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Apple Juice

Apple Juice. MAX SANDERLIN & RYAN PRICE. Category Demographics. Category Role. Maintain Every grocery retailer carries apple juice Came across gross margins from 20%- 70% Low sales dollar volume. Category Assessment.

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Apple Juice

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  1. Apple Juice MAX SANDERLIN & RYAN PRICE

  2. Category Demographics

  3. Category Role • Maintain • Every grocery retailer carries apple juice • Came across gross margins from 20%-70% • Low sales dollar volume

  4. Category Assessment • Audited 3 Walmart owned stores, Target, Harps/Price Cutter, Aldi, and 2 separate IGA’s • Total of 66 sku’s • Majority of private label • Top national brands include Juicy Juice, Motts, and Old Orchard

  5. Stores Audited • Bentonville • Sam’s Club • Neighborhood Market • Fayetteville • Walmart 6th St • Harps Garland • Marvin's IGA College • Walgreens Joyce St • Target • Rogers • Walmart Pleasant Grove • Price Cutter Dixieland • Aldi • Marvin's IGA

  6. Retailers Audited

  7. Strength of Leading Brand Juicy Juice, Old Orchard, and Motts were brands found in almost every location

  8. Category Scorecard

  9. Battle For Shelf space • 11 different stores for a total of 66 sku’s • Mostly private label brands

  10. SKU’s • 66 SKU’s found in audits • Supplier with most common/identical sku’s • Juicy Juice had 7 sku’s • Private Label accounted for 16 sku’s • One third of all sku’s found

  11. Step 5: Category Strategy • Walmartpushes private label with the highest gross margin. • Could be contributed to using Walmart transportation • Overall PL is strong amongst retailers audited with IGA as the exception. • IGA has highest gross margins with national brands

  12. Gross Margins by Manufacturer and Store

  13. Category Tactics

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