ashliegh dumont & alex coreas
DESCRIPTION
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+), HOHTRANSCRIPT
Ashliegh Dumont & Alex Coreas
APPLE JUICE
TOTAL APPLE JUICE (JC,DRK-CAN,BTL) OZ. Total Dollars BehaviorScape Framework LifeStyle
BehaviorStage Cosmopolitan Centers
Affluent Suburban Spreads Comfortable Country Struggling Urban
CoresModest Working
Towns Plain Rural Living Total
Start-Up FamiliesHHs with Young Children Only < 6 218 187 232 292 216 236 227Small Scale FamiliesSmall HHs with Older Children 6+ 117 124 129 140 97 87 113Younger Bustling FamiliesLarge HHs with Children (6+), HOH <40 263 246 212 178 194 206 213Older Bustling FamiliesLarge HHs with Children (6+), HOH 40+ 182 193 161 176 152 124 166Young TransitionalsAny size HHs, No Children, < 35 78 85 48 83 60 96 75Independent Singles1 person HHs, No Children, 35-64 49 34 37 50 37 31 39Senior Singles1 person HHs, No Children, 65+ 55 33 31 42 32 29 35Established Couples2+ person HHs, No Children, 35-54 70 67 73 78 64 63 68Empty Nest Couples2+ person HHs, No Children, 55-64 73 67 52 74 70 49 61Senior Couples2+ person HHs, No Children, 65+ 72 63 52 80 69 54 62Total 103 112 99 116 90 88 100
TOTAL CATEGORY DEMOGRAPHICS
Struggling Urban Cores
Start-Up Families
Large households with Children 6+, Head of household under 40
Importance of Demographic AttributesAttributes ImportanceNumber 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
DEMOGRAPHICS
Variables and MeasuresDemographic Variables %
Total $ IndexRace of Head of Household White 62.7% 88 Black 14.5% 127 Hispanic 16.5% 144 Asian 3.9% 104 Other 2.4% 101Number of Persons 1 Person 10.6% 41 2 Persons 20.5% 63 3 Persons 21.4% 127 4 Persons 24.6% 177 5+ Persons 23.0% 214Household 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% 119Age of Head of Household Age 18 - 24 4.5% 101 Age 25 - 34 23.0% 146 Age 35 - 44 27.3% 147 Age 45 - 54 20.8% 98 Age 55 - 64 12.2% 67 Age 65 - 74 6.8% 58 Age 75 or More 5.5% 54Age and Presence of Children Age < 6 18.8% 219 Age 6 - 17 26.5% 132 Age < 6 & 6 - 17 19.0% 253 No Children 35.7% 56Housing Tenure Own 65.8% 99 Rent 34.3% 102
Higher index of Black & Hispanic races
Head of household ages 25-44
DEMOGRAPHICS Number of Persons-Total Dollars Index
050
100150200250
1 Person 2 Persons 3 Persons 4 Persons 5+ Persons
0
20
40
60
80
100
120
140Under $10,000
$10,000 - $19,999
$20,000 - $29,999
$30,000 - $39,999
$40,000 - $49,999
$50,000 - $74,999
$75,000 - $99,999
$100,000 - $149,999
$150,000 or More
$100,000-$149,999
income
Household Income-Total Dollars Index
Large families with children
8 stores audited Wal-Mart Supercenter 6 th 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
CATEGORY ASSESSMENT
Stores SKUs Brand DominationWal-Mart (6th) 43 Juicy JuiceWal-Mart (Garland) 3 Great ValueWal-Mart(Crossover) 11 Juicy Juice
N/AFamily Gourmet
MartinellisMartinellis
Walgreens (Township)Dollar General (College)Harps (Garland)Ozark Natural Foods (College)
43136
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
ASSESSMENT RESULTS
Store Gross Margin %Wal-Mart 6th 4%Wal-Mart Crossover 4%Harps Garland 37%Marvins IGA Lafayette 36%Walgreens College 43%
Shared Display Space of Apple Juice 2013
Manufacturers2 Walmart 6th WalMart Mission Harps Garland IGA LayfAssociated Wholesale Grocers % of Total Sum .2 .5
% of Total N .2 .5N 3 5
Coca-Cola % of Total Sum .0 .0 .1 % of Total N .1 .1 .1 N 3 1 1
Martinellis % of Total Sum .1 .2 % of Total N .1 .2 N 3 2
