Document

Report
DeCA Perishable Team
Produce, Meat, Deli/Bakery/Seafood, Dairy,
Frozen Foods
DeCA Perishable Team
• BRIDGET BENNETT – PRODUCE
• NORM APT – MEAT
• DAVE LEFFERT –
DELI/BAKERY/SEAFOOD
• STEVE VILLENEUVE – DAIRY
• RICHARD WALKER – FROZEN
2
DeCA Perishable Team
DISCUSSION TOPICS
•
•
•
•
•
2014 SALES RESULTS
CUSTOMER SAVINGS BY CATEGORY
CATEGORY REVIEW/NEW ITEM SCHEDULE
PROMOTIONAL PLANNING/EXECUTION
FUTURE INITIATIVES
3
PRODUCE – BRIDGET BENNETT
DeCA PERISHABLE TEAM
PRODUCE
2014 SALES RESULTS
$250.9M
-2.74% DOLLARS
BUSINESS OBJECTS 26 WEEKS END 2/28/14
5
DeCA PERISHABLE TEAM
PRODUCE/NAME BRAND
2014 SALES RESULTS
CATEGORY
$ VOL
PREM JUICE
SALAD
NUTS
$ 5.79M
$17.63M
$ 2.83M
$CHG vs YAG UNIT VOL
4.03%
-2.81%
83.51%
2.67M
7.24M
448K
UNIT CHG vs YAG
2.88%
-4.44%
97.82%
BUSINESS OBJECTS 26 WEEKS ENDING 2/28/14
6
DeCA PERISHABLE TEAM
PRODUCE
CUSTOMER SAVINGS BY CATEGORY
CATEGORY
1 – PREMIUM JUICE
2 – SALAD
3 – NUTS
SAVINGS
25.81%
21.05%
18.63%
NIELSEN 26 WEEKS END 3/1/2014
7
DeCA PERISHABLE TEAM
GROCERY ITEMS
MERCHANDISED IN PRODUCE
2014 SALES RESULTS
$13.2M
+11% DOLLARS
BUSINESS OBJECTS 26 WEEKS END 2/28/14
8
DeCA PERISHABLE TEAM
GROCERY ITEMS MERCHANDISED IN
PRODUCE
2014 SALES RESULTS
CATEGORY
$ VOL
$CHG vs YAG
TRAIL MIX
DIPS
CUT FRUIT
MISC. DRY
SALAD DRESS.
$5.49M
$1.58M
$1.25M
$1.23M
$755K
+ 2.47
+ 80.60
+ 3.52
+ 9.80
+ 37.70
UNIT VOL
1.52M
646K
706K
891K
252K
UNIT CHG vs YAG
+ 8.48
+60.75
-9.71
+11.11
+40.76
BUSINESS OBJECTS 26 WEEKS ENDING 2/28/14
9
DeCA PERISHABLE TEAM
GROCERY ITEMS
CUSTOMER SAVINGS BY CATEGORY
CATEGORY
1 ‒ TRAIL MIX TYPE
2 – DIPS
3 ‒ JAR FRUIT
4 ‒ MISC. DRY
5 ‒ SALAD DRESSING
SAVINGS
27.2%
25.5%
26.1%
24.8%
18.4%
NIELSEN 26 WEEKS END 3/31/14
10
DeCA PERISHABLE TEAM
CATEGORY REVIEWS
• Changes provided to Industry for review and
rebuttals/business cases by the COB 5th
working day
• All rebuttals answered and provided to Industry
with final decisions
• Brand leaders gathered for planogram
development to determine available space for
new innovation
• Make product decisions and notify Industry of
results
• Partner with Industry to develop final
planograms and reset schedules (timeline
60 days)
11
DeCA PERISHABLE TEAM
PRODUCE
NEW ITEM SCHEDULE
Month of Presentation
April
July
September
November
Categories
Dips
Spices, Herbs
Packaged Peanuts
Salad Toppers
12
DeCA PERISHABLE TEAM
PRODUCE
PROMOTIONAL PLANNING/EXECUTION
• Right mix of products on displays –
EDLP/High Low
• Focus on One-Time Buys – Treasure Hunts
• Formalize Cross Merchandising Efforts
13
DeCA PERISHABLE TEAM
PRODUCE
FUTURE INITIATIVES
• Partner with Meat and Grocery for Themed
Displays
• Partner with Industry Members to
Enhance Sales
• Standardize PLU Codes with Industry
Standards
