Working with a major retailer (Walgreen's) and major manufacturer (Constellation Wines) within the consumer packaged goods industry to develop a complete category management review in a team of three. Utilizing Nielsen Category Management suite of tools including the Nielsen Answers Retail Edition, and space management software to support our review.
The document summarizes a presentation about opportunities in the pet treats category for grocery stores Roundy's and Del Monte. It provides an industry overview, discusses macro trends, assesses Roundy's current performance and market share in pet treats, and recommends reorganizing the planogram to focus on top-selling brands and products to drive more sales.
Sutter Home Winery was shut down during Prohibition and remained abandoned until 1947 when it was purchased by immigrant brothers Mario and John Trinchero from New York whose family had long been active in the Italian wine business. In 1972, Bob Trinchero experimented with making Zinfandel more robust and created a pink wine called Oeil de Pedrix which became very popular. In 1975, they changed the name to White Zinfandel and it became the best selling premium wine in the USA in 1987.
Are you looking for information on how to sell your wine, beer and spirits in the United States? How about current in-depth data analysis on the US adult beverage industry?
In their recent seminar at the London Wine Fair, Sid Patel (CEO of Beverage Trade Network), John Beaudette (President of MHW) and Steve Raye (President of Bevology, Inc.) outlined current market conditions and innovative market strategies for wineries, breweries and distilleries looking to enter the US in “The Insider’s Guide to Penetrating the US Market.”
The seminar outlined a full overview of the current state of the US market place where John, Raye and Sid gave complete analysis on how to successfully launch and support brands across the three tier system by leveraging partnerships and using innovative programs.
ConAgra is the largest vendor of single serve meals at K-Va-T, capturing 38% of category sales. While single serve meals are declining overall, K-Va-T is performing better than the rest of the market. Specifically, the economy and better for you segments are declining faster than the overall frozen category. However, K-Va-T has been able to stabilize dollar sales through increased spending per buyer and trip. The top lessons are that K-Va-T outperforms the market in single serve meals, certain segments like economy and better for you are driving declines, and higher spending per customer has helped offset sales declines.
This document provides a simplified model for estimating retail shelf prices for wine in the US market. It suggests retail price is roughly 3.5 times the ex-cellar price or 2 times the distributor's laid-in cost. The model incorporates standard marketing support and sampling costs. It also outlines typical variable import charges, state excise tax rates, and key terms used in the US wine distribution system.
Provides information on the Target cosmetics shopper, leakage on where shoppers are going, which categories over-index and who they over-index with. Also includes a deeper dive on Ulta and where Target is winning against Ulta in the cosmetics category.
The document summarizes a presentation about opportunities in the pet treats category for grocery stores Roundy's and Del Monte. It provides an industry overview, discusses macro trends, assesses Roundy's current performance and market share in pet treats, and recommends reorganizing the planogram to focus on top-selling brands and products to drive more sales.
Sutter Home Winery was shut down during Prohibition and remained abandoned until 1947 when it was purchased by immigrant brothers Mario and John Trinchero from New York whose family had long been active in the Italian wine business. In 1972, Bob Trinchero experimented with making Zinfandel more robust and created a pink wine called Oeil de Pedrix which became very popular. In 1975, they changed the name to White Zinfandel and it became the best selling premium wine in the USA in 1987.
Are you looking for information on how to sell your wine, beer and spirits in the United States? How about current in-depth data analysis on the US adult beverage industry?
In their recent seminar at the London Wine Fair, Sid Patel (CEO of Beverage Trade Network), John Beaudette (President of MHW) and Steve Raye (President of Bevology, Inc.) outlined current market conditions and innovative market strategies for wineries, breweries and distilleries looking to enter the US in “The Insider’s Guide to Penetrating the US Market.”
The seminar outlined a full overview of the current state of the US market place where John, Raye and Sid gave complete analysis on how to successfully launch and support brands across the three tier system by leveraging partnerships and using innovative programs.
ConAgra is the largest vendor of single serve meals at K-Va-T, capturing 38% of category sales. While single serve meals are declining overall, K-Va-T is performing better than the rest of the market. Specifically, the economy and better for you segments are declining faster than the overall frozen category. However, K-Va-T has been able to stabilize dollar sales through increased spending per buyer and trip. The top lessons are that K-Va-T outperforms the market in single serve meals, certain segments like economy and better for you are driving declines, and higher spending per customer has helped offset sales declines.
This document provides a simplified model for estimating retail shelf prices for wine in the US market. It suggests retail price is roughly 3.5 times the ex-cellar price or 2 times the distributor's laid-in cost. The model incorporates standard marketing support and sampling costs. It also outlines typical variable import charges, state excise tax rates, and key terms used in the US wine distribution system.
Provides information on the Target cosmetics shopper, leakage on where shoppers are going, which categories over-index and who they over-index with. Also includes a deeper dive on Ulta and where Target is winning against Ulta in the cosmetics category.
BMC State of the US Alcoholic Beverage Industry 2019Neil Kimberley
1) Spirits are gaining market share over beer, while wine's share remains flat. Spirits growth is led by tequila and American/Irish whiskey.
2) Craft spirits are growing faster than craft beer, with the number of craft distilleries increasing over 15% per year. Craft spirits now make up around 3% of the total spirits market.
3) Within spirits, whiskey is driving overall growth. Straight American whiskey and Irish whiskey are the fastest growing whiskey types.
Sid Patel, Steve Rays and John Beaudette's presentation at London Wine Fair. Tips for wineries, breweries and distilleries for Penetrating the US Market.
Business case that proposes a strategy for a U.S. based Wine manufacturer to enter in the Craft Beer Industry. The presentation also includes the highlight of US Alcoholic Beverage Industry and Customer appeal in the Beer Market.
The document provides an analysis of the FMCG sector in India and Nestle's Maggi noodles brand. It discusses that the FMCG sector is the 4th largest sector in India and has grown significantly in recent years. It then analyzes Maggi noodles using Porter's Five Forces model, examines Nestle as a company and Maggi's position within Nestle's product portfolio. It also provides a SWOT analysis of Maggi noodles and discusses segmentation, targeting and positioning strategies used for the brand. Financial information and Nestle India's organizational structure are also summarized.
