10. 3-DOOR SET
PINELLAS PARK, FL
Opportunity
Assessment
Horizon Org Milk
20%Space|35 $$Share
For the past half year, this category set is under-performing,
indexing at a 98% on units vs. YA and 100% on $$ Sales.
Simply Balanced Org Milk
14%Space|11 $$Share
Market Pantry LF Milk
7%Space|5 $$Share
Lactaid LF Milk
13%Space|11 $$Share
Simply Balanced Alm Milk
7%Space|4 $$Share
Almond Breeze Alm Milk
13%Space|6 $$Share
Silk Almond Milk
13%Space|16 $$Share
DATA SOURCE: SYMPHONY IRI (PAST 6 MONTHS / PERIOD ENDING 9/20/15)
Silk Cashew Milk
5%Space|2 $$Share
SilkCoconutMilk
2%Space|2 $$Share
Silk Soy Milk
7%Space|7 $$Share
11. Opportunity
Assessment
SEGMENT LAYOUT
Org Milk
33% Space
46 $$ Share
Almondmilk
33% Space
25 $$ Share
Lactose Free
Milk
20% Space
17 $$ Share
Soy 7% Space
7 $$ Share
AO 7% Space
4 $$ Share
For the past half year, this category set is under-performing,
indexing at a 98% on units vs. YA and 100% on $$ Sales.
DATA SOURCE: SYMPHONY IRI (PAST 6 MONTHS / PERIOD ENDING 9/20/15)
12. 3-DOOR SET
PINELLAS PARK, FL
Opportunity
Assessment
BRAND PERFORMANCE
DOLLAR AND UNIT
SHARE OF SPECIALTY
MILK CATEGORY
$|85IYA
UNIT|75IYA
PVTLBLORG
$|105IYA
UNIT|97IYA
HORIZONORG
$|75IYA
UNIT|84IYA
SILKSOY
$|83IYA
UNIT|77IYA
PVTLBLLFMILK
$|117IYA
UNIT|121IYA
LACTAID
$|112IYA
UNIT|117IYA
ALMBRZ
NEW
NEW
$|73IYA
UNIT|79IYA
SILKALM
DATA SOURCE: SYMPHONY IRI (PAST 6 MONTHS / PERIOD ENDING 9/20/15)
SHELF STABLE
MULTI-PACKS ARE
INTEGRATED IN
THE SET
For the past half year, this category set is under-performing,
indexing at a 98% on units vs. YA and 100% on $$ Sales.
DATA SOURCE: SYMPHONY IRI (PAST 6 MONTHS / PERIOD ENDING 9/20/15)
13. ASSESSMENT SUMMARY:
• REALIGNING THE CATEGORY TO CORE SKUS (LIST) WILL IMPROVE CATEGORY
PERFORMANCE BY AS MUCH AS 4 INDEX POINTS
• ALIGNMENT TO THE CONSUMER DECISION TREE AND STRUCTURE OF PRICE
STRATA WILL INVENT A SET OF SHOPPING ZONES, IMPROVING THE
WAYFINDING OF THE CONSUMER AND INCREASING CATEGORY SALES BY AS
MUCH AS 2 INDEX POINTS
• OPPORTUNITIES EXIST FOR IMPROVEMENT OF THE CATEGORY ASSORTMENT
BRINGING BETTER PERFORMANCE
• VARIETY AND UPSIZE OPTIONS ARE KEYS TO CREATING
“#1 DESTINATION CATEGORY”
14. Shopper Zones
ZONE BASED
BRAND BLOCKS
1 . VALUE ZONE
2 . CTG GROWTH
AND INNOVATION
ZONE
3 . CTG CORE
SUSTAINMENT
AND LOYALTY SZ
ZONE
3-Door Category Growth PoG
15. 3-Door
Category
Growth PoG
REALIGNED BRAND
BLOCKS
2 2
22
2
2
2
2 2
2 2
2 2 2
2 2
2
2 2 2
Inclusion of
Horz Org
Gallons
Strong SILK
Brand Block
Defined Price Tier
Strata for Value and
Premium Brands
Projection for this category set is an index of a 103% on units
and a 105% on $$ Sales.
