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Brownie Mixes

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moswen
8 diapositives · 237 Views · Jul 30, 2014

This report details an audit of brownie mixes in five stores in the Fayetteville and Springdale area, focusing on Walmart Super Centers and Harps. Female heads of households aged 45-54, with children aged 13-17, and an income of $100,000 or more are the primary demographic. The brownie mix category is extremely profitable, though gross margins can fluctuate. Betty Crocker emerges as the dominant brand in the region, while private labels play a minimal role, particularly at Walmart, which lacks a private label offering due to strong competition.

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Brownie Mixes
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  1. Brownie Mixes By: Jessica Harvey Fall 2010

  2. Stores audited • Five stores were audited in the Fayetteville, Springdale Area • Walmart Super Center, Joyce • Walmart Super Center, Sixth Street • Walmart Neighborhood Market, Crossover • Harps, Butterfield Coach, Springdale • Harps, Crossover

  3. Demographics • female heads between the ages of 45 to 54 years of age* • 3-4 member families* • kids between the ages of 13 and 17* • They live in the suburban areas, and make $100,000 or more* *ran from Neilsen Demographics software

  4. What audit showed:

  5. Category Role • CASH MACHINE!!! • The category does well • gross margins may fall at times • Why it is important to keep cost lower, in order to increase the gross margins for this category.

  6. General Mills remains constant with GMs in each store. Pinnacle Foods has better GMs in Harps Stores.

  7. Dominant Brand? • From the audit conducted, it seems that Betty Crocker is the dominant brand in this region. • This is also the brand that seems to have more SKUs in every store audited. • Many of the same products available throughout the area

  8. Private Level Success? Private Labels are not very dominant in this area. Harps carries their private label, however, Walmart has not created a Private Label brownie mix. This is probably due to strong dominant competition that they would face.