dry laundry detergents madeleine sherrington & lauren mcfalls

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Dry Laundry Detergents Madeleine Sherrington & Lauren McFalls

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Page 1: Dry Laundry Detergents Madeleine Sherrington & Lauren McFalls

Dry Laundry Detergents

Madeleine Sherrington & Lauren McFalls

Page 2: Dry Laundry Detergents Madeleine Sherrington & Lauren McFalls

Blattberg’s Category Role Matrix

Flagship

Sales Dollar Volume

High Medium Low

CoreTraffic

CashMachine

UnderFire

Maintain

Rehab

Gross Margin %

Hig

hLo

w

Page 3: Dry Laundry Detergents Madeleine Sherrington & Lauren McFalls

Category Role: Core Traffic

Low Gross margins

High Sales Dollar Volume

Win on deal

Detergent has high penetration in the home

Page 4: Dry Laundry Detergents Madeleine Sherrington & Lauren McFalls

Category Roles: Competition and Penetration

“Scrutiny”Fresh meat,

Dairy, Produce, Bakery

Household Penetration

High Medium Low

“Win on Deal”Strong BrandsDetergents,

Paper products

“Win with Depth”Canned items,

salad dressings, frozen foods

“Win on Costs”Differentiation

on depth, private label

True Service:Carried because

“no else will”Baking supplies

“Man in the Mirror?”Infant formula,

disposable diapers

Intertype Competition

Hig

h m

argi

nsLo

w c

ompe

titio

nLo

w m

argi

nsCompetitive

Page 5: Dry Laundry Detergents Madeleine Sherrington & Lauren McFalls

Category Snapshot

Page 6: Dry Laundry Detergents Madeleine Sherrington & Lauren McFalls
Page 7: Dry Laundry Detergents Madeleine Sherrington & Lauren McFalls
Page 8: Dry Laundry Detergents Madeleine Sherrington & Lauren McFalls
Page 9: Dry Laundry Detergents Madeleine Sherrington & Lauren McFalls
Page 10: Dry Laundry Detergents Madeleine Sherrington & Lauren McFalls

Circular Trade Areas

Mostly single person homes

The lower end of the income spectrum

Ages range from 18-34 and 75 and older

Majority of College Graduates

Page 11: Dry Laundry Detergents Madeleine Sherrington & Lauren McFalls

Store Locations Walmart MLK Walmart Joyce Walmart NBHD Market Harps Garland Target Steele Walgreens School CVS College

Demography

Reference 2 mile Ring 1.5 mile Ring 1.5 mile Ring 1 mile Ring 1.5 mile Ring 1 mile Ring 1 mile Ring

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

Race of Head of Household

White 68.7% 100 80.9% 118 86.3% 126 83.7% 122 76.8% 112 86.3% 126 81.2% 118 87.4% 127

Black 12.0% 100 6.3% 52 4.9% 41 6.1% 51 7.0% 59 4.9% 41 5.5% 46 4.3% 36

Hispanic 12.6% 100 4.7% 38 3.3% 26 4.9% 39 5.5% 44 3.3% 26 3.9% 31 3.3% 26

Asian 4.5% 100 3.9% 88 2.6% 57 2.5% 57 6.7% 149 2.6% 57 4.6% 104 1.7% 38

Other 2.3% 100 4.1% 182 3.0% 130 2.8% 125 4.0% 177 3.0% 130 4.8% 212 3.4% 148

Number of Persons

1 Person 27.2% 100 45.1% 166 41.1% 151 36.4% 134 50.5% 185 41.1% 151 47.3% 174 38.1% 140

2 Persons 32.3% 100 32.2% 100 33.6% 104 35.1% 109 31.4% 97 33.6% 104 29.8% 92 33.0% 102

3 Persons 16.2% 100 12.0% 74 12.8% 79 14.8% 91 10.2% 63 12.8% 79 11.9% 73 15.8% 97

4 Persons 13.1% 100 7.3% 56 8.3% 63 8.3% 63 5.2% 39 8.3% 63 7.7% 59 8.7% 66

5+ Persons 11.1% 100 3.4% 31 4.2% 38 5.4% 48 2.8% 25 4.2% 38 3.3% 30 4.5% 40

Household Income

Under $10,000 7.4% 100 23.5% 320 4.1% 56 19.2% 261 25.0% 340 4.1% 56 22.6% 308 10.9% 148

$10,000 - $19,999 10.7% 100 21.1% 196 6.6% 61 16.8% 156 24.4% 227 6.6% 61 20.4% 190 16.4% 153

$20,000 - $29,999 10.5% 100 12.7% 120 12.8% 121 10.0% 95 13.8% 131 12.8% 121 12.9% 122 12.0% 114

$30,000 - $39,999 9.8% 100 10.3% 104 17.8% 181 9.0% 91 9.5% 97 17.8% 181 11.2% 114 13.0% 132

$40,000 - $49,999 8.9% 100 9.8% 111 11.2% 126 9.8% 110 8.5% 96 11.2% 126 9.2% 103 6.8% 77

