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Green Beans Category Audit Austin Lyles Taylor Wilson.

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Green Beans Category Audit Austin Lyles Taylor Wilson
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Page 1: Green Beans Category Audit Austin Lyles Taylor Wilson.

Green Beans Category Audit

Austin LylesTaylor Wilson

Page 2: Green Beans Category Audit Austin Lyles Taylor 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

Page 3: Green Beans Category Audit Austin Lyles Taylor Wilson.

Category Leaders

Page 4: Green Beans Category Audit Austin Lyles Taylor Wilson.
Page 5: Green Beans Category Audit Austin Lyles Taylor Wilson.

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

Page 6: Green Beans Category Audit Austin Lyles Taylor Wilson.

Product Snapshot

Page 7: Green Beans Category Audit Austin Lyles Taylor Wilson.

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

Page 8: Green Beans Category Audit Austin Lyles Taylor Wilson.

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

Page 9: Green Beans Category Audit Austin Lyles Taylor Wilson.

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

Page 10: Green Beans Category Audit Austin Lyles Taylor Wilson.

Circular Trade Areas: Northwest Arkansas

Page 11: Green Beans Category Audit Austin Lyles Taylor Wilson.
Page 12: Green Beans Category Audit Austin Lyles Taylor Wilson.

Green Beans, Share of Display Space, Spring 2015

Page 13: Green Beans Category Audit Austin Lyles Taylor Wilson.

Share of Gross Margin (GM$), Northwest Arkansas Retailers, Spring 2015

Page 14: Green Beans Category Audit Austin Lyles Taylor Wilson.

Average Gross Margin (GM%), Northwest Arkansas Retailers, Spring 2015

Page 15: Green Beans Category Audit Austin Lyles Taylor Wilson.

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

Page 16: Green Beans Category Audit Austin Lyles Taylor Wilson.

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

Page 17: Green Beans Category Audit Austin Lyles Taylor Wilson.

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

Page 18: Green Beans Category Audit Austin Lyles Taylor Wilson.

4/28/15

Instructors Analysis, Fall 2014

Page 19: Green Beans Category Audit Austin Lyles Taylor Wilson.

4/28/15

Instructor, Spring 2015


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