.4% 148 Number of Persons 1 Person27.2%10045.1% 166 41.1% 151 36.4% 134 50.5% 185 41.1% 151 47.3% 174 38.1% 140 2 Persons32.3%10032.2%10033.6%10435.1%10931.4%9733.6%10429.8%9233.0%102 3 Persons16.2%10012.0%7412.8%7914.8%9110.2%6312.8%7911.9%7315.8%97 4 Persons13.1%1007.3%568.3%638.3%635.2%398.3%637.7%598.7%66 5+ Persons11.1%1003.4%314.2%385.4%482.8%254.2%383.3%304.5%40 Household Income Under $10,0007.4%10023.5% 320 4.1%5619.2% 261 25.0% 340 4.1%5622.6% 308 10.9% 148 $10,000 - $19,99910.7%10021.1% 196 6.6%6116.8% 156 24.4% 227 6.6%6120.4% 190 16.4% 153 $20,000 - $29,99910.5%10012.7% 120 12.8% 121 10.0%9513.8% 131 12.8% 121 12.9% 122 12.0%114 $30,000 - $39,9999.8%10010.3%10417.8% 181 9.0%919.5%9717.8% 181 11.2%11413.0% 132 $40,000 - $49,9998.9%1009.8%11111.2% 126 9.8%1108.5%9611.2% 126 9.2%1036.8%77 $50,000 - $74,99917.8%10012.5%7016.5%9314.5%8210.8%6116.5%9312.7%7214.2%80 $75,000 - $99,99912.0%1003.9%338.0%676.8%562.9%258.0%674.6%397.8%65 $100,000 - $149,99913.0%1004.1%3111.2%8610.4%803.1%2411.2%864.0%319.0%69 $150,000 or More9.8%1002.1%2111.9% 121 3.7%371.8%1911.9% 121 2.3%239.9%100

12. Age of Head of Household Age 18 - 244.1%10024.5% 603 5.7% 141 20.4% 503 26.4% 650 5.7% 141 23.1% 569 10.2% 250 Age 25 - 3415.1%10027.2% 180 21.7% 144 31.6% 209 32.8% 217 21.7% 144 26.2% 174 22.1% 146 Age 35 - 4417.2%10014.2%8216.9%9817.4%10115.0%8716.9%9813.7%8017.4%101 Age 45 - 5419.6%10010.9%5514.3%7311.0%569.3%4714.3%7311.2%5715.0%77 Age 55 - 6419.4%10011.3%5814.5%7510.1%529.1%4714.5%7512.0%6216.4%84 Age 65 - 7413.7%1006.7%499.2%675.3%394.4%329.2%677.7%5610.7%78 Age 75 or More10.8%1005.2%4817.6% 163 4.2%382.9%2717.6% 163 6.0%568.2%76 Age and Presence of Children Age < 67.3%1005.3%728.1%1119.2% 126 4.5%628.1%1115.5%757.4%101 Age 6 - 1718.4%1008.6%4711.7%638.8%487.7%4211.7%637.2%3914.5%79 Age < 6 & 6 - 176.5%1003.0%463.4%525.1%791.8%283.4%523.4%523.4%53 No Children67.8%10083.1% 123 76.8%11376.9%11385.9% 127 76.8%11383.9% 124 74.7%110 Housing Tenure Own65.0%10022.5%3543.8%6736.6%5613.8%2143.8%6722.5%3549.8%77 Rent35.0%10077.5% 221 56.2% 161 63.4% 181 86.2% 246 56.2% 161 77.5% 221 50.2% 143 Education of Head of Household Not a High School Graduate12.7%10010.0%798.4%665.5%437.4%588.4%6612.7%1016.1%48 High School Graduate25.3%10019.5%7722.2%8813.8%5517.2%6822.2%8822.3%8817.4%69 Some College28.7%10035.8% 125 21.1%7337.0% 129 36.9% 129 21.1%7332.3%11328.3%99 College Graduate19.3%10017.8%9226.7% 138 23.3% 121 18.6%9626.7% 138 17.9%9324.6% 127 Post College Degree14.1%10016.8% 120 21.7% 154 20.3% 145 19.9% 142 21.7% 154 14.8%10523.6% 168

13. Stores Audited Store# of SKUs WM-MLK44 WM-Joyce51 WM-NBHM41 Harps-G12 Harps-W22 Target-Steele11 WG-School3 WG-College3 CVS-College2

14. Dominant Brands Gain Tide Arm & Hammer ALL Purex

15. Unique SKUs

16. Dry Detergents, Share of Display Space, March 2015

17. Dry Detergents, Share of Gross Margin $s, March 2015

18. Dry Detergent, Estimated % Gross Margins, March 2015

19. Private Label and Review Dry laundry detergent does not have Private labels because they would not be successful at all. People trust the brands they have always used and when it comes to clean clothes, people want something they know is going to work. As for a review of previous audits, we did not have any to review since dry detergent has just been added to the list of products to audit.