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Taco shells

Taco shells

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Taco shells

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  1. Taco shells Devin McDonough Spring 2013

  2. Introduction • Taco Shells seems to be controlled by Manufacturers • Only 5 National Brands participate • Very little Private Label presence • Betty Crocker is the leading manufacturers, but the others are not much behind • Harp’s carries the largest depth of SKUs, but does not have the highest GMs • Consumers are not brand loyal and are willing to switch • Assortment is not very important to this category • Target carries only 5 SKUs and has the lowest GMs • Little to no category management-no Private Label • Only 2 brands

  3. Number of Sku’s • Harp’s • 22 • I found only 34 SKUs at the 5 stores audited • The assortments varied with a rather large range of 17 • Taco Shells were not carried at Walgreens, Dollar General or Sam’s Club • Taco Shells have not been audited in previous semesters • Wal-Mart • 16 • Harter House • 12 • Country Mart • 7 • Target • 5

  4. demographics Popular in families with kids

  5. Category role • According to Blattberg’s Category Role Matrix, Taco Shells are ‘Under Fire’ because the sales dollars are medium and the GM% is low • Based on Competition and Penetration, Taco Shells are classified as ‘Win with Depth’ • Interesting because of the large range of SKUs • Taco Shells show a fairly low GM% with an average of 20% across retailers • Only penetrate 21.5% of houses in the total US, so not a very large percentage of households • Only buy about 6 times per year

  6. Display space Betty Crocker gets the most display space Kraft gets less display space than # of SKUs should bring Private Label gets very little display space

  7. Leading Manufacturer

  8. Gross Margins Private Label shows strongest at Harp’s and Country Mart La Tiara Produces highest GM% Taco Shells show low GM% Harp’s seems to have too many SKUs and Target too few

  9. GM% and Facings

  10. Private Labels in Taco Shells are not very strong brands and get very little display space • Private labels have an average of 25% gross margin • All stores but Target carried Private Label brands • Harp’s, Harter House and Country Mart have 3 different SKUs of Private Label • Wal-Mart only carries 1 SKU of Private Label and displays it on the top shelf in the furthest right facing PRIVATELABELS

  11. Private Label Presence • I think Private Label will have a decreasing presence in the future of the Taco Shell category • Stores do not display them as well as national brands • Wal-Mart even has separate displays outside of the Hispanic Foods aisle for Taco ingredients • Stores are making more on Private Labels but not much • There are no Private Label Taco Kits-which are very common in national brand SKUs

  12. Harp’s recommendation