AUTO DISH DETERGENT Fallon Langford Janis Harju. CATEGORY ROLE High Penetration in Households Moderate Category Sales- $714,103,875 High percentage

AUTO DISH DETERGENT

Fallon LangfordJanis Harju

CATEGORY ROLEHigh Penetration in HouseholdsModerate Category Sales- $714,103,875 High percentage of DealsHarps and Walgreens had more deals than Walmart

Location:Ends of the aisle where it was easy to findCascade had the most self-space and best locationsPrivate label tended to be on the bottom or on the outside of the category

BLATTBERG’S CATEGORY ROLE MATRIX

STORE AUDIT INFORMATION Stores Audited # SKU’s % of

CategoryHarps Bentonville 43 30.2%Harps Fayetteville 43 30.2%Walmart Supercenter Pleasant Crossing

70 49.3%Walmart Supercenter Elm Springs

68 47.5%Neighborhood Market Garland 37 26.1%Neighborhood Market Promenade

18 12.6%Walgreens Robinson 13 9.2%Walgreens Joyce 15 10.6%Sam’s Club Fayetteville 4 2.8%Aldi 2 1.4%

Walmart Supercenter had the most assortment with 49.3% of all the SKU’s

P&G products had the most SKU’s in almost all stores.

Finish Powerball - Dshwshr Cpd (Detergents : Auto Dshwsh Cpd) Lbs. Total Consumption BehaviorScape Framework LifeStyle

BehaviorStage Cosmopolitan Centers

Affluent Suburban Spreads

Comfortable Country

Struggling Urban Cores

Modest Working Towns Plain Rural Living Total

Start-Up FamiliesHHs with Young Children Only < 6 127 219 171 125 137 109 150

Small Scale FamiliesSmall HHs with Older Children 6+ 106 109 135 88 113 85 107

Younger Bustling FamiliesLarge HHs with Children (6+), HOH <40

191 169 205 87 207 126 162

Older Bustling FamiliesLarge HHs with Children (6+), HOH 40+

121 170 172 74 141 179 149

Young TransitionalsAny size HHs, No Children, < 35 89 144 40 67 91 43 79

Independent Singles1 person HHs, No Children, 35-64 49 56 71 30 43 25 44

Senior Singles1 person HHs, No Children, 65+ 48 58 59 17 44 39 44

Established Couples2+ person HHs, No Children, 35-54 94 133 123 73 91 97 104

Empty Nest Couples2+ person HHs, No Children, 55-64 95 133 112 64 85 97 103

Senior Couples2+ person HHs, No Children, 65+ 115 133 123 53 88 88 103

Total 95 134 121 65 95 85 100

Private Label (Detergents : Auto Dshwsh Cpd) Lbs. Total Consumption BehaviorScape Framework LifeStyle



Comfortable Country






119 183 143 74 166 115 134


122 142 230 62 156 158 150







Total 88 112 136 52 102 97 100

Cascade CP SC Ex - Dshwshr cpd (Detergents : Auto Dshwsh Cpd) Lbs. * Total Consumption BehaviorScape Framework LifeStyle



Comfortable Country






98 224 127 97 80 77 114


60 152 127 64 141 73 111







Total 72 135 125 64 104 88 100

% Volume Index %

Volume Index % Volume Index %

Volume Index

4.3% 56 2.6% 33 3.9% 51 3.9% 50

5.1% 46 4.8% 43 7.3% 65 6.3% 56

7.4% 67 8.7% 80 8.9% 82 8.1% 74

9.0% 89 6.7% 66 10.3% 101 9.1% 90

8.7% 97 9.9% 110 9.7% 108 9.4% 105

20.4% 114 20.0% 111 23.0% 128 21.5% 12016.7% 141 13.4% 113 14.4% 121 14.7% 12417.4% 142 15.7% 127 14.2% 116 15.9% 12911.0% 122 18.3% 203 8.3% 92 11.2% 124

4.1% 98 2.3% 55 2.8% 67 3.2% 76

18.2% 120 8.9% 59 15.5% 103 17.2% 114

22.1% 127 25.6% 148 19.6% 113 20.8% 12020.2% 101 16.8% 84 21.3% 106 20.2% 101

17.0% 88 16.1% 83 19.5% 101 17.8% 92

11.4% 86 15.8% 120 11.9% 91 12.3% 93

7.1% 66 14.5% 135 9.3% 86 8.6% 80

10.4% 141 12.7% 172 9.1% 123 9.8% 13325.5% 138 19.7% 106 24.4% 132 23.8% 12911.0% 168 6.1% 93 9.9% 151 10.1% 15353.0% 79 61.5% 91 56.6% 84 56.4% 83

Finish Powerball Cascade Private Label Total Auto Dish

No Children

Age 65 - 74

Age 75 or More

Age and Presence of Children

Age < 6

Age 6 - 17

Age < 6 & 6 - 17

Age of Head of Household

Age 18 - 24

Age 25 - 34

Age 35 - 44

Age 45 - 54

Age 55 - 64

$30,000 - $39,999

$40,000 - $49,999

$50,000 - $74,999

$75,000 - $99,999

$100,000 - $149,999

$150,000 or More

Household Income

Under $10,000

$10,000 - $19,999

$20,000 - $29,999

Demographic Variables

AUTO DISH DETERGENTSBrands have similar demographicsAll Brands, including private label, have high penetration in households with children

Generalizations:Buyers have high income levelAuto Dishwashing products do not do well in struggling urban coresSingle people do not tend to buy auto dishwashing detergents

