Trade Check Data - A Marketing Research Activity

TRADE CHECK

Category Background•used to be known as TIN FOILS, in the U.S., also referred to as Reynold’s Wrap•In 2005, aluminum as packaging ranked second to transportation •Aluminum is the most commonly recycled post-consumer metal in the world today.•Product producers and consumers are increasingly using foil because of the numerous advantages it holds over competing packaging materials•Flexible packaging and foil containers account for about three-fourths of all foil used, but the remainder goes into some exciting applications•Main category competitor of this category are plastic packaging and plastic containers

List of Brands, Variants and SizesBRAND (m – in meters)

Allwrap 7m Box Bonus 12m Box

4m Box 12m Roll

Diamond 8m Box Heavy Duty 5m Roll

8m Roll Glad 5m Box

5m Roll 7m Box

Jordan 8m Box 5m Roll

5m Roll 7m Roll

Kitchen Magic 8m Box Kleenfoil 7m Box

5m Box 5m Box

Reynolds 8m Box 7m Roll

16m Box Sunny Select 8m Box

16m Roll Sure Buy 16m Box

8m Roll 16m Roll

5m Roll 8m Roll

24m Box 7m Roll

8m Box 5m Roll

Supermarkets and Location

SUPERMARKET LOCATION

Market Market Gaisano Fort Bonifacio – Taguig City

Robinsons Place Supermarket Ermita

Shopwise Makati City

SM Supermarket Mandaluyong

BRAND Gaisano Market! Market! Robinsons Shopwise SM

Pack Sizes CountPrice Volume (m) CountPrice Volume (m) Count Price Volume (m) Count Price Volume (m) TOTAL CATEGORY

VOLUME Allwrap 7m box 15PHP 49.00 105 m - - - - - - 105m 4m box 34PHP 27.50 136 m - - - - - - 136m - Bonus - 12m box - - - - - - 35PHP 49.75 420m 420m 12m roll - - - - - - 53PHP 62.74 636m 636m - Diamond - 8m box - - 43PHP 84.75 344m 31PHP 85.00 248m - - 592m 8m roll - - - - 28PHP 72.75 224m - - 224m 5m roll 70PHP 60.00 350m - - - - - - 350m - Heavy Duty - 5 roll - - 6PHP 72.00 30m 30PHP 72.75 150m - - 180m - Glad - 5m box 6PHP 55.50 30 m 76PHP 55.50 380m 36PHP 55.50 180m - - 590m 7m box - - - - 36PHP 71.00 252m - - 252m 5m roll 50PHP 44.00 250 m - - 36PHP 44.00 180m 49PHP 54.75 245m 675m 7m roll -- 17PHP 63.75 119m 32PHP 63.75 224m 8PHP 78.75 56m 399m - Jordan - 8m box 130PHP 49.00 1,040m - - - - - - 1,040m 5m roll 27PHP 33.00 135 m - - - - - - 135m - Kitchen Magic - 8m box 125PHP 49.55 1,000m - - - - - - 1,000m 5m box 100PHP 36.90 500 m - - - - - - 500m - Kleenfoil - 7m box 150PHP 59.55 1,050m 4PHP 52.50 28m 16PHP 52.50 112m - - 1,190m 5m box 90PHP 36.05 450 m - - - - - - 450m 7m roll 100PHP 51.60 700 m 38PHP 48.25 266m 42PHP 48.25 294m - - 1,260m - Reynolds - 8m box 23PHP 93.55 184 m 21 PHP 171 168m - - 45PHP 93.75 360m 712m 16m box 16PHP 164.50 256 m - - 48PHP 164.50 768m 36PHP 158.75 576m 1,600m 16m roll - - - - 49PHP 72.25 784m - - 784m 8m roll 24PHP 77.50 192 m - 64PHP 77.25 512m 56PHP 76.75 448m 1,152m 5m roll 28PHP 57.85 140 m - - 28PHP 57.75 140m - - 280m 24m box - - - - 50PHP 242.85 1200m 30PHP 235.00 720m 1,920m 8m box - - - - 50PHP 171.00 400m - - 400m - Sunny Select - 4m box - - 15 PHP 119 60m 60PHP 119.00 240m - - 300 m - Sure Buy - 16m box - - 90 PHP 101 1440m - - - - 1,440m 16m roll - - 48PHP 93.75 768m 60PHP 93.75 960m - - 1,728m 8m roll - - - - 16PHP 67.00 128m - - 128m 7m roll - - - - 15PHP 44.00 105m - - 105m 5m roll - - 28PHP 38.00 140m 16PHP 38.25 80m - - 220 m

Total: 6,518m 3,743m

7,181m

3,461m 20,903m

SUMMARY

VOLUME

SHARE

(%)

