air fresheners

Air FreshenersAmy Butterfield, Scott Compton, Connor Zetsche

Source: Spectra BehaviorScape: Total Consumption/Spectra 2014 Jan (Spectra)/Homescan Product Library

TOTAL AIR FRESHENERS - AEROSOL SPRAY (FRSHN&DEODRZ) OZ. Total Consumption BehaviorScape Framework

LifeStyle

BehaviorStage

78 47 91 82 105 121 87

112 92 114 159 149 135

123 85 94 163 158 121

103 83 103 161 151 131

68 74 92 107 83 73

57 55 71 96 79 80

59 53 55 96 57 80

130 91 117 179 129 125

102

93 87 91 161 115 119

125

117

83

74

67

82 82 95 153 118

126

107

102

10086 77 93 131 109 107Total

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

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

Affluent Suburban Spreads

Cosmopolitan Centers

126

Step One: Category Definition

Category Role• Personal Interest: Inspired by Bob

• Size in U.S. Sales = > $1 billion

• Broader Category: Household Supplies• GM/SKU = 3.47• % Sold During Promotion = 18.6%• % Increase During Promotion = 8.9%

• Interest in Penetration, Purchase Cycle, Deal

Step Two: Category Role

Retailers Audited

• Walmart in Springdale had the most SKUs with 87, leading the other retailers by 11.7%

• Dollar General led in most private label SKUs…Why?

Retailer LocationSKUs of Location

% of Total Cat

Unique SKUs Audited

Harps Garland 29 17.0% 0 Connor

Harps Wedington 31 18.1% 0 ConnorWal Mart Springdale 87 50.90% 6 Scott

Wal Mart Wedington 67 39.2% 4 ConnorWal Mart MLK 67 39.20% 4 AmyWal Mart Mall Ave 64 37.4% 4 Scott

Walgreen's School 29 17.0% 0 Amy

Walgreen's Springdale 21 12.3% 0 ScottTarget Shiloh 44 25.7% 3 Connor

Marvin's School 17 9.9% 2 AmyDollar Gen Garland 52 30.4% 10 Amy

Listing of FirmsDominant Brands

• Glade• Febreeze• Air Wick• Renuzit

Marvin’s IGATargetDollar GeneralWal-Mart

• Aroma Breeze• Up & Up• Citrus Magic• DG Home• Great Value

Struggling Brands

• Great Value

Step Four: Category Assessment

% HHs HHs Index % HHs HHs Index % HHs HHs IndexRace of Head of Household White 69.0% 100 80.4% 117 77.8% 113 Black 11.9% 100 6.6% 55 7.9% 66 Hispanic 12.5% 100 4.9% 39 5.1% 41 Asian 4.3% 100 4.6% 108 5.3% 123 Other 2.2% 100 3.5% 156 4.0% 178Number of Persons 1 Person 27.1% 100 47.7% 176 48.0% 177 2 Persons 32.4% 100 33.2% 103 31.1% 96 3 Persons 16.2% 100 10.4% 64 11.4% 70 4 Persons 13.2% 100 5.9% 45 6.3% 48 5+ Persons 11.1% 100 2.8% 25 3.2% 29Household Income Under $10,000 7.7% 100 26.4% 345 25.9% 339 $10,000 - $19,999 11.2% 100 24.7% 221 23.4% 209 $20,000 - $29,999 10.9% 100 12.2% 112 14.2% 130 $30,000 - $39,999 10.1% 100 10.3% 102 11.9% 118 $40,000 - $49,999 9.0% 100 8.0% 89 7.5% 84 $50,000 - $74,999 17.9% 100 9.0% 50 8.1% 45 $75,000 - $99,999 11.9% 100 3.2% 27 3.2% 27 $100,000 - $149,999 12.3% 100 4.2% 34 3.9% 32 $150,000 or More 9.0% 100 1.9% 21 1.9% 21Age of Head of Household Age 18 - 24 4.2% 100 25.4% 604 27.4% 651 Age 25 - 34 15.1% 100 29.2% 193 29.7% 197 Age 35 - 44 17.4% 100 14.4% 83 13.8% 80 Age 45 - 54 20.1% 100 10.7% 53 10.2% 51 Age 55 - 64 19.4% 100 10.9% 56 9.8% 51 Age 65 - 74 13.2% 100 5.4% 41 5.1% 39 Age 75 or More 10.7% 100 3.9% 37 3.9% 37Education of Head of Household Not a High School Graduate 13.0% 100 8.6% 66 9.1% 70 High School Graduate 25.5% 100 16.6% 65 18.3% 72 Some College 28.7% 100 38.5% 134 40.5% 141 College Graduate 19.1% 100 20.4% 107 18.0% 95 Post College Degree 13.8% 100 15.9% 116 14.1% 103

