FL Baby Toiletry Review w/ Slow to Market Analysis
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This is a presentation I created for the Food Lion grocery chain when I was a Key Account Manager w/ J&J. I used Cat-Man principles and consumer insights to educate the customer. I pulled and compiled all data and even created the POG myself. Besides J&J items, I suggested adding more private label items in the set and a competitive Colgate sku that was performing well in the market. My approach resulted in 7 incremental sku's for J&J and an easier shopping experience for the consumer. The customer, as well as all vendors, would benefit from the “rising tide”. Please focus on slides 6 - 9.
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FL Baby Toiletry Review w/ Slow to Market Analysis
- 1. © All Rights Reserved Baby Toiletry Analysis Presented by:
- 2. © All Rights Reserved Source: IRI Analyzer - 52 Wk End Oct 24, ‘99 Food Lion - Dollar Sales Performance vs. Market -10.0% -5.0% 0.0% 5.0% 10.0% 15.0% 20.0% 25.0% TOTALBABYNEEDS+DRT DIAPERRASHTREATMENTS BABYSHAMPOO BABYPOWDER BABYLOTION/CREAM BABYOIL BABYBATH $Sales%ChngvsYRAGO FOOD LION-CORPORATE-RMA Food Lion Parent - FDM Food Lion Parent - FOOD Food Lion Parent - MM Only Observations: -Diaper rash, lotion, & bath are only growth segments at FL -Diaper rash is only segment FL out-performs market -FL unit sales vs last year are -1.4% -Diaper rash does 19% of FL's $ sales and accts for 30% of it's shelf space -Is there satisfactory category margin growth as a result of diaper rash segment emphasis?
- 3. © All Rights Reserved Food Lion - Dollar Sales Performance vs. Food Competitors -20.0% -10.0% 0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% TOTALBABYNEEDS+DRT DIAPERRASHTREATMENTS BABYSHAMPOO BABYPOWDER BABYLOTION/CREAM BABYOIL BABYBATH $Sales%ChngvsYRAGO FOOD LION-CORPORATE-RMA TAMPA/ST. PETE - KASH N KARRY - FOOD WINN DIXIE-CORP-RMA - FOOD PUBLIX CORP W/GEORGIA-RMA - FOOD ALBERTSONS-FLORIDA-RMA - FOOD KROGER-NASHVILLE-RMA - FOOD Harris Teeter Total Observations: -KNK, Harris Teeter, & Kroger showing strong growth; out- performing FL in all segments except diaper rash -All accts except WD outperforming FL in category growth Source: IRI Analyzer - 52 Wk End Oct 24, ‘99
- 4. © All Rights Reserved Source: IRI Analyzer - 52 Wk End Oct 24, ‘99 Baby Toiletries - SE/Mid-Atlantic Mfgr Performance -10.0% -5.0% 0.0% 5.0% 10.0% 15.0% 20.0% FOOD LION-CORPORATE-RMA FoodLionParent-FDM FoodLionParent-FOOD FoodLionParent-MM Only $Sales%ChngvsYRAGO COLGATE PALMOLIVE BABY JOHNSON'S BASE BABY PRIVATE LABEL BABY Observations: -J&J is a key category driver -FL has a big opportunity in Pvtlbl
- 5. © All Rights Reserved Food Lion- Baby Toiletry $'s Per MM ACV Trend $.00 $1.00 $2.00 $3.00 $4.00 $5.00 $6.00 $7.00 $8.00 $9.00 $10.00 1 W eek Ending Nov1,1998 1 W eek Ending Nov15,1998 1 W eek Ending Nov29,1998 1 W eek Ending Dec 13,1998 1 W eek Ending Dec 27,1998 1 W eek Ending Jan 10,1999 1 W eek Ending Jan 24,1999 1 W eek Ending Feb 7,1999 1 W eek Ending Feb 21,1999 1 W eek Ending M ar7,1999 1 W eek Ending M ar21,1999 1 W eek Ending Apr4,1999 1 W eek Ending Apr18,1999 1 W eek Ending M ay 2,1999 1 W eek Ending M ay 16,1999 1 W eek Ending M ay 30,1999 1 W eek Ending Jun 13,1999 1 W eek Ending Jun 27,1999 1 W eek Ending Jul11,1999 1 W eek Ending Jul25,1999 1 W eek Ending Aug 8,1999 1 W eek Ending Aug 22,1999 1 W eek Ending Sep 5,1999 1 W eek Ending Sep 19,1999 1 W eek Ending O ct3,1999 1 W eek Ending O ct17,1999 FOOD LION-CORPORATE-RMA $'s Per MM ACV Trend Food Lion's Baby Toiletry Category is -12.5% Since Nov 1, '98. Source: IRI Analyzer - 52 Wk End Oct 24, ‘99
- 6. © All Rights Reserved Why Place More Emphasis On Baby Toiletries?
