green tea-northwest arkansas danielle dotson
DESCRIPTION
Green Tea-Northwest Arkansas Danielle Dotson. Stores Audited. Ozark Natural Foods 32 varieties Walgreen’s on Township 3 varieties Harps on Garland 23 varieties Marvin’s IGA 37 Walmart on Joyce 38 Target 7 Walmart on Campus 2. 142 total sku’s - PowerPoint PPT PresentationTRANSCRIPT
Green Tea-Northwest ArkansasDanielle Dotson
Stores Audited• Ozark Natural Foods
– 32 varieties • Walgreen’s on Township
– 3 varieties • Harps on Garland
– 23 varieties• Marvin’s IGA
– 37 • Walmart on Joyce
– 38• Target
– 7• Walmart on Campus
– 2
• 142 total sku’s
• From retailer’s observed, the supplier seems to be in control, few private label offerings.
Dominating BrandsUnilever
Lipton
Hain CelestialCelestial Seasonings
Golden TempleYogi
Bigelow
TOTAL U.S.
BIGELOW - TEA - BAGS
CELESTIAL SEASONINGS - TEA - BAGS
GOOD EARTH - TEA - BAGS
LIPTON - TEA - BAGS
NUMI - TEA - BAGS
52 WEEKS ENDING
12/27/03
52 WEEKS ENDING
12/29/07
52 WEEKS ENDING
12/27/03
52 WEEKS ENDING
12/29/07
52 WEEKS
ENDING 12/27/0
3
52 WEEKS ENDING
12/29/07
52 WEEKS ENDING
12/27/03
52 WEEKS
ENDING 12/29/0
7
52 WEEKS
ENDING 12/29/0
7TOTAL HOUSEHOLDS 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0
INC - <$20,000 59.7 55.6 84.5 82.6 63.4 54.5 96.7 83.2 14.6INC - $20,000-29,999 78.2 72.9 90.9 109.1 95.0 63.3 99.6 102.1 43.6INC - $30,000-39,999 89.7 87.2 91.0 68.1 76.2 127.0 104.4 108.5 42.5INC - $40,000-49,999 95.8 100.0 114.0 101.4 76.0 144.2 101.0 103.6 41.2INC - $50,000-69,999 115.7 112.7 104.0 97.8 178.3 103.1 100.0 107.1 173.7
SIZE - 1 MEM 79.6 73.0 95.4 75.0 85.9 80.9 61.3 61.4 78.3SIZE - 2 MEM 133.7 133.3 114.9 111.4 140.3 150.7 116.3 109.3 81.5
SIZE - 3-4 MEM 92.4 89.7 91.4 98.8 75.4 83.0 111.8 110.9 162.1SIZE - 5+ MEM 69.6 94.6 90.7 130.3 82.9 41.7 111.8 135.4 31.0
AGE FH - UNDER 35 58.0 54.9 71.6 77.8 61.9 34.9 70.4 85.9 10.7AGE FH - 35-44 68.9 92.9 106.1 112.0 86.3 104.9 118.1 112.2 154.3AGE FH - 45-54 120.1 114.7 109.9 125.8 99.8 105.1 117.3 119.8 113.2AGE FH - 55+ 141.4 131.8 117.7 124.9 160.1 153.8 125.6 117.2 50.7
AGE FH - 55-64 131.6 134.9 115.3 124.4 182.4 149.1 123.3 119.3 62.6
AGE FH - 65+ 149.4 128.6 119.6 125.3 142.3 158.6 127.5 115.0 38.5AGE FH - NO FEMALE HEAD 84.1 85.7 84.3 49.1 60.3 72.4 55.5 58.6 192.2
KIDS - NONE < 18 112.6 109.2 106.0 103.4 117.1 119.5 98.8 95.5 91.4KIDS - ANY < 18 75.2 83.0 88.2 93.7 66.2 63.7 102.4 108.3 116.0KIDS - ANY < 6 65.9 73.9 56.7 90.9 73.0 40.3 81.4 97.8 135.1
KIDS - ANY 6-12 61.7 88.7 82.2 89.1 75.7 61.1 95.4 112.1 26.7KIDS - ANY 13-17 85.2 101.1 104.7 105.8 56.6 73.8 125.2 120.7 138.9
ITEM $ (000) DOLLAR SHARE ITEM PENETRATION
ITEM $ PER ITEM TRIP
% REPEAT BUYERS (% 2+ TIME BUYERS)
LOYALTY (SHARE OF $ REQ.)