Mercer Capital's Value Focus: Convenience Store Industry | Q1 2016 | Segment:...Mercer Capital
Mercer Capital’s Convenience Store Industry newsletter is a quarterly publication providing perspective on valuation issues pertinent to multi-unit retailing and QSR industries.
The document discusses the alcohol industry and Mountain Man Brewing Company (MMBC). MMBC is a family-owned brewery in West Virginia that produces Mountain Man Lager. It is facing declining sales for the first time as beer drinkers' tastes change. Chris Prangel, who has returned to manage marketing, wants to launch Mountain Man Light beer to attract younger drinkers. This could help compensate for core brand losses but risks cannibalizing lager sales. Maintaining the status quo is not viable as competition is growing. Chris must decide whether launching a light brand is economically feasible and sustainable for MMBC.
IRI Special Report: Private Label in Western Economies, 2016 IRI, INTL
Private label’s value market share in Europe fell by 0.6 points to 38.3% in 2015, compared to the previous year, as a share of the total FMCG market.
This highlights both a downward trend in all countries (except in the UK and Australia) and the fact that retailers and manufacturers are struggling to cope with challenging market conditions. This includes pressure from national brands pumping large amounts of money into promotions. Private label unit market share in Europe - measured by pack sales - also dropped by 0.5 points to 47.4% last year.
For an advertising class, a team of five students worked with the San Pellegrino brand to craft an advertising campaign complete with original targeted advertisements on multiple mediums. Attached is a presentation that was reviewed by the creative team at Ogilvy & Mather responsible for San Pellegrino.
This document contains a financial analysis of Whole Foods Market, including a SWOT analysis identifying strengths such as its popular brand and large selection of organic foods, weaknesses such as higher prices, and opportunities and threats. It also provides details on Whole Foods' accounting practices, financial metrics like profit margins over time, and valuation models estimating the stock is undervalued. The conclusion is that Whole Foods is a recommended buy based on historical earnings growth and trading below projected price estimates.
The document discusses how the economy may impact wine sales in 2008. It reviews historical data showing a weak negative correlation between economic indicators like unemployment and wine sales. Academic research shows income elasticity of demand is below 1.0 for wine volume but mixed for higher-end wines. The core wine-drinking demographic tends to be older, wealthier consumers, but a recession may still reduce their spending. Several factors like channels of purchase and business spending are uncertain and require monitoring in terms of effects on the wine industry.
The document provides an analysis of Bob's Market's coffee sales and recommendations for improving performance. It finds that the one cup brewer and premium coffee segments have the most growth potential. It recommends that Bob's Market expand its assortments of one cup brewer pods and premium coffees like Dunkin' Donuts. It also suggests optimizing store layout, pricing, and promotions to drive these high-growth categories and segments.
- The document analyzes the financial performance of several major off-price retailers during Q2 2020 and provides forecasts for Ross Stores' (ROST) sales and earnings outlook through 2022. It finds that ROST and its peers saw significant declines in Q2 sales and re-opening comps due to store closures from COVID-19 but may gain market share going forward as other retailers close stores. The analysis estimates ROST's market share could rise to 10% after the pandemic, supporting projected sales growth to $18.9 billion in 2021 and $20.8 billion in 2022, with earnings per share reaching $5.47 and $6.49 respectively.
Silicon Valley Bank 2015 State of the Wine Industry PresentationSilicon Valley Bank
The Silicon Valley Bank 2015 State of the Wine Industry Presentation is a companion to the report of the same name. The presentation identifies trends and addresses current issues facing the U.S. wine industry, offering data and observations that help that wineries can use to develop their business strategies.
Silicon Valley Bank's wine report is based on its in-house expertise as one of the largest bankers to the West Coast wine industry for nearly 20 years, a proprietary database of more than a decade of winery financials, ongoing research, and an annual survey of 600 West Coast wineries.
Mercer Capital's Value Focus: Convenience Store Industry | Q1 2017 | Segment:...Mercer Capital
Mercer Capital’s Convenience Store Industry newsletter is a quarterly publication providing perspective on valuation issues pertinent to multi-unit retailing and QSR industries.
An analysis that explores the various aspects of consumer behavior in Bangladesh's retail ice-cream market. Although Igloo is a clear market leader, other brands like Belissimo are using effective brand positioning to capture significant market share as well. Other factors such as seasonality play a strong role in determining overall sales volume.
Demand for high-performance lubricants constantly increasesDI Marketing
Castrol has the highest brand awareness and market share in Vietnam's motorbike lubricant industry according to a survey of 1,180 riders in 5 Vietnamese cities. The majority of riders change their lubricant every 2-3 months or every 1,000-2,000 km and spend an average of $4.83 per change. However, only half of riders use the correct method for changing lubricant, indicating potential for education. Trusted brand and effective protection of the machine are the top reasons for choosing Castrol and other brands.
This document provides an overview of SKYY Spirits LLC and the role of Assistant Brand Manager. SKYY is a subsidiary of Gruppo Campari, the 6th largest global spirits company. As Assistant Brand Manager, the candidate will support the Tequila and American Whiskey brand managers. Key responsibilities include effective communication, thorough product knowledge, marketing initiatives to increase brand equity and sales, budget management, and data analysis. Strong organizational, analytical, creative, and social skills are required for the role.
The document discusses primary and secondary research methods used by C&C Group plc and Magners to understand customer behavior and preferences. These include consumer panels, focus groups, tasting events, surveys, and reports from Mintel. The research aims to learn when and where customers drink, what they like, and how Magners compares to competitors. It also provides information on seasonal demand and opportunities to expand availability. The target market is young adults aged 20-25.