VOLUME SHARE per SupermarketGaisano Market! Market! Robinsons Shopwise SM

2% - - -2% - - -

- - - 12%- - - 18%

- 9% 3% -- - 3% -

5% - - -

- 1% 2% -

0% 10% 3% -- - 4%

4% - 3% 7%- 3% 3% 2%

16% - - -2% - - -

15% - - -8% - - -

16% 1% 2% -7% - - -

11% 7% 4% -

3% 4% - 10%4% - 11% 17%

- - 11% -3% - 7% 13%2% - 2%

- - 17% 21%- - 6% -

- 2% 3% - - - - -

- 38% - -- 21% 13% -- - 2% -- - 1% -- 4% 1% -

100% 100% 100% 100%

BRAND Pack SizesAllwrap 7m box 4m box Bonus 12m box 12m roll Diamond 8m box 8m roll 5m roll

Heavy Duty 5 roll Glad 5m box 7m box 5m roll 7m roll Jordan 8m box 5m rollKitchen Magic 8m box 5m box Kleenfoil 7m box 5m box 7m roll Reynolds 8m box 16m box 16m roll 8m roll 5m roll 24m box 8m box

Sunny Select 4m box Sure Buy 16m box 16m roll 8m roll 7m roll 5m roll

VOLUME SHARE Per SKU Gaisano Market! Market! Robinsons Shopwise SM TOTAL

100% - - - 100%100% - - - 100%

- - - 100% 100%- - - 100% 100%

- 58% 42% - 100%- - 100% - 100%

100% - - - 100%

- 17% 83% - 100%

5% 64% 31% - 100%- - 100% - 100%

37% - 27% 36% 100% 30% 56% 14% 100%

-

100% - - - 100%100% - - - 100%

100% - - - 100%100% - - - 100%

88% 2% 9% - 100%100% - - - 100%

56% 21% 23% - 100%

26% 24% - 51% 100%16% - 48% 36% 100%

- - 100% - 100%17% - 44% 39% 100%50% - 50% - 100%

- - 63% 38% 100%- - 100% - 100%

- 20% 80% - 100%

- 100% - - 100%- 44% 56% - 100%- - 100% - 100%- - 100% - 100%- 64% 36% - 100%

TOTAL

TOTAL

VALUE

(PHP)


Heavy Duty 5 roll Glad 5m box 7m box 5m roll 7m roll Jordan 8m box 5m roll

Kitchen Magic 8m box 5m box Kleenfoil 7m box 5m box 7m roll Reynolds 8m box 16m box 16m roll 8m roll 5m roll 24m Box 8m box


TOTAL VALUE

Gaisano Market! Market! Robinsons Shopwise SM TOTAL PHP 735.00 - - -PHP 735.00PHP 935.00 - - -PHP 935.00

- - -PHP 1,741.25 PHP 1,741.25- - -PHP 3,325.22 PHP 3,325.22

-PHP 3,644.25 PHP 2,635.00 -PHP 6,279.25- -PHP 2,037.00 -PHP 2,037.00

PHP 4,200.00 - - -PHP 4,200.00

-PHP 432.00 - -PHP 432.00 PHP 333.00 PHP 4,218.00 PHP 1,998.00 -PHP 6,549.00

- -PHP 2,556.00 -PHP 2,556.00PHP 2,200.00 -PHP 1,584.00 PHP 2,682.75 PHP 6,466.75

-PHP 1,083.75 PHP 2,040.00 PHP 630.00 PHP 3,753.75 PHP 6,370.00 - - -PHP 6,370.00PHP 891.00 - - -PHP 891.00 PHP 6,193.75 - - -PHP 6,193.75PHP 3,690.00 - - -PHP 3,690.00 PHP 8,932.50 PHP 210.00 PHP 840.00 -PHP 9,982.50PHP 3,244.50 - - -PHP 3,244.50PHP 5,160.00 PHP 1,833.50 PHP 2,026.50 -PHP 9,020.00 PHP 2,151.65 PHP 3,591.00 -PHP 4,218.75 PHP 9,961.40PHP 2,632.00 -PHP 7,896.00 PHP 5,715.00 PHP 16,243.00

- -PHP 3,540.25 -PHP 3,540.25PHP 1,860.00 -PHP 4,944.00 PHP 4,298.00 PHP 11,102.00PHP 1,619.80 -PHP 1,617.00 -PHP 3,236.80

- -PHP 12,142.50 PHP 7,050.00 PHP 19,192.50- -PHP 8,550.00 -PHP 8,550.00

-PHP 1,785.00 PHP 7,140.00 -PHP 8,925.00

-PHP 9,090.00 - -PHP 9,090.00-PHP 4,500.00 PHP 5,625.00 -PHP 10,125.00- -PHP 1,072.00 -PHP 1,072.00- -PHP 660.00 -PHP 660.00-PHP 1,064.00 PHP 612.00 -PHP 1,676.00

