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Auto Dish Detergent 2012

Auto Dish Detergent 2012. By, Bianca Roop , Brian Robinson, Katy Compton. Auto Dish Detergent Audit. A.C. Nielsen “Demographics” Tab: Auto Dish Detergents. Differentiation. 3 Dominant Manufacturers P&G: Cascade Reckitt-Benckiser: Finish Colgate-Palmolive: Palmolive, Ajax

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Auto Dish Detergent 2012

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  1. Auto Dish Detergent 2012 By, Bianca Roop, Brian Robinson, Katy Compton

  2. Auto Dish Detergent Audit

  3. A.C. Nielsen “Demographics” Tab: Auto Dish Detergents

  4. Differentiation • 3 Dominant Manufacturers • P&G: Cascade • Reckitt-Benckiser: Finish • Colgate-Palmolive: Palmolive, Ajax • The SKU that showed up in every store- P&G, Cascade- action pacs • The number 1 dominant brand- P&G

  5. Demographic Differences among Auto Dish Detergent brands

  6. Cascade is preferred by older, two person households

  7. Cascade is preferred by larger, low education households

  8. Demographic

  9. Strongest Brands • 3 Dominant Manufacturers • P&G: Cascade • Reckitt-Benckiser: Finish • Colgate-Palmolive: Palmolive, Ajax • The SKU that showed up in every store- P&G, Cascade- action pacs • The number 1 dominant brand- P&G

  10. Audit 2012 • 17 stores audited • 3- Wal-Mart • 3- Neighborhood Market • 3- Walgreens • 3- Family Dollar • 2- Dollar General • 1- K-Mart • 1- Marvin’s IGA • 1- Target • 133 SKU’s 2010 • From 5 stores audited • Wal-Mart • Harps • Walgreens • Marvin’s IGA • Target • 66 SKU’s

  11. Who’s in Control? • Suppliers

  12. Private Label Success?

  13. Why? • Lack of shelf space • Lack of SKUs • Horrible margins • Strong brand loyalty • Quality differences difficult to determine

  14. Private Label • Private label’s should decrease presence in this category • There is a low GM% on auto dish detergent with P/L and the increasing National Brands are starting to have an effect on P/L sales

  15. Recommendations • GM for P/L powder are lower than national brands • Too much depth

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