Dry Laundry Detergents
Madeleine Sherrington & Lauren McFalls
Blattberg’s Category Role Matrix
Flagship
Sales Dollar Volume
High Medium Low
CoreTraffic
CashMachine
UnderFire
Maintain
Rehab
Gross Margin %
Hig
hLo
w
Category Role: Core Traffic
Low Gross margins
High Sales Dollar Volume
Win on deal
Detergent has high penetration in the home
Category Roles: Competition and Penetration
“Scrutiny”Fresh meat,
Dairy, Produce, Bakery
Household Penetration
High Medium Low
“Win on Deal”Strong BrandsDetergents,
Paper products
“Win with Depth”Canned items,
salad dressings, frozen foods
“Win on Costs”Differentiation
on depth, private label
True Service:Carried because
“no else will”Baking supplies
“Man in the Mirror?”Infant formula,
disposable diapers
Intertype Competition
Hig
h m
argi
nsLo
w c
ompe
titio
nLo
w m
argi
nsCompetitive
Category Snapshot
Circular Trade Areas
Mostly single person homes
The lower end of the income spectrum
Ages range from 18-34 and 75 and older
Majority of College Graduates
Store Locations Walmart MLK Walmart Joyce Walmart NBHD Market Harps Garland Target Steele Walgreens School CVS College
Demography
Reference 2 mile Ring 1.5 mile Ring 1.5 mile Ring 1 mile Ring 1.5 mile Ring 1 mile Ring 1 mile Ring
% HHs HHs Index % HHs HHs Index % HHs HHs Index % HHs HHs Index % HHs HHs Index % HHs HHs Index % HHs HHs Index % HHs HHs Index
Race of Head of Household
White 68.7% 100 80.9% 118 86.3% 126 83.7% 122 76.8% 112 86.3% 126 81.2% 118 87.4% 127
Black 12.0% 100 6.3% 52 4.9% 41 6.1% 51 7.0% 59 4.9% 41 5.5% 46 4.3% 36
Hispanic 12.6% 100 4.7% 38 3.3% 26 4.9% 39 5.5% 44 3.3% 26 3.9% 31 3.3% 26
Asian 4.5% 100 3.9% 88 2.6% 57 2.5% 57 6.7% 149 2.6% 57 4.6% 104 1.7% 38
Other 2.3% 100 4.1% 182 3.0% 130 2.8% 125 4.0% 177 3.0% 130 4.8% 212 3.4% 148
Number of Persons
1 Person 27.2% 100 45.1% 166 41.1% 151 36.4% 134 50.5% 185 41.1% 151 47.3% 174 38.1% 140
2 Persons 32.3% 100 32.2% 100 33.6% 104 35.1% 109 31.4% 97 33.6% 104 29.8% 92 33.0% 102
3 Persons 16.2% 100 12.0% 74 12.8% 79 14.8% 91 10.2% 63 12.8% 79 11.9% 73 15.8% 97
4 Persons 13.1% 100 7.3% 56 8.3% 63 8.3% 63 5.2% 39 8.3% 63 7.7% 59 8.7% 66
5+ Persons 11.1% 100 3.4% 31 4.2% 38 5.4% 48 2.8% 25 4.2% 38 3.3% 30 4.5% 40
Household Income
Under $10,000 7.4% 100 23.5% 320 4.1% 56 19.2% 261 25.0% 340 4.1% 56 22.6% 308 10.9% 148
$10,000 - $19,999 10.7% 100 21.1% 196 6.6% 61 16.8% 156 24.4% 227 6.6% 61 20.4% 190 16.4% 153
$20,000 - $29,999 10.5% 100 12.7% 120 12.8% 121 10.0% 95 13.8% 131 12.8% 121 12.9% 122 12.0% 114
$30,000 - $39,999 9.8% 100 10.3% 104 17.8% 181 9.0% 91 9.5% 97 17.8% 181 11.2% 114 13.0% 132
$40,000 - $49,999 8.9% 100 9.8% 111 11.2% 126 9.8% 110 8.5% 96 11.2% 126 9.2% 103 6.8% 77