Nestle % of Total Sum .1 .2 .1 .1% of Total N .2 .4 .2 .1N 10 4 2 1
Old Orchard % of Total Sum .1 .1 .1% of Total N .1 .1 .1N 6 1 1
Others % of Total Sum .3 .3 .4 .4% of Total N .3 .4 .4 .4N 14 4 5 4
Walmart % of Total Sum .4 .4 % of Total N .2 .1 N 7 1
Total % of Total Sum 1.0 1.0 1.0 1.0
% of Total N 1.0 1.0 1.0 1.0N 43 11 13 11
SHELF SPACE
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
ASSESSMENT RESULTS
GROSS MARGINS
Gross Margin Percentages
Manufacturers2Walmart
6thWalmart
Neigh Harps IGAAssociated Wholesale Grocers
Mean .31 .49N 3 5
Coca-Cola Mean .18 .09 .40 N 3 1 1
Family Dollar Mean N
Martinellis Mean .36 .58 N 3 2
Nestle Mean .22 .18 .42 .36N 10 4 2 1
Old Orchard Mean .74 .35 .57N 6 1 1
Others Mean .39 .22 .45 .31N 14 4 5 4
Walmart Mean .46 .23 N 7 1
Total Mean .39 .20 .43 .42N 43 11 13 11
Gross Margin $
Manufacturers2Walmart
6thWalmart Neighb Harps IGA
Associated Wholesale Grocers
Mean .94 1.65% of Total N .2 .5N 3 5
Coca-Cola Mean .60 .28 1.59 % of Total N .1 .1 .1 N 3 1 1
Martinellis Mean 1.59 4.25 % of Total N .1 .2 N 3 2
Nestle Mean .64 .47 1.58 1.43% of Total N .2 .4 .2 .1N 10 4 2 1
Old Orchard Mean 1.06 .70 1.71% of Total N .1 .1 .1N 6 1 1
Others Mean 1.18 .52 1.36 .85% of Total N .3 .4 .4 .4N 14 4 5 4
Walmart Mean 1.11 .56 % of Total N .2 .1 N 7 1
Total Mean 1.01 .50 1.76 1.34% of Total N 1.0 1.0 1.0 1.0N 43 11 13 11
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
GROSS MARGIN VS. SIZE TAKEAWAY
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 1.7WSC 57,112.5 100.0 37.7 11.7 2.8 63.1 14.9 2.8
APPLE & EVE - FRUIT JUICE - APPLE - SHELF STBL
TOTAL U.S. 15,414.6 2.5 1.9 7.2 3.5 35.3 24.3 2.6WSC
IN ZONE INC- NBL - FRUIT JUICE - APPLE - SHELF STBL
TOTAL U.S. 2,854.3 0.5 0.6 3.9 2.9 16.5 14.5 0.0WSC
LANGERS - FRUIT JUICE - APPLE - SHELF STBL
TOTAL U.S. 10,818.7 1.8 2.0 4.6 2.9 25.7 39.6 1.9WSC 787.8 1.4 1.8 3.4 2.5 19.1 39.3 3.2
MARTINELLI'S GOLD MEDAL - FRUIT JUICE - APPLE - SHELF STBL
TOTAL U.S. 13,726.5 2.2 0.7 17.5 8.2 35.9 3.3 0.0WSC
MINUTE MAID - FRUIT JUICE - APPLE - SHELF STBL
TOTAL U.S. 27,839.5 4.5 3.8 6.4 3.5 28.8 20.6 3.4WSC 2,883.6 5.1 3.9 5.7 3.1 25.9 14.0 4.7
MOTT'S - FRUIT JUICE - APPLE - SHELF STBL
TOTAL U.S. 86,828.3 14.1 9.8 7.6 3.4 39.4 26.4 2.4WSC 5,315.7 9.3 7.7 5.3 2.9 37.0 17.4 2.7
MUSSELMAN'S - FRUIT JUICE - APPLE - SHELF STBL
TOTAL U.S. 2,366.6 0.4 0.4 4.9 3.0 21.6 30.7 0.1WSC
NESTLE JUICY JUICE - FRUIT JUICE - APPLE - SHELF STBL
TOTAL U.S. 43,445.1 7.1 5.0 7.5 3.4 40.2 16.2 3.8WSC 2,400.3 4.2 3.2 5.7 3.0 41.5 15.2 5.9
OLD ORCHARD - FRUIT JUICE - APPLE - SHELF STBL
TOTAL U.S. 20,272.3 3.3 3.8 4.6 2.4 32.2 29.7 0.9WSC 2,294.3 4.0 3.9 4.5 2.1 35.9 19.0 0.7
R W KNUDSEN FAMILY - FRUIT JUICE - APPLE - SHELF STBL
TOTAL U.S. 3,232.9 0.5 0.2 11.7 5.9 33.1 17.9 0.3WSC
TREE TOP - FRUIT JUICE - APPLE - SHELF STBL
TOTAL U.S. 62,038.4 10.1 5.4 9.9 3.8 45.8 25.0 5.3WSC 6,266.6 11.0 7.7 6.3 2.5 38.1 30.8 13.4
WELCH'S - FRUIT JUICE - APPLE - SHELF STBL
TOTAL U.S. 2,014.7 0.3 0.4 4.0 3.2 10.4 23.0 0.0WSC
AD HOC BASE
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
57% @ 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
PRIVATE LABEL POTENTIAL& OPPORTUNITIES
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
TRENDING & HIGHEST RANKED ITEMS
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 pointWould recommend that they diversify to differentiate
their selection. Opportunity based on location and size.
RECOMMENDATIONS