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Cheese Crackers Fall 2012

Cheese Crackers Fall 2012. Ajay Patel Zack Waters. Category Depth and Differentiation. Product Snapshot Behavior. Importance. Demographic Comparison. Category Role. Changes in Category Depth. Category Display Space. Category Gross Margins. Strongest Brands. DOMINANT BRANDS

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Cheese Crackers Fall 2012

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  1. Cheese CrackersFall 2012 Ajay Patel Zack Waters

  2. Category Depth and Differentiation

  3. Product Snapshot Behavior

  4. Importance

  5. Demographic Comparison

  6. Category Role

  7. Changes in Category Depth

  8. Category Display Space

  9. Category Gross Margins

  10. Strongest Brands DOMINANT BRANDS • Cheez-It (Sunshine & Pepperidge Farm) SKUs : 31 • Goldfish (Sunshine & Pepperidge Farm) SKUs: 13 • Ritz (Sunshine, Pepperidge Farm, and Nabisco) SKUs: 6 STRUGGLING BRANDS • Austin • Always Save • Cheese Nips • Whales • Market Pantry

  11. Private Label in Category • National brands dominant • Low perceived quality • Suppliers were heavily distributed

  12. Recommendations • More shelf space for national brands • Make non-dominant brands more visible • Target shelf space

  13. Questions?

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