The document provides analysis from a customer segmentation case study and conjoint study for a new home beverage appliance product. Key findings include:
1) Two customer segments - "Life-of-the-Party Sam" and "Techie Party Hostess Soccer-Mom" - showed the highest purchase intent for the product and represent 77% of the estimated market potential.
2) Owners of other beverage appliances like SodaStream had significantly higher purchase intent for the new product compared to others.
3) Projections estimate 695,000 appliances and 456 million drink pods would be sold annually at a $179 price point.
This document contains inventory information and display setup details for various soccer gear items across multiple brands and floors. It lists stock counts and prices for footwear items from Mercurial, Hypervenom, Tiempo, as well as apparel from various lines. Display configurations are outlined for different brand areas and training spaces.
BMC State of the US Alcoholic Beverage Industry 2019Neil Kimberley
1) Spirits are gaining market share over beer, while wine's share remains flat. Spirits growth is led by tequila and American/Irish whiskey.
2) Craft spirits are growing faster than craft beer, with the number of craft distilleries increasing over 15% per year. Craft spirits now make up around 3% of the total spirits market.
3) Within spirits, whiskey is driving overall growth. Straight American whiskey and Irish whiskey are the fastest growing whiskey types.
Sid Patel, Steve Rays and John Beaudette's presentation at London Wine Fair. Tips for wineries, breweries and distilleries for Penetrating the US Market.
Business case that proposes a strategy for a U.S. based Wine manufacturer to enter in the Craft Beer Industry. The presentation also includes the highlight of US Alcoholic Beverage Industry and Customer appeal in the Beer Market.
The document provides an analysis of the FMCG sector in India and Nestle's Maggi noodles brand. It discusses that the FMCG sector is the 4th largest sector in India and has grown significantly in recent years. It then analyzes Maggi noodles using Porter's Five Forces model, examines Nestle as a company and Maggi's position within Nestle's product portfolio. It also provides a SWOT analysis of Maggi noodles and discusses segmentation, targeting and positioning strategies used for the brand. Financial information and Nestle India's organizational structure are also summarized.
Mercer Capital's Value Focus: Convenience Store Industry | Q1 2016 | Segment:...Mercer Capital
Mercer Capital’s Convenience Store Industry newsletter is a quarterly publication providing perspective on valuation issues pertinent to multi-unit retailing and QSR industries.
The document discusses the alcohol industry and Mountain Man Brewing Company (MMBC). MMBC is a family-owned brewery in West Virginia that produces Mountain Man Lager. It is facing declining sales for the first time as beer drinkers' tastes change. Chris Prangel, who has returned to manage marketing, wants to launch Mountain Man Light beer to attract younger drinkers. This could help compensate for core brand losses but risks cannibalizing lager sales. Maintaining the status quo is not viable as competition is growing. Chris must decide whether launching a light brand is economically feasible and sustainable for MMBC.
IRI Special Report: Private Label in Western Economies, 2016 IRI, INTL
Private label’s value market share in Europe fell by 0.6 points to 38.3% in 2015, compared to the previous year, as a share of the total FMCG market.
This highlights both a downward trend in all countries (except in the UK and Australia) and the fact that retailers and manufacturers are struggling to cope with challenging market conditions. This includes pressure from national brands pumping large amounts of money into promotions. Private label unit market share in Europe - measured by pack sales - also dropped by 0.5 points to 47.4% last year.
For an advertising class, a team of five students worked with the San Pellegrino brand to craft an advertising campaign complete with original targeted advertisements on multiple mediums. Attached is a presentation that was reviewed by the creative team at Ogilvy & Mather responsible for San Pellegrino.
This document contains a financial analysis of Whole Foods Market, including a SWOT analysis identifying strengths such as its popular brand and large selection of organic foods, weaknesses such as higher prices, and opportunities and threats. It also provides details on Whole Foods' accounting practices, financial metrics like profit margins over time, and valuation models estimating the stock is undervalued. The conclusion is that Whole Foods is a recommended buy based on historical earnings growth and trading below projected price estimates.
The document discusses how the economy may impact wine sales in 2008. It reviews historical data showing a weak negative correlation between economic indicators like unemployment and wine sales. Academic research shows income elasticity of demand is below 1.0 for wine volume but mixed for higher-end wines. The core wine-drinking demographic tends to be older, wealthier consumers, but a recession may still reduce their spending. Several factors like channels of purchase and business spending are uncertain and require monitoring in terms of effects on the wine industry.
The document provides an analysis of Bob's Market's coffee sales and recommendations for improving performance. It finds that the one cup brewer and premium coffee segments have the most growth potential. It recommends that Bob's Market expand its assortments of one cup brewer pods and premium coffees like Dunkin' Donuts. It also suggests optimizing store layout, pricing, and promotions to drive these high-growth categories and segments.
- The document analyzes the financial performance of several major off-price retailers during Q2 2020 and provides forecasts for Ross Stores' (ROST) sales and earnings outlook through 2022. It finds that ROST and its peers saw significant declines in Q2 sales and re-opening comps due to store closures from COVID-19 but may gain market share going forward as other retailers close stores. The analysis estimates ROST's market share could rise to 10% after the pandemic, supporting projected sales growth to $18.9 billion in 2021 and $20.8 billion in 2022, with earnings per share reaching $5.47 and $6.49 respectively.
Silicon Valley Bank 2015 State of the Wine Industry PresentationSilicon Valley Bank
The Silicon Valley Bank 2015 State of the Wine Industry Presentation is a companion to the report of the same name. The presentation identifies trends and addresses current issues facing the U.S. wine industry, offering data and observations that help that wineries can use to develop their business strategies.
Silicon Valley Bank's wine report is based on its in-house expertise as one of the largest bankers to the West Coast wine industry for nearly 20 years, a proprietary database of more than a decade of winery financials, ongoing research, and an annual survey of 600 West Coast wineries.
Mercer Capital's Value Focus: Convenience Store Industry | Q1 2017 | Segment:...Mercer Capital
Mercer Capital’s Convenience Store Industry newsletter is a quarterly publication providing perspective on valuation issues pertinent to multi-unit retailing and QSR industries.
