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STEPHANIE CLEMENT Category Project - Gin

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Gin Snapshot Summary

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Demographics Gin is very popular with: Hispanics Households of 2 or more people Households with an income above $150,000 People over the age of 65 Households with no children

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Knowing Your Customer (cont.) This is definitely not a normal category. I found it interesting that gin is most popular in households with an annual income of $150,000 or more, but also in households with an annual income of $10,000-19,000 and $100,000-149,000. Why the big gap? I also found it interesting that gin is overwhelmingly popular in households with no children. Popular in older households with 2 people.

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Seagrams Seagrams is popular with: Blacks, Hispanics, and Asians. Households with 2 people, earning an average annual income of $10,000-29,000. Ages 55-64 No children Renters

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Seagrams (cont.)

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Tanqueray Tanqueray is popular with: Households with 2 people Households with no children, earning over $75,000 annually Ages 65-74, also ages 55-64 and people over the age of 75 More popular in households that are owned, instead of rented. No major racial preferences

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Tanqueray (cont.)

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Gordons Gordons is popular with: Whites with 2 people living in the household. Households earning an annual income over $100,000, especially those earning over $150,000 Head of households over the age of 65 who own their houses and have no children.

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Gordons (cont.)

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Lets Compare! Seagrams Tanqueray Gordons

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Category Role (cont.) Store visibility was exceptional. The products were neatly lined up by brand in the shelves, and the price was clearly stated. Every product had at least 1 facing.

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Circular Trade Areas

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Fayetteville, AR Ages 15-34 Race: White & Other Household Income under $35,000 Education: Mostly College students and graduates. St Louis, MO Ages 15-34 Race: Black Household Income under $25,000 Education: College Graduates Edmond, OK Ages 15-34 Race: Other Household Income Varied Education: College Graduates Not much evidence of category management beyond store size.

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Category Audit Stores that were audited: Stadium Liquor, Fayetteville, AR - 10-03-2014 City Liquor Store, Fayetteville, AR - 10-04-2014 Liquor World, Fayetteville, AR - 10-04-2014 Clear Fork Liquor, Fort Worth, TX - 10-10-2014 Boulevard Wine & Spirits, Edmond, OK - 10-11-2014 Arena Liquor, St Louis, MO - 11-01-2014 Found 61 unique SKUs Brands found at every store: Burnetts Seagrams Tanqueray

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Category Audit (cont.) Price Brands: Burnetts Gibleys Heaven Hill Seagrams Type C Brands (High gross margin, and high costs) Bombay Tanqueray Gordons There are no Private Labels.