DATA SOURCE: SYMPHONY IRI (PAST 6 MONTHS / PERIOD ENDING 9/20/15)
16. SIZE OF PRIZE:
PER WEEK
ALMOND $Masked
CASHEW $xx
COCNT $xx
LAC FREE $xx
ORGANIC $xx
SOY -$xx
DISTRIBUTION INCREMENTALITY
NOTE: CASHEW HAS A LOW BASE OF DATA
AND SOY HAS A NEGATIVE FACTOR DUE TO
MARKET CONTRACTION
3 DOOR+ ~ $Masked
4 DOOR ~ $xx
5 DOOR ~ $xx
PROJECTED PLAN-O-GRAM
$$ SALES INCREASE (ANNUALIZED)
FOR VALIDATION OF PROJECTIONS, IN-STORE TEST IS REQUIRED
NOTE: 3-DOOR+ INCORPORATES THE SUGGESTED
CHANGES MADE TO THE BASE PoG EXAMPLE
17. 4-Door Category Growth PoG
ZONE BASED
BRAND BLOCKS
SIMPLY
BALANCED
ORG MILK
HORIZON
ORGANIC
ORG MILK SILK
AO PLANT
BASED
MILK
MARKET PANTRY
LF MILK
LACTAID LF
MILK
ALMOND
BREEZE
ALM MILK
SIMPLY BAL
ALM MILK
SILK
ALMOND
MILK
SIMPLY BAL
ALM MILK
HORIZON
ORGANIC
ORG MILK
1 . VALUE ZONE
2 . CTG GROWTH
AND INNOVATION
ZONE
3 . CTG CORE
SUSTAINMENT
AND LOYALTY SZ
ZONE
18. 4-Door Category Growth PoG
1 . VALUE ZONE
2 . CTG GROWTH
AND INNOVATION
ZONE
3 . CTG CORE
SUSTAINMENT
AND LOYALTY SZ
ZONE
20. #1 DESTINATION CATEGORY FEATURE ADVERTISEMENT AND PROMOTION
Strong monthly promotional support
to drive new traffic into
the category
Omni Channel
Promotional
Support
DATA SOURCE: ECRM (Past 12 months ending Sep 2015)
22. PET FOOD CATEGORY REVIEW
WALMART STORE LAYOUT / PET CARE CATEGORY
LOCATION
BACK
5
GROCERIES
1
LAWN&GARDEN
1
WALMART STORE
LAYOUT
14 STORES 7
FRONT
50% LOCATION OFF RACEWAY IN CORNER NEAR
LWN&GRDN
36% LOCATION ON BACK RACEWAY (IMPACT
STORES)
14% LOCATION OTHER ON
RACEWAY
WALMART CATEGORY LAYOUT
PROJECT IMPACT STORE #1503
STORE = 202,000 SQ FT
CATEGORY = 4,672 SQ FT
% OF STORE 2.3
CATEGORY
LOCATION
Walmart Retail Category Review
23. PET FOOD CATEGORY REVIEW
LITTER
DRY DOG
ECON
END B END B END B
DRYDOGMID-TIER/ECON
WETCAT
DRYDOGPREMIUM
DRYCAT
DOGTREATS
HEALTH
WETDOG
END A END A END A END A END A
PALLET PALLET
RACEWAY
ADJACENT CATEGORIES
CRAFTS
PROMOTIONAL FOODS AND SNACKS
Project
Impact
Store
Layout
4700 SQ FT
7 FT HEIGHT ALL GONDOLAS (40ft RUN)
DRY DOG MID-TIER & ECON ON HC GOND
ALL DRY CAT ON HC GONDOLA
5 END CAP (A) DEPTH BETWEEN 14" AND 36"
3 END CAP (B)
2 DROP POSITIONS (NON-DEDICATED)
1 SIDE ACCESS FROM RACEWAY
NOTES: WILD BIRD LOCATED IN LAWN&GARDEN
PREMIUM DOG HAS A WET/DRY SHELVING
EXECUTION
%
DRY DOG FOOD 15.8
DRY CAT FOOD 11.0
WET DOG FOOD 7.6
WET CAT FOOD 15.0
PET TREATS 10.6
OTHER 40.0
POTENTIAL DISPLAY LOCATIONS 10 / 7 A
24. PET FOOD CATEGORY REVIEW
MEIJER STORE LAYOUT / PET CARE CATEGORY
LOCATION
BACK
3GROCERIES
LAWN&GARDEN
MEIJER STORE LAYOUT
3 STORES
FRONT
100% LOCATION ON RACEWAY (2 SIDES) ADJACENT TO
GROCERY
MEIJER CATEGORY LAYOUT
KETTERING, OH
STORE = 196,000 SQ FT
CATEGORY = 5,810 SQ FT
% OF STORE 3.0
CATEGORY
LOCATION
Department is positioned as a destination category
25. FISH TANKS
FISH OTHER
ID
ENDB
DRY DOG PREMIUM
ENDA
ENDB
END B END B END B END B
WILDBIRDFEEDANDFEEDERS
TREATS
DRYDOGMID-TIERANDPVTLABEL
WETDOG
DRYCATFOOD
WETCATFOOD
HEALTH
LITTER
DOGBEDS
ENDA
ENDB
CATTREES
RAWHIDES
DRYDOGECON
ENDA
ENDB
CRATES&WASTEMGT
FOR DOGS
ENDA
ENDB
PADS
TOYS / TREATS
LEASHES / COLLARS END B
CAT
TOYS
ENDA
ENDB
END A END A END A END A END A
LOW PROFILE SHOPPERS
PALLET PALLET
RACEWAY
ADJACENT CATEGORIES
HARDWARE
PET FOOD CATEGORY REVIEW
Basic
Meijer
Store
Layout
5800 SQ FT
PINEBEDDING/FISHACCESORIES
5 FT HEIGHT 4WAY SHOPPER
6 SHOPPERS w/END CAPS
