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June 13th 2013 1
June 13th 2013 2
June 13th 2013
1. Low price – Industrial production – Commodity - Heinz - Private Label - Conventional - Non Organic - No Mother or bits
2. Mid Range – Semi Industrial production – Remedy - Braggs - Spectrum/Eden/365 - Natural and some Conventional distribution - Organic/Non GMO - Mother and bits are key selling Feature
3. Premium– Hand Crafted – Taste and Refinement - Gingras/Maille - Specialty, Conventional and some Natural - Non Organic/Non GMO - Mother, some small bits and age claim t
June 13th 2013
1. Low Price – Just want Apple Cider Vinegar at the best price.
- Traditional Eaters – Just need something for the marinade - “Going in a Marinade so it doesn’t matter “ - “It’s a staple in the cupboard” - “Boiling eggs”
2. Mid Range – All about the mother, read about the benefits. - Self healers – looking for Organic brands that have mother - “My grandma took it and lived to 98” - “Braggs has the most mother” - “The bits are good for you”
3. Premium – Packaging appeal, Recommendation and Trade up.
- Home Gourmets shopping vinegar category - “I always use good ingredients” - “Good vinegar makes a salad” - “It tastes Fresh “
June 13th 2013
- Rising awareness of the benefits and versatility of Apple Cider Vinegar is translating into growth in the category
- Braggs OOS last summer - Regularly featured on DR OZ - Increasing selection at all price points
- Clear category leaders in Apple Cider Vinegar - Low price – Heinz - Mid Range – Braggs - Premium – Gingras
- Very little innovation in the Apple Cider Vinegar category - New lines are often based on reduced price v’s existing players - Similar packaging and labelling - Is the retailer gaining more value from increasing the range v’s existing players ?
- Speciality vinegar as a category is seeing a decline in value and rise in volume - Rebalancing of shelf sets as slower premium priced slower moving lines are de-listed - Challenge remains to get turns on +$10 vinegar in conventional grocery - Private label is becoming more prevalent in Balsamic and wine vinegars at all price points - In Branded well priced and promoted sub $10 branded premium vinegar is providing some growth
June 13th 2013
Low Price - Market Leader Heinz - Private Label opportunity excellent - Pricing activity - TPR’s – lowest price wins the volume Mid Range - Market Leader Braggs - Private Label opportunity modest - Other SKU’s to consider Eden, Spectrum - Pricing activity – TPR all SKU’s – Braggs has a loyal customer base so low
switching opportunity Premium - Market Leader Gingras - Private Label opportunity low - Other SKU’s to consider Katz, O Vinegars - Pricing activity – TPR at key holiday periods when consumers looking to trade
up, Shippers for gifting opportunity if November/December
June 13th 2013
June 13th 2013
Offering consumers a trade up opportunity in a stable category. - Authenticity - Award winning eye Catching packaging - A tightly focused range of unique flavors
Recipe hub at cidervinegar.com – Cider Vinegar for gourmets. - Major overhaul of the website for Fall 2013 - Explains the versatility and and offers some exciting ways to enjoy cider vinegar
Gingras Key Targets 1. Conventional channel - Raspberry & Original -- stores that have rotation on $6.99+ 375ml
Balsamic and wine vinegars 2. Specialty retailers – All SKU’s 3. Natural Cross over stores – Raspberry and Original
June 13th 2013
Conventional
Specialty
Natural
June 13th 2013
- Versatile and interesting category. - 3 clearly defined subsets. 1. Low price – Industrial production – Commodity. 2. Mid Range – Semi Industrial production – Remedy. 3. Premium– Hand Crafted – Taste and Refinement.
- 3 clearly defined consumer purchase occasions. 1. Low price – Just want Apple Cider Vinegar at the best price. 2. Mid Range – All about the mother, read about the benefits. 3. Premium– Packaging appeal, Recommendation and Trade up.
- Growth opportunity in all categories. - Clear retailer/consumer proposition. - Benchmark manufactures in all 3 categories.