An analysis that explores the various aspects of consumer behavior in Bangladesh's retail ice-cream market. Although Igloo is a clear market leader, other brands like Belissimo are using effective brand positioning to capture significant market share as well. Other factors such as seasonality play a strong role in determining overall sales volume.
Demand for high-performance lubricants constantly increasesDI Marketing
Castrol has the highest brand awareness and market share in Vietnam's motorbike lubricant industry according to a survey of 1,180 riders in 5 Vietnamese cities. The majority of riders change their lubricant every 2-3 months or every 1,000-2,000 km and spend an average of $4.83 per change. However, only half of riders use the correct method for changing lubricant, indicating potential for education. Trusted brand and effective protection of the machine are the top reasons for choosing Castrol and other brands.
This document provides an overview of SKYY Spirits LLC and the role of Assistant Brand Manager. SKYY is a subsidiary of Gruppo Campari, the 6th largest global spirits company. As Assistant Brand Manager, the candidate will support the Tequila and American Whiskey brand managers. Key responsibilities include effective communication, thorough product knowledge, marketing initiatives to increase brand equity and sales, budget management, and data analysis. Strong organizational, analytical, creative, and social skills are required for the role.
The document discusses primary and secondary research methods used by C&C Group plc and Magners to understand customer behavior and preferences. These include consumer panels, focus groups, tasting events, surveys, and reports from Mintel. The research aims to learn when and where customers drink, what they like, and how Magners compares to competitors. It also provides information on seasonal demand and opportunities to expand availability. The target market is young adults aged 20-25.
The document provides analysis from a customer segmentation case study and conjoint study for a new home beverage appliance product. Key findings include:
1) Two customer segments - "Life-of-the-Party Sam" and "Techie Party Hostess Soccer-Mom" - showed the highest purchase intent for the product and represent 77% of the estimated market potential.
2) Owners of other beverage appliances like SodaStream had significantly higher purchase intent for the new product compared to others.
3) Projections estimate 695,000 appliances and 456 million drink pods would be sold annually at a $179 price point.
This document contains inventory information and display setup details for various soccer gear items across multiple brands and floors. It lists stock counts and prices for footwear items from Mercurial, Hypervenom, Tiempo, as well as apparel from various lines. Display configurations are outlined for different brand areas and training spaces.
This document discusses effective day-to-day category management. It outlines a structured workflow for category management that includes market insight, defining company goals and category strategies, developing category tactics through tools like a tactogram, executing the category plan, and following up through review and improvement. The goal is to close the gap between category management best practices and many companies' day-to-day activities by taking a more analytical, data-driven approach structured around roles, strategies, tactics, execution, and review.
Bruno De Labar: How new premium categories can generate additional retailer t...b2bcg
1) Introducing new premium categories in existing product lines like fabric treatment and expanding existing categories can generate additional sales and profits for retailers.
2) Purchasing an additional premium product increases the average customer spend, for example adding a fabric softener to a laundry detergent purchase increases spend by 1.8-2.5 times.
3) Developing new categories like automatic dishwashing which is still emerging in Russia provides opportunities to drive penetration and consumption.
ECR Europe Forum '05. Category Management in a limited data environment. Case...ECR Community
Category Management in a limited data environment:
Category Management has been one of the most successful ECR tools over the past decade. At its core is what can be labour-intensive collation of accurate consumer information from many different data sources. But what if some data is missing? Learn how to maximize the benefits of Category Management in a limited data environment.
Category management co operation (kesko food, fazer, analyse2)ECR Community
The document discusses insight information sharing between Kesko Food and Fazer in category management. It provides examples of how segmentation, clusters and solutions tools are used to analyze consumer trends and plan assortments. Partnership involves shared goals, processes, tools and practices at strategic, marketing, tactical and logistical levels through information sharing and joint projects.
ECR Europe Forum '05. Category Management in a limited data environment. Intr...ECR Community
Category Management in a limited data environment:
Category Management has been one of the most successful ECR tools over the past decade. At its core is what can be labour-intensive collation of accurate consumer information from many different data sources. But what if some data is missing? Learn how to maximize the benefits of Category Management in a limited data environment.
The document summarizes research on the men's grooming market globally and in Vietnam. It finds that the global men's grooming market has grown significantly from 2012 to 2020. In Asia, the top grooming products used by men are blades/razors, shampoo, bar soap, skincare, and shower gel. While most Vietnamese men feel taking care of one's looks is embarrassing, research shows the market is growing rapidly and 60% of Vietnamese men feel a need for men's grooming products. The document recommends companies found new brands exclusively for men or extend existing brands into the Vietnamese men's grooming market due to its potential for growth.
Product and category management in abms universitytomii01
The document discusses the importance of the Executive Certificate in Product and Category Management course offered by ABMS. The 2-week course provides skills needed for production managers to focus on high quality production, training, packaging, and meeting client needs. This ensures companies offer correct product quality to clients and avoid bad reviews, while allowing growth through new product development and expansion. The course teaches how to deal with local and international clients and make simple changes to improve products and ingredients.
The document discusses category management best practices supported by detailed data. It provides an overview of category management frameworks, emerging trends like obtaining a complete view of the customer using both online and offline data. It also presents several case studies on topics like customer segmentation, market basket analysis, SKU rationalization, promotional item selection, and localized assortments. The document concludes with a discussion on best practices implementation and price optimization testing along with supplier partnership cases.
Beauty - cosmetics - personal care category review february 2013HIPERCOM
The document compares sales of personal care and beauty products between January-February 2013 and January-February 2012 across various retailers in an unnamed country. It finds that while some retailers like Penny Market saw sales increases above 90%, others like Penny XXL saw decreases over 75%. Among producers, Henkel saw the largest decline in sales at over 18%, while Unilever saw among the highest increases above 25%. The document provides detailed breakdowns of sales by retailer and producer over the two periods.