$50,000 - $74,999 17.8% 100 12.5% 70 16.5% 93 14.5% 82 10.8% 61 16.5% 93 12.7% 72 14.2% 80
$75,000 - $99,999 12.0% 100 3.9% 33 8.0% 67 6.8% 56 2.9% 25 8.0% 67 4.6% 39 7.8% 65
$100,000 - $149,999 13.0% 100 4.1% 31 11.2% 86 10.4% 80 3.1% 24 11.2% 86 4.0% 31 9.0% 69
$150,000 or More 9.8% 100 2.1% 21 11.9% 121 3.7% 37 1.8% 19 11.9% 121 2.3% 23 9.9% 100
Age of Head of Household
Age 18 - 24 4.1% 100 24.5% 603 5.7% 141 20.4% 503 26.4% 650 5.7% 141 23.1% 569 10.2% 250
Age 25 - 34 15.1% 100 27.2% 180 21.7% 144 31.6% 209 32.8% 217 21.7% 144 26.2% 174 22.1% 146
Age 35 - 44 17.2% 100 14.2% 82 16.9% 98 17.4% 101 15.0% 87 16.9% 98 13.7% 80 17.4% 101
Age 45 - 54 19.6% 100 10.9% 55 14.3% 73 11.0% 56 9.3% 47 14.3% 73 11.2% 57 15.0% 77
Age 55 - 64 19.4% 100 11.3% 58 14.5% 75 10.1% 52 9.1% 47 14.5% 75 12.0% 62 16.4% 84
Age 65 - 74 13.7% 100 6.7% 49 9.2% 67 5.3% 39 4.4% 32 9.2% 67 7.7% 56 10.7% 78
Age 75 or More 10.8% 100 5.2% 48 17.6% 163 4.2% 38 2.9% 27 17.6% 163 6.0% 56 8.2% 76
Age and Presence of Children
Age < 6 7.3% 100 5.3% 72 8.1% 111 9.2% 126 4.5% 62 8.1% 111 5.5% 75 7.4% 101
Age 6 - 17 18.4% 100 8.6% 47 11.7% 63 8.8% 48 7.7% 42 11.7% 63 7.2% 39 14.5% 79
Age < 6 & 6 - 17 6.5% 100 3.0% 46 3.4% 52 5.1% 79 1.8% 28 3.4% 52 3.4% 52 3.4% 53
No Children 67.8% 100 83.1% 123 76.8% 113 76.9% 113 85.9% 127 76.8% 113 83.9% 124 74.7% 110
Housing Tenure
Own 65.0% 100 22.5% 35 43.8% 67 36.6% 56 13.8% 21 43.8% 67 22.5% 35 49.8% 77
Rent 35.0% 100 77.5% 221 56.2% 161 63.4% 181 86.2% 246 56.2% 161 77.5% 221 50.2% 143
Education of Head of Household
Not a High School Graduate 12.7% 100 10.0% 79 8.4% 66 5.5% 43 7.4% 58 8.4% 66 12.7% 101 6.1% 48
High School Graduate 25.3% 100 19.5% 77 22.2% 88 13.8% 55 17.2% 68 22.2% 88 22.3% 88 17.4% 69
Some College 28.7% 100 35.8% 125 21.1% 73 37.0% 129 36.9% 129 21.1% 73 32.3% 113 28.3% 99
College Graduate 19.3% 100 17.8% 92 26.7% 138 23.3% 121 18.6% 96 26.7% 138 17.9% 93 24.6% 127
Post College Degree 14.1% 100 16.8% 120 21.7% 154 20.3% 145 19.9% 142 21.7% 154 14.8% 105 23.6% 168
Stores AuditedStore # of SKUs
WM-MLK 44
WM-Joyce 51
WM-NBHM 41
Harps-G 12
Harps-W 22
Target-Steele 11
WG-School 3
WG-College 3
CVS-College 2
Dominant Brands
GainTide
Arm & Hammer
ALLPurex
Unique SKUs
Dry Detergents, Share of Display Space, March 2015
Dry Detergents, Share of Gross Margin $s, March 2015
Dry Detergent, Estimated % Gross Margins, March 2015
Private Label and Review Dry laundry detergent does not have Private labels
because they would not be successful at all. People trust the brands they have always used and when it comes to clean clothes, people want something they know is going to work.
As for a review of previous audits, we did not have any to review since dry detergent has just been added to the list of products to audit.