6 FT HEIGHT
GONDOLA
(44ft RUN)
STANDARD BASE 25"
10 END CAP (A) DEPTH 25"
11 END CAP (B)
2 DROP POSITIONS (nd)
DOG ID TAG STATION
2 SIDES ACCESS FROM
RACEWAY
%
DRY DOG FOOD 12.1
DRY CAT FOOD 10.4
WET DOG FOOD 7.0
WET CAT FOOD 13.8
PET TREATS 12.3
OTHER 44.5
POTENTIAL DISPLAY LOCATIONS 24 / 13 A Displays 240% > WMT
The Home Depot should advertise it’s strategic concept around why should Home Depot sell pet products to the consumer. “Your Pet Outfitter” works to identify the Home Depot approach which is to provide goods and services that will provide a fulfilled environment for the family pet.
The Home Depot will provide solutions for enhancement of family pet’s outdoor environment as well as their indoor experience. Solutions will include contractor-based build and installment for beautiful cottage type dog houses with flooring and kennel fencing; gazebo-type kennels for short-term backyard visits for the pet or below ground electronic fencing to protect the pet from hazards of the street. Products for treating the yard so that exposure to yard pests such as fleas and ticks are eliminated. Also, the family outdoor deck should be designed with considerations for the pet, with feed and motion activated watering stations –or- dog-sized view ports built into the perimeter fencing.
Inside the home, The Home Depot will provide contractor based design solutions for new builds empowering the home-owner the ability to design pet solutions in the home. Fanciful rooms where cats can climb, explore, and play or where dogs have a designed space near the hearth. Plus products to help train the pet and manage pet waste. And the Home Depot will offer convenience to shoppers seeking pet nutrition and treats.
The Pet Owner will view the pet as an extension of their family. The Home Depot will provide a welcoming message to build consumer awareness and introduce the consumer into the category set. For the shopper, this will show that Home Depot values pet care.
With the combination of the floor graphic, shadowbox, motif photos, looped video and dog house displays, the initial impression upon the shopper is strong. The Home Depot will be recognized as a category leader in pet care.
Bay 3 would merchandise Dog Beds, Waste Management Tools, and large size dry food product on pallet for ease of inventory management (Identified as Value Nutrition)
Bay 4 would house the PET LIFE PLANNING CENTER providing a center hub for driving traffic into the category. Below the center would be shelved a broad assortment of Dog Treats.
Brands on Shelf: [DRY DOG FOOD] Pedigree (Mid), Purina Dog Chow (Mid), [DOG TREATS] Pup-peroni, Purina Beggin’ Strips, Iams Biscuits, Iams Shakeables, Milk-bone, Canine Carry-outs, Rawhides and Greenies
Bay 5 would merchandise Cat Waste Management Products, Feeding and Watering Systems and Dog training aids.
Bay 6 The trail of the category, would display cat trees and all cat food (Prem, Mid, and Value) serving as signpost for the backside of the category.
Brands on Shelf: [DRY CAT FOOD] Iams (Prem), Purina ONE (Prem), Cat Chow (Mid), Meow Mix (Mid), Friskees (Mid), Purina Kit’n Kaboodle (Econ) [WET CAT FOOD] VARIETY PACKS: Iams, Fancy Feast, Friskies, and Meow Mix
NOTES:
What we are trying to fulfill. Creation of a #1 Destination Category for Specialty Milks in US Retail Dairy.
