Ryan Bettis Jewell Kibling Jack Lowman
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Transcript of Ryan Bettis Jewell Kibling Jack Lowman
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Ryan BettisJewell KiblingJack Lowman
GIN
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•The supplier is in control.•Only found one Private Label•Found many different sizes
Overview
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• Wal*Mart in Pineville, MO• Macadoodle’s in Pineville, MO• The Tavern in Siloam Springs, OK• Sam’s Club in Fayetteville, AR• Crossover Liquor in Fayetteville, AR• Dickson Street Liquor in
Fayetteville, ARLiquor Mart and Wine Shoppe in Fayetteville, AR• The Spirit Shop in Fayetteville, AR• Friendly Liquor in Fayetteville, AR• Weddington Liquor in Fayetteville,
AR
Audited StoresStores SKU’sWal*Mart 22Macadoodle’s 36The Tavern 32Sam’s Club 9Crossover Liquor 59Dickson Street Liquor
29
Liquor Mart and Wine Shoppe
45
The Spirit Shop 22Friendly Liquor 14Weddington Liquor 29
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DisplaysWal*Mart had their Gin displayed from side to side
Macadoodle’s display was from top to bottom.
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DemographicsBEEFEATER - GIN GORDON'S - GIN SEAGRAM'S EXTRA
DRY - GINTANQUERAY - GIN
SIZE - 2 MEM 201.3 178.1 156.4 105.6 119.8 114.3 119.8 111.4SIZE - 3-4 MEM 21.9 39.5 48.2 123.4 65.9 111.1 54.3 78.4SIZE - 5+ MEM 10.1 20.0 46.1 5.6 59.5 75.7 34.4 20.6
YOUNGER BUSTLING FAMILIES 3.6 NA 11.9 NA 47.8 NA 28.8 NA
OLDER BUSTLING FAMILIES 21.2 NA 55.1 NA 75.0 NA 65.3 NAEMPTY NEST COUPLES 178.9 NA 382.4 NA 210.4 NA 117.7 NA
SENIOR COUPLES 563.9 NA 209.0 NA 79.7 NA 61.2 NARACE - AFRICAN AMER. 12.4 38.9 57.0 150.5 425.5 530.8 56.4 81.7
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Gross Margin by SupplierMFR
WM Pineville, MO, GM%
Mac Pineville, MO, GM%
Tavern Siloam,
OK, GM%
Crossover Liquor, Ar
GM%
Liquor Mart and
Wine Shoppe, Ar GM%
Akay Ltd. Mean 0.32 0.32 0.44 N 2 2 4
Beefeater Distilleries Mean 0.33 0.35N 3 3
Bellows and Company Mean 0.21 0.24N 1 2
Bombay Spirits Company Mean 0.46 0.33 0.53 0.48 0.48N 3 4 3 6 4
Boodles Distilleries Mean 0.22 N 1
Booth's Spirits Mean 0.31 N 2
Heaven Hill Distilleries Mean 0.29 0.29 0.32 0.29N 3 3 7 2
Hendricks Distilleries Mean 0.47 0.56N 3 2
Ivanabitch Ltd Mean 0.31 0.32N 2 2
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Gross Margin by SupplierMFR
WM Pineville, MO, GM%
Mac Pineville, MO, GM%
Tavern Siloam,
OK, GM%
Crossover Liquor, Ar
GM%
Liquor Mart and
Wine Shoppe, Ar GM%
James Burrough Ltd Mean 0.32 0.32 0.46 N 2 2 5
Martin Miller's Ltd Mean 0.2 0.14N 1 1
Monopolowa Mean 0.32 0.22 N 1 1
Saceraz Mean 0.2 0.17 0.44 N 1 1 4
Schenley Diageo Global Mean 0.46 0.35 0.59 N 2 2 4
Seagram Company Ltd. Mean 0.29 0.24 0.44 0.36 0.41N 2 6 6 9 6
Tanqueray Gordon & Co. Mean 0.3 0.31 0.46 0.37 0.42N 4 5 5 7 7
White Rock Distillers Mean 0.34 0.35N 2 3
Total Mean 0.34 0.28 0.47 0.33 0.36N 22 36 32 59 44
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Gross Margin by Number of Facings
Mac Pineville, MO, GM%Mac Pineville, MO, F Mean N
1 .24 112 .26 33 .33 186 .21 4Total .28 36
Tavern Siloam, OK, GM%Tavern Siloam, OK, F
Mean N
1 .47 32Total .47 32
Crossover Liquor, Ar GM%Crossover Liquor, Ar F Mean N
1 .33 542 .37 5Total .33 59
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• Bombay Spirits• Seagram’s• Tanqueray
Dominant Brands
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SeagrarmsWere in 10/10 stores13 Skus31 skus-stores13/13*10
23.8% Stocking Rate
TanquerayWere in 10/10 stores10 Skus,20 Skus-stores20/10*20
20.0% Stocking Rate
“Battle of Brands”
VS
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•Tanqueray 70%•Seagram’s Extra Dry 70%•Gordons 50%
Household Penetration
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• 13 States carry Private Label gin• Arizona• California• Georgia• Idaho• Iowa• Massachusetts• Montana• North Carolina• Oregon• Pennsylvania• Rhode Island• Vermont• Washington
Private Labels
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• Tavern, Siloam Springs, OK• Limit the number of sku’s per
brand• Increase selection in different
brands• Unnecessary need for Private
Labels
Recommendations