Condoms Audit

Report
Family Planning:
Condoms
By Sullivan Goetz
 Supplier is in complete control
 No private label
 Strong brand loyalty
 Limited number of brands
 6 Stores Audited
 Wal-Mart(2), Target, Walgreens, USA Drug, &
Kmart
Brief Overview
# of SKU’s
# Unique SKU’s
Trojan
49
11
Lifestyle
13
5
Durex
11
3
TOTAL
73
19
Brand
 3 Major Brands: Trojan, Lifestyle, & Durex
 73 total SKU’s found.
 Trojan leading the market with 49 SKU’s
Overview
# SKU’s
# Unique SKU’s
% of Category
WM 6th Street
51
3
21.6%
WM Springdale
40
1
16.9%
Walgreens (School)
53
6
22.4%
USA Drug (College)
29
7
12.2%
Target (Fayetteville)
35
2
14.8%
K-Mart (Springdale)
29
0
12.2%
Stores Audited
 Wal-Mart on 6th and Walgreens would have the most depth.
 Number of SKU’s have grown since previous years by
increasing depth
 WM 6th went from 33-51 SKU’s
 Walgreens went from 28-53SKU’s
 Target went from 18-35 SKU’s
Summary & Comparison
 Trojan is the
stronger brand which
is bought by middle
to upper class
income people.
 Condoms in are
mainly bought by
HH incomes of
$50K-$70K
 Lifestyle has highest
$ volume within that
income bracket.
DUREX CONTRACE
PTIVES MALE
LIFE
STYLES CONTRACE
PTIVES MALE
DOLLAR
DOLLAR
VOLUME
VOLUME
INDEX
INDEX
TOTAL
HOUSEHOLDS
INC - <$20,000
INC - $20,00029,999
INC - $30,00039,999
INC - $40,00049,999
INC - $50,00069,999
INC - $70,000+
Demographics
TROJAN CONTRACE
PTIVES MALE
TROJANENZ CONTRACE
PTIVES MALE
DOLLAR
DOLLAR
VOLUME
VOLUME
INDEX
INDEX
100.0
100.0
100.0
100.0
116.7
50.2
54.4
70.4
89.0
110.3
62.7
63.7
115.2
104.0
123.9
75.4
57.0
92.4
119.3
125.8
100.9
139.5
124.4
134.4
109.7
104.8
126.7
133.7
DUREX LIFE STYLES - TROJAN TROJAN- ENZ CONTRACEP CONTRACEP CONTRACEP CONTRACEPTI
TIVES - MALE TIVES - MALE TIVES - MALE VES - MALE
The Condom Buyer
DOLLAR
VOLUME
INDEX
Want $ volume index >120




