Brownies 2013 Channing Pejic & Omar Brown
Only stores with larger varieties tend to have unique items. Main factor in variety seems to be store size.
Private Labels • Very weak. • Only private label is found at Aldi.
Dominant Brand? • It’s a Biggy! • It’s the Godfather (uh, -mother) of Brownie mixes! • You’ve All Had this Brand! • So, what is it? • Whoever can name it, gets a free box of brownie mix!
Dominant Brand • 25 Different SKUs • Highest Share of Display Space
Conclusion • Who’s in Control? Supplier • Category Role? Maintain • Recommendation? Focus on National Brands