• Commodity Code Review and Modification
14
DELI AND BAKERY – DAVE LEFFERT
DeCA PERISHABLE TEAM
DELI AND BAKERY
Sales from Sep 2013 to Feb 2014
• Deli/Bakery Sales ‒ $94.9M
‒ -2.5% vs year ago
‒ Flat in FY 2013 - first year of no
growth
‒ $196M in total sales
NIELSEN 26 WEEKS END 3/1/2014
16
DeCA PERISHABLE TEAM
Deli/Bakery by Segments
• Deli sales $43.9M - 3.3%
• Bakery sales $20.3M - 8%
• Hot Food sales $4.5M - 4.7%
• Sushi sales $10.5M - 2.7%
NIELSEN 26 WEEKS END 3/1/2014
17
DeCA PERISHABLE TEAM
OPPORTUNITIES
• Perishables/perimeter driving growth in
retail
• Customers seeking convenience and value
‒ Rotisserie chicken
‒ Sandwiches (custom made)
‒ Sushi
• Healthy foods are important and deli
answers those needs
• Tie-in with other departments
• Become part of the store operation
NIELSEN 26 WEEKS END 3/1/2014
18
DeCA PERISHABLE TEAM
SEAFOOD SALES
• FYTD Total Seafood $9.7M: 7.36% vs.
year ago
‒ Seafood Market: $7.2M
‒ Tray Pack: $1.2M
‒ Road Shows: $1.3M
• Total Seafood FY 2013: $20.7M
NIELSEN 26 WEEKS END 3/1/2014
19
DeCA PERISHABLE TEAM
SEAFOOD OPPORTUNITIES
• Stores in NC, SC, and GA lost tray pack
suppliers in FY 2013. In the process of
getting new contracts in those stores ‒
projected sales of $1.1M
• Seafood markets at two large stores coming
on line in FY 2014 ‒ projected sales of $850K
• Getting Texas stores back in line with tray
pack sales will bring about projected sales
of $327K
20
MEAT – NORMAN APT
DeCA PERISHABLE TEAM
2014 Sales Results
FRESH MEATS
$174,604,171
-3.30% Dollars
PRE-PACKED CHILLED MEATS
$96,945,958
-0.94% Dollars
POULTRY FRESH
(Chicken, Turkey, Cornish Hens)
$50,846,679
+1.26% Dollars
NIELSEN 26 WEEKS END 3/1/2014
22
DeCA PERISHABLE TEAM
2014 SALES RESULTS
PRE-PACKAGED CHILLED MEAT
CATEGORY
$ VOL
$ CHG vs YAG UNIT VOL
Breakfast
Meat
$29,631,777
14.36%
9,145,235
Lunchmeat
$22,982,216
-9.08%
9,664,188
Dinner
Sausage
$15,451,560
0.86%
5,850,551
Franks
$7,719,197
-7.10%
3,746,206
Ham
$7,194,495
-1.97%
992,145
Meal Combos $4,929,041
-9.52%
3,949,319
UNIT CHG vs YAG
-7.14%
-10.46%
-0.86%
-10.04%
-0.82%
-7.22%
THESE TOP 6 CATEGORIES PROVIDE OVER 90% OF TOTAL
PRE-PACKAGED CHILLED MEAT
NIELSEN 26 WEEKS END 3/1/2014
23
DeCA PERISHABLE TEAM
PRE-PACKED CHILLED MEAT
CUSTOMER SAVINGS BY CATEGORY
CATEGORY
BREAKFAST
LUNCHMEAT
DINNER SAUSAGE
FRANKS
MEAL COMBOS
SAVINGS
33.3%
30.1%
30.0%
31.2%
32.9%
NIELSEN 26 WEEKS END 2/21/2013
24
DeCA PERISHABLE TEAM
2014 CATEGORY REVIEWS/NEW ITEM
PRESENTATION
MAY 6-16
HOLIDAY HAMS
SEAFOOD/PICKLES/
DELI SALAD
JUNE 9-16
LUNCHMEAT/MEAL
COMBOS/STRIPS CUTS
SEPTEMBER 8-19
DINNER SAUSAGE/FRANKS
New items “new to retail” may be presented at any time
during the year. Goal is to make 1st ships at the same
times items are hitting the shelf in remaining markets.
