1 / 12

Rob Lovejoy

Category : Green Beans - Canned. Rob Lovejoy. Overview. Total category sales for canned green beans in 2007 was $448,928 56 total category sku’s 27% Item dollars on deal – promote shop Private label accounts for 37% of category sales

gerald
Download Presentation

Rob Lovejoy

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Category: Green Beans - Canned Rob Lovejoy

  2. Overview • Total category sales for canned green beans in 2007 was $448,928 • 56 total category sku’s • 27% Item dollars on deal – promote shop • Private label accounts for 37% of category sales • Private label the only brand carried at all retailers audited • Private label averaged 52% of retailer facings • Category penetration 52% with private label the highest 32% • Most dominant national brand Del Monte found at 6 of 8 • Retailer is in control of category

  3. Overview • Main retail competitors WM, PC, FD, Harps • Depth important in category – due to private label strength (shop) • Prevalent national brands • Del Monte • Green Giant • Libby’s

  4. Demographics Who is the Green Bean Buyer? • Significance by income is sporadic • Income not as vital as household composition

  5. Demographics Who is the Green Bean Buyer? • Green bean consumer household has 3+ children • Households with only 1 member probably eating out

  6. Demographics Who is the Green Bean Buyer? • Consumer household has children

  7. Demographics Who is the Green Bean Buyer? • A little variance but most consistent : Age 35 - 54 • Probably correlated with children in the household

  8. Leading Brands Dominant Brands • Del Monte leading national brand – 30.4% of shelf space • Private label – 51.5% of shelf space

  9. Leading Brands Dominant Brands • Private label: highest % of shelf space – 13.57% stocking rate • Del Monte: highest stocking rate of 42.5% • Green Giant stocking rate 30% and had the lowest shelf allotment • High reproducibility

  10. Leading Brands Dominant Brands • Private label: highest % of shelf space – 13.57% stocking rate • Del Monte: highest stocking rate of 42.5% • Green Giant stocking rate 30% and had the lowest shelf allotment • High reproducibility

  11. Margins • All retailers appear to give facings to volume not margins • This is consistent to the role of the category: Core Traffic

  12. Recommendation • Recommendations to Target • If they want to be competitive with grocers they need to increase depth • Not particular emphasis on Private label or National brands – (due to shop and brand loyalty)

More Related