1. TARYN HANEY RACHEL RICE ANNAKATE WARINNER CANNED CORN AUDIT

2. Role of the Category Average weekly sales: $3,781.15 Gross Margin (%): 21.12% Penetrate 52% households in the U.S. Marsh and Homescan Data

3. Role of the category Cash Machine  Both Sales Dollar Volume and Gross Margin % are in the middle.

4. NUMBER OF SKU’S Suppliers: Harp’s- 36 SKU’s Target- 5 SKU’s Wal-Mart – 29 SKU’s Wal-Mart Neighborhood Market- 24 SKU’s Walgreens – 1 SKU Dollar General – 3 SKU’s Natural Foods- 4 SKU’s Brands: Del Monte Green Giant Libby’s Private Label Other

5. SKU’s Reported by Store

6. Largest display space= private label Del Monte gets 2 nd greatest display space Private label had the highest % of SKU’s DISPLAY SPACE

7. GROSS MARGINS ($)

8. GROSS MARGINS (%)

9. Product Snapshot: Total

10. Customer Demographics (Total Corn) High with large bustling families  Old and young  5+ members Popular with Plain Rural Living Majority of households earn middle range income:  $50,000- $75,000 High consumption by Hispanics

11. Product Snapshot: Del Monte

12. Product Snapshot: Private Label

13. Product Snapshot: Total Corn and Jiffy Muffin Mix

14. Circular Trade: Wal-mart

15. Circular Trade: Harp’s

16. Circular Trade: Target

17. Perceived quality gap with manufacturer brands Small Large Random buyers Brand buyers Toss-ups Consumer price sensitivity High Low Private label buyers Price Gap

18. PRIVATE LABEL Private labeled canned corn gets the most display space and has the highest average gross margin Every single store we audited carried a private label brand Private label share is higher with food vs. nonfood Customers have a low perceived quality gap with national brands leading them to buy private labels Private labels had best visibility on shelf

19. Past vs. Present Spring 2014: Del Monte Strongest Brand Private Label weak with only 8 total SKUs Fall 2014: Del Monte Strongest Brand Private Label stronger than Spring with 16 total SKUs Now: Private Label has a total of 33 SKUs Del Monte in second with 25 SKUs P.L. Growth: Doubled (8 to 16) then (16 to 33) H.CROH.GARW.CR O W.SPRT.FAY H.GARW.WEDT.FAY

20. DIFFERENTIATION Most expensive: Ozark Natural Foods ($2.99) Least expensive: Harp’s (.50 cents) Wide range of depth between stores  Walgreens-1 SKU  Harp’s- 36 SKU’s 66 total SKU’s at a total of 12 different stores Dominant Brands: Private Label Del Monte Struggling Brand: Organic/ Natural

21. THE END!