25
DeCA PERISHABLE TEAM
FRESH & CHILLED PRE-PACKAGED MEAT
PROMOTIONAL PLANNING/EXECUTION
•
•
•
•
•
Random weight items must be offered pre-priced
case ready!
Create appealing displays (coffins or upright mobile
merchandisers)
Looking for manufacturer/broker themed events
offering competition between stores for execution
and sales growth regardless of store size
Coupon, recipes, and demo tie-ins to create
excitement
Signage with patron savings call outs
26
DeCA PERISHABLE TEAM
FRESH & CHILLED PRE-PACKAGED
MEAT FUTURE INITIATIVES
•
•
•
•
•
•
Create a snack section within the lunchmeat
to bring in millenniums to the category
Standardize PLU codes to Industry standard
Commodity code review and modification
Reduce mandatory stock assortment for
fresh meats; evaluation and adjustments
made by performance
Partners with suppliers to enhance sales
Re-evaluate space to sales by performance
27
DAIRY – STEVE VILLENEUVE
DeCA PERISHABLE TEAM
DAIRY
2014 SALES RESULTS
• $215,168,313
• -6.0% Dollars
NIELSEN 26 WEEKS END 3/29/2014
29
DeCA PERISHABLE TEAM
DAIRY
2014 SALES RESULTS
CATEGORY
CHEESE
MILK
YOGURT
EGGS
REF JUICE
CREAM
$ VOL
$ CHG vs YAG
$55,585,436
$42,941,123
$21,540,701
$20,599,586
$19,811,595
$11,177,160
-4.4%
-7.4%
-6.1%
-1.4%
-9.0%
-3.1%
UNIT VOL
20,570,773
16,353,682
19,185,237
9,537,749
8,233,510
4,925,219
UNIT CHG vs YAG
-8.2%
-11.3%
-6.9%
-7.7%
-5.6%
-7.9%
THESE TOP SIX CATEGORIES PROVIDE ABOUT
80% OF TOTAL DAIRY SALES
NIELSEN 26 WEEKS END
3/29/2014
DeCA PERISHABLE TEAM
DAIRY
CUSTOMER SAVINGS BY CATEGORY
CATEGORY
CHEESE
MILK
YOGURT
JUICE/DRINKS
EGGS
CREAM
NIELSEN 26 WEEKS END
3/29/2014
SAVINGS
33.5%
23.5%
24.6%
26.2%
25.3%
25.4%
DeCA PERISHABLE TEAM
DAIRY
CATEGORY REVIEWS
• Commence about 30 days prior to new item
presentation month
• Changes provided to Industry for review
and rebuttals/business cases by the COB
5th working day
• Make product decisions and notify Industry
of results
• Rebuttals answered with final decisions
• Planograms developed to provide space
for new and innovative items
32
DeCA PERISHABLE TEAM
DAIRY
NEW ITEM SCHEDULE
Presentation Month
January
February
March
April
May
June
July
August
September
October
November
Categories
Snack/Block Cheese
Sliced/Shred Cheese
Yogurt
Dough/Specialty Eggs
Juice/Tea
Margarine/Butter
Culture/Cream Cheese
Coffee/Creamers/Organic Milk
Yogurt
Deserts/Pasta/Soup
Juice/Tea
33
DeCA PERISHABLE TEAM
DAIRY
PROMOTIONAL PLANNING/EXECUTION
• Right mix of products on displays – EDLP/High Low
• Create appealing display layouts
• Minimize display assortment to ensure adequate
pack-out and sales
• Follow-up on execution of plans, Industry and