Reference 2 mile Ring 3 mile RingDemography

Walmart - MLK

% HHs HHs Index % HHs HHs Index % HHs HHs IndexRace of Head of Household White 69.0% 100 85.6% 124 76.8% 111 Black 11.9% 100 5.6% 47 4.9% 41 Hispanic 12.5% 100 3.6% 29 11.7% 94 Asian 4.3% 100 1.9% 45 3.7% 87 Other 2.2% 100 3.3% 145 2.9% 128Number of Persons 1 Person 27.1% 100 43.1% 159 35.8% 132 2 Persons 32.4% 100 32.2% 100 31.3% 97 3 Persons 16.2% 100 13.7% 84 14.3% 89 4 Persons 13.2% 100 7.2% 55 10.1% 77 5+ Persons 11.1% 100 3.7% 34 8.4% 76Household Income Under $10,000 7.7% 100 12.4% 162 12.5% 163 $10,000 - $19,999 11.2% 100 12.4% 110 14.6% 131 $20,000 - $29,999 10.9% 100 13.3% 123 13.3% 122 $30,000 - $39,999 10.1% 100 18.9% 186 16.0% 158 $40,000 - $49,999 9.0% 100 6.5% 72 8.0% 89 $50,000 - $74,999 17.9% 100 13.8% 77 11.9% 66 $75,000 - $99,999 11.9% 100 7.2% 60 7.7% 65 $100,000 - $149,999 12.3% 100 8.7% 70 9.8% 80 $150,000 or More 9.0% 100 7.0% 78 6.3% 70Age of Head of Household Age 18 - 24 4.2% 100 10.8% 258 12.3% 291 Age 25 - 34 15.1% 100 23.1% 153 25.0% 166 Age 35 - 44 17.4% 100 16.5% 95 18.0% 104 Age 45 - 54 20.1% 100 13.9% 69 14.8% 74 Age 55 - 64 19.4% 100 14.2% 73 13.8% 71 Age 65 - 74 13.2% 100 8.3% 63 8.1% 61 Age 75 or More 10.7% 100 13.1% 122 8.1% 75Education of Head of Household Not a High School Graduate 13.0% 100 5.9% 46 13.3% 102 High School Graduate 25.5% 100 23.0% 90 21.4% 84 Some College 28.7% 100 26.8% 93 29.0% 101 College Graduate 19.1% 100 24.9% 131 20.8% 109 Post College Degree 13.8% 100 19.4% 141 15.5% 112

Reference 2 mile Ring 3 mile RingDemography

Walmart – Mall Ave

% HHs HHs Index % HHs HHs Index % HHs HHs Index % HHs HHs IndexRace of Head of Household White 69.0% 100 80.2% 116 78.3% 114 82.9% 120 Black 11.9% 100 8.2% 69 7.5% 63 6.0% 51 Hispanic 12.5% 100 5.8% 46 5.1% 41 4.1% 33 Asian 4.3% 100 2.8% 65 5.3% 123 3.8% 88 Other 2.2% 100 3.0% 134 3.8% 169 3.2% 141Number of Persons 1 Person 27.1% 100 42.0% 155 49.4% 182 41.8% 154 2 Persons 32.4% 100 35.4% 109 31.3% 97 33.0% 102 3 Persons 16.2% 100 12.2% 75 11.1% 69 13.4% 83 4 Persons 13.2% 100 6.8% 52 5.3% 40 7.6% 58 5+ Persons 11.1% 100 3.6% 33 2.8% 25 4.1% 37Household Income Under $10,000 7.7% 100 25.9% 339 24.9% 325 18.7% 244 $10,000 - $19,999 11.2% 100 22.8% 204 23.7% 212 18.8% 168 $20,000 - $29,999 10.9% 100 12.5% 114 14.5% 133 12.6% 115 $30,000 - $39,999 10.1% 100 9.9% 98 12.7% 125 12.4% 122 $40,000 - $49,999 9.0% 100 9.1% 102 7.0% 78 6.8% 76 $50,000 - $74,999 17.9% 100 10.2% 57 8.2% 46 9.7% 54 $75,000 - $99,999 11.9% 100 3.0% 25 3.3% 27 6.7% 56 $100,000 - $149,999 12.3% 100 5.0% 41 3.8% 31 9.0% 73 $150,000 or More 9.0% 100 1.6% 18 1.9% 22 5.4% 60Age of Head of Household Age 18 - 24 4.2% 100 27.7% 659 25.3% 601 18.8% 447 Age 25 - 34 15.1% 100 27.8% 184 30.8% 204 28.5% 189 Age 35 - 44 17.4% 100 14.1% 81 14.8% 85 16.1% 93 Age 45 - 54 20.1% 100 10.8% 54 10.3% 51 12.4% 62 Age 55 - 64 19.4% 100 10.4% 54 10.0% 52 12.3% 64 Age 65 - 74 13.2% 100 5.0% 38 4.9% 37 6.8% 52 Age 75 or More 10.7% 100 4.0% 38 3.9% 36 5.1% 47Education of Head of Household Not a High School Graduate 13.0% 100 7.0% 54 7.5% 58 6.2% 47 High School Graduate 25.5% 100 16.1% 63 17.2% 68 15.1% 59 Some College 28.7% 100 42.0% 147 41.3% 144 35.5% 124 College Graduate 19.1% 100 20.3% 106 18.6% 98 23.8% 125 Post College Degree 13.8% 100 14.5% 105 15.4% 111 19.5% 141

