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Air Fresheners

Air Fresheners. Amy Butterfield, Scott Compton, Connor Zetsche. Step One: Category Definition. Category Role. Personal Interest: Inspired by Bob Size in U.S. Sales = > $1 billion Broader Category: Household Supplies GM/SKU = 3.47 % Sold During Promotion = 18.6%

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Air Fresheners

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  1. Air Fresheners Amy Butterfield, Scott Compton, Connor Zetsche

  2. Step One: Category Definition

  3. Category Role • Personal Interest: Inspired by Bob • Size in U.S. Sales = > $1 billion • Broader Category: Household Supplies • GM/SKU = 3.47 • % Sold During Promotion = 18.6% • % Increase During Promotion = 8.9% • Interest in Penetration, Purchase Cycle, Deal

  4. Step Two: Category Role

  5. Retailers Audited • Walmart in Springdale had the most SKUs with 87, leading the other retailers by 11.7% • Dollar General led in most private label SKUs…Why?

  6. Listing of Firms • Dominant Brands • Glade • Febreeze • Air Wick • Renuzit • Marvin’s IGA • Target • Dollar General • Wal-Mart • Struggling Brands • Great Value • Aroma Breeze • Up & Up • Citrus Magic • DG Home • Great Value

  7. Step Four: Category Assessment

  8. Walmart - MLK

  9. Walmart – Mall Ave

  10. Harps - Garland

  11. Category Strategy Top 3 brands were: SCJ- Glade P&G- Febreze Reckitt- Air Wick

  12. Global private label share and price gap Low<30% “Good losers? Snacks and confectionary Cosmetics Baby food Alcoholic beverages “Success!” Paper, plastic, and wipes Refrigerated food Frozen food Shelf stable juices 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%

  13. 2012 Store Audit

  14. 2014 Store Audit

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