energy drinks spring 2013
DESCRIPTION
Energy Drinks Spring 2013. Anna Taylor & Rachel Visnovske. Overview. Breakdown Strength of leading brands Private label Supplier in control . Audit Breakdown. Red Bull Snapshot. Monster Snapshot. AMP Snapshot. Starbucks Snapshot. Demographics. Demographics Cont. AD HOC Base. - PowerPoint PPT PresentationTRANSCRIPT
Energy Drinks Spring 2013
Anna Taylor & Rachel Visnovske
Overview Breakdown Strength of leading brands Private label Supplier in control
Audit Breakdown
Store Location SKUs Unique SKUs
Harps Wedington 61 0
EZ Mart Wedington 42 4
Exon Wedington 41 6
Walgreens School & MLK 20 0
Target N. Shiloh 51 4
Walmart MLK 36 0
Walmart Joyce 58 0
Red Bull Snapshot
Red Bull Reg (Carb Bev : SD-Carb) Pints Total Consumption BehaviorScape Framework
LifeStyle
BehaviorStage Cosmopolitan Centers Affluent Suburban Spreads Comfortable Country Struggling Urban Cores Modest Working Towns Plain Rural Living Total
Start-Up FamiliesHHs with Young Children Only < 6 96 139 171 215 326 357 223
Small Scale FamiliesSmall HHs with Older Children 6+ 104 100 130 200 132 179 140
Younger Bustling FamiliesLarge HHs with Children (6+), HOH <40 169 249 202 260 134 256 214
Older Bustling FamiliesLarge HHs with Children (6+), HOH 40+ 59 148 113 104 75 223 126
Young TransitionalsAny size HHs, No Children, < 35 82 146 99 72 69 104 89
Independent Singles1 person HHs, No Children, 35-64 96 66 15 88 39 33 55
Senior Singles1 person HHs, No Children, 65+ 9 32 10 35 20 7 17
Established Couples2+ person HHs, No Children, 35-54 156 136 152 130 104 110 130
Empty Nest Couples2+ person HHs, No Children, 55-64 89 59 140 91 62 51 82
Senior Couples2+ person HHs, No Children, 65+ 19 12 26 55 46 13 26
Total 85 101 100 117 88 109 100
Monster Snapshot
Monster R (Carb Bev : SD-Carb) Pints Total Consumption BehaviorScape Framework LifeStyle
BehaviorStage Cosmopolitan Centers
Affluent Suburban Spreads
Comfortable Country
Struggling Urban Cores
Modest Working Towns Plain Rural Living Total
Start-Up FamiliesHHs with Young Children Only < 6 269 174 99 153 125 122 154Small Scale FamiliesSmall HHs with Older Children 6+ 140 107 166 141 339 115 169Younger Bustling FamiliesLarge HHs with Children (6+), HOH <40 242 150 108 107 243 195 173Older Bustling FamiliesLarge HHs with Children (6+), HOH 40+ 216 126 125 103 122 117 132Young TransitionalsAny size HHs, No Children, < 35 107 159 88 74 140 58 104Independent Singles1 person HHs, No Children, 35-64 105 23 50 73 47 33 55Senior Singles1 person HHs, No Children, 65+ 4 35 19 28 28 11 20Established Couples2+ person HHs, No Children, 35-54 226 277 99 86 163 85 154Empty Nest Couples2+ person HHs, No Children, 55-64 86 86 101 44 93 51 79Senior Couples2+ person HHs, No Children, 65+ 30 42 21 51 33 33 33
Total 132 115 84 84 119 72 100Source: Spectra BehaviorScape: Total Consumption/Spectra 2013 Mar (Spectra)/Homescan Product Library
AMP SnapshotAmp R (Carb Bev : SD-Carb) Pints * Total Consumption BehaviorScape Framework
LifeStyle
BehaviorStage Cosmopolitan Centers Affluent Suburban Spreads Comfortable Country Struggling Urban Cores Modest Working Towns Plain Rural Living Total
Start-Up FamiliesHHs with Young Children Only < 6 95 46 210 137 187 294 163
Small Scale FamiliesSmall HHs with Older Children 6+ 350 62 153 118 95 229 159
Younger Bustling FamiliesLarge HHs with Children (6+), HOH <40 179 72 124 197 161 370 195