DemographyHarps #127 Harps #176 Walmart #5260 NBHD MRKT

#5737NBHD MRKT

#5837% HHs HHs

Index % HHs HHs Index % HHs HHs

Index % HHs HHs Index % HHs HHs

IndexRace of Head of Household White 78.9% 115 82.8% 121 74.0% 108 82.0% 119 80.8% 118 Black 3.2% 27 5.6% 47 2.0% 17 5.7% 47 2.3% 19 Hispanic 5.8% 47 4.2% 33 19.6% 156 5.1% 40 12.4% 99 Asian 9.2% 206 3.8% 84 2.5% 56 3.9% 87 2.6% 59 Other 2.8% 125 3.6% 158 2.0% 87 3.4% 148 1.8% 79Household Income Under $10,000 5.3% 71 17.7% 240 4.6% 62 18.1% 245 3.6% 48 $10,000 - $19,999 8.4% 78 17.6% 164 6.3% 59 18.2% 170 5.0% 46 $20,000 - $29,999 10.1% 96 12.3% 117 8.5% 81 11.8% 111 7.1% 67 $30,000 - $39,999 10.5% 107 10.8% 109 10.4% 105 10.1% 103 7.0% 72 $40,000 - $49,999 7.9% 89 8.8% 99 9.8% 110 8.1% 91 10.4% 117 $50,000 - $74,999 17.2% 96 12.8% 72 24.1% 136 14.9% 84 20.4% 115 $75,000 - $99,999 10.7% 89 6.5% 54 13.4% 112 6.6% 55 12.3% 103 $100,000 - $149,999 15.2% 117 7.9% 61 12.9% 99 8.8% 68 14.3% 110 $150,000 or More 14.8% 150 5.7% 57 10.1% 102 3.4% 35 20.0% 203

Circular Trading Area: NWA Region

DemographyHarps #127 Harps #176 Walmart #5260 NBHD MRKT #5737 NBHD MRKT

#5837

% HHs HHs Index % HHs HHs Index % HHs HHs Index % HHs HHs Index % HHs HHs Index

Age of Head of Household Age 18 - 24 5.4% 133 18.7% 461 4.5% 111 17.8% 438 4.5% 111 Age 25 - 34 20.7% 137 28.2% 186 19.1% 126 29.5% 195 15.9% 105 Age 35 - 44 21.5% 125 16.1% 93 23.4% 136 17.7% 103 22.5% 130 Age 45 - 54 21.0% 107 12.1% 61 20.6% 105 12.5% 64 22.0% 112 Age 55 - 64 14.9% 77 12.2% 63 15.0% 77 11.5% 59 16.5% 85 Age 65 - 74 9.1% 66 7.3% 53 9.4% 68 6.5% 48 10.2% 74 Age 75 or More 7.4% 69 5.4% 50 8.0% 74 4.6% 42 8.4% 77

Age and Presence of Children

Age < 6 8.6% 118 6.8% 93 9.1% 125 7.7% 106 8.0% 109 Age 6 - 17 22.3% 121 9.7% 53 20.2% 110 11.7% 63 20.3% 111 Age < 6 & 6 - 17 7.0% 108 3.6% 56 12.9% 198 3.9% 61 12.1% 186 No Children 62.0% 91 79.8% 118 57.8% 85 76.7% 113 59.6% 88Housing Tenure Own 54.3% 84 33.8% 52 65.3% 100 37.2% 57 68.8% 106 Rent 45.7% 131 66.2% 189 34.7% 99 62.8% 179 31.2% 89

Education of Head of Household

Not a High School Graduate 7.9% 63 7.2% 57 15.7% 124 7.2% 57 9.9% 78

High School Graduate 25.5% 101 16.3% 64 27.0% 107 19.9% 79 20.9% 83 Some College 27.4% 95 33.1% 115 24.4% 85 32.8% 114 23.3% 81 College Graduate 25.2% 131 22.2% 115 21.9% 114 19.9% 103 28.3% 147 Post College Degree 13.9% 99 21.2% 151 11.1% 79 20.2% 144 17.7% 126

CATEGORY ASSESSMENTAudits were done February 2015-March 2015

33 products were unique to only 1 storeP&G had the most differentiation between stores- 19 unique products

P&G appears to be the Category Captain at Walmart stores

Harps and Walmart have two private label products

Hard to determine quality of private label compared to national brands

LISTING OF FIRMSDominant BrandsP&GReckitt Benckise

Private LabelNice!- WalgreensAlways Save- HarpsBest Choice- HarpsReeva- AldiMember’s Mark- Sam’s ClubGreat Value- WalmartPrice First- Walmart

OthersLemi-ShinePalmoliveOxi-CleanAjax All-in-OneMyers

COMPARISON The category has grown slightly from Spring 2014 to Spring 2015Spring 2014 total SKUs- 74Fall 2014 total SKUs- 127Spring 2015 total SKUs- 142

Since 2012 the number of private label SKUs have remained the sameBoth P&G and Reckitt Benckise have increased their amount of SKUsSpring 2014 audit contained Phoenix Brand products, Walmart no longer carries the Phoenix BrandThere does not appear to be any new products compared to the older audits, just different sizes and quantities in existing products

TAKEAWAYSHard to decipher between Private Label quality and National Brand qualityHas to be tested scientifically

Lots of differentiation between store SKUs Lots of sizes, quantities, and scents offered

Category grew slightly this year compared with past audits

Documents

AUTO DISH DETERGENT Fallon Langford Janis Harju. CATEGORY ROLE High Penetration in Households Moderate Category Sales- $714,103,875 High percentage