2. Blattberg’s Category Role Matrix
Flagship
Sales Dollar Volume
High Medium Low
Dish Liquid
Detergent
=
Core Traffic
Cash
Machine
Under
Fire
Maintain
Rehab
Gross Margin %
HighLow
3. 5 Stores
1. Wal-Mart on Mall Ave in Fayetteville
2. Wal-Mart on Walton Blvd in Bentonville
3. Harps on Garland Ave in Fayetteville
4. Harps on Walton Blvd in Bentonville
Strongest Brands
Dawn
Ajax
Total of 160 SKU’s
5. Target in Rogers
Gain
Palmolive
4.
5.
6.
7.
8. 2013 Audit Vs 2015 Audit
11 Brands
109 Products
19 Brands
160 Products
8 New Brands in 2 years
51 New Products introduced
9. Private Brand
Success for Category
Gross Margin Percentages are high
20%-25%
Price gap varies
Overall is low
10. Differentiation
High importance of differentiation
Little price search
Size and fragrance are more important
High unique SKU’s
Only four brands are present in all of the stores
audited
Medium to high stocking rate
Editor's Notes
Liquid Dish Detergent is a core traffic.
According to sales from Marsh: gross margin percentage of 18.25%, low weekly sales of $9,187.17, and shelf space of 345.1 feet