The document summarizes trends in the male grooming category in Vietnam. It finds that male grooming is growing rapidly in Asia, including Vietnam. While 80% of Vietnamese men care about their appearance, skin care remains underdeveloped in Vietnam compared to other Asian markets. The male grooming market in Vietnam provides potential for companies, especially in developing new products beyond basic items like shampoo and deodorant into areas like skin care and body care.
Cadbury Dairy Milk (CDM) has been the market leader in India's chocolate market since 1948. It currently holds a market share of over 70%. While Western markets still dominate globally, emerging markets like India represent significant future growth potential, with the Indian chocolate market growing at 15% annually between 2008-2012. CDM targets all of India with mass marketing and occupies multiple price segments with products like standard Dairy Milk, premium Dairy Milk Silk, and seasonal variants. It relies on strong brand recognition and emotional advertising to maintain loyalty.
POSmart Webinar will cover:What an Enterprise Demand Signal Repository Can Do With POS Data. Why A Point Solution May Not Be Enough. How To Drive Revenue From POS Data.
There are two main theories of retailing described in the document: cyclical theories and evolutionary theories. Cyclical theories include the wheel of retailing theory and accordion theory, which propose that retail formats cycle between different stages. Evolutionary theories include the dialectic process theory and natural selection theory, which propose that retail formats evolve and adapt through competition and environmental changes, with the formats best able to adapt being most likely to survive. The document also describes the retail life cycle theory, in which retail organizations pass through stages of innovation, growth, maturity, and decline.
Silicon Valley Bank 20165 State of the Wine Industry PresentationSilicon Valley Bank
The Silicon Valley Bank 2016 State of the Wine Industry Presentation is a companion to the report of the same name. The Silicon Valley Bank 2016 State of the Wine Industry Report identifies trends and current issues facing the U.S. wine industry and offers data and observations wineries can use to develop their business strategies.
Silicon Valley Bank's wine report is based on its in-house expertise as one of the largest bankers to the West Coast wine industry for nearly 20 years, a proprietary database of more than a decade of winery financials, ongoing research, and an annual survey of 500+ West Coast wineries. Learn more at http://www.svb.com/wine-report/.
2018 Oregon Wine Symposium | Benchmarking for Wine Business Profitability - L...Oregon Wine Board
This session will present ways in which wineries and growers can utilize benchmarking to gauge and improve the performance of their companies. Tim Hanni, MW will launch Oregon Wine Board’s Grape & Wine Profit & Sales Channel Calculator tool, the first of its kind and available to all Oregon producers through exclusive agreement. This uniquely Oregon tool will provide producers with an understanding of their true cost of goods and variable pricing and channel management strategies. Lesley Berglund of WISE and Matt Franklin of Zepponi & Company will share trends within the DTC and three-tier sales channels, mergers and acquisitions, and strategies being employed to meet current challenges and opportunities in the industry.
This document discusses blue ocean strategy and tools for creating one. It summarizes that the US wine industry is large but supply is increasing while demand is flat. The strategy canvas is used to map the current competitive factors and non-customers. The four actions framework eliminates, reduces, raises or creates strategic factors to shift the industry's value curve and unlock uncontested market space, as yellow tail wines did by making wine more fun and accessible. A good strategy focuses on key factors, diverges from competitors, and has a compelling tagline.
The document provides a statistical profile and cluster analysis of customers for Acme Company. It analyzes customers across various demographic variables like age, income, occupation, household type, and interests. Four key customer clusters are identified that differ in characteristics like income, education, and other attributes. The analysis aims to develop targeted marketing recommendations for Acme based on which customer segments are most likely to respond.
The document discusses a pricing strategy recommendation for [yellow tail] Wines to address challenges in the wine market. It recommends introducing a Sauvignon Blanc wine at a low, sub-premium price point to target millennial drinkers, as well as a Reserve Merlot at a higher premium price point. Projections show this balanced portfolio approach could significantly increase the company's net income over the next decade compared to maintaining its current pricing. The strategy aims to attract new millennial customers as a sustainable long-term market and reduce reliance on traditional wholesale channels.
The document discusses trends in the US wine industry and opportunities for Oregon wineries. It finds that while Oregon is experiencing strong growth currently, overall US wine consumption is flat. Younger consumers are drinking less alcohol and prioritize health and value. Spirits and beer are growing faster than wine. The industry needs to better attract millennials and younger drinkers by focusing on health, value, and fun experiences beyond traditional tasting rooms. Marketing should emphasize features like calories and ingredients. Tasting rooms could add more active social venues and entertainment. Data and online sales also need more focus to engage new audiences.
U.S. Wine Market: Webinar on Entering the U.S. marketBevology Inc.
Insightful presentation with practical information for wine and spirit suppliers looking to enter the U.S. market. Presented by Steve Raye, President of Bevology Inc.
The document summarizes the results of a project to predict wine sales using regression models. Several models were tested on a dataset of over 12,000 records with variables like acidity, sugar, ratings. The best model was a Zero Inflated Poisson Regression with an AIC of 40,865. Key factors influencing sales were the presence of ratings (wines without were sold less) and label appeal (more appealing labels increased sales). The linear regression developed had an R-squared of 0.3365 and showed ratings, label appeal, acidity and other variables as significant predictors of sales amounts.
Napa Technology Seminar: Increasing Profits With Wines By The GlassAngelsmith, Inc.
For any restaurant or retailer who sells wines by the glass, squeezing out profit on each wine bottle is critical to success. This presentation is great for food and beverage managers who are responsible for profit and loss. This slide presentation on increasing wine profit provides tips and how tos to achieve maximum value out of each bottle.
This document provides a marketing plan for ChocolatRouge chocolate wine. It includes a situation analysis that discusses the wine market size and trends, competitive landscape, target consumers, and advertising history. The plan recommends targeting millennials, especially women, through social media, TV ads, and events. It proposes partnering with hotels and promoting the brand at wine and chocolate festivals to increase awareness and sales of ChocolatRouge.