stores (COMM-Ex/Display Distributor Fill Rates)
• Promotional report card reviewed for lift in dollars
and units
34
DeCA PERISHABLE TEAM
DAIRY
FUTURE INITIATIVES
• Develop with Industry partners a reset
implementation schedule
• Partner with Industry/Category leaders to
enhance sales potential and results
• Implement changes to re-indexed
categories
35
FROZEN FOOD – RICHARD WALKER
DeCA PERISHABLE TEAM
FROZEN
2014 SALES RESULTS
$179,791,779
-7.8% Dollars
NIELSEN 26 WEEKS END 3/1/2014
37
DeCA PERISHABLE TEAM
FROZEN
2014 SALES RESULTS
CATEGORY
Entrees
Seafood
Vegetables
Pizza
Ice Cream
Poultry
$ VOL $ CHG vs YAG UNIT VOL UNIT CHG vs YAG
$33,495,311
$17,417,328
$13,931,271
$13,667,306
$10,465,427
$10,185,042
-12.4% 10,465,546
2.0%
2,465,456
-6.5% 10,605,694
-9.1%
5,491,714
-8.2% 3,013,975
-5.2% 2,060,261
-16.0%
-8.4%
-8.4%
-14.5%
-10.7%
-7.3%
THESE TOP SIX CATEGORIES PROVIDE OVER 55% OF TOTAL
FROZEN SALES
NIELSEN 26 WEEKS END 3/29/2014
DeCA PERISHABLE TEAM
FROZEN
CUSTOMER SAVINGS BY CATEGORY
CATEGORY
ENTREES
PIZZA
VEGETABLES
SEAFOOD
ICE CREAM
POULTRY
SAVINGS
26.3%
21.7%
38.2%
23.0%
16.8%
32.7%
NIELSEN 26 WEEKS END 3/29/2014
39
DeCA PERISHABLE TEAM
CATEGORY REVIEWS
• Commence about 60 days prior to new item
presentation month
• Changes provided to Industry for review and
rebuttals/business cases by the COB 5th working
day
• All rebuttals answered and provided to Industry
with final decisions
• Brand leaders gathered for planogram development
to determine available space for new innovation
• Make product decisions and notify industry of
results
• Partner with Industry to develop final planograms
and reset schedules (timeline 60 days)
DeCA PERISHABLE TEAM
FROZEN
NEW ITEM SCHEDULE
Presentation Month
January
February
March
April
May
June
July
August
September
October
November
December
Categories
Ice Cream/Novelties/Toppings
Seafood
Breakfast
Meats (Excluding Poultry)
Vegetables/Potatoes
Juice/Fruit
Poultry
Meatless
Desserts/Breads
International
Snacks/Pizza
Entrée/Prepared Dinners
41
DeCA PERISHABLE TEAM
FROZEN
PROMOTIONAL PLANNING/EXECUTION
•
•
•
•
•
Right mix of products on displays – EDLP/High
Low
Create appealing display layouts
Minimize display assortment to ensure
adequate pack-out and sales
Follow-up on Execution of Plans, Industry and
stores (COMM-Ex/Display Distributor Fill Rates)
Promotional report card reviewed for lift in
dollars and units
42
DeCA PERISHABLE TEAM
FROZEN
FUTURE INITIATIVES
• Develop/implement reset schedule
• Partner with Industry/Category leaders to
enhance sales potential and results
• Re-index categories
• Implement changes
43

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