1. Ashliegh Dumont & Alex Coreas
Apple Juice
Ashliegh Dumont & Alex Coreas

2. Total category Demographics
TOTAL APPLE JUICE (JC,DRK-CAN,BTL) OZ. Total Dollars BehaviorScape Framework
LifeStyle
BehaviorStage
Cosmopolitan Centers
Affluent Suburban Spreads
Comfortable Country
Struggling Urban Cores
Modest Working Towns
Plain Rural Living
Total
Start-Up Families HHs with Young Children Only < 6
218
187
232
292
216
236
227
Small Scale Families Small HHs with Older Children 6+
117
124
129
140 97 87
113
Younger Bustling Families Large HHs with Children (6+), HOH <40
263
246
212
178
194
206
213
Older Bustling Families Large HHs with Children (6+), HOH 40+
182
193
161
176
152
166
Young Transitionals Any size HHs, No Children, < 35 78 85 48 83 60 96 75
Independent Singles 1 person HHs, No Children, 35-64 49 34 37 50 31 39
Senior Singles 1 person HHs, No Children, 65+ 55 33 42 32 29 35
Established Couples 2+ person HHs, No Children, 35-54 70 67 73 64 63 68
Empty Nest Couples 2+ person HHs, No Children, 55-64 52 74 61
Senior Couples 2+ person HHs, No Children, 65+ 72 80 69 54 62
103
112 99
116 90 88
100
Struggling Urban Cores
Start-Up Families
Large households with Children 6+, Head of household under 40

3. Importance of Demographic Attributes
Demographics
Variables and Measures
Demographic Variables
% Total $
Index
Race of Head of Household
White
62.7% 88
Black
14.5%
127
Hispanic
16.5%
144
Asian
3.9%
104
Other
2.4%
101
Number of Persons
1 Person
10.6% 41
2 Persons
20.5% 63
3 Persons
21.4%
4 Persons
24.6%
177
5+ Persons
23.0%
214
Household Income
Under $10,000
5.6% 70
$10,000 - $19,999
8.0% 78
$20,000 - $29,999
8.8% 80
$30,000 - $39,999
9.8% 89
$40,000 - $49,999
10.5%
105
$50,000 - $74,999
22.1%
113
$75,000 - $99,999
12.7%
107
$100,000 - $149,999
14.3%
125
$150,000 or More
8.2%
119
Age of Head of Household
Age
4.5%
Age
146
Age
27.3%
147
Age
20.8% 98
Age
12.2% 67
Age
6.8% 58
Age 75 or More
5.5% 54
Age and Presence of Children
Age < 6
18.8%
219
Age
26.5%
132
Age < 6 &
19.0%
253
No Children
35.7% 56
Housing Tenure
Own
65.8% 99
Rent
34.3%
102
Importance of Demographic Attributes
Attributes
Importance
Number of Persons
88.4
Household Composition
84.4
Age and Presence of Children
75.9
Age of Oldest Child
73.7
Age of Head of Household
33.3
Marital Status of Head of Household
25.4
Number of Vehicles in Household
14.2
Household Income
9.2
Occupation of Head of Household
9.1
Race of Head of Household
7.1
Education of Head of Household
1.8
Housing Tenure
0.0
One thing that is interesting is the demographics have not changed over the past year.
Higher index of Black & Hispanic races
Head of household ages 25-44

4. Demographics Large families with children $100,000-$149,999 income
Number of Persons-Total Dollars Index
Large families with children
Household Income-Total Dollars Index
$100,000-$149,999 income

5. Category Assessment 8 stores audited Wal-Mart Supercenter 6th Street
Wal-Mart on Campus Garland
Wal-Mart Neighborhood Market Crossover
Marvins IGA Lafayette
Walgreens Township
Dollar General College Ave.
Harps Garland
Ozark Natural Foods
Note that Juicy Juice had more SKUs at Walmart 6th but Great Value had more Facings

6. Assessment results Wal-Mart Supercenter
Juicy Juice brand domination but Great Value shelf space domination
Great Values 96 Oz 100% Apple had 45 facings
Nestles Juicy Juice was found in 6 out of 8 stores
Ozark Natural Foods & Dollar General did not stock it
Juicy Juice & Wal-marts Relationship
Gross margins are significantly lower on 64 Oz jug of 100% Juice
Building supplier relationship = okay to have these low margins

7. Shared Display Space of Apple Juice 2013
Shelf space
Shared Display Space of Apple Juice 2013
Manufacturers2
Walmart 6th
WalMart Mission
Harps Garland
IGA Layf
Associated Wholesale Grocers
% of Total Sum .2 .5
% of Total N N 3 5
Coca-Cola .0 .1 1
Martinellis 2
Nestle .4 10 4
Old Orchard 6
Others .3 14
Walmart 7
Total
1.0 43 11 13

8. Assessment results Martinellis
Wal-Marts pricing & gross margins are significantly lower
Harps is charging almost $3.00 more than Wal-Mart
Example of strong supplier relationship for Wal-Mart
Always Save brand is priced as the lowest out of any brands
Harps and Marvin’s IGA carry these
Catering to a certain demographic
Apple juice is found at every grocery retailer

