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Condom Audit

Condom Audit. Ryan Lawson Jacob Cockrell Lauren Hamilton. Brief Overview. Audited 12 stores Wal Mart, Target, Harp’s, Colliers, Wal Mart Neighborhood Market, Walgreens Supplier is in control No private label. Demographics. Dollar Share. Category Role.

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Condom Audit

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  1. Condom Audit Ryan Lawson Jacob Cockrell Lauren Hamilton

  2. Brief Overview • Audited 12 stores • Wal Mart, Target, Harp’s, Colliers, Wal Mart Neighborhood Market, Walgreens • Supplier is in control • No private label

  3. Demographics

  4. Dollar Share

  5. Category Role • Relative Sales- up 5.7% change from year before • Size- $288.1 mil • Penetration- <20% use condoms • Suggestion- Because price is directly related to quality (which is the most significant factor in the industry), being the premium brand of condom or second most premium brand is substantial enough to develop a dominant market share in the industry.

  6. Stores Audited • Fayetteville: • Wal-Mart -Joyce • Wal-Mart -6th Street • Walgreens -Joyce • Harps -Wedington • Harps – Crossover • Neighborhood Market – Rob • Neighborhood Market - • Target • Collier’s • Rogers: • Wal-Mart – Pleasant Grove • Bentonville: • Wal-Mart • Walgreens

  7. Retailers Audited

  8. Changes in Category • 1st group to do condoms… (no previous data) • Wal Mart recently set up an end cap for condoms and birth control

  9. SKU’s and Shelfspace • 71 SKU’s were discovered in the audit. • Trojan had the most SKU’s with 45. • There were 3 other brands found that had a total of 26 SKU’s. • The suppliers are in control of the category.

  10. Listing of Firms • Dominant Brand • Trojan • Other Brands • Lifestyles • Durex • Kimono

  11. Had to adjust the GM for non-leading brands in stores other than Wal Mart

  12. Facings by Gross Margin A fast and easy way to propel your brand to the top in this industry is by obtaining a few more facings than your competitors since this is a quickly purchased product.

  13. Plan Implementation • Harp’s could increase # of SKUs • Add Durex or Lifestyles • Extend their Trojan assortment • Walgreens prices are about 30-40% higher than Wal Mart • Could be more competitive • No need for Private Label • Negative consumer response

  14. Category Review • As a category manager, one would assume that having dominant brands such as Trojan and Durex would be a must. Because of the very types offered by each supplier, the number of facings you offer per SKU must be relatively low so that you can offer each and every SKU. • The condom industry is a constant source of innovation with new styles and types of condoms being introduced every day. • Due to the perceived quality by consumers, private labels have no place in this category.

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