john eccles sarah noland jeff watson gin!. overview the supplier is in control found no private...
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Stores Fall ‘10
SKU’s
Fall ‘11
SKU’s
Macadoodle’s
36 (MO)
57 (AR)
Sam’s Club 9 14
Crossover Liquor
59 69
Dickson Street Liquor
29 38
Friendly Liquor
14 32
Weddington Liquor
29 42
Comparison of audited storesFall ‘10 and Fall ‘11
• Macadoodle’s
• Sam’s Club in Fayetteville, AR
• Crossover Liquor in Fayetteville, AR
• Dickson Street Liquor in Fayetteville, AR
• Friendly Liquor in Fayetteville, AR
• Weddington Liquor in Fayetteville, AR
Importance of Depth: Consistent SKU’s
Brand Variety Size (mL)
Beefeater Dry Gin 750, 1750
Bombay London Dry 750
Bombay Sapphire 750, 1000, 1750
Gilbeys Straight Gin 200, 375, 750 1750
Gordon's London Dry 750, 1750
New Amsterdam Straight Gin 750, 1750
Seagram's Extra Dry 200, 375, 750, 1750
Seagram's Lime Twisted 750
Tanqueray London Dry 200, 375, 750, 1000, 1750
Tanqueray Rangpur 750
Importance of Depth:
Demographics
BEEFEATER BOMBAY
SAPPHIRE SEAGRAM'S EXTRA DRY TANQUERAY
52 WEEKS ENDING 12/29/07
52 WEEKS ENDING 12/27/03
52 WEEKS ENDING 12/29/07
52 WEEKS ENDING 12/27/03
52 WEEKS ENDING 12/29/07
52 WEEKS ENDING 12/27/03
52 WEEKS ENDING 12/29/07
52 WEEKS ENDING 12/27/03
SIZE - 2 MEM 201.3 178.1 208.7 122.7 119.8 114.3 119.8 111.4
SIZE - 3-4 MEM 21.9 39.5 51.5 58.0 65.9 111.1 54.3 78.4
SIZE - 5+ MEM 10.1 20.0 4.8 9.4 59.5 75.7 34.4 20.6
COSMOPOLITAN CENTERS 54.2 NA 94.7 NA 93.6 NA 276.0 NA
INDEPENDENT SINGLES 35.1 NA 85.2 NA 160.5 NA 169.8 NA
SENIOR SINGLES 252.6 NA 26.4 NA 94.3 NA 171.0 NA
ESTABLISHED COUPLES 13.6 NA 350.0 NA 109.7 NA 154.3 NA
EMPTY NEST COUPLES 178.9 NA 80.7 NA 210.4 NA 117.7 NA
SENIOR COUPLES 563.9 NA 57.7 NA 79.7 NA 61.2 NA
RACE - AFRICAN AMER. 12.4 38.9 105.2 71.5 425.5 530.8 56.4 81.7
RACE - ASIAN 10.4 135.6 36.9 60.2 0.0 0.0 56.1 45.2
ETH - HISPANIC 14.5 2.7 18.9 111.1 13.7 20.9 184.3 12.1
Importance of Depth: Role
Brand ITEM $ (000) DOLLAR SHARE
ITEM PENETRATION
BEEFEATER - GIN TOTAL U.S.53,985.3 15.9 30%
BOMBAY SAPPHIRE - GIN TOTAL U.S.39,146.7 11.5 40%
SEAGRAM'S EXTRA DRY - GIN TOTAL U.S.45,116.9 13.3 70%
TANQUERAY - GIN TOTAL U.S.52,829.1 15.5 70%
• Role: Maintain/Grow• Sales $: $291,739,000.00
• Shows high gross margins and moderate(growing) sales revenue $s
• Increasing in category depth and receiving more display space
Importance of Depth: Facing by Supplier
MFRSAMS
LIQUOR Fayetteville
Facings
WEDDINGTON LIQUOR Fayetteville
Facings
M Store Springdale
Facings
Majestic Liqour Fort Worth Texas
Facings
TONY'S IN SHREVEPO
RT LOUISIANA
FacingsBeefeater Distilleries
% of Total Sum
12.1% 4.8% 5.6% 6.3% 8.2%
% of Total N 14.3% 4.8% 8.8% 8.1% 9.8%N 2 2 5 3 5
Bombay Spirits
Company
% of Total Sum
12.1% 7.1% 12.5% 14.3% 12.3%
% of Total N 14.3% 7.1% 8.8% 13.5% 15.7%N 2 3 5 5 8
Seagram Company Ltd.
% of Total Sum
9.1% 19.0% 18.8% 14.3% 20.5%
% of Total N 7.1% 19.0% 19.3% 16.2% 11.8%N 1 8 11 6 6
Tanqueray Gordon & Co.
% of Total Sum
21.2% 16.7% 15.0% 17.5% 9.6%
% of Total N 21.4% 16.7% 14.0% 16.2% 11.8%N 3 7 8 6 6
William Grant & Sons Ltd.
% of Total Sum
3.0% 2.4% 3.8% 6.3% 1.4%
% of Total N 7.1% 2.4% 3.5% 5.4% 2.0%N 1 1 2 2 1
Importance of Depth: Gross Margin by Supplier
MFR
Sams Liquor Fayetteville
%GM
Weddington Liquor
Fayetteville %GM
Macadoodle's Springdale
%GM
Majestic Liqour Fort Worth Texas
%GM
Tony's Shreveport,
LA %GMBeefeater
Distilleries% of Total
Sum10.6% 3.7% 7.5% 7.1% 7.5%
% of Total N 14.3% 4.8% 8.8% 8.1% 9.8%
N 2 2 5 3 5Bombay Spirits
Company
% of Total Sum
12.2% 6.7% 8.0% 12.0% 14.3%
% of Total N 14.3% 7.1% 8.8% 13.5% 15.7%
N 2 3 5 5 8Seagram Company
Ltd.
% of Total Sum
8.0% 20.2% 21.1% 17.0% 13.0%
% of Total N 7.1% 19.0% 19.3% 16.2% 11.8%
N 1 8 11 6 6Tanqueray Gordon &
Co.
% of Total Sum
23.1% 18.4% 14.9% 17.9% 12.6%
% of Total N 21.4% 16.7% 14.0% 16.2% 11.8%
N 3 7 8 6 6William Grant &
Sons Ltd.
% of Total Sum
8.5% 2.2% 4.0% 5.9% 2.2%
% of Total N 7.1% 2.4% 3.5% 5.4% 2.0%
N 1 1 2 2 1
Importance of Depth: Stocking Rate
4 Brands were found at all 15 stores: Beefeater, Bombay, Seagram’s, and Tanqueray
Seagram’s had a low stocking rate due to its wide assortment of unique SKU’s
Brand Stocking RateBeefeater 73%
Bombay 59%
Seagram's 35%
Tanqueray 50%
Importance of Depth: Private Label
We found no Private Label Gin products.WHY NOT?
1. Demographics2. Economy3. Structure of Supply4. Perceived Quality
Importance of Depth: Recommendations
HI-WAY Liquor408 W. Thompson St., Springdale AR
Recommendation
Located in high traffic area Carries many lower margin products Increasing the stocking and facings of higher
margin products such as Tanqueray SKU’s