$50,000 - $74,999 17.8% 100 12.5% 70 16.5% 93 14.5% 82 10.8% 61 16.5% 93 12.7% 72 14.2% 80

$75,000 - $99,999 12.0% 100 3.9% 33 8.0% 67 6.8% 56 2.9% 25 8.0% 67 4.6% 39 7.8% 65

$100,000 - $149,999 13.0% 100 4.1% 31 11.2% 86 10.4% 80 3.1% 24 11.2% 86 4.0% 31 9.0% 69

$150,000 or More 9.8% 100 2.1% 21 11.9% 121 3.7% 37 1.8% 19 11.9% 121 2.3% 23 9.9% 100

Page 12: Dry Laundry Detergents Madeleine Sherrington & Lauren McFalls

Age of Head of Household

Age 18 - 24 4.1% 100 24.5% 603 5.7% 141 20.4% 503 26.4% 650 5.7% 141 23.1% 569 10.2% 250

Age 25 - 34 15.1% 100 27.2% 180 21.7% 144 31.6% 209 32.8% 217 21.7% 144 26.2% 174 22.1% 146

Age 35 - 44 17.2% 100 14.2% 82 16.9% 98 17.4% 101 15.0% 87 16.9% 98 13.7% 80 17.4% 101

Age 45 - 54 19.6% 100 10.9% 55 14.3% 73 11.0% 56 9.3% 47 14.3% 73 11.2% 57 15.0% 77

Age 55 - 64 19.4% 100 11.3% 58 14.5% 75 10.1% 52 9.1% 47 14.5% 75 12.0% 62 16.4% 84

Age 65 - 74 13.7% 100 6.7% 49 9.2% 67 5.3% 39 4.4% 32 9.2% 67 7.7% 56 10.7% 78

Age 75 or More 10.8% 100 5.2% 48 17.6% 163 4.2% 38 2.9% 27 17.6% 163 6.0% 56 8.2% 76

Age and Presence of Children

Age < 6 7.3% 100 5.3% 72 8.1% 111 9.2% 126 4.5% 62 8.1% 111 5.5% 75 7.4% 101

Age 6 - 17 18.4% 100 8.6% 47 11.7% 63 8.8% 48 7.7% 42 11.7% 63 7.2% 39 14.5% 79

Age < 6 & 6 - 17 6.5% 100 3.0% 46 3.4% 52 5.1% 79 1.8% 28 3.4% 52 3.4% 52 3.4% 53

No Children 67.8% 100 83.1% 123 76.8% 113 76.9% 113 85.9% 127 76.8% 113 83.9% 124 74.7% 110

Housing Tenure

Own 65.0% 100 22.5% 35 43.8% 67 36.6% 56 13.8% 21 43.8% 67 22.5% 35 49.8% 77

Rent 35.0% 100 77.5% 221 56.2% 161 63.4% 181 86.2% 246 56.2% 161 77.5% 221 50.2% 143

Education of Head of Household

Not a High School Graduate 12.7% 100 10.0% 79 8.4% 66 5.5% 43 7.4% 58 8.4% 66 12.7% 101 6.1% 48

High School Graduate 25.3% 100 19.5% 77 22.2% 88 13.8% 55 17.2% 68 22.2% 88 22.3% 88 17.4% 69

Some College 28.7% 100 35.8% 125 21.1% 73 37.0% 129 36.9% 129 21.1% 73 32.3% 113 28.3% 99

College Graduate 19.3% 100 17.8% 92 26.7% 138 23.3% 121 18.6% 96 26.7% 138 17.9% 93 24.6% 127

Post College Degree 14.1% 100 16.8% 120 21.7% 154 20.3% 145 19.9% 142 21.7% 154 14.8% 105 23.6% 168

Page 13: Dry Laundry Detergents Madeleine Sherrington & Lauren McFalls

Stores AuditedStore # of SKUs

WM-MLK 44

WM-Joyce 51

WM-NBHM 41

Harps-G 12

Harps-W 22

Target-Steele 11

WG-School 3

WG-College 3

CVS-College 2

Page 14: Dry Laundry Detergents Madeleine Sherrington & Lauren McFalls

Dominant Brands

GainTide

Arm & Hammer

ALLPurex

Page 15: Dry Laundry Detergents Madeleine Sherrington & Lauren McFalls

Unique SKUs

Page 16: Dry Laundry Detergents Madeleine Sherrington & Lauren McFalls

Dry Detergents, Share of Display Space, March 2015

Page 17: Dry Laundry Detergents Madeleine Sherrington & Lauren McFalls

Dry Detergents, Share of Gross Margin $s, March 2015

Page 18: Dry Laundry Detergents Madeleine Sherrington & Lauren McFalls

Dry Detergent, Estimated % Gross Margins, March 2015

Page 19: Dry Laundry Detergents Madeleine Sherrington & Lauren McFalls

Private Label and Review Dry laundry detergent does not have Private labels

because they would not be successful at all. People trust the brands they have always used and when it comes to clean clothes, people want something they know is going to work.

As for a review of previous audits, we did not have any to review since dry detergent has just been added to the list of products to audit.