Tuna Brittany Scott Kathryn Bailey YamelZavaleta
Audit Summary • 11 Stores audited • Price Cutter Springdale • Harps Springdale • Harps Garland (Fayetteville) • Wal-Mart Joyce (Fayetteville) • Wal-Mart Neighborhood Market (Fayetteville) • IGA Fayetteville • USA Drug College (Fayetteville) • Ozark Natural Foods (Fayetteville) • Walgreens Township (Fayetteville) • Aldi Springdale • Family Dollar Springdale • 4 Different Manufacturers • 59 SKUs • 4 Different Private Label Brands
Overview The Tuna category had total sales of 1,066,132,000 in 2007 Star-Kist was the leader in sales with 341,371,000 For our Private Label of Tuna, there were total sales of 179,188,000 Almost every store audited carried Private Label except for Walgreen’s and USA Drug The supplier is in control!
Tuna • Stores to carry all of the brands and Private Label • Price Cutter • Harps Springdale • Wal-Mart Neighborhood Market Fayetteville • Wal-Mart Joyce Fayetteville • IGA • The store that only carried Private Label was Aldi • A UNIQUE SKU – Solid Light Extra Olive Oil sold only at Wal-Mart Neighborhood Market Fayetteville
Demographics Private Label is high in incomes • < $29999 Family Size • Highest dollar volume index in family size 5+ members Age • Female household ages 45-54 With Kids 13-17 Employment • Female head employed part-time Education • Female head some education Ethnicity • Hispanics • Asians had the lowest
Tuna in cans accounts for Core Traffic • Tuna in pouches accounts for Cash Machine
Dominate Brand? The most dominate brand is StarKist The greatest share of display is Star-Kist by far StarKist was seen in most stores StarKist also had the most facings & SKU’s Bumble Bee was in 9 of the stores StarKist was seen in less stores than Bumble Bee
Share of Store Facings Vs. SKUs 35.2% 47.8% 21.0% 10.0% StarKist national brand showed to have the most shelf space
Stocking Rates Bumble Bee = 21% StarKist = 17% Great Value = 15% Chicken of the Sea = 9.4% We found that Bumble Bee had the highest stocking rate than its competitors and was found at every store audited!
Who’s in Control? StarKist showed to be most in control - it showed to have the highest amount of display space - it showed to have the highest variations of tuna Bumble Bee is in 9 of the 11 stores audited which demonstrated the highest competition for StarKist.
Private Label • A few of our stores audited carried Private Label tuna product especially Aldi which only carried Private Label products • Aldi • -Northern Catch • Wal-Mart • - Great Value • Harps • - Always Save • Family Dollar • - Van Camps
Private Label • Aldiled the way for Private Label being at 100% of Private Label products. • With their presence in the market, they hold great success over other retailers who trail quite a bit behind Aldi’s 100% gross margin category. • AD HOC • Private Label increased according to Ad Hoc from 2003-2007 in all income levels except 40k-49999 • Family size of 1 member bought less of Private Label Tuna • Ages 55-64 bought less • Caucasian and Hispanics were the only groups that bought more
Recommendations Private Label shows a stable presence in the category although gross margin are weaker than those of national brands. Private Label has a presence in all stores and continues to sell for this core traffic category. It would be wise for Private Label category to continue to maintain its occurrence.