- 7. © All Rights Reserved Baby Care Consumer Overview • The Baby Care consumer is an attractive target demographically, contributes significant sales and profit to the Baby Aisle, and has a significantly higher- than-average total market basket • Baby Toiletry penetration is higher than many of the subcategories in the Baby Aisle due to usage extending beyond just Babies – Moms & Babies are the heavy users driving category sales – Adult Usage “Big Secret” • With a relatively flat birth rate, Baby Care Category growth will come from better understanding and meeting Mom’s Baby Care needs – Mom’s needs include: • Differentiated products which are integral to Mom & Baby’s bonding and care-giving regimen, and address Mom & Baby’s unique needs • Parenting and product information communicated through the sources Moms are accustomed to using, and new sources such as the Internet, Direct Mail/Newsletters from Manufacturers/Retailers & Cable TV • Convenience & one-stop shopping • Full selection in a clean, easy-to-shop retail environment • Good Value: High-quality products for Baby at a Fair Price
- 8. © All Rights Reserved Baby Toiletries = 2nd Highest Penetration!
- 9. © All Rights Reserved FOOD LION has 4.17 million Baby Toiletry consumers that enter it’s doors annually , but Do Not Spend Any of their Baby Toiletries Dollars There! Food Lion Shoppers Buying Baby Toiletries Somewhere Food Lion Shoppers Buying Baby Toiletries in Food Lion Potential Shoppers to Convert 5.01 MM 0.84 MM 4.17 MM
- 10. © All Rights Reserved Potential Opportunities to Increase Sales and Profitability • Re-evaluate POG – Balance space to sales – Analyze necessity of all dual placed analgesics and C/C • Evaluate variety strategy – # skus – pvtlbl – 15oz • Increase speed to market
- 11. © All Rights Reserved Pick Strongest SKU’s & Move To Top Shelf? Re-Evaluate Current 4’ POG Diaper Rash = 30% of Toiletry Space. Balance space to sales? Other Options and Considerations: -Use of ointment racks? -Teething gel racks? -15oz offerings? -Determine # stores w/ analgesics & baby in same aisle
- 12. © All Rights Reserved Food Lion - Store Distribution Market Comparison 68 49 31 30 30 28 27 26 24 20 0 10 20 30 40 50 60 70 80 Food Lion Parent-M M O nly Food Lion Parent-FDM ALBERTSO NS-FLO RIDA-RM A -FO O D KRO G ER-NASHVILLE-RM A -FO O D PUBLIX CO RP W /G EO RG IA-RM A -FO O D W INN DIXIE-CO RP-RM A -FO O D Harris TeeterTotal Food Lion ParentM kt TAM PA/ST.PETE -KASH N KARRY -FO O D FO O D LIO N-CO RPO RATE-RM A AvgItemsPerStore 4 Week Ending Oct 24, 1999Source: IRI Analyzer Evaluate Variety of SKU’s
- 13. © All Rights Reserved Johnson's Soothing Vapor Bath Account Distribution Results 0.% 20.% 40.% 60.% 80.% 100.% 120.% 4 Week Ending Jul 27, 1997 4 Week Ending Aug 24, 1997 5 Week Ending Sep 28, 1997 4 Week Ending Oct 26, 1997 4 Week Ending Nov 23, 1997 5 Week Ending Dec 28, 1997 4 Week Ending Jan 25, 1998 4 Week Ending Feb 22, 1998 5 Week Ending Mar 29, 1998 4 Week Ending Apr 26, 1998 4 Week Ending May 24, 1998 %ACVDistribution Food Lion Parent - FDM FOOD LION-CORPORATE-RMA TAMPA/ST. PETE - KASH N KARRY - FOOD WINN DIXIE-CORP-RMA - FOOD PUBLIX CORP W/GEORGIA-RMA - FOOD ALBERTSONS-FLORIDA-RMA - FOOD KROGER-NASHVILLE-RMA - FOOD Harris Teeter Total INGLES CORPORATE-RMA - FOOD Speed To Market Analysis