PHP 51,148 PHP 31,452 PHP 69,515 PHP 29,661 PHP 181,776

VALUE

SHARE

(%)


Heavy Duty 5 roll Glad 5m box 7m box 5m roll 7m roll Jordan 8m box 5m rollKitchen Magic 8m box 5m box Kleenfoil 7m box 5m box 7m roll Reynolds 8m box 16m box 16m roll 8m roll 5m roll 24m box 8m box


TOTAL

VALUE SHARE per Supermarket VALUE SHARE per SKU

Gaisano Market! Market! Robinsons

Shopwise SM

Gaisano Market! Market! Robinsons Shopwise SM TOTAL

1% - - - 100% - - - 100%2% - - - 100% - - - 100%

- - - 6% - - - 100% 100%- - - 11% - - - 100% 100%

- 12% 4% - - 58% 42% - 100%- - 3% - - - 100% - 100%

8% - - - 100% - - - 100%

- 1% - - - 100% - - 100%

1% 13% 3% - 5% 64% 31% - 100%- - 4% - - - 100% - 100%

4% - 2% 9% 34% 24% 41% 100%- 3% 3% 2% - 29% 54% 17% 100%

12% - - - 100% - - - 100%2% - - - 100% - - - 100%

12% - - - 100% - - - 100%7% - - - 100% - - - 100%

17% 1% 1% - 89% 2% 8% - 100%6% - - - 100% - - - 100%

10% 6% 3% - 57% 20% 22% - 100%

4% 11% - 14% 22% 36% - 42% 100%5% - 11% 19% 16% - 49% 35% 100%

- - 5% - - - 100% - 100%4% - 7% 14% 17% - 45% 39% 100%3% - 2% 50% - 50% - 100%

- - 17% 24% - - 63% 37% 100%- - 12% - - - 100% - 100%

- 6% 10% - - 20% 80% - 100%

- 29% - - - 100% - - 100%- 14% 8% - - 44% 56% - 100%- - 2% - - - 100% - 100%- - 1% - - - 100% - 100%- 3% 1% - - 63% 37% - 100%

100% 100% 100% 100%

PRICE

INDEX


Heavy Duty 5 roll Glad 5m box 7m box 5m roll 7m roll Jordan 8m box 5m roll

Kitchen Magic 8m box 5m box Kleenfoil 7m box 5m box 7m roll Reynolds 8m box 16m box 16m roll 8m roll 5m roll 24m box 8m box


PRICE INDEXGaisano Market!

Market! Robinsons Shopwise SM PHP 7.000 PHP 6.875 PHP 4.146 PHP 5.228 PHP 10.594 PHP 10.625 PHP 12.000 PHP 14.400 PHP 11.100 PHP 11.100 PHP 11.100 PHP 8.800 PHP 8.800 PHP 10.950 PHP 9.107 PHP 11.250 PHP 6.125 PHP 6.600 PHP 6.194 PHP 7.380 PHP 8.507 PHP 7.500 PHP 7.500 PHP 7.210 PHP 7.371 PHP 6.893 PHP 6.893 PHP 11.694 PHP 21.375 PHP 11.719PHP 10.281 PHP 10.281 PHP 9.922 PHP 9.688 PHP 0.000 PHP 9.656 PHP 9.594PHP 11.570 PHP 10.119 PHP 9.792 PHP 29.750 PHP 29.750 PHP 6.313 PHP 5.859 PHP 5.859 PHP 6.286 PHP 7.600

CONSUMER OFFTAKE

Gaisano Market! Market! Robinsons Shopwise SM

Reynolds ONE 8m box 0ONE 16m Refill 0

Glad TWO 4m refill 0 0 0

Sure buy 0 0ONE 5m Refill 0

RECOMMENDATIONS (SUPERMARKETS)

•SM should increase its SKU’s, as it ranks last among the supermarkets checked, with only 3 brands and 8 SKU’s•SM BONUS, an outright brand, should have increased SKU’s, as this is the most competitively priced among them .•SM should have a 4meter SKU, either box or roll•All supermarkets, specifically those with outright brands, should push sales through bundling (a la Reynold’s Wrap)•Generally, SM should increase stocks, regardless of SKU

RECOMMENDATIONS (BRANDS)

•Philippines, Being a retail economy, brands should have 4meter SKU’s like Sunny Select and Heavy Duty•Sunny Select and Heavy Duty brands, being the only brands with 4meter SKU’s, should price their products more competitively to capture retail-loving markets

Trade Check Data - A Marketing Research Activity

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