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Apple Juice. Amanda Peters Katy Beasley. Overview. Overall Apple Juice category in 2007 had sales of $616,309,900. Private Label accounted for 39.9% of those total sales. Retailer seem to have strong private label brands that play a significant role in this category. Audited Stores. - PowerPoint PPT Presentation
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Apple JuiceAmanda PetersKaty Beasley
Overview
• Overall Apple Juice category in 2007 had sales of $616,309,900.
• Private Label accounted for 39.9% of those total sales.
• Retailer seem to have strong private label brands that play a significant role in this category.
Audited Stores• Wal-Mart- Bentonville
• Wal-Mart- Pleasant Grove
• Target- Pinnacle Hills
• Target- Fayetteville
** Private Label leads
Store SKU Dominating Brand
Wal-Mart: Bentonville
15 Great Value
Wal-Mart: Pleasant Grove
17 Great Value
Target: PH 10 Market PantryTarget: Fayetteville 11 Market Pantry
Demographics• Overall the demographics for Apple Juice brands
vary. The private label brands are mostly families that have an income between $40,000 and $70,000 with 5+ members in a family, and with kids less than 6 years old. Also, with the age of the female of 44 years old and less
• Old Orchard was the main brand that dominated lower income families with 5+ members in the family
• Tree Top is the leading brand that dominates the income range of $50,000-$69,999
DISTRIBUTION OF PANEL
DOLLAR VOLUME INDEX
DISTRIBUTION OF PANEL
DOLLAR VOLUME INDEX
DISTRIBUTION OF PANEL
DOLLAR VOLUME INDEX
DISTRIBUTION OF PANEL
DOLLAR VOLUME INDEX
TOTAL HOUSEHOLDS 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0INC - <$20,000 19.5 66.8 19.5 25.1 19.5 93.9 19.5 41.1
INC - $20,000-29,999 14.2 60.5 14.2 44.4 14.2 94.0 14.2 97.4INC - $30,000-39,999 11.7 78.3 11.7 120.0 11.7 30.7 11.7 78.4INC - $40,000-49,999 9.7 132.8 9.7 104.3 9.7 60.4 9.7 105.1INC - $50,000-69,999 14.9 145.1 14.9 81.9 14.9 98.1 14.9 158.2
INC - $70,000+ 14.1 138.5 14.1 195.2 14.1 152.8 14.1 96.1INC - $100,000+ 15.8 95.3 15.8 156.6 15.8 143.2 15.8 136.2
SIZE - 1 MEM 24.4 40.9 24.4 32.8 24.4 77.4 24.4 32.9SIZE - 2 MEM 31.4 66.8 31.4 82.3 31.4 51.1 31.4 83.5
SIZE - 3-4 MEM 32.4 144.2 32.4 154.8 32.4 123.1 32.4 155.9SIZE - 5+ MEM 11.9 188.7 11.9 135.2 11.9 212.7 11.9 128.8
AGE FH - UNDER 35 19.6 168.1 19.6 168.8 19.6 96.4 19.6 99.0AGE FH - 35-44 16.1 167.0 16.1 136.3 16.1 194.4 16.1 137.6AGE FH - 45-54 20.1 74.7 20.1 71.3 20.1 66.1 20.1 94.9AGE FH - 55+ 25.5 66.7 25.5 91.2 25.5 66.0 25.5 73.7
AGE FH - 55-64 12.9 69.9 12.9 97.2 12.9 59.6 12.9 92.1AGE FH - 65+ 12.6 63.5 12.6 85.0 12.6 72.5 12.6 54.9
AGE FH - NO FEMALE HEAD 18.7 43.8 18.7 39.6 18.7 105.4 18.7 110.1KIDS - NONE < 18 61.4 56.4 61.4 61.0 61.4 65.0 61.4 58.8KIDS - ANY < 18 38.6 169.2 38.6 161.9 38.6 155.6 38.6 165.4KIDS - ANY < 6 14.9 268.8 14.9 240.9 14.9 204.4 14.9 152.6
KIDS - ANY 6-12 20.3 165.0 20.3 119.4 20.3 156.1 20.3 186.1KIDS - ANY 13-17 18.4 132.2 18.4 93.2 18.4 123.8 18.4 91.3
LS - YOUNG SINGLES NA NA NA NA NA NA NA NA
TREE TOP - FRUIT JUICE - APPLE - SHELF STBL
OLD ORCHARD - FRUIT JUICE - APPLE - SHELF STBL
MOTT'S - FRUIT JUICE - APPLE - SHELF STBL
CTL BR - FRUIT JUICE - APPLE - SHELF STBL
Category Role• Category sales for Apple Juice in 2007 were
over 600 million dollars.• Apple juice continues to maintain margins up
to 53%. Private label has the highest estimated gross margin.
• As a category Apple Juice is a Cash Machine
Ad Hoc Base ITEM $
(000)DOLLAR SHARE
ITEM BUYERS
(000)
ITEM PENETRATI
ON
ITEM $ PER ITEM TRIP
ITEM UNITS PER ITEM
TRIP
% REPEAT BUYERS (%
2+ TIME BUYERS)
LOYALTY (SHARE OF $
REQ.)
% ITEM $ ON DEAL
% DOLLARS WITH
MANUFACTURER COUPON
FRUIT JUICE - APPLE - SHELF STBL
57,112.5 100.0 4,898.4 37.7 2.8 1.5 63.1 100.0 14.9 2.8
CTL BR - FRUIT JUICE - APPLE - SHELF STBL
27,604.0 48.3 3,234.0 24.9 2.6 1.5 56.1 65.4 12.5 0.0
MOTT'S - FRUIT JUICE - APPLE - SHELF STBL
5,315.7 9.3 996.6 7.7 2.9 1.4 37.0 32.1 17.4 2.7
MUSSELMAN'S - FRUIT JUICE - APPLE - SHELF STBL NA NA NA NA NA NA NA NA NA NA
OLD ORCHARD - FRUIT JUICE - APPLE - SHELF STBL 2,294.3 4.0 506.6 3.9 2.1 1.5 35.9 28.5 19.0 0.7
TREE TOP - FRUIT JUICE - APPLE - SHELF STBL
6,266.6 11.0 994.8 7.7 2.5 1.3 38.1 37.7 30.8 13.4
Brand Domination• Great Value, out of all 10 stores that were
audited, had the greatest share of display space
• Mott’s 1 Gallon 100% Apple Juice appears in 7 out of 10 stores
Share of facings by Manufacturer
Gross Margins• Top 5 gross margins
• Wal-Mart- 54%• Nestle- 44%• Mott’s-37%• Tree Top- 28%• Target- 23%
Gross Margins
Private Label • Private label is significant in the Apple Juice
category.• Wal-Mart had 30 facings dedicated to Great Value
• Private label was seen in every store.• Private label had the leading gross margins.• Retailers are committed to their Private label brands
versus National brands.• Private label dollar share percentages have slightly
decreased from 2005; however, total dollar sales have increased.
Recommendations• Our recommendations for Target would be to
increase their shelf space dedicated to private label if they want to compete with Wal-Mart in this category.