Right Direction Competitive Product Pric

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Super Markets : 

Super Markets These retailers were selected for price comparisons

Key Competitors : 

Key Competitors

Slide 4: 

Fiber One 5 bars Net Wt. 7 oz SRP $3.39

Slide 5: 

Kellogg’s Fiber Plus Anti Oxidants 5 bars Net Wt. 6.3 oz SRP $3.09 Sale 2/$5

Slide 6: 

Quaker Fiber & Omega 3 5 bars Net Wt. 6.1 oz SRP $3.69 Sale $2.89 Sale w/Price Plus Card $1.99 Note Limit 4

Slide 7: 

Quaker Oats True Delights 5 bars Net Wt 6.1 oz SRP $3.69 Sale $2.89 Sale w/Price Plus Card $1.99 Note Limit 4

Slide 8: 

Cascadian Farms Organic Fiber Right 5 bars Net Wt. 7.4 oz (2 Bar Pack) SRP $4.19

Slide 9: 

Quaker Breakfast Cookies 6 cookies Net Wt. 10.1 oz SRP $3.59 Sale 2/$5

Slide 10: 

Fiber One 5 bars Net Wt. 7 oz SRP $3.29 Note: Two Shelf Positions

Slide 11: 

Quaker Fiber & Omega 3 5 bars Net Wt. 6.1 oz SRP $3.49

Slide 12: 

Kellogg’s Fiber Plus Anti Oxidants 5 bars Net Wt. 6.3 oz SRP $3.29

Slide 13: 

Quaker Oats True Delights 5 bars Net Wt 6.1 oz SRP $3.49

Slide 14: 

Quaker Fiber & Omega 3 5 bars Net Wt. 6.1 oz SRP $3.39 Fiber One 5 bars Net Wt. 7 oz SRP $3.49 Kellogg’s Fiber Plus Anti Oxidants 5 bars Net Wt. 6.3 oz SRP $3.29 Sale 2/$5

Walmart and Target : 

Walmart and Target WalMart Gross Margins 24% Approx Target Gross Margins 30% Approx

Slide 16: 

Fiber One 5 bars Net Wt. 7 oz SRP $2.68

Slide 17: 

Kellogg’s Fiber Plus Anti Oxidants 5 bars Net Wt. 6.3 oz SRP $2.68

Slide 18: 

Nutri-Grain 8 bars Net Wt. 10.4 oz SRP $2.68 Sale $2.50

Slide 19: 

Kashi Go Lean Protein & Fiber Bar 4 bars Net Wt. 6.3 oz SRP $3.88 Note: Products in HBC Section of the store

Slide 20: 

Weight Watchers Cookies 9 Cookies Net Wt. 7.9 oz SRP $2.97 Note: Products in Breakfast Bar Section

Slide 21: 

Fiber One SPECIAL PACK 6 bars Net Wt. 8.4 oz SRP $2.69 Certain Flavors on Price Cut @ $2.50

Slide 22: 

Fiber One 5 bars Net Wt. 7 oz SRP $2.69

Slide 23: 

Fiber One 90 Calorie 5 bars Net Wt. 4.1 oz SRP $2.69

Slide 24: 

Kellogg’s Fiber Plus Anti Oxidants 5 bars Net Wt. 6.3 oz SRP $2.68

Slide 25: 

Market Pantry 5 bars Net Wt. 7 oz SRP $2.44

Key Findings : 

Key Findings Supermarket SRP relatively consistent Promotions appear to center around 2/$5 Only Shop Rite had special lower price for Price Plus Customers Kellogg's and Quaker appear to have fairly aggressive promotions Fiber One was at Regular Retail across all 3 retailers

Key Findings : 

Key Findings WalMart and Target SRP relatively consistent Lower than Supermarkets EDLP SPR close to the 2/$5 promos seen at Supermarkets Both retailers had significant “Breakfast to Go” sections

Fiber & Beyond Categories : 

Fiber & Beyond Categories Healthy Snacking Total: $17 Billion Functional Foods Total: $2.9 Billion Cereal Bars Total: $1.6 billion

Conclusions : 

Conclusions For review this thursday

Slide 30: 

Thank You!