Get an insider’s look at consumer trends to help you make educated decisions for your business. This valuable session will provide data on the current wine industry financial climate, purchase habit data, distribution prospects and pricing trends to help you create a prosperous business plan for the coming year.
NatureView Farm is a small yogurt manufacturer that was founded in 1989. It produces organic yogurt with a longer shelf life. In 1999-2001, NatureView increased its revenues from $13 million to $20 million to position itself for acquisition. The document analyzes NatureView's market and distribution channels. It considers prospects for expanding into supermarkets or natural food stores. Financial projections are provided for expanding into each channel, with expanding into natural food stores projected to have the highest net profit of $0.85 million. The document also notes risks like competition, costs of expansion, and potential channel conflicts to consider.
This case study examines the options for expanding the sales of Natureview Farm yogurt. Natureview Farm is a yogurt manufacturer founded in 1989 that saw significant growth from $100,000 to $13 million in revenue between 1989 and 1999 by offering natural yogurt products. To attract further investment, it needs to grow revenues over 50% by 2001. The options considered are expanding distribution of its 8oz yogurt cups through supermarkets, expanding its 32oz size offerings, or introducing multipacks targeted at children into the natural food store channel. Financial analysis shows expanding the 8oz cups through supermarkets in option 1 would yield the highest revenue growth of 164% and be the most profitable approach.
What Happened to the Market? - Bitter, Towers, MagillAudrey Anne
The panel discussion addressed the 2014 wine grape market crash. Record harvests in California and worldwide led to oversupply. Imports of bulk wine from countries like Chile and Argentina increased significantly due to favorable exchange rates, further exacerbating the oversupply issue. Shipments of everyday brands priced below $7 per bottle declined for the first time in years. The panelists discussed the impacts of supply changes and imports on the California wine grape market and prices. They questioned what the future holds for the San Joaquin Valley winegrape industry and whether any competitive advantages could help secure its future.
This document discusses Natureview Farm, an organic yogurt manufacturer. It provides details about the company's founders, SWOT analysis, current market situation, and competitors. It then outlines 3 options for the top management team to consider: 1) expanding product lines in supermarkets, 2) expanding nationally in larger container sizes, or 3) introducing a children's multipack. Financial projections are provided for each option. The summary recommends selecting Option 1 with modifications to work more closely with retailers and lower prices to compete, in order to help reach the company's $20 million revenue goal.
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7. Walgreens ®/Constellation®
Wine Category Panel Review
Executive Summary
- Provide both Walgreens and Constellation recommendations
to increase overall growth within the wine category
- Review the wine category and make recommendations on
pricing, promotion, assortment, and merchandising
- Improve GMROII throughout the category
- Make recommendations that will improve the overall
shopping experience for Walgreens shoppers
6
8. Walgreens
• 6,612 stores nation wide (600 in Illinois)
• Total ACV- $68,386,084,000
• Top competitors (ACV)
– CVS- $58,765,980,000
– Rite Aid- $24,217,908,000
– WalMart- $292,235,164,000
– Target- $66,443,000,000
Source: Walgreens Account Snapshot and Profile
7
11. Walgreens Demographics
• White- 67.3%
• $50,000-74,999- 19.5%
• 45-54 & 65+ both 20.9%
• No Children Under 18- 64.3%
• 2 Person Household- 31.9%
• Own a house- 63.5%
Source: Walgreens Account Snapshot and Profile
10
12. Volume
• Affluent Suburban Spreads and
Cosmopolitan Centers Clusters represent
38% of the volume for Walgreens in the
entire United States and 55% of volume in
Illinois
Source: Walgreens Clustering Report All Stores + IL Stores
11
13. +3.0% Volume and
+5.5% Revenue
0.0%
1.0%
2.0%
3.0%
4.0%
5.0%
6.0%
7.0%
8.0%
9.0%
Total Wine Domestic
Table
Imported
Table
Sparkling Off Premise On Premise
3.0%
3.7%
1.4%
8.5%
3.1%
2.6%
5.5%
6.4%
2.9%
8.9%
5.9%
4.8%
Volume Revenue
Category Overview
Source: Constellation PowerPoint Presented by David Enderle
12
14. The Wine Category
• 13th largest dollar category
• 6% growth rate in the next 3 years
– Second highest out of all categories, only beaten
by Energy Drinks (14.8% growth)
• $30 billion a year revenue industry
Sources: Constellation PowerPoint, http://www.statisticbrain.com/wine-sales-statistics/
13
17. Walgreens Wine Consumer
• Demographics (Index)
– Income- $100,000+ (201)
– House Hold Size - 2 Member House Hold (141)
– Age- 55-64 (119)
– KIDS - NONE Under 18 (114)
Source: Nielsen Answers Home Scan Data
16
18. Walgreens Wine Consumer Cont.
• Life Style Clusters (Index)
– Affluent Suburban Spread (139)
– Cosmopolitan Centers (139)
• Family Dynamics
– Empty Nest Couples (152)
Source: Nielsen Answers Home Scan Data
17
19. Consumer Decision Tree
TABLE WINE
VALUEMID-TRIERPREMIUM
COLOR PACKAGE
RED, WHITE,
BLUSH
BOX, GLASS
Source: Constellation PowerPoint Presented by David Enderle
18
20. Consumer Decision Tree
Source: Constellation PowerPoint
PREMIUM BUDGET
CONSUMER
WHITEBLUSHRED
ORIGIN VARIETAL
ITALY, FRACE,
U.S.A, HUNGARY,
ETC.
CHARDONNAY,
PINTO GRIGIO,
CABERNET, ETC.
