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Semester Category Project Fall 2013

Semester Category Project Fall 2013. Antacids Dan Beahm. Figure 1: Category Snapshot. Skews heavily towards older people Especially towards couples Established couples 35-54 also indexes high Young and start-up families have low usage. Figure 2: Category Demographics.

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Semester Category Project Fall 2013

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  1. Semester Category ProjectFall 2013 Antacids Dan Beahm

  2. Figure 1: Category Snapshot • Skews heavily towards older people • Especially towards couples • Established couples 35-54 also indexes high • Young and start-up families have low usage

  3. Figure 2: Category Demographics • Most brands skew heavily white • Alka-Seltzer indexes highest in black and Hispanic • Most brands skew heavily towards wealthy people ($100k+) • Alka-Seltzer indexes heavier towards lower income homes • Significantly older demographics among all brands

  4. Figure 3: Category Role • National Brand antacids pull in a very high sales dollar volume, but lower gross margins • Private labels are higher gross margin percentage, but still high sales dollar volume • This makes them a flagship • Very important item for retailers to leverage

  5. Figure 4: Store Audit Breakdown • SKUs were fairly even throughout different retailers • Target had the most private labels • This lead to the most Unique SKUs • Walmart is at disadvantage for unique SKUs • They also had heavy private label, but because I audited two types of Walmarts, I couldn’t count them as unique (both stores had them)

  6. Private label and Tums battle it out for higher gross Margin percentage • Alka-Seltzer had lowest gross margin • This fits with Alka-Seltzer skewing towards lower income homes • Average Gross Margin %s are very high

  7. Tums appears to dominate the Gross Margin $ game • Rolaids and Private Label are also successful • Alka-Seltzer and Gaviscon produce pretty low Gross Margin $s

  8. The most facings are given to Tums • This fits with Tums having the highest gross margin % • Private label is a close second in facings, with products “imitating” each of these brands

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