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Green Beans Category Audit
Austin LylesTaylor Wilson
Stores Audited
Fayetteville:• Walmart Supercenter (MLK) ; Facings: 25
• Walmart Neighborhood Market (Wedington) ; Facings: 29
• Harps Foods (Garland) ; Facings: 19
• Harps Foods (N. College) ; Facings: 21
• Walgreens Facings (MLK and School) ; Facings: 1
Rogers:• Walmart Supercenter (Rogers, AR) ; Facings: 19
• Marvins IGA (Lowell, AR) ; Facings: 17
• Target (Rogers, AR) ; Facings: 3
Category Leaders
Category Role: Cash Machine
• Mid to high margins
• Differentiated with high number of SKUs
• Highly penetrated
• High consumption in country and rural areas by senior couples and younger/older bustling families
Product Snapshot
4/28/15
Affluent Suburban Spreads
Cosmopolitan Centers
Young TransitionalsAny size HHs, No Children, < 35
Older Bustling FamiliesLarge HHs with Children (6+), HOH 40+
Younger Bustling FamiliesLarge HHs with Children (6+), HOH <40
Small Scale FamiliesSmall HHs with Older Children 6+
Start-Up FamiliesHHs with Young Children Only < 6
Comfortable Country
Total
Senior Couples2+ person HHs, No Children, 65+
Empty Nest Couples2+ person HHs, No Children, 55-64
Established Couples2+ person HHs, No Children, 35-54
Senior Singles1 person HHs, No Children, 65+
Independent Singles1 person HHs, No Children, 35-64
39 68 124
61 111 195
68
TotalPlain Rural
Living
Modest Working Towns
116
141
157
100100 166
108
101
99
72
64
64
189 210
Struggling Urban Cores
75
80
79 144 208
91 133 220
19 89 103
77 76 83
78 60 180
54 81 96 70 110 180
52 49 125 131 55 158
43 45 163
27 30 71
81 57 222
BehaviorStage
29 28 96 34 61 83 56
112 168
12 83 114
26 23 65
33 40 65
Allens (Vegs-Canned : Beans-Green) Oz. Total Consumption BehaviorScape Framework
LifeStyle
4/28/15
Affluent Suburban Spreads
Cosmopolitan Centers
Young TransitionalsAny size HHs, No Children, < 35
Older Bustling FamiliesLarge HHs with Children (6+), HOH 40+
Younger Bustling FamiliesLarge HHs with Children (6+), HOH <40
Small Scale FamiliesSmall HHs with Older Children 6+
Start-Up FamiliesHHs with Young Children Only < 6
TotalPlain Rural
Living
Modest Working Towns
Struggling Urban Cores
Comfortable Country
Total
Senior Couples2+ person HHs, No Children, 65+
Empty Nest Couples2+ person HHs, No Children, 55-64
Established Couples2+ person HHs, No Children, 35-54
Senior Singles1 person HHs, No Children, 65+
Independent Singles1 person HHs, No Children, 35-64
113
128
134
10073 107 128 71 98 110
116
111
132
56
48
50
105 132 147 124 138 140
124 115 143 149 125 121
82 114 166 71 110 116
45 53 56 39 56 48
36 44 74 37 47 51
38 70 51 42 68 77
93 133 185 77 135 143
111 104 137 69 109 127
95 111 142 79 120 131
Del Monte (Vegs-Canned : Beans-Green) Oz. Total Consumption BehaviorScape Framework
LifeStyle
BehaviorStage
63 145 120 89 120 178 123
4/28/15
Affluent Suburban Spreads
Cosmopolitan Centers
Young TransitionalsAny size HHs, No Children, < 35
Older Bustling FamiliesLarge HHs with Children (6+), HOH 40+
Younger Bustling FamiliesLarge HHs with Children (6+), HOH <40
Small Scale FamiliesSmall HHs with Older Children 6+
Start-Up FamiliesHHs with Young Children Only < 6
TotalPlain Rural
Living
Modest Working Towns
Struggling Urban Cores
Comfortable Country
Total
Senior Couples2+ person HHs, No Children, 65+
Empty Nest Couples2+ person HHs, No Children, 55-64
Established Couples2+ person HHs, No Children, 35-54
Senior Singles1 person HHs, No Children, 65+
Independent Singles1 person HHs, No Children, 35-64
113
123
129
10081 96 127 72 102 110
115
151
141
48
52
57
137 112 134 117 145 124
108 103 142 142 115 130
120 121 123 75 112 115
47 53 67 33 70 58
31 41 62 35 52 85
44 39 73 25 79 33
131 112 163 135 166 149
106 177 199 87 131 179
66 100 194 97 114 102
Green Giant (Vegs-Canned : Beans-Green) Oz. Total Consumption BehaviorScape Framework
LifeStyle
BehaviorStage
66 79 101 49 76 136 86
Circular Trade Areas: Northwest Arkansas
Green Beans, Share of Display Space, Spring 2015
Share of Gross Margin (GM$), Northwest Arkansas Retailers, Spring 2015
Average Gross Margin (GM%), Northwest Arkansas Retailers, Spring 2015
Private Label
• little perceived quality differences between private label and national brands.
• Largely used and successful in Wal-Mart stores, but diminishing in Harps.
• Private Label is more prevalent in Fayetteville locations compared to Rogers due to the fact that Fayetteville has a lower income than Rogers.
4/28/15
Differentiation
• Variety is consumer driven, with a high a fairly differentiation in products.
• Different styles of cuts and flavors, as well as styles including other vegetables like mushrooms and peppers.
• Del Monte had the highest number of SKUs
• The large number of SKUs shows the differentiation within the category.
4/28/15
Looking Back: Category ReviewPrior Audit Comparison
• There is no measurable growth in this category as a whole.
• Facings in private label in Wal-Mart stores has increased, but decreased in Harps stores since last year.
• Brands like Del Monte, Green Giant, and Allen’s have stayed consistent while Libby’s has declined in SKUs since last year.
4/28/15
4/28/15
Instructors Analysis, Fall 2014
4/28/15
Instructor, Spring 2015