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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

Apple Juice

MAX SANDERLIN & RYAN PRICE



Category role
Category Role

  • Maintain

    • Every grocery retailer carries apple juice

    • Came across gross margins from 20%-70%

    • Low sales dollar volume


Category assessment
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


Stores audited
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



Strength of leading brand
Strength of Leading Brand

Juicy Juice, Old Orchard, and Motts were brands found in almost every location


Category scorecard
Category Scorecard


Battle for shelf space
Battle For Shelf space

  • 11 different stores for a total of 66 sku’s

  • Mostly private label brands


Sku s
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


Step 5 category strategy
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




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