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Emergence of Private Label Coffee in the Implementation Plan

This plan outlines the implementation steps and benefits of introducing a private label coffee category to increase profitability and loyalty, following Target's lead. By decreasing shelf space for leading brands like Kraft and Smuckers, more room is made for innovative private label items. The focus is on developing high-grossing private label products, optimizing display space, and pricing competitively to encourage customer substitution.

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Emergence of Private Label Coffee in the Implementation Plan

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Presentation Transcript

  1. Plan Implementation Coffee Category

  2. Emergence of Private Label!

  3. Why? • Follow Target’s lead! • Huge opportunity for Private Label and to increase CM • Close loyalty and penetration comparable to Kraft

  4. Wal-Mart Supercenter • Huge increase in SKUs • Focus on profitable private label items and allocate more facings to these products • Decrease in amount of shelf display for Smuckers and Kraft allows room for P/L

  5. Steps to increase profitability • Follow Target’s lead • Develop high grossing P/L and allocate more display place to these items • Continue with traffic building strategy • Slightly decrease display space starting with Kraft and then with Smuckers to make room for P/L • Price comparable to leading brands to enhance idea of substitution

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