9. Gross Margin Percentages
Gross Margins
Gross Margin $
Manufacturers2
Walmart 6th
Walmart Neighb
Harps
IGA
Associated Wholesale Grocers
Mean
.94
1.65
% of Total N .2 .5 N 3 5
Coca-Cola
.60
.28
1.59 .1 1
Martinellis
4.25 2
Nestle
.64
.47
1.58
1.43 .4 10 4
Old Orchard
1.06
.70
1.71 6
Others
1.18
.52
1.36
.85 .3 14
Walmart
1.11
.56 7
Total
1.01
.50
1.76
1.34
1.0 43 11 13
Gross Margin Percentages
Manufacturers2
Walmart 6th
Walmart Neigh
Harps
IGA
Associated Wholesale Grocers
Mean
.31
.49 N 3 5
Coca-Cola
.18
.09
.40 1
Family Dollar
Martinellis
.36
.58 2
Nestle
.22
.42 10 4
Old Orchard
.74
.35
.57 6
Others
.39
.45 14
Walmart
.46
.23 7
Total
.20
.43 43 11 13

10. Gross Margin vs. Size Takeaway
The smaller ounces (12 to 64 Oz) tend to do much better than larger counterparts
Smaller ounces capture most of the gross margins
This was the case for the Retailer’s brand and Manufacturer’s brand
This can be attributed to the Spectra demographic statistics
Most Apple Juice is bought by households of 3-5 or more and mostly bigger families
Prices were relatively constant among Private Label and manufacturer’s apple juices in relation to the ounces all across the board
Did show slight increase when the container changed
Example-Apple Juice jars and Jugs cost more than frozen can and boxes even if overall ounces equaled their counterpart
Example-Great Values frozen can produces 80% Gross Margins

11. % REPEAT BUYERS (% 2+ TIME BUYERS) % DOLLARS WITH MANUFACTURER COUPON
Ad Hoc Base
ITEM $ (000)
DOLLAR SHARE
ITEM PENETRATION
ITEM $ PER ITEM BUYER
ITEM $ PER ITEM TRIP
% REPEAT BUYERS (% 2+ TIME BUYERS)
% ITEM $ ON DEAL
% DOLLARS WITH MANUFACTURER COUPON
FRUIT JUICE - APPLE - SHELF STBL
TOTAL U.S.
616,309.9
100.0
40.6
13.1
3.1
64.5
22.5
1.7
WSC
57,112.5
37.7
11.7
2.8
63.1
14.9
APPLE & EVE - FRUIT JUICE - APPLE - SHELF STBL
15,414.6
2.5
1.9
7.2
3.5
35.3
24.3
2.6
IN ZONE INC- NBL - FRUIT JUICE - APPLE - SHELF STBL
2,854.3
0.5
0.6
3.9
2.9
16.5
14.5
0.0
LANGERS - FRUIT JUICE - APPLE - SHELF STBL
10,818.7
1.8
2.0
4.6
25.7
39.6
787.8
1.4
3.4
19.1
39.3
3.2
MARTINELLI'S GOLD MEDAL - FRUIT JUICE - APPLE - SHELF STBL
13,726.5
2.2
0.7
17.5
8.2
35.9
3.3
MINUTE MAID - FRUIT JUICE - APPLE - SHELF STBL
27,839.5
4.5
3.8
6.4
28.8
20.6
2,883.6
5.1
5.7
25.9
14.0
4.7
MOTT'S - FRUIT JUICE - APPLE - SHELF STBL
86,828.3
14.1
9.8
7.6
39.4
26.4
2.4
5,315.7
9.3
7.7
5.3
37.0
17.4
2.7
MUSSELMAN'S - FRUIT JUICE - APPLE - SHELF STBL
2,366.6
0.4
4.9
3.0
21.6
30.7
0.1
NESTLE JUICY JUICE - FRUIT JUICE - APPLE - SHELF STBL
43,445.1
7.1
5.0
7.5
40.2
16.2
2,400.3
4.2
41.5
15.2
5.9
OLD ORCHARD - FRUIT JUICE - APPLE - SHELF STBL
20,272.3
32.2
29.7
0.9
2,294.3
4.0
2.1
19.0
R W KNUDSEN FAMILY - FRUIT JUICE - APPLE - SHELF STBL
3,232.9
0.2
33.1
17.9
0.3
TREE TOP - FRUIT JUICE - APPLE - SHELF STBL
62,038.4
10.1
5.4
9.9
45.8
25.0
6,266.6
11.0
6.3
38.1
30.8
13.4
WELCH'S - FRUIT JUICE - APPLE - SHELF STBL
2,014.7
10.4
23.0

12. Private Label Potential & Opportunities
Wal-Mart had greater presence of Private Label
Great Value had 64 facings compared to 30 in 2010
Wal-Mart created an impact in Private Label
Takes most of their facings
Presents the best Gross Margins
Wal-Mart MLK for Apple Juice in Jugs
Walgreens’s PL brand “Nice!” presents a 70% Gross Margin presence amongst the manufacturer brands
Harps’ brand “Always Save” and “AWG” present exceptional Gross Margin returns in this category
Private label overall had the leading Gross Margins
Every retailer carried some form of Private Label Apple Juice essentially committing them to their own form of private label product

13. Trending & Highest ranked items
Catering to families / focusing on toddlers
Up and Coming trend of attractive toddler packaging
Wal-Mart is the only retailer evaluated taking advantage of these trends by carrying all 4 highly ranked items
Shows why Wal-Mart has majority Juicy Juice SKUs compared to previous years when Great Value had the most SKUs
Juicy Juice – Index of 163
Tummy Tickler- Index of 173
Tummy Tickler Tots- Index of 179
Motts for Tots – Index of 183

14. Recommendations
Wal-Mart on Garland has very few SKUs (4 facings in Great Value, 2 in Ocean Spray
Seems to be a coherent strategy congruent to store size and age.
Mostly dependent on Private Label at this point
Would recommend that they diversify to differentiate their selection. Opportunity based on location and size.