Oatmeal category audit Fall 2013
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Transcript of Oatmeal category audit Fall 2013
OATMEAL CATEGORY AUDIT
FALL 2013Amy Stringer Layne Parker
Affluent Suburban Spreads
Cosmopolitan Centers
Young TransitionalsAny size HHs, No Children, < 35
Older Bustling FamiliesLarge HHs with Children (6+), HOH 40+
Younger Bustling FamiliesLarge HHs with Children (6+), HOH <40
Small Scale FamiliesSmall HHs with Older Children 6+
Start-Up FamiliesHHs with Young Children Only < 6
TotalPlain Rural Living
Modest Working Towns
Struggling Urban Cores
Comfortable Country
Total
Senior Couples2+ person HHs, No Children, 65+
Empty Nest Couples2+ person HHs, No Children, 55-64
Established Couples2+ person HHs, No Children, 35-54
Senior Singles1 person HHs, No Children, 65+
Independent Singles1 person HHs, No Children, 35-64
97
110
135
10099 107 103 97 96 98
87
108
127
70
68
87
125 128 135 125 133 149
114 115 107 113 102 110
107 103 94 106 89 90
88 88 85 83 82 91
68 76 67 69 66 62
68 63 72 70 77 66
137 134 117 137 130 107
132 115 111 91 105 105
90 83 101 93 84 75
TOTAL HOT (CEREAL) 16 OZ. Total Consumption BehaviorScape Framework
LifeStyle
BehaviorStage
109 121 121 132 110 89 113
Quaker Better Oats Private label McCann's Mom's Best
Demographic Variables % Volume Index % Volume Index % Volume Index % Volume Index % Volume Index
1 Person 17.4% 64 15.7% 58 20.5% 76 23.1% 86 23.2% 86
2 Persons 30.5% 94 35.1% 108 33.3% 103 46.7% 144 31.2% 96
3 Persons 17.2% 106 18.7% 116 15.9% 98 9.4% 58 18.1% 112
4 Persons 17.2% 130 16.9% 128 15.1% 114 10.9% 83 12.3% 93
5+ Persons 17.7% 159 13.6% 122 15.2% 137 9.8% 88 15.1% 136
Household Income
Under $10,000 5.9% 75 2.5% 32 7.3% 92 1.6% 21 13.2% 167
$10,000 - $19,999 8.8% 75 4.3% 37 12.4% 106 4.4% 38 16.4% 142
$20,000 - $29,999 7.4% 65 9.0% 79 12.7% 112 5.5% 49 13.2% 117
$30,000 - $39,999 7.8% 74 9.2% 87 11.4% 109 10.0% 95 8.9% 85
$40,000 - $49,999 8.5% 91 6.1% 66 10.4% 113 6.5% 70 7.9% 85
$50,000 - $74,999 17.1% 95 21.6% 119 18.5% 102 16.1% 89 18.1% 100
$75,000 - $99,999 14.2% 121 16.5% 140 11.1% 95 14.0% 119 9.5% 81
$100,000 - $149,999 17.8% 156 17.3% 151 10.3% 90 23.7% 207 9.6% 84
$150,000 or More 12.5% 155 13.5% 168 5.9% 73 18.3% 227 3.1% 39
Age of Head of Household
Age 18 - 24 7.4% 171 4.7% 108 3.6% 84 2.1% 48 5.2% 121
Age 25 - 34 20.5% 136 21.8% 145 13.8% 92 7.7% 51 20.8% 138
Age 35 - 44 19.6% 111 18.6% 106 17.4% 99 17.8% 101 15.3% 87
Age 45 - 54 19.8% 97 25.9% 127 19.4% 95 17.2% 84 16.3% 80
Age 55 - 64 16.9% 89 17.0% 89 18.8% 99 22.9% 120 20.1% 106
Age 65 - 74 9.2% 71 7.5% 58 13.1% 102 11.1% 86 12.0% 93
Age 75 or More 6.6% 62 4.5% 42 13.9% 130 21.2% 199 10.2% 96
Age and Presence of Children
Age < 6 12.2% 163 9.0% 120 7.7% 103 3.9% 52 16.4% 219
Age 6 - 17 23.1% 124 22.3% 120 20.3% 109 14.9% 80 14.1% 76
Age < 6 & 6 - 17 5.9% 90 10.3% 156 8.4% 127 4.6% 69 10.1% 153
No Children 58.8% 87 58.4% 87 63.6% 95 76.7% 114 59.4% 88
ASSIGNING A ROLE TO THE CATEGORY
STORES AUDITED, DEPTH, AND UNIQUE SKUS
Store Location Unique SKUs SKUs Audited byWM Supercenter MLK 9 69 Amy, LayneWM Supercenter Joyce 1 57 LayneWM Neighborhood Market Wedington 2 45 AmyWalgreens MLK 0 6 AmyWalgreens College 0 9 LayneHarp's Garland 5 47 LayneHarp's Wedington 4 39 LayneTarget Fayetteville 1 17 Amy, LayneTarget Fort Smith 0 14 AmyAldi's Fayetteville 0 2 AmyAldi's Fort Smith 0 2 AmyBraum's Fayetteville 0 2 AmyBraum's Fort Smith 0 2 Amy
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MARKET STOCKING RATES
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ROLL OUT THE PLAN : RECOMMENDATIONS
WalmartDemography Reference #144 #359 #5737 % HHs HHs Index %HHs HHs Index % HHs HHsIndex %HHs HHs IndexRace of Head of Household White 69.20% 100 77.7% 112 76.3% 110 82.0% 119 Black 12.00% 100 7.2% 60 4.3% 36 5.9% 49 Hispanic 12.40% 100 5.7% 46 12.6% 101 4.7% 38 Asian 4.30% 100 5.2% 120 3.9% 91 3.8% 88 Other 2.20% 100 4.2% 192 2.9% 132 3.6% 168
Number of Persons 1 Person 27.00% 100 47.7% 177 35.6% 132 43.3% 160
2 Persons 32.50% 100 31.3% 96 31.4% 97 32.4% 100 3 Persons 16.20% 100 11.4% 71 14.4% 89 13.0% 81 4 Persons 13.20% 100 6.3% 48 10.1% 77 7.6% 57 5+ Persons 11.10% 100 3.2% 29 8.4% 76 3.7% 33Household Income Under $10,000 7.90% 100 24.0% 302 10.5% 132 18.0% 227
$10,000 - $19,999 11.60% 100 25.8% 222 18.6% 160 22.7% 196
$20,000 - $29,999 11.30% 100 16.7% 148 15.6% 138 15.8% 140
$30,000 - $39,999 10.50% 100 10.6% 101 13.4% 128 11.0% 105 $40,000 - $49,999 9.30% 100 7.1% 77 8.9% 96 7.3% 79 $50,000 - $74,999 18.10% 100 9.0% 50 13.5% 75 10.6% 59 $75,000 - $99,999 11.70% 100 3.1% 27 7.3% 62 5.3% 45 $100,000 - $149,999 11.40% 100 2.5% 22 7.4% 65 5.2% 46 $150,000 or More 8.10% 100 1.2% 14 4.7% 58 3.9% 49
CATEGORY REVIEW : CHANGES IN CATEGORY
Wlmt MLK Facings