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Family Planning: Condoms

Family Planning: Condoms. By Sullivan Goetz. Supplier is in complete control No private label Strong brand loyalty Limited number of brands 6 Stores Audited Wal-Mart(2), Target, Walgreens, USA Drug, & Kmart. Brief Overview. 3 Major Brands: Trojan, Lifestyle, & Durex

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Family Planning: Condoms

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  1. Family Planning:Condoms By Sullivan Goetz

  2. Supplier is in complete control • No private label • Strong brand loyalty • Limited number of brands • 6 Stores Audited • Wal-Mart(2), Target, Walgreens, USA Drug, & Kmart Brief Overview

  3. 3 Major Brands: Trojan, Lifestyle, & Durex 73 total SKU’s found. Trojan leading the market with 49 SKU’s Overview

  4. Wal-Mart on 6th and Walgreens would have the most depth. Number of SKU’s have grown since previous years by increasing depth WM 6th went from 33-51 SKU’s Walgreens went from 28-53SKU’s Target went from 18-35 SKU’s Summary & Comparison

  5. Trojan is the stronger brand which is bought by middle to upper class income people. Condoms in are mainly bought by HH incomes of $50K-$70K Lifestyle has highest $ volume within that income bracket. Demographics

  6. The Condom Buyer Want $ volume index >120 Under 35 With children <6 Young singles Younger couples with NO kids Demographics

  7. The condom industry would be considered a maintain category role. Has a LOW sales volume. % Gross Margins High. Low penetration Not bought regularly but higher price raises GM in category. Category Role “Maintain”

  8. Trojan is the dominant brand and leading in shelf space. WM 6th & Walgreens has the highest depth and share of display for leading brand. Target had 2ndlowest number of SKU’s but highest % total facings for Trojan. Dominant Brand

  9. Each brand has a significantly high Stocking rate Trojan has the highest stocking rate of 61% Each brand was found at all 6 stores. Lifestyle had lowest stocking rate but had more shelf space than Durex. Stock Rate and Leading Brand

  10. Retailers are giving facings to margins not volume for category. Gross margins are high and sales volume are low making up maintain category role. Dominant brand has more depth, more shelf space, and higher GM’s at all retailers. Gross Margins

  11. No Private label in category. • Quality and brand loyalty is a major factor to consumers in category, so private label would be hard to introduce. • Trusted brands would still get purchased over private label even though it’s a quick purchase product. • Also remember the demographics for condom buyers are people with higher incomes and age 35 or younger “aka” The Condom Buyer!!!!! Private Label???

  12. Private label would NOT work in the category!!! • Leading brands like Trojan can be a premium brand, and the price of Lifestyle could compare to private label price/brands. • Walgreens leading in private label products wouldn’t want to have private label condoms. That’s why their prices are twice as high as leading retailers. Private Label Presence

  13. Since there is no private label in the market USA drug could increase their depth of national brands. • Add more of an assortment of dominant brand Trojan. • Even add more Durex and Lifestyle. Recommendations

  14. Thanks For Listening!!!

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