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Apple Juice

Apple Juice. Nate Wolfe | Bo Renner. Category Snapshot. Category Role. Theory: Families, and in particular, u pper-middle class, with children tend to be the most consistent consumers of apple juice. National Sales: $562 million – middle range. Category Role. Why Apple Juice?.

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Apple Juice

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  1. Apple Juice Nate Wolfe | Bo Renner

  2. Category Snapshot

  3. Category Role • Theory: Families, and in particular, upper-middle class, with children tend to be the most consistent consumers of apple juice. • National Sales: $562 million – middle range

  4. Category Role

  5. Why Apple Juice? • High number of different product offerings at multiple different locations. • High competition among private label brands against traditional, well-established brands. • Influx of various types of different juices to compete against the industry all together. E.g. Strawberry-Pineapple Juice, Kiwi-Melon Juice, etc.

  6. Stores Audited • Walmart – MLK • Walmart – Mall • Walmart Neighborhood – Weddington • Harps – College • Marvins • Walgreens – W. MLK • Walgreens – Township • Walgreens – College • Flash Mart – MLK • Kum & Go - MLK

  7. Retailers Audited • Walmart on College had the largest assortment with 33% of SKUs available. • Locations most popular among families carried the largest selection.

  8. The Suppliers • Coca Cola – Minute Maid • Mott’s • Nestle – Juicy Juice • Musselman’s • Walmart – Great Value • Old Orchard Brands

  9. The Suppliers • Old Orchard – most dominant with six SKU’s at five different stores. • Juicy Juice & Pepsi’s Oceanspray– very limited selection and higher price.

  10. Gross Margin by Store and Manufacturer

  11. Determining Gross Margins • Minute Maid, on average, has the highest cost among major manufacturers, with $.10/ounce. • Always Save, on average, had the lowest cost with $.015/ounce. • The estimated private label cost per ounce is approximately $.02/ounce. • There were slight adjustments made on differentiating between the major manufacturer and private label price per unit.

  12. Circular Trade Area – Fayetteville

  13. Circular Trade Area – Fayetteville

  14. Picture.

  15. Private Label Share “Good losers? Snacks and confectionary Cosmetics Baby food Alcoholic beverages “Success!” Paper, plastic, and wipes Refrigerated food Frozen food Shelf stable juices Low<30% Price gap with manufacturer brands “Bad stuff” – why? Home care Nonalcoholic beverages Personal care Bad winners? – no one but ourselves to blame. Pet food Healthcare Diapers and feminine hygiene High>30% Low <12% Private label share High > 12%

  16. Questions?

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