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KIDNEY/RED BEANS

KIDNEY/RED BEANS. Dustin Cain. OVERVIEW. In 2007, Kidney/Red Beans had sales of 127 million dollars. Of those sales, Private Label a ccounted for about 57 million dollars. It is basically a battle between Bush’s and the Private Labels. . AUDITED STORES. Wal-Mart (6 th St.)

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KIDNEY/RED BEANS

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  1. KIDNEY/RED BEANS Dustin Cain

  2. OVERVIEW • In 2007, Kidney/Red Beans had sales of 127 million dollars. • Of those sales, Private Label accounted for about 57 million dollars. • It is basically a battle between Bush’s and the Private Labels.

  3. AUDITED STORES • Wal-Mart (6th St.) • Wal-Mart (Joyce) • Harps (Weddington) • Harps (Garland) • Target • Price Cutter • Marvins Super Store

  4. DEMOGRAPHICS • In the competition between Bush’s and Private Label, there are some interesting, varying demographic traits

  5. CATEGORY ROLE • Overall the canned vegetable category is high volume, high sales, low margins. • Every household is buying canned vegetables and multiple cans each trip. • The category can afford to have low margins because of the VOLUME!!!! • 2/3 of the households are buying private label

  6. BRAND DOMINATION • Bush’s was found at 6 of the 7 stores • Every store had a Private Label presence • Private Label ruled the shelves in 5 of the 7 stores

  7. SHARE of FACINGS by MANUFACTURER

  8. GROSS MARGINS • Overall, the category is considered one with low margins. • However, through my audits, I have discovered that the kidney/red beans portion of the category is one that produces fairly strong gross margins. • It could potentially grow into a cash machine

  9. GROSS MARGINS

  10. RECCOMENDATIONS • Increase Bush’s presence and Decrease Private Label presence because of the gross margins for Bush’s. • The volume will still come with the Private Label

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