Reference 1 mile Ring 2 mile Ring 3 mile RingDemography

Harps - Garland

Category StrategyTop 3 brands were: SCJ- Glade

P&G- FebrezeReckitt- Air Wick

“Good losers?Snacks and confectionaryCosmeticsBaby foodAlcoholic beverages

“Success!”Paper, plastic, and wipesRefrigerated foodFrozen foodShelf stable juices

Bad winners? – no one but ourselves to blame.Pet foodHealthcareDiapers and feminine hygiene

Pri

ce g

ap

wit

h m

an

ufa

ctu

rer

bra

nd

sH

igh

>3

0%

Low

<3

0%

Private label shareLow <12% High > 12%

“Bad stuff” – why?Home careNonalcoholic beveragesPersonal care

Global private label share and price gap

ITEM $ (000) DOLLAR SHARE ITEM BUYERS (000)

ITEM PENETRATION

ITEM $ PER ITEM BUYER

PURCHASE CYCLE (IN ELAPSED

DAYS)

% REPEAT BUYERS (% 2+ TIME BUYERS)

LOYALTY (SHARE OF $ REQ.)

% ITEM $ ON DEAL % DOLLARS WITH MANUFACTURER

COUPON

TOTAL U.S. 1,999,609.0 0.5 84,195.4 72.5 23.8 43.8 77.0 100.0 21.5 10.0

WEST SOUTH CENTRAL 259,496.7 0.6 9,973.1 76.7 26.0 41.8 79.3 100.0 17.1 10.4

TOTAL U.S. 171,666.1 16.1 11,536.7 9.9 14.9 57.7 55.1 42.9 29.9 17.5


TOTAL U.S. 3,414.9 0.3 932.4 0.8 3.7 74.0 22.7 10.5 7.1 3.9

WEST SOUTH CENTRAL 577.7 0.4 165.5 1.3 3.5 56.8 20.4 12.9 5.0 3.1

TOTAL U.S. NA NA NA NA NA NA NA NA NA NA

WEST SOUTH CENTRAL NA NA NA NA NA NA NA NA NA NA

TOTAL U.S. 11,681.8 1.1 2,424.0 2.1 4.8 73.3 29.9 12.1 38.0 26.2


TOTAL U.S. 12,279.7 1.2 1,934.7 1.7 6.4 37.0 21.0 13.4 34.9 25.5

WEST SOUTH CENTRAL 1,339.9 1.0 184.2 1.4 7.3 46.9 20.8 13.6 38.9 28.5

TOTAL U.S. 4,871.3 0.5 647.2 0.6 7.5 51.1 30.4 16.8 25.6 6.8


TOTAL U.S. 2,287.7 0.2 583.7 0.5 3.9 57.8 8.5 10.1 15.2 4.4


TOTAL U.S. 3,239.4 2.0 1,544.9 1.3 2.1 71.8 17.9 29.2 5.4 0.1


TOTAL U.S. 2,820.4 0.3 318.1 0.3 8.9 70.0 0.6 30.9 0.8 0.0


TOTAL U.S. 99,247.5 9.3 4,559.3 3.9 21.8 53.3 56.8 49.8 15.4 7.7


TOTAL U.S. 6,445.6 0.6 740.8 0.6 8.7 68.2 18.8 20.9 21.9 3.8


TOTAL U.S. 24,892.8 2.3 3,834.2 3.3 6.5 75.3 37.5 18.9 19.0 11.2


TOTAL U.S. 17,425.3 1.6 3,393.8 2.9 5.1 77.8 33.2 16.5 45.0 31.6


TOTAL U.S. 6,482.8 3.9 1,622.9 1.4 4.0 73.7 22.3 49.7 42.7 31.5


TOTAL U.S. 278,911.2 26.2 18,102.2 15.6 15.4 58.5 54.8 48.7 23.0 11.6


TOTAL U.S. 1,007.1 0.1 205.3 0.2 4.9 34.5 7.6 8.9 34.4 25.8


