1 / 13

Apple Juice

Apple Juice. Amanda Peters Katy Beasley. Overview. Overall Apple Juice category in 2007 had sales of $616,309,900. Private Label accounted for 39.9% of those total sales. Retailer seem to have strong private label brands that play a significant role in this category. Audited Stores.

shanta
Download Presentation

Apple Juice

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. Apple Juice Amanda Peters Katy Beasley

  2. Overview • Overall Apple Juice category in 2007 had sales of $616,309,900. • Private Label accounted for 39.9% of those total sales. • Retailer seem to have strong private label brands that play a significant role in this category.

  3. Audited Stores • Wal-Mart- Bentonville • Wal-Mart- Pleasant Grove • Target- Pinnacle Hills • Target- Fayetteville ** Private Label leads

  4. Demographics • Overall the demographics for Apple Juice brands vary. The private label brands are mostly families that have an income between $40,000 and $70,000 with 5+ members in a family, and with kids less than 6 years old. Also, with the age of the female of 44 years old and less • Old Orchard was the main brand that dominated lower income families with 5+ members in the family • Tree Top is the leading brand that dominates the income range of $50,000-$69,999

  5. Category Role • Category sales for Apple Juice in 2007 were over 600 million dollars. • Apple juice continues to maintain margins up to 53%. Private label has the highest estimated gross margin. • As a category Apple Juice is a Cash Machine

  6. Ad Hoc Base

  7. Brand Domination • Great Value, out of all 10 stores that were audited, had the greatest share of display space • Mott’s 1 Gallon 100% Apple Juice appears in 7 out of 10 stores

  8. Share of facings by Manufacturer

  9. Gross Margins • Top 5 gross margins • Wal-Mart- 54% • Nestle- 44% • Mott’s-37% • Tree Top- 28% • Target- 23%

  10. Gross Margins

  11. Private Label • Private label is significant in the Apple Juice category. • Wal-Mart had 30 facings dedicated to Great Value • Private label was seen in every store. • Private label had the leading gross margins. • Retailers are committed to their Private label brands versus National brands. • Private label dollar share percentages have slightly decreased from 2005; however, total dollar sales have increased.

  12. Recommendations • Our recommendations for Target would be to increase their shelf space dedicated to private label if they want to compete with Wal-Mart in this category.

More Related