- 14. © All Rights Reserved Food Lion - RMA - FOOD Rapid to Retail Lost Sales Analysis Brand: Soothing Vapor Bath First Ship Date: 08/15/1997 First Date Scanned In Food (FL Trade Area) Actual date at Retail Time Gap (Weeks Lost) Average Weekly Sales Since Retail Availability Actual Sales Since Retail Availability Lost Sales Based on Time Gap Total Sales Potential % Opportunity Product Johnson's Soothing Vapor Bath 9oz 09/07/1997 03/01/1998 25 $1,833 $164,932 $45,825 $210,757 22% Account A First Date Scanned In Food (FL Trade Area) Actual date at Retail Time Gap (Weeks Lost) Average Weekly Sales Since Retail Availability Actual Sales Since Retail Availability Lost Sales Based on Time Gap Total Sales Potential % Opportunity Product Johnson's Soothing Vapor Bath 9oz 09/07/1997 09/07/1997 0 $2,374 $263,536 $0 $0 0% Accout B First Date Scanned In Food (FL Trade Area) Actual date at Retail Time Gap (Weeks Lost) Average Weekly Sales Since Retail Availability Actual Sales Since Retail Availability Lost Sales Based on Time Gap Total Sales Potential % Opportunity Product Johnson's Soothing Vapor Bath 9oz 09/07/1997 12/07/1997 13 $379 $36,742 $4,927 $41,669 12% Accout C First Date Scanned In Food (FL Trade Area) Actual date at Retail Time Gap (Weeks Lost) Average Weekly Sales Since Retail Availability Actual Sales Since Retail Availability Lost Sales Based on Time Gap Total Sales Potential % Opportunity Product Johnson's Soothing Vapor Bath 9oz 09/07/1997 09/14/1997 1 $2,875 $316,245 $2,875 $319,120 1% Accout D First Date Scanned In Food (FL Trade Area) Actual date at Retail Time Gap (Weeks Lost) Average Weekly Sales Since Retail Availability Actual Sales Since Retail Availability Lost Sales Based on Time Gap Total Sales Potential % Opportunity Product Johnson's Soothing Vapor Bath 9oz 09/07/1997 11/23/1997 11 $114 $11,373 $1,254 $12,627 10% Opportunities for Soothing Vapor Bath at Food Lion & Competitors Speed To Market Analysis
- 15. © All Rights Reserved Food Lion Promotional Activity Comparison Source: IRI Analyzer - 52 Wk End Oct 24, '99 = ACV Weeks > Food Lion's ACV Weeks of Support Price Red Only FOOD LION- CORPORATE-RMA Food Lion Parent - FDM Food Lion Parent - MM Only WINN DIXIE-CORP- RMA - FOOD PUBLIX CORP W/GEORGIA-RMA - FOOD ALBERTSONS- FLORIDA-RMA - FOOD KROGER- NASHVILLE-RMA - FOOD Harris Teeter Total TAMPA/ST. PETE - KASH N KARRY - FOOD TOTAL BABY NEEDS + DRT 21.0 30.1 41.5 34.5 32.0 29.0 10.0 15.2 18.1 DIAPER RASH TREATMENTS 10.1 12.6 12.3 12.4 23.1 15.6 3.8 15.2 9.7 BABY SHAMPOO 9.0 23.2 30.1 10.8 24.5 29.0 1.9 0.6 9.8 BABY POWDER 1.4 26.3 32.9 34.5 22.7 26.3 5.1 4.8 1.2 BABY LOTION/CREAM 11.6 26.5 36.7 13.8 23.5 17.8 8.3 0.4 13.6 BABY OIL 7.3 25.9 34.5 27.4 15.6 22.8 7.9 5.8 9.1 BABY BATH 21.0 30.1 41.5 17.0 32.0 27.1 10.0 0.8 18.1 ACV Weeks of Support Feat Only TOTAL BABY NEEDS + DRT 1.6 5.2 5.1 1.3 3.6 9.2 3.6 11.2 3.6 DIAPER RASH TREATMENTS 0.0 1.7 0.2 0.3 0.0 2.1 1.2 3.8 0.0 BABY SHAMPOO 1.6 5.2 5.1 1.3 2.0 9.2 2.3 11.2 3.6 BABY POWDER 1.6 4.5 3.5 1.3 2.5 8.1 3.6 6.8 1.0 BABY LOTION/CREAM 0.3 3.8 4.1 0.8 0.8 6.5 3.3 2.4 1.6 BABY OIL 1.0 4.5 4.6 0.7 0.6 7.6 3.1 9.4 1.9 BABY BATH 0.7 4.6 5.0 0.6 3.6 6.5 2.6 6.5 2.0 ACV Weeks of Support Disp Only TOTAL BABY NEEDS + DRT 4.3 12.6 18.9 4.9 5.1 10.8 7.7 2.7 0.0 DIAPER RASH TREATMENTS 0.0 1.3 2.9 0.0 0.9 0.3 0.3 0.0 0.0 BABY SHAMPOO 2.9 12.6 18.9 4.2 5.1 10.8 7.0 2.7 0.0 BABY POWDER 0.8 9.1 12.5 4.9 3.1 10.8 7.7 1.9 0.0 BABY LOTION/CREAM 2.4 9.9 15.8 2.4 3.3 6.3 3.5 1.1 0.0 BABY OIL 2.1 12.4 18.4 2.8 2.8 8.3 7.7 1.4 0.0 BABY BATH 4.3 11.1 17.2 1.1 2.7 10.2 4.3 2.0 0.0 ACV Weeks of Support Feat & Disp TOTAL BABY NEEDS + DRT 1.4 0.8 0.9 0.1 0.2 5.8 1.1 0.8 0.0 DIAPER RASH TREATMENTS 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 BABY SHAMPOO 1.4 0.8 0.9 0.0 0.1 5.8 0.9 0.7 0.0 BABY POWDER 0.0 0.6 0.4 0.1 0.1 5.3 1.1 0.8 0.0 BABY LOTION/CREAM 0.5 0.5 0.6 0.0 0.0 4.1 0.7 0.2 0.0 BABY OIL 0.3 0.7 0.7 0.0 0.0 4.4 0.7 0.3 0.0 BABY BATH 0.4 0.7 0.9 0.0 0.2 3.0 0.9 0.4 0.0 Food Lion’s EDLP Strategy Dictates Lower Promotional Activity Than Competitors But, Mass and KNK Are Able To Maintain EDLP AND Promote.