19
21. GMROII
• GMROII= Gross Margin Percentage X Average
Inventory Turn
– GMROII= 25% X 8
• GMROII= 2.00
20
23. Lowest GMROII
• Sonnenband Wine Riesling 750ML
– .28 GMROI
• David Stone Moscato 750 ML
– .53 GMROI
• Woodbridge Pinot Noir 1.5L
– .65 GMROI
22
24. Merchandising Recommendation
• Wine Merchandise Test Market
– Test market 30 stores from the Affluent Suburban
Spread cluster
• 10 stores place additional Wine merchandising by
the PHARMACY
• 10 stores place additional Wine merchandising in
REGISTER vicinity
• 10 stores place Wine merchandising by Greeting
CARDS
23
25. Category Role- Under Fire Strategy
Average Sales Dollar Volume/Low Gross Margin
Pricing
• Use EDLP pricing to increase non- promotional volume
• Match competition when necessary by increasing prices
Promotions
• Promote Aggressively but avoid loss-leaders
• Increase Promotion decrease price
Assortment
• Expanded distribution on growing items
Source: “Consumer- Centric Category Management”
24
26. Pricing
Increase Profit
Pricing
Use EDLP pricing to increase non- promotional volume
Match competition when necessary by increasing prices
• Liberty Creek Sweet Red 1500 ML
• Black Box Chardonnay 2003 3000 ML
• Gallo Family Vineyards White Zinfandel Varietal Wine 1500
ML
Increased Revenue of $1,890,475.01
Source: Nielsen Answers
25
27. Promotions
Increase Market Share
Promote Aggressively but avoid loss-leaders
Increase Promotion decrease price
• Clos Du Bois
• Cooks
• Livingston Cellar
• Santa Margherita
• Cavit
Cost of decreasing price promotion- $1,145,107.92
Source: Nielsen Answers
26
28. Assortment
Increase Profit
• Expanded distribution on growing items
• Woodbridge by Robert Mondavi Sauvignon Blanc Dry Varietal 1500ML
• Opportunity Gap- 242,221
• Oliver Red Softly Dry Wine 750ML
• Opportunity Gap- 305, 676
• Barefoot Pinot Grigio California Wine 1500ML
• Opportunity Gap- 795, 676
Total Revenue- $13,995,412.13
Source: Nielsen Answers
27
29. Potential Revenue Increase
Pricing- $1,890,475.01
Promotions- -$1,145,107.92
Assortment- $13,995,412.13
Revenue- $14,740,779.22*
*Does not include cost to implement strategy
Source: Nielsen Answers
28
33. Thank You!
Special Thanks to:
Professor Blaine Ross
Professor Strunk
Professor Larson
Acosta
Adcomm
Constellation
Hilshire Farms
Hormel
Nielsen
Regis
Walgreens
Leslie Chamberlain
& our fellow classmates
35. Wine Consumer
Adult
Population
134
147 154 164 173 184 194
211 222 228
Gallons
per Adult
1.05
1.78
2.58
2.29
1.96
2.13
2.46
2.81
2.98 3.08
70 75 80 85 90 95 00 05 10 12
Source: Constellation PowerPoint
*Adult
population in
millions
36. Pricing
R ank Sales M arket
Share A OC
Shr Gap
(to
C atego ry)
R etailer A OC % P rice
D iff
R etailer A OC % P rice
D iff
R etailer A OC % P rice
D iff
008500001692 M ADRIA SANGRIA 10 PERCENT WINE
750 M ILLILITER
72 735,722 11.0% 8.9 $5.27 $5.64 -6.9% $4.86 $5.44 -12.0% $5.55 $5.73 -3.3%
008500001802 LIBERTY CREEK SWEET RED 10
PERCENT WINE 1500 M ILLILITER
75 696,049 15.0% 12.9 $5.64 $6.59 -16.9% $5.39 $6.28 -16.6% $6.07 $6.70 -10.5%
008500001849 BAREFOOT SWEET RED CALIFORNIA
10 5 PRCNT WINE 750 M ILLILITER
76 674,639 5.2% 3.1 $5.44 $5.82 -7.1% $5.31 $5.59 -5.3% $5.80 $6.07 -4.6%
008130800267 SOUTHERN POINT PINOT GRIGIO 12.5
PERCENT WINE 750 M ILLILITER
81 585,233 100.0% 97.9 $3.32 $3.50 -5.5% $3.18 - - $3.48 $3.50 -0.7%
008500000506 GALLO FM LY VNYRD CHRDNNY CA 13
PERCENT WINE 1500 M ILLILITER
96 489,262 3.4% 1.3 $7.05 $7.56 -7.2% $6.55 $7.14 -9.0% $7.54 $8.02 -6.3%
008143400004 BLACK BOX CHRDNNY M NTRY CNTY
13 5 PRCNT 2003 WINE 3000 M ILLILITER
99 415,719 2.8% 0.7 $18.06 $19.92 -10.3% $17.02 $19.22 -12.9% $18.65 $20.23 -8.5%
008500000784 GALLO FAM ILY VINEYARDS WHT
ZNFND VRTL WINE 1500 M ILLILITER
106 371,260 3.2% 1.1 $6.35 $7.39 -16.4% $5.97 $6.93 -16.1% $6.84 $7.75 -13.5%
008832034101CRUZ GARCIA SANGRIA SWEET WINE
1500 M ILLILITER
136 231,741 3.0% 0.9 $9.75 $10.54 -8.1% $8.94 $9.85 -10.2% $10.13 $10.76 -6.2%
008312019201FRNZ CHRDNNY SOUTH EAST ASTRL
12 PERCENT WINE 3000 M ILLILITER
154 197,718 6.1% 4.0 $11.11 $12.54 -12.9% $10.72 $11.61 -8.3% $12.39 $12.74 -2.8%
008500000516 CARLO ROSSI CHARDONNAY 12
PERCENT WINE 3000 M ILLILITER
156 195,676 24.5% 22.4 $11.64 $12.27 -5.4% $11.48 $11.99 -4.5% $11.73 $12.50 -6.6%
008500000504 CARLO ROSSI WHITE ZINFANDEL 12
PERCENT WINE 3000 M ILLILITER
161 185,490 19.0% 16.9 $11.51 $12.19 -5.9% $11.03 $11.99 -8.7% $11.82 $12.31 -4.1%
008312019311FRANZIA WHITE ZINFANDEL 10
PERCENT WINE 3000 M ILLILITER
188 135,895 5.0% 2.9 $11.26 $12.15 -7.9% $10.66 $11.61 -9.0% $12.32 $12.24 0.7%
Price comparison details for potential price increase candidates
5% g
*If no items are displayed, none met the report criteria.
