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CD Summer Internship Tessa Louche

CD Summer Internship Tessa Louche. August 2015. About me. supplemental projects. Post-Promotional Analysis Data analysis (Market6, Dunnhumby , Nielsen NITRO, ECRM) Food 4 Less Case for Drop Ship Analyzing cost savings ASM ARTs Matrix Ensuring compliance.

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CD Summer Internship Tessa Louche

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  1. CD Summer InternshipTessa Louche August 2015

  2. About me

  3. supplemental projects • Post-Promotional Analysis • Data analysis (Market6, Dunnhumby, Nielsen NITRO, ECRM) • Food 4 Less Case for Drop Ship • Analyzing cost savings • ASM ARTs Matrix • Ensuring compliance

  4. Agenda – knorr sides in harris teeter • Category overview, performance and trends • Distribution • Pricing • Promotion • Action Plan • Goals

  5. Washington Maine Montana North Dakota Minnesota Oregon NH Wisconsin VT Idaho South Dakota New York MA Michigan Wyoming RI Pennsylvania Iowa CT Nebraska Nevada Ohio NJ Utah Illinois Indiana West Virginia DE Colorado Kansas Missouri Virginia MD California Kentucky North Carolina Tennessee Oklahoma Arizona Arkansas New Mexico South Carolina Alabama Georgia Mississippi Texas Louisiana Florida Who is Kroger? • Kroger is the 2nd largest retailer in the country • 46 quarters of consecutive growth • 19 divisions, 27 banners Who is harris teeter? • Southern premium retailer • eCommerce, Fresh Foods • 230 stores in 7 geographies

  6. Project overview Knorr sides in Harris Teeter is declining • Performed a 6P analysis on the category • Distribution • Pricing • Promotion

  7. Overall, knorr is a sides category leader with opportunities for growth within harris teeter Knorr in HT Rem Mkt We have an 11% share in HT! Data from Nielsen NITRO YTD 2015

  8. The sides category in harris teeter is up in dollars & units, the value segment is down Data from HT Topline YTD 2015 L4 7/4/15

  9. The value sides category is underdeveloped in harris teeter Data from Nielsen NITRO YTD 2015

  10. Opportunities for growth exist in replacing underperforming skus & filling core voids - Core of the Core - Distro ops - Deletes !– CotC void Data from Nielsen NITRO YTD 2014/2015, Perfect Store 2015

  11. Opportunities for increased dollars through improved placement • Top shelf • Pusher system • 2016 Case pack changes

  12. everyday priceis parity with other sides products in a premium market Data from Nielsen NITRO W/E 01/04/14-07/04/15

  13. Knorr sides Promotions 2014 – 2015 - Feature & Display

  14. Competition ran more frequently in 2014, seemingly new strategy for 2015

  15. Despite increased promotion, knorr is declining within harris teeter Total promoted weeks YTD 2014: 9 Total promoted weeks YTD 2015: 17 Although we ran 8 incremental weeks, $ & units are down Data from Nielsen NITRO YTD 2014/2015

  16. 2016 promo grid – recommended f&d strategy

  17. Securing shopper marketing support is a necessity • Harris Teeter’s Stock Up & Save events are run periodically and offer an opportunity different than the usual F&D • Top dish meal solutions drive higher basket sales and offer consumers meal solutions involving Knorr products • Pair with new SKUs • Participate in HT’s Meal Deals

  18. Recap & action plan OPPORTUNITIES: Underperforming/missing SKUS Improved shelf placement Missed ad opportunities Increased shopper marketing SOLUTIONS: Replace underperforming SKUs with higher performing and Core of the Core SKUs, add incremental SKUs Relocate product from the top shelf and implement 2016 case pack changes Optimize timing of F&D ads to run during high-volume periods and preempt competition, shift TPRs Improve promo strategy by adding Stock Up & Save events, top dish and Meal Deals

  19. Sustainability of the project

  20. Cross-functions

  21. Thank you/goals

  22. APPENDIX

  23. Washington Maine Montana North Dakota Minnesota Oregon NH Wisconsin VT Idaho South Dakota New York MA Michigan Wyoming RI Pennsylvania Iowa CT Nebraska Nevada Ohio NJ Utah Illinois Indiana West Virginia DE Colorado Kansas Missouri Virginia MD California Kentucky North Carolina Tennessee Oklahoma Arizona Arkansas New Mexico South Carolina Alabama Georgia Mississippi Texas Louisiana Florida Growth Through Acquisition Source: Kantar Retail analysis; company reports Harris Teeter & Kroger Merge New states, New competition New strategies, New opportunities

  24. Harris Teeter Acquisition • Kroger Announced ~$2.5 Billion Acquisition Tuesday, July 9th(pending shareholder approval) • 212 Store Chain operating in 7 Geographies(North Carolina, South Carolina, Washington DC, Maryland, Virginia, Georgia, Florida, & Tennessee) • $4.54 Billion Sales (~$455/Sq. Foot) • Differentiators: Fresh Foods, eCommerce Capable (Store Pickup) FY ‘08 FY ‘09 FY ‘10 FY ‘11 FY ‘12

  25. Average & everyday pricing in sides market

  26. Core of the core & Perfect Store Core of the Core Perfect Store • Alfredo broccoli pasta • Butter pasta • Creamy chicken rice • Herb & butter rice • Garlic shells pasta • Chicken broccoli pasta • Creamy chicken pasta

  27. 7/4 Nielsen read of new skus

  28. Ineffective placement of knorr in HT

  29. Highest unit volume shows where we should be running f&d promos

  30. Competition’s ads

  31. Why top dish works – HH penetration for creamy bruschetta chicken Garlic Cloves 53.4% Penetration Garlic Powder 87.8% Penetration Olive Oil 81.7% Penetration Chicken 86.8% Penetration Mozzarella Cheese 75.4% Penetration Fresh Basil 39.3% Penetration Dried Basil 76.9% Penetration Tomatoes 88.6% Penetration

  32. HBF 30oz Daytona Promo Analysis July 2015

  33. Overall brand performance during promo was up from last year Pricing remained the same at $3.49 net $2.99 vs YAG $ volume increased7.22% - almost $100,000 Unit volume increased13.89% - almost 47,000 units F&D %ACV increased18% Nielsen 4 W/E 2/14/15

  34. Key insights from dunnhumby 131,310 more Kroger cardholder households bought in 2015 with visitsincreasing by 138,630 Kraft and Kroger Mayo buyers opted for HBF 30oz during this promotion Sourced dollar share from Kraft 21.4% Kroger Mayo 10.1% HBF 15 oz 4.5% HBF Squeeze 3.7% Average basket spend increased by $2.22 Dunnhumby Basket & Source of Volume Reports

  35. Opportunities for continued growth in the 2016 promo Kraft Mayo & Miracle Whip Super Bowl Promo Dollar sales: $2,692,329 Units sold: 897,750 Trying to secure the Super Bowl in the future: cost of eggs made this year tough For future years, building the story around success within other retailers like Wal Mart seems the most effective way to sway Kroger

  36. APPENDIX

  37. Ads 2014 2015

  38. Dunnhumby data – Unilever Daytona • From 2014 to 2015: • $ sales +$390, 299 • Units sold +160,440 • Card HH counts +131, 310 • # of visits +138, 630 • Average spend in brand per basket -$0.21 • Average basket spend per visit +$2.22

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