% ITEM $ ON DEAL
% DOLLARS WITH MANU COUPON
TEA - BAGS TOTAL U.S. $628,502.04 100.0 46.2 $ 3.32 61.9 100.0 21.2 5.2WEST SOUTH CENTRAL $ 69,898.40 100.0 48.5 $ 2.93 64.5 100.0 13.8 6.0
BIGELOW - TEA - BAGS TOTAL U.S. $ 59,299.40 9.4 7.1 $ 3.58 32.3 41.8 19.1 1.0WEST SOUTH CENTRAL $ 4,563.45 6.5 5.5 $ 3.13 32.7 41.4 12.3 2.0
BIGELOW HRBL - TEA - HERBAL BAGS
TOTAL U.S. $ 19,975.57 12.0 3.4 $ 3.27 24.3 40.5 19.0 0.7
CELESTIAL SEASONINGS - TEA - BAGS
TOTAL U.S. $ 28,214.65 4.5 4.3 $ 3.19 27.8 32.3 32.9 8.3WEST SOUTH CENTRAL $ 2,234.02 3.2 3.5 $ 3.06 25.8 31.1 27.0 10.0
CELESTIAL SEASONINGS HRBL - TEA - HERBAL BAGS
TOTAL U.S. $ 49,553.25 29.7 7.7 $ 3.28 30.6 55.8 31.9 8.3WEST SOUTH CENTRAL $ 3,193.81 24.1 5.9 $ 2.68 26.0 62.5 18.3 8.9
CELESTIAL SEASONINGS TTMR HRBL - TEA - HERBAL BAGS
TOTAL U.S. $ 3,767.06 2.3 0.7 $ 2.83 20.4 26.4 44.1 12.9
CTL BR - TEA - BAGS TOTAL U.S. $ 72,172.40 11.5 10.6 $ 2.42 43.6 42.0 12.9 0.2WEST SOUTH CENTRAL $ 6,319.77 9.0 10.5 $ 1.97 43.0 42.1 6.4 0.0
CTL BR HRBL - TEA - HERBAL BAGS
TOTAL U.S. $ 2,616.52 1.6 0.6 $ 2.37 22.2 23.5 31.0 0.2
GOOD EARTH HRBL - TEA - HERBAL BAGS
TOTAL U.S. $ 3,653.02 2.2 0.5 $ 3.87 30.7 43.8 18.7 0.1
LIPTON - TEA - BAGS TOTAL U.S. $221,366.75 35.2 22.6 $ 3.39 47.9 61.4 21.0 8.2WEST SOUTH CENTRAL $ 30,004.06 42.9 26.4 $ 2.91 53.8 70.5 15.0 7.8
PRINCE OF PEACE - TEA - BAGS TOTAL U.S. $ 2,052.05 0.3 0.3 $ 3.63 25.4 38.1 7.0 0.0
SALADA - TEA - BAGS TOTAL U.S. $ 21,686.23 3.5 3.0 $ 3.13 32.9 33.1 24.9 10.6STASH - TEA - BAGS TOTAL U.S. $ 13,844.33 2.2 2.1 $ 3.18 29.6 30.1 27.4 1.2STASH HRBL - TEA - HERBAL BAGS
TOTAL U.S. $ 5,145.97 3.1 0.9 $ 3.36 22.8 32.0 31.9 1.0
TAZO - TEA - BAGS TOTAL U.S. $ 9,445.05 1.5 0.9 $ 4.51 32.8 32.7 21.2 3.4THE REPUBLIC OF TEA HRBL - TEA - HERBAL BAGS
TOTAL U.S. $ 2,160.53 1.3 0.1 $ 10.95 13.0 70.0 8.4 0.0
TRADITIONAL MEDICINALS HRBL - TEA - HERBAL BAGS
TOTAL U.S. $ 16,226.78 9.7 1.4 $ 6.14 25.5 55.1 21.0 4.0
TWININGS - TEA - BAGS TOTAL U.S. $ 23,106.70 3.7 2.6 $ 3.80 35.3 35.7 25.1 0.2YOGI TEA - TEA - BAGS TOTAL U.S. $ 4,425.28 0.7 0.5 $ 5.17 18.7 37.0 16.5 2.9YOGI TEA HRBL - TEA - HERBAL BAGS