Key Touch Points:
Category Assortment
Space Allocation based upon performance
Wayfinding/Navigation (based upon CDT, Brand Blocking, and Establishing Price Tier Strata)
Projecting Future Growth
This 3-Door Plan-o-gram set establishes a baseline for us to assess current category performance. 6 FACINGS per shelf (we have seen 7, but being conservative)
In the past half year, Target Specialty Milk Category is indexing at a 98% on units and 100% on dollar sales versus same period year ago.
Key callouts:
Horizon Organic isn’t receiving its fair share of shelf space
The competitive market for Target (TTL US) is delivering 107 $$IYA and 105 UNITS IYA
SKU COUNTS: (52 TTL) FACINGS: (62 TTL)
PVT LBL OM 8 12
HORZ OM 8 16
PVT LBL LFM 3 6
LACTAID 6 10
ALM BRZ 7 12
SILK 17 23
PVT LBL AM 3 6
NOTES:
NOTES:
The argument for removal of the Horizon Organic Shelf Stable Multi-packs
Refrigeration isn’t required for sale
The product is not an impulse buy item
Shelving within the refrigerated set reduces the product’s profit margin
Refrigeration is a more expensive set location (due to equipment, motion activated lighting, maintenance, and utility costs)
Horizon Organics can repurpose the space to expand refrigerated product sales
NOTES:
(Estimated) Improved focus upon CORE SKU support (including distribution broadening and reduction of OOS) will project Target’s Category index ~102% on units and ~104% on dollar sales versus same period year ago.
Improvement of wayfinding within the category set projects to improve the growth rate by 1-2 additional index points
NOTES:
NOTES:
OOS analysis is based on shelf holding power (1 facing = 5 half gallon cartons or 3 gallon jugs), unit sales per store/per week, and replenishment (twice per week). All products have been assessed and those requiring 2 facings are labeled “2” on the PoG set
Shelf design by price tier will better enable the Target guest to find the value proposition when shopping the category
(Estimated) Improved focus upon CORE SKU support (including distribution broadening and reduction of OOS) will project Target’s Category index ~102% on units and ~104% on dollar sales versus same period year ago.
Improvement of wayfinding within the category set projects to improve the growth rate by 1-2 additional index points
Big Pour by the door
SKU COUNTS: (55 TTL) FACINGS: (85 TTL)
PVT LBL OM 8 12
HORZ OM 8 16
PVT LBL LFM 3 6
LACTAID 6 10
ALM BRZ 10 12
SILK 17 23
PVT LBL AM 3 6
NOTES:
Increases in distribution, bring increases in sales. The causal for the factor increase can range from ease of deselection to reduction of OOS. Projections are made from DISTRIBUTION INCREMENTALITY which is factoring the value of a single point of indexed increase in distribution. Once this factor is determined then increases in plan-o-gram productivity may be measured by how much additional distribution is added.
For example, changing the Plan-o-gram from a 3-door to a 4-door set (as we have composed) will create an distribution index increase in the brands as follows:
HORIZON ORGANIC +63%
LACTAID 0
ALMOND BREEZE +33% ADD 2 SKUs in Cashew Blends (+2.7MM) Coconut Blends (+2.1MM)
SILK ALM +27%
SILK SOY +17%
SILK COCNT 0
SILK CASHW 0
PVT LBL ALM +100%
PVT LBL ORG 0
PVT LBL LFM 0
Multiply the distribution increase by DISTRIBUTION INCREMENTALITY to gain the projected increase in dollar sales.
NOTES:
NOTES:
Ex: SB Almond over spaced, provides oppty for innovation SB above like product.
Big Pour by the door
SKU COUNTS: (65 TTL) FACINGS: (109 TTL)
PVT LBL OM 8 12
HORZ OM 11 26
PVT LBL LFM 3 6
LACTAID 7 10
ALM BRZ 14 16
SILK 19 27
PVT LBL AM 3 12
NOTES:
Differentiation from the remaining elements of the Dairy Section is needed to support staging a DESTINATION CATEGORY.
NOTES:
FEATURE SUPPORT PAST 12 MONTHS
Print Ads Digital Ads
30 ads, NONE ON FRONT OF CIRCULAR …. 39 Ads, All Promo Page All located in middle
24 Name Brand 6 Name Brand (Horizon Organic)
(Horizon Organic, Silk, Lactaid and 33 Private Label
Almond Breeze) 6 Private Label
The opportunity exists for development of a “REASON TO BUY” ad set which would highlight the consumer benefits of Specialty Milks vs. standard fluid milk. This should be positioned on the cover of a circular. Why no digital ads for name-brand almond milk and lactose free milk?
