高露洁5P销售系统--英文40张课件.ppt

1、Driving the Business Through Shopper Insights2022/11/61 5P Tactics:Oral-CareSubsidiary:ChinaChannel:HypermarketShopper Profile*Middle-high income,HH average income RMB2,310*Clerk/Managerial person/student,62%of working people in JV or public domestic company*Age from 2040 year-old(Average 33 y-old)*

2、Married Female*More loyal brand buyerShopping Habit*Buying frequency:Every 4 weeks*Spend more(RMB7.20 above)*Buy 2 brands/varients per purchase*Seek for Function/Taste/QualityDriving the Business Through Shopper Insights2022/11/625P Tactics:Assortment-Toothpaste HypermarketShopping Occasion-Widest A

3、ssortment-High quality&premium product-Heavy purchase(2 tubes,different brand/variants,large size)-Better shopping environment-More promotionProduct Strategy-Traffic Building-Image BuildingPrioritized Assortment see attached Numeric%Distributionsee attachedMeasurement:Target%of total category SKU 35

4、%(match to CP Value Share)%of SKUs on strategy 100%Tracking Merchandiser in-store Tracking Driving the Business Through Shopper Insights2022/11/635P Tactics:Assortment-Toothpaste No.of SKUValue ShareShare of SKURemarksAnti-cavity2335%33%Fresh Breath1411%20%delist non-selling SKUNatural Ingredients81

5、4%11%list new SKUMulti-benefit77%10%Whitening711%10%Sensitive66%9%Others52%7%delist non-selling SKUTotal7086%100%CP1835%24%*source of information:Consumer PanelHypermarketDriving the Business Through Shopper Insights2022/11/64BrandTOTALCSWCDCLPPHERBALJYSKU120g100g120g105g150g120g165g150g250g180g40g*

6、40g*175g50g*(both GRF/ICM)No.of SKU338112*lower priority for listing (where Crest 40g present)Prioritized AssortmentHypermarket5P Tactics:Assortment-Toothpaste Driving the Business Through Shopper Insights2022/11/655P Tactics:Assortment-Toothpaste BrandNumeric%distr.120g100%100g100%120g100%105g100%1

7、05g100%180g100%165g100%150g100%175g100%120g100%40gmatch Crest 40g40gmatch Crest 40g 250g100%50gmatch Crest 40gWeighted%distr.120g100%100g100%120g100%105g100%105g100%180g100%165g100%150g100%175g100%120g100%40gmatch Crest 40g40gmatch Crest 40g 250g100%50gmatch Crest 40gHERBALJYHypermarketDistribution

8、TargetTOTALCSWCDCLPPDriving the Business Through Shopper Insights2022/11/665P Tactics:Assortment-Toothpaste HypermarketShopping Occasion-Widest Assortment-High quality&premium product-Heavy purchase(2 tubes,different brand/variants,large size)-Better shopping environment-More promotionProduct Strate

9、gy-Traffic Building-Image BuildingPrioritized Assortment see attached Numeric%Distributionsee attachedMeasurement:Target%of total category SKU 35%(match to CP Value Share)%of SKUs on strategy 100%Tracking Merchandiser in-store Tracking Driving the Business Through Shopper Insights2022/11/675P Tactic

10、s:Assortment-ToothbrushHypermarketShopping Occasion-Widest Assortment-High quality&premium product-Heavy purchase-Better shopping environment-More promotionProduct Strategy-Traffic Building-Image BuildingPrioritized Assortment see attached Numeric%DistributionTarget100%for non-Power TB60%for Acti-br

11、ushMeasurement:Target%of total category SKU 28%(match to CP Value Share)%of SKUs on strategy 100%Tracking Merchandiser in-store Tracking Driving the Business Through Shopper Insights2022/11/685P Tactics:Assortment-ToothbrushNo.of SKUValue ShareShare of SKUPremium610%12%Medium2231%44%Economy2248%44%T

12、TL5089%100%CP1428%28%*Source of information:Consumer PanelHypermarketDriving the Business Through Shopper Insights2022/11/695P Tactics:Assortment-ToothbrushSegmentPowerPremiumