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Apple Juice

Tom Stansfield & Nick Green. Apple Juice. Audited total of 10 stores: Walmart (1) Harps (2) Dollar General (1) Family Dollar (1) Walgreens (2) Marvins IGA (1) Aldi (1) Big Lots (1) Total of 41 SKU’s for these stores Harps Garland had the most SKU’s

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Apple Juice

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  1. Tom Stansfield & Nick Green Apple Juice

  2. Audited total of 10 stores: • Walmart (1) • Harps (2) • Dollar General (1) • Family Dollar (1) • Walgreens (2) • Marvins IGA (1) • Aldi (1) • Big Lots (1) • Total of 41 SKU’s for these stores • Harps Garland had the most SKU’s • Leading SKU at Harps was musselman’s Category Assessment

  3. Harps on Garland had the largest display and selection of apple juice available They used 21.2% of display space to display Musselman’s apple juice Just behind that at 18.2% was their private label best choice Display Space

  4. The leading buyer of Apple Juice has: • An income of $100,000 or more • Children less than 6 years of age • 5+ family members per family • Juicy Juice was the brand purchased most frequently by lower income families (>$20,000) • Mott’s Fruit Juice was the brand purchased most frequently by high income families (<$100,000) Demographics

  5. Found that Marvin’s IGA carried the most private label of any of the retailers audited as 28.2% of the SKU’s were private label. • Walmart- Great Value • Harps AWG-Best Choice/Always Save • Marvins IGA- Topco- Shur Fine • Dollar General- Clover Valley • Family Dollar- Family Gourmet • Walgreens- Walgreens Brand Private Label

  6. Gross Margins • Apple Juice is a Cash Machine with a penetration percentage of 41% • American Brands always had the highest gross margins at almost every retailer that carried it. • @ walgreens on college- 54.8% • @ Big Lots- 67.7% • @ Family Dollar- 60.8% • Old Orchard had the lowest gross margins at almost every retailer that carried it. • @Harps on Garland- 4.3% • @Harps on College- 9.1% • @Walmart MLK- 4.5%

  7. Although private label has dominated shelf space at most retailers, gross margins for private label's are not as high as they were in past audits. Harps leads the way with the highest gross margins for private label at 38.3%. Motts leads the way in Gross Margins at Walmart with a 26.1% gross margin. Still a good idea to carry more national brands such as Motts as they are doing better than in the past. Private labels are still doing well, just not as well, and should be carried as well. Recommendation

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