Download - DelMonte Pet Treats Category Review
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Roundy’s and Del-MonteRoundy’s and Del-MonteBusiness OpportunitiesBusiness Opportunities
Mark Jutton
Kristin Harris
Jennifer Hayward
Ryan Lontka
Cecilia Mayora
Bart Grochowski
Kamila Mikula
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Presentation AgendaPresentation Agenda
Industry OverviewMacro Trends and Vocabulary Category Definition and Role Category Assessment Category Scorecard Category Strategy In-Store Approach Recommendation and Summary
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Industry at a GlanceIndustry at a Glance
• 71.4 million Households have pets• 5.2 million more by 2015• 80% will come from empty-nesters• Recession Proof
• “Better for you” products are attractive to health conscious buyers
• $ Sales grew 61% vs. total dog treats• However, only 25% of dog treat shoppers buy health treats
Almost half of all dog
homes have small dogs
Almost half of all dog
homes have small dogs
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Industry VocabularyIndustry Vocabulary
Dog treat category is emotional•consumer different than the shopper
Shopper - makes purchase
Consumer - dog and cat
QuickTime™ and a decompressor
are needed to see this picture.
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Macro TrendsMacro Trends
5.4%
13.0%
5.0%
3.2% 6.5% 2.1%
2007 2008 2009
Pet FoodDry Grocery
• Feeding pets is non-discretionary for pet parents
• People willing to give up own food and medicine for pets
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Category RoleCategory Role
• Convenient for shoppers at grocery
• Too many products for shopper concentration
• Treats have opportunity to drive pet category
• Opportunity to sell treats and food together
• Heavy buyers purchase $110 vs others’ $12
• Heavy buyers = only 20% of shoppers
• 70% total dollar sales
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Pet Treat SalesPet Treat Sales
• To win in dog, must win in treats
• Profitability of treats carries over into dog category
• Lose in dog treats = low category growth
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Consumer Decision TreeConsumer Decision Tree
Biscuits Soft & Chewy
Dog Snacks
Long Lasting
Form Size
Package Size
Brand
Form Size
Package Size
Brand
Package Size
Form(Sticks,Strips, A/O)
Brand
Roundy’s Current Decision Tree
Recommended Decision Tree
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Who are your Customers?Who are your Customers?
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Roundy’s Market ShareRoundy’s Market Share
•Roundy’s •Pet Dog Market Share (52 weeks): 38.9%•Growth in share of 1.3 share points•Share point value: $465,005
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Roundy’s SalesRoundy’s Sales
•Roundy’s •Pet Dog total dollar sales volume was down 1.9%
•Loss of $343,865•ROM also experienced decrease of 7% in sales volume.
•Loss of $2,141,041
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Pet Treats ACV & % of SalesPet Treats ACV & % of Sales ACV
Volume
% of ACV
% of
Volume
13
Week52
Week13
Week52
Week
13 Week
52 Week
13 Week 52 Week
Del Monte$349,855
$1,194,461
111,237
396,602
Del Monte
30.20%
27.23% 32.30% 30.02%
Roundy's$35,43
1$111,26
315,73
845,297 Roundy's 3.06% 2.54% 4.57% 3.48%
P&G $4,438 $71,272 1,602 24,155 P&G 0.38% 1.62% 0.47% 1.83%
Nestle$355,942
$1,389,100
108,258
435,348
Nestle29.00
%31.67% 31.44% 32.95%
Mars$141,8
57$463,10
440,14
8133,26
9Mars
12.25%
10.56% 11.66% 10.09%
VMG$82,73
0$293,93
021,77
672,654 VMI 7.14% 6.70% 6.32% 5.50%
SUMITOMO
$58,145
$239,704
14,648
62,122SUMITO
MO5.02% 5.46% 4.25% 4.70%
Other$22,63
7$93,416 2,260 29,407 Other 1.95% 2.13% 0.66% 2.23%Del-Monte
the
13 Week Winner!
Strong Brand Growth
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13 Week Trends13 Week Trends
Sales% Chg vs. YAG
Market Share
Pt Chg vs. YAG
Opportunity /
SurplusSales
% Chg vs. YAG
DEL MONTE FOODS 349,851 -15.6% 53.8% -4.2 -16,538 300,743 0.2%
NESTLE HOLDINGS INC
335,931 -11.5% 57.4% -1.2 6,207 249,556 -7.0%
MARS INCORPORATED
156,751 19.3% 67.0% 0.3 25,050 77,109 17.8%
CTL BR 44,969 494.5% 45.2% 36.1 -11,062 54,525 -28.0%
VMG PARTNERS 22,217 337.8% 77.7% 14.1 6,118 6,370 119.8%
PROCTER GAMBLE 19,168 -15.3% 65.8% 1.2 2,756 9,974 -19.6%
SUMITOMO 15,334 14.3% 78.8% -3.3 4,371 4,133 41.1%
Big Improvement in Private Label &
Waggin Train showing tremendous growth
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52 Week Trends52 Week Trends
Sales% Chg vs. YAG
Market Share
Pt Chg vs. YAG
Opportunity /
SurplusSales
% Chg vs. YAG
DEL MONTE FOODS 1,421,574
-6.8% 54.9% -0.1 -29,3691,167,30
7-6.3%
NESTLE HOLDINGS INC
1,345,194
-5.0% 56.8% -1.0 16,8971,024,85
3-1.1%
MARS INCORPORATED
528,582 -16.7% 67.3% 4.6 88,654 256,371 -32.0%
CTL BR 175,835 -20.0% 43.3% -1.9 -51,801 230,330 -13.5%
PROCTER GAMBLE 72,066 -26.8% 62.1% -1.6 7,049 43,942 -21.4%
VMG PARTNERS 67,789 480.0% 82.7% 17.7 21,841 14,194 125.5%
SUMITOMO 56,723 211.4% 78.5% 1.8 16,245 15,500 180.3%
HUGE Growth for Waggin Train and
Hartz
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RecommendationsRecommendations
Section 1
Hard Treats
Brand
Size
Section 2
Chewy Treats
Brand
Size
Section 3
Health Treats
Brand
Size
•Delete unproductive items and focus on category drivers
• Arrange products in Sections by:
FORM
BRAND SIZE
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Current PlanogramCurrent Planogram
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Proposed PlanogramProposed Planogram
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Blade RecommendationBlade Recommendation
BISCUITS
SOFT
&
CHEWY
HEALTH
&
NUTRI
ENTS