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Bacon

Bacon. Rachel Mooreland Bridgette Smith Anita Walker. Category Snapshot. Homescan. Retailers Audited. Walmart store 144 and store 54 in Springdale had the most assortment with over 50% of all the SKU’s found. Assigning Role to Category.

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Bacon

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  1. Bacon Rachel Mooreland Bridgette Smith Anita Walker

  2. Category Snapshot

  3. Homescan

  4. Retailers Audited • Walmart store 144 and store 54 in Springdale had the most assortment with over 50% of all the SKU’s found.

  5. Assigning Role to Category

  6. Circular Trade Areas: Fayetteville Area Supercenters

  7. The Suppliers • Bacon’s Top Suppliers: • Kraft- #1 – 15 SKUs • Hormel – 15 SKUs • Farmland – 14 SKUs • Stocked in all 6 of our stores • Surprising Losers: • JC Potter – 2 SKUs, very little shelf space • Tyson Branded Bacon – less facings and distribution that expected for such a large supplier; focuses more on Private Label Bacon

  8. Bacon Category Brands Dominant Brands Struggling Brands JC Potter Cedar Falls Rose Sugardale Tyson Williams • Oscar Mayer – 15 SKUs • Hormel – 15 SKUs • Farmland – 14 SKUs • Wright Brand – 10 SKUs • 107 SKUS found in the audit

  9. Private Label • Private Label is the most integrated into the bacon category in Wal-Mart Stores. • Top Private Label Brand – Great Value (9 SKUs) • Total Private Label SKUs- 16 (out of a total 107 SKUs) • ALDI is the second store with 5 private label SKUs • Location: Integrated in entire aisle – mixed in w/branded bacon products

  10. Category Tactics • Perceived Quality – the degree of perceived performance excellence of the product. • According to table 6-1 in Private Label Strategy, 9% of consumers believe that there is a quality equivalent between manufacturer and store brands for bacon. • Brand imagery is important in the bacon category. This is a personalized social/emotional bond the consumer has with a brand. • Ex. Wright Brand Bacon - #1 stack pack

  11. Category Review • In comparison to last year’s audit (Fall 2013)… • Number of SKUs increased from 96 to 107 SKUs • Private label decreased from 22 to 16 • (AWG SKUs used) • Overall, gross margins for branded bacon products decreased by around 10%; Private label decreased about 9%. • Fall 2013 Minimum Price Range – $1.99 - $25.59 • Spring 2014 Minimum Price Range - $1.85- $17.98

  12. Facings

  13. Gross Margin $ By Store & Manufacturer

  14. Gross Margin % By Store & Manufacturer

  15. Bacon in Wal-Mart

  16. Thank you for your time!!!!!!

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