TOTAL U.S. $ 9,311.77 5.6 1.0 $ 5.01 24.9 42.1 12.1 2.2
Included Total
N Percent N PercentONF-facings * Manuf 32 .2 205 1.0
IGA-Fac * Manuf 37 .2 205 1.0
HarpsG-Fac * Manuf 23 .1 205 1.0
Walgreens * Manuf 3 .0 205 1.0
Target-face * Manuf 7 .0 205 1.0
WMJoyceface * Manuf 38 .2 205 1.0
WM campus- Face * Manuf
3 .0 205 1.0
Share of facings
•IGA and Walmart on Joyce had the most facings and SKU’s.
Manuf ONF-facings IGA-Fac HarpsG-Fac Target-face WMJoycefaceBest Choice % of Total Sum .2
% of Total N .1 N 2
Beverage Marketing, USA(Arizona)
% of Total Sum .1 % of Total N .1 N 3
Bigelow Family % of Total Sum .1 .2 .1 .1% of Total N .2 .3 .1 .1N 8 6 1 5
Golden Temple, Inc(Yogi)
% of Total Sum .4 .0 .0% of Total N .4 .0 .0N 12 1 1
Great Value % of Total Sum .1% of Total N .1N 2
Hain Celestial % of Total Sum .2 .1 .0 .1 .2% of Total N .2 .1 .0 .1 .2N 7 4 1 1 6
Market Pantry % of Total Sum .1 % of Total N .1 N 1
Numi % of Total Sum .0 .0 % of Total N .0 .0 N 1 1
Shur Fine % of Total Sum .1 % of Total N .1 N 2
Starbucks(Tazo)
% of Total Sum .1 .0 .1 .0% of Total N .1 .0 .1 .0N 2 1 1 1
Stash % of Total Sum .1 .0% of Total N .2 .0N 5 1
Twinings % of Total Sum .0 .0% of Total N .1 .0N 2 1
Unilever(Lipton)
% of Total Sum .2 .4 .4 .4% of Total N .2 .3 .4 .4N 7 7 3 15
Total % of Total Sum 1.0 1.0 1.0 1.0 1.0% of Total N 1.0 1.0 1.0 1.0 1.0N 32 37 23 7 38
Frequency of brands
Market Scoreboard
Manuf ONF IGA Harps Target Walmart
Unilever GM % 22% 26% 50% 29%
Facings 0 7 7 3 15
Inv % 19% 30% 43% 39%
Hain Celestial GM % 4% 7% 3% 3% 5% Facings 7 4 1 1 6
Inv % 22% 11% 4% 14% 16%
Golden Temple GM % 43% 5% 9%
Facings 12 1 0 0 1
Inv % 38% 3% 3%
Bigelow GM % 24% 25% 16% 19% Facings 8 6 1 5
Inv % 22% 26% 14% 13%
Private Label
Overall, private label sales of green tea is somewhat significant.
• TOTAL U.S. $ 72,172.40
• WEST SOUTH CENTRAL$ 6,319.77
Retailers could benefit with more facings of private label, and placing it next to national brands.