TOTAL
HOUSEHOLDS
SIZE - 3-4 MEM
Under 35
With children <6
Young singles
Younger couples with
NO kids
SIZE - 5+ MEM
AGE FH UNDER 35
AGE FH - 35-44
AGE FH - NO
FEMALE HEAD
KIDS - ANY <
18
KIDS - ANY < 6
KIDS - ANY 612
LS - YOUNG
SINGLES
LS CHILDLESS
YOUNGER
COUPLES
Demographics
DOLLAR
VOLUME
INDEX
DOLLAR
VOLUME
INDEX
DOLLAR
VOLUME
INDEX
100.0
100.0
100.0
100.0
105.6
161.8
143.0
77.1
107.8
150.4
118.5
140.2
223.1
239.3
262.1
220.9
89.1
83.8
118.7
142.8
172.4
144.5
121.9
125.9
124.3
135.8
152.5
132.5
229.3
229.7
223.7
190.8
144.9
144.5
176.7
135.1
259.8
97.7
242.7
296.1
220.0
342.0
244.5
349.1
Total Households
The condom industry
would be considered a
maintain category
role.
 Has a LOW sales
volume.
 % Gross Margins
High.
 Low penetration
Not bought regularly
but higher price raises
GM in category.
ITEM $
(000)
DOLLA ITEM
ITEM ITEM $ N=RAW
R
BUYERS PENET PER BUYERS
SHARE (000) RATIO ITEM
N
TRIP
TOTAL U.S.
DUREX CONTRACEPTIVE
S - MALE
9,850.3 14.5 1,089.7
0.9
5.9 484.0
TOTAL U.S.
LIFE STYLES CONTRACEPTIVE
S - MALE
8,675.1 12.8
883.2
0.8
7.4 396.0
17,415.1 25.6 1,756.1
1.5
8.0 758.0
TOTAL U.S.
TROJAN CONTRACEPTIVE
WEST SOUTH
S - MALE
CENTRAL
1,425.9 25.0
187.4
1.4
6.4
TOTAL U.S.
TROJAN HER
PLEASURE CONTRACEPTIVE
S - MALE
3,342.4
4.9
324.1
0.3
8.0 125.0
TROJAN MAGNUM TOTAL U.S.
CONTRACEPTIVE
S - MALE
4,593.2
6.8
428.7
0.4
7.3 143.0
11,011.8 16.2 1,054.1
0.9
7.9 469.0
TOTAL U.S.
TROJAN- ENZ CONTRACEPTIVE
S - MALE
Category Role “Maintain”
89.0
Condoms Category Scorecard Fall 2011
MFR
Durex
Lifestyles
Trojan
Total
% of Total Face
% of Total GM
% of Total N
N
% of Total Face
% of Total GM
% of Total N
N
% of Total Face
% of Total GM
% of Total N
N
% of Total Face
% of Total GM
% of Total N
N
WM6_FO
WMS.D._FO WGNscl_FO
USAclg_FO TRGT_FV_FO
13%
10%
11%
25%
13%
12%
8%
11%
26%
13%
16%
10%
11%
25%
14%
8
4
6
7
5
16%
17%
17%
11%
13%
11%
11%
15%
10%
9%
18%
18%
17%
11%
14%
9
7
9
3
5
71%
73%
72%
64%
75%
78%
82%
74%
63%
78%
67%
73%
72%
64%
71%
34
29
38
18
25
100%
100%
100%
100%
100%
100%
100%
100%
100%
100%
100%
100%
100%
100%
100%
51
40
53
28
35
 Trojan is the dominant brand and leading in shelf space.
 WM 6th & Walgreens has the highest depth and share of display for leading
brand.
 Target had 2nd lowest number of SKU’s but highest % total facings for Trojan.
Dominant Brand
Brand




# of Retailers Stocking
Stocking Rate
Trojan
6
61%
Durex
6
56%
Lifestyle
6
51%
Each brand has a significantly high Stocking rate
Trojan has the highest stocking rate of 61%
Each brand was found at all 6 stores.
Lifestyle had lowest stocking rate but had more shelf space than Durex.
Stock Rate and Leading Brand
 Retailers are giving facings to margins not volume for category.
 Gross margins are high and sales volume are low making up maintain
category role.
 Dominant brand has more depth, more shelf space, and higher GM’s at all
retailers.
Gross Margins
• No Private label in category.
• Quality and brand loyalty is a major factor to consumers in
category, so private label would be hard to introduce.
• Trusted brands would still get purchased over private label
even though it’s a quick purchase product.
• Also remember the demographics for condom buyers are
people with higher incomes and age 35 or younger “aka” The
Condom Buyer!!!!!
Private Label???
• Private label would NOT work in the category!!!
• Leading brands like Trojan can be a premium brand, and
the price of Lifestyle could compare to private label
price/brands.
• Walgreens leading in private label products wouldn’t
want to have private label condoms. That’s why their
prices are twice as high as leading retailers.
Private Label Presence
• Since there is no private label in the market USA drug
could increase their depth of national brands.
• Add more of an assortment of dominant brand Trojan.
• Even add more Durex and Lifestyle.
Recommendations
Thanks For Listening!!!

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