Older Bustling FamiliesLarge HHs with Children (6+), HOH 40+ 168 173 143 57 139 200 152
Young TransitionalsAny size HHs, No Children, < 35 148 110 144 147 104 69 123
Independent Singles1 person HHs, No Children, 35-64 44 61 18 71 32 57 47
Senior Singles1 person HHs, No Children, 65+ 17 36 10 29 7 15 17
Established Couples2+ person HHs, No Children, 35-54 361 36 242 96 66 88 145
Empty Nest Couples2+ person HHs, No Children, 55-64 61 50 60 86 46 36 53
Senior Couples2+ person HHs, No Children, 65+ 39 12 15 46 84 16 32
Total 138 68 104 100 83 113 100
Source: Spectra BehaviorScape: Total Consumption/Spectra 2013 Mar (Spectra)/Homescan Product Library
Starbucks Snapshot
Starbucks Coffee Doubleshot (Coffee : Liquid) Oz. Total Consumption BehaviorScape Framework LifeStyle
BehaviorStage Cosmopolitan Centers Affluent Suburban Spreads Comfortable Country Struggling Urban Cores Modest Working Towns Plain Rural Living Total
Start-Up FamiliesHHs with Young Children Only < 6 209 75 359 188 101 256 193
Small Scale FamiliesSmall HHs with Older Children 6+ 115 73 190 108 168 112 128
Younger Bustling FamiliesLarge HHs with Children (6+), HOH <40 243 74 269 243 93 239 192
Older Bustling FamiliesLarge HHs with Children (6+), HOH 40+ 120 65 73 53 150 52 83
Young TransitionalsAny size HHs, No Children, < 35 123 106 165 97 85 85 106
Independent Singles1 person HHs, No Children, 35-64 78 189 44 50 134 115 102
Senior Singles1 person HHs, No Children, 65+ 37 57 8 15 49 26 33
Established Couples2+ person HHs, No Children, 35-54 54 98 122 118 58 59 84
Empty Nest Couples2+ person HHs, No Children, 55-64 313 70 54 48 85 81 99
Senior Couples2+ person HHs, No Children, 65+ 122 24 33 16 59 60 51
Total 131 80 111 91 95 97 100
Source: Spectra BehaviorScape: Total Consumption/Spectra 2013 Mar (Spectra)/Homescan Product Library
Demographics
Demographics Cont.
AD HOC BaseITEM $ (000) DOLLAR SHARE ITEM BUYERS (000) ITEM PENETRATION % REPEAT BUYERS (% 2+ TIME BUYERS) LOYALTY (SHARE OF $ REQ.) % ITEM $ ON DEAL
WEST SOUTH CENTRAL 2,069,944.10 3.5 12,622.70 96.9 97.8 100 29.5WEST SOUTH CENTRAL 1,824.90 0.3 238 1.8 36.8 6.6 4.5WEST SOUTH CENTRAL 13,416.30 2 520.5 4 37.5 25.3 12WEST SOUTH CENTRAL 19,404.70 2.9 406.9 3.1 42 31.6 5.2WEST SOUTH CENTRAL NA NA NA NA NA NA NAWEST SOUTH CENTRAL NA NA NA NA NA NA NAWEST SOUTH CENTRAL 3,343.40 0.5 324.5 2.5 49.1 7.3 7WEST SOUTH CENTRAL 50,586.20 7.5 2,491.20 19.1 53.3 24 31.8WEST SOUTH CENTRAL NA NA NA NA NA NA NA
Differences across Brands Red Bull Monster AMP Starbucks Private Label
Archer Farms Yikes
Category Role – Cash Machine
Changes in Category Depth Category Growth Category Role
Growth
Facings
Use of Space
GM $
Stocking Rates
StoresBrand Harps EZ Mart Exon Walgreens Target Walmart (MLK) Walmart (Joyce) Total Stocking RatesMonster 17 7 4 7 10 14 17 76 0.035136385Starbucks 12 0 11 0 5 1 7 36 0.016643551Red Bull 15 11 8 9 21 9 13 86 0.039759593AMP 8 4 3 0 5 2 4 26 0.012020342Archer Farms 0 0 0 0 4 0 0 4 0.001849283Rockstar 7 7 4 2 6 8 15 49 0.022653722Full Throttle 2 2 2 0 0 1 1 8 0.003698567Nos 0 11 7 0 0 1 1 20 0.009246417Illy 0 0 2 0 0 0 0 2 0.000924642Mountain Dew 0 0 0 2 0 0 0 2 0.000924642Total 61 42 41 20 51 36 58 309
Private Label National Brand Dominance Private Label absence Limited availability Target & EZ Mart
Suggestions Private label