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Olive Oil

Olive Oil. Dominique Scott Steven Marx. Category Snapshot. Company Snapshot. GM of Category Leaders. Carapelli has highest margin. Bertolli and private label also show strong margin. NA. NA. NA. Category Rolls. Gross Margin %. High. Low. High. Medium. Low. Sales Dollar Volume.

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Olive Oil

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  1. Olive Oil Dominique ScottSteven Marx

  2. Category Snapshot

  3. Company Snapshot

  4. GM of Category Leaders • Carapelli has highest margin. • Bertolli and private label also show strong margin.

  5. NA NA NA

  6. Category Rolls Gross Margin % High Low High Medium Low Sales Dollar Volume

  7. Category Role • Size, in U.S. Sales • $722,133,600 in sales 2007 • $1 Billion > Olive Oil > $100 Million • Medium sized category • Average 1 Unit per trip • On Average 45.7% buy the same product each time. • Bertolli is the strongest brand

  8. SKU Breakdown • Walmart on MLK has highest %: 41.89% • Walmart on campus only carries one sku that is private label • Harps on Garland carries 2nd highest number of skus • Less depth in Elkins

  9. Local Demographics

  10. Facings by % of Total • High % of private labels in the category. • Bertolli is another major player in the category. • Carapelli had highest margin but has lower amount of facings. • Only private label at Walmart Campus

  11. Category Health YOY • 102 Skus reported Fall 2013 • 74 Skus reported Spring 2014 • Bertolli has gained more share and Lucini has disappeared. • Private label has become stronger.

  12. Olive Oil

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