TOTAL U.S. 18,875.7 1.8 1,863.2 1.6 10.1 72.5 14.6 24.7 40.9 28.9


TOTAL U.S. 1,797.3 0.2 1,092.7 0.9 1.6 70.0 9.4 7.8 13.8 0.0


TOTAL U.S. 25,265.7 2.4 3,231.3 2.8 7.8 66.2 32.6 18.6 30.6 19.5


TOTAL U.S. 26,231.3 2.5 2,518.7 2.2 10.4 31.5 20.3 24.7 52.0 39.9


TOTAL U.S. 20,630.9 1.9 3,754.9 3.2 5.5 72.4 33.1 18.4 5.9 1.3


TOTAL U.S. 131,517.5 79.6 21,015.7 18.1 6.3 56.0 50.8 90.1 21.9 6.3


TOTAL U.S. 4,714.8 0.4 416.8 0.4 11.3 23.3 26.5 26.4 4.0 0.0


TOTAL U.S. 1,946.3 0.2 760.6 0.7 2.6 76.0 19.3 12.4 38.5 7.9


TOTAL U.S. 6,337.3 0.6 1,541.6 1.3 4.1 31.9 21.9 10.9 34.2 23.6


TOTAL U.S. 2,188.2 0.2 633.1 0.6 3.5 57.5 8.0 7.6 25.9 2.2


FEBREZE - AIR/ SPECIALTY FRESHENERS - REMAINING

FRESHENERS AND DEODORIZERS

AIR WICK - AIR/ SPECIALTY FRESHENERS - REMAINING

AIR WICK AIRFRESH - AIR/ SPECIALTY FRESHENERS - REMAININGAIR WICK CRYSTAL AIR - AIR/ SPECIALTY FRESHENERS - REMAININGAIR WICK DECOSPHERE - AIR/ SPECIALTY FRESHENERS - REMAININGAIR WICK HIDDEN PLEASURES - AIR/ SPECIALTY FRESHENERS - REMAININGAIR WICK MOBIL'AIR - AIR/ SPECIALTY FRESHENERS - REMAININGAIR WICK NITE LIGHT - AIR/ SPECIALTY FRESHENERS - REMAININGAIR WICK STICK UPS - AIR/ SPECIALTY FRESHENERS - SOLID

RENUZIT - AIR/ SPECIALTY FRESHENERS - REMAINING

FEBREZE NOTICEABLES - AIR/ SPECIALTY FRESHENERS - REMAININGFEBREZE SCENTSTORIES - AIR/ SPECIALTY FRESHENERS - REMAININGGLADE - AIR/ SPECIALTY FRESHENERS - REMAINING

GLADE GLASS SCENTS - AIR/ SPECIALTY FRESHENERS - REMAININGGLADE GLASS SCENTS - AIR/ SPECIALTY FRESHENERS - SOLID

GLADE PLUG- INS - AIR/ SPECIALTY FRESHENERS - REMAININGGLADE PLUG- INS CREATE- A- SCENT - AIR/ SPECIALTY FRESHENERS - REMAININGGLADE PLUG- INS LIGHT SHOW - AIR/ SPECIALTY FRESHENERS - REMAININGGLADE SECRETS - AIR/ SPECIALTY FRESHENERS - REMAINING

GLADE WISP - AIR/ SPECIALTY FRESHENERS - REMAINING

GLADE WISP FLAMELESS CANDLE - AIR/ SPECIALTY FRESHENERS - REMAINING

RENUZIT ADJUSTABLE - AIR/ SPECIALTY FRESHENERS - SOLID

RENUZIT AIRLETS - AIR/ SPECIALTY FRESHENERS - REMAININGRENUZIT FRESH ELEMENTS - AIR/ SPECIALTY FRESHENERS - REMAININGRENUZIT PEARL SCENTS - AIR/ SPECIALTY FRESHENERS - REMAININGRENUZIT ROLLER SCENTS - AIR/ SPECIALTY FRESHENERS - REMAINING

2012 Store Audit

2014 Store Audit

air fresheners

Documents