bacon blake gunderson nic liu austin starrett. overview supplier is in control strong brands oscar...
TRANSCRIPT
BACON
Blake Gunderson
Nic Liu
Austin Starrett
Overview
Supplier is in control Strong brands
Oscar Mayer, Hormel, Wright Brand
Based on commodity Price is directly based of off the price of
livestock
Core Traffic Low is gross margin and high in sales
Findings
Past Semesters We see the category increasing in the
number of SKU’s
StoreTotal # of SKUs
# of Unique SKUs
Walmart 6th Street 56 4Walmart Mall 53 2Walmart NM 36 0Harps Wedington 30 3Harps Fiesta Square 29 6Ozark Foods 6 6
Demographics
Popular with income of $30,000 and up -$70,000-$100,000 highest
Multi Member households Popular in…
Households with female heads Maturing and established families with
children
Category Role
Sales volume- $2 billion Household penetration- 71.5%
Brands
Oscar Mayer is the dominating brand Greatest display space
No brand is found at every store Specialty stores
Aldi, Ozark Natural, etc. BUT brands like Oscar Mayer and Hormel
were found at all major retailers
Category Strategy
Very low item on deal percentage Due to being a commodity based item
Some brands were promoted more due to additional locations -Wright Brand, Great Value
Estimates
Oscar Mayer- 32.8% GM Hormel- 33.8% GM Wright Brand- 29.67% GM
Gross Margin category- 20-35%
Manufacturer SelectiveWMSC 6th
FacingsWMSC Mall
FacingsWMNM Facings
HarpsF Facings
Harps (Fiesta Square) Facings Ozark Facings
Farmland % of Total Sum
4.55% 3.03% 5.77% 23.33% 30.00%
% of Total N 3.57% 3.77% 5.56% 23.33% 24.14%
N 2 2 2 7 7 Great Value % of Total
Sum10.61% 15.15% 15.38%
% of Total N 10.71% 13.21% 13.89%
N 6 7 5 Hormel % of Total
Sum16.67% 22.73% 19.23% 10.00% 10.00%
% of Total N 17.86% 18.87% 19.44% 10.00% 10.34%
N 10 10 7 3 3 John Morrell % of Total
Sum6.06% 4.55% 7.69%
% of Total N 5.36% 5.66% 8.33%
N 3 3 3 Oscar Mayer % of Total
Sum25.76% 27.27% 30.77% 13.33% 10.00%
% of Total N 23.21% 28.30% 27.78% 13.33% 10.34%
N 13 15 10 4 3 Wright Brand % of Total
Sum7.58% 7.58% 5.77% 13.33% 5.00%
% of Total N 8.93% 5.66% 8.33% 13.33% 3.45%
N 5 3 3 4 1 Others % of Total
Sum28.79% 19.70% 15.38% 40.00% 45.00% 100.00%
% of Total N 30.36% 24.53% 16.67% 40.00% 51.72% 100.00%
N 17 13 6 12 15 6Total % of Total
Sum100.00% 100.00% 100.00% 100.00% 100.00% 100.00%
% of Total N 100.00% 100.00% 100.00% 100.00% 100.00% 100.00%
N 56 53 36 30 29 6
Share of Facings
Share of GM Estimates
Share of Gross Margin Estimates
Manufacturer Selective
WMSC MallGm
WMSC 6th GM
WMNM GM
HarpsGM
Harps (Fiesta Square)
GM Ozark GMFarmland % of Total
Sum2.35% 1.68% 3.40% 10.46% 10.49%
N 2 2 2 7 7
Great Value
% of Total Sum
9.69% 8.01% 8.43%
N 7 6 5
Hormel % of Total Sum
16.58% 15.07% 16.87% 5.80% 6.15%
N 10 10 7 3 3
John Morrell
% of Total Sum
5.19% 4.72% 7.53%
N 3 3 3
Oscar Mayer
% of Total Sum
27.62% 21.07% 25.73% 13.79% 8.57%
N 15 13 10 4 3
Others % of Total Sum
28.95% 35.78% 24.10% 43.96% 61.40% 100.00%
N 13 17 6 12 15 6
Wright Brand
% of Total Sum
9.62% 13.67% 13.93% 26.00% 13.38%
N 3 5 3 4 1
Total % of Total Sum
100.00% 100.00% 100.00% 100.00% 100.00% 100.00%
N 53 56 36 30 29 6
Private Labels
Great Value Bacon Not very competitive in pricing
Wal-Mart carried Great Value Gross Margin is 20.96% Only one store has Private Label
Wal-Mart is committed Not smaller grocery stores
Private Label
Private Label is based on the retailer Has high volume sales Demographics are the same as national
brands
Private Label- Recommendations Recommendation for Wal-Mart
Keep Great Value Bacon High sales Comparable margins
Bacon brings smiles to everyone’s*
faces!
*Except for vegetarians, vegans, and those of the Islamic or Jewish faith.
Thank you!
Any questions?