Avg. Non-Promo Price
12
Market Share
Volume and Share
f-5%
Avg. Price Avg. Promo Price
vs. Category
Gap
Market Share
Are there any items I should consider for possible price increases?
WINE l WALGREENS CORP TOTAL CENSUS TRADING AREA l Dollars l AOC l 52 w /e02-16-13 l Low er Threshold: -5% l Upper Threshold: 5% l % Price Diff is highlighted in yellow if the cell value is less than or equal to Low er Threshold
vs. Category
Price Position vs. AOC
Surplus
For the 52 w /e02-16-13 12 of the top 200 items in the category had a market share surplus to the category, but w ere priced at (-5%) or low er than AOC on average.
Source: Nielsen Answers
38. Promotions
Brand Sales AVG Promo-
Retailer
AVG Promo-
AOC
Price
Decrease
Cost
Clos Du Bois 1,973,046 $9.99 $9.77 $.22 $434,070.12
Cooks 1,300,827 $6.49 $6.13 $.36 $468,297.72
Santa
Margherita
674,278 $19.99 $19.63 $.36 $242,740.08
Total $1,145,107.92
Source: Nielsen Answers
39. Assortment
Brand Retailer % ACV Price Opportunity
Gap
Woodbridge by
Robert
Mondavi Svgnn
Blanc 1500ML
3.0% $10.53 242,221 $2,550,587.13
Oliver Red
Softly Dry
Wine 750ML
3.0% $7.09 305, 676 $2,167,242.84
Barefoot Pinot
Grigio
California Wine
750ML
3.0% $11.66 795,676 $9,277,582.16
Total $13,995,412.13
Source: Nielsen Answers
40. Assortment
Retailer RM Rank Sales Sales % % Sold on Avg. %ACV SPPD Sales Sales % % Sold on Avg. %ACV SPPD Opportunit
WINE 0 0 190,047,400 10.8% 43.6% $6.89 0.0% - 453,891,872 8.1% 44.2% $6.96 0.0% - 0
Retailer
Rank
RM Rank Sales Sales %
Chg vs.
% Sold on
Promotion
Avg.
Price/Unit
%ACV SPPD Sales Sales %
Chg vs.
% Sold on
Promotion
Avg.
Price/Unit
%ACV SPPD Opportunit
y Gap
001258400007OLIVER RED 10PERCENT SOFTLY
DRYWINE750MILLILITER
153 59 199,237 52.0% 38.5% $7.09 2.0% 99,619 1,511,564 2.7% 73.8% $6.28 3.0% 503,855 -305,676
008600386386WDBRD BYRBRT MNDVSVGNN
BLANC DRYVRTLWINE1500MILLILITER
149 78 206,518 19.1% 48.6% $10.53 3.0% 68,839 1,313,950 17.3% 51.1% $10.48 9.0% 145,994 -242,221
008500001443BAREFOOT PINOT GRIGIO
CALIFORNIA WINE1500MILLILITER
133 10 244,013 11.8% 28.8% $11.66 3.0% 81,338 3,278,772 39.6% 51.1% $10.79 19.0% 172,567 -795,676
Items carried...
39
Are there items that need additional distribution in my stores vs. RM?
WALGREENS CORPTOTAL CENSUS TRADINGAREA l WINEl Latest 52 Weeks ending 1 w/e02-16-13 l Dollars l RM
Showing growth...
(If no items appear below, none met all 5 conditions above).
RecentACV less than 50% ofWALGREENS CORP TOTAL CENSUS TRADINGAREA...
There are 156 items carried in WALGREENS CORPTOTAL CENSUS TRADINGAREA. 73 of these items show growth vs. last year in WALGREENS CORPTOTAL CENSUS TRADINGAREA and RM. 39 of these growing items have sales per point of distribution (SPPD) in
WALGREENS CORPTOTAL CENSUS TRADINGAREA that is higher than the average SPPDacross the category. 39 of the growing, high SPPDitems have recentdistribution (average weekly %ACV over the latest 4 weeks only) in less than 50% of WALGREENS CORP
TOTAL CENSUS TRADINGAREA. WALGREENS CORPTOTAL CENSUS TRADINGAREA should consider expanding the distribution of these 39 items.
RM
High SPPD...
Retailer
Items to consider for expanded distribution -counts
73
156
39
Items to consider for expanded distribution -detailed data
Source: Nielsen Answers
41. Total Market Share Percent Share vs
Walgreens Total Sales Percent Change
42. Base Sales vs. Incremental Sales
• The Base Market Share Percent Change in the wine category was 2.1% compared to a year ago. The Baseline dollar at Walgreens
Corp shows a 13% growth compared to a year ago. The AOC base sales increased by 6.1% compared to a year ago period.
• The Incremental Market Share Percent Change in the wine category shows a decrease of 1.8% compared to a year ago period.
The Incremental Sales at Walgreens shows a decline of 3.6%.
43. Prices & Volume Change
• Walgreens average price decrease was 2.9% while the AOC average price decrease was 0.6%
and although there dollar amount increased not as high as the AOC dollar volume.
44. Share of Promo and Non- Promo Volume
Comparison
• Non- promoted dollars share has increased 0.21 Share Points compared to a year ago in the
wine category.
• Walgreens Corp captures a larger promoted dollar share in the marketplace than non-
promoted dollar, this suggests that they are not taking advantage of the non- promoted dollar
trend.
45. Pricing Trend Over Time
• Market share increased .1 share points even with per unit base prices were down, an increase
in prices could increase profit and market share share points.
46. Top Brands Contribution to Total Category
Sales
• High priced brands contribute to total category sales; therefore, price is not a contributing
factor in wine purchases. Increasing prices may not affect purchase behavior.