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Apple Sauce Fall 2011

Apple Sauce Fall 2011. Prepared by: Garrett Bills. Apple sauce covers a wide range of demographics, but here are the highlights: Larger households – 3+ members Kids under 6 Start up Families Senior and Empty Nest couples Caucasians. Demographics.

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Apple Sauce Fall 2011

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  1. Apple Sauce Fall 2011 Prepared by: Garrett Bills

  2. Apple sauce covers a wide range of demographics, but here are the highlights: • Larger households – 3+ members • Kids under 6 • Start up Families • Senior and Empty Nest couples • Caucasians Demographics

  3. There is a lot of competition going on in apple sauce • This can be seen in the amount of shelf space awarded to the leading brands and private label • Musselman’s is the leading brand with the most shelf space • Then Private Label is second, ahead of the other leading brand – Mott’s • The following table shows the depth analysis results Depth

  4. Below shows the stocking rates for the leading brands • This contributes to the case that Musselman’s is the stronger brand in this area

  5. Private Label is winning the category when it comes to this analysis • At the largest retailers, PL shares the more of the Gross Margin Percent than both of the leading brand • At the smaller of the major retailers the leading brand, Musselman’s at both, is winning this analysis • The results for Gross Margin Percent can be seen on the following slide Gross Margin Percent

  6. Target needs to add more Private Label because the small variety they have now is doing great • Musselman’s needs to add an organic line. It would boost the sales a lot especially in this area. The reason for this is the demographics in the area would support another organic line Recommendations

  7. Private Label is in control, but not by much • The leading brands, Musselman’s and Mott’s need to lower costs so they can lower prices to compete with Private Label • Now is the time for Private Label to take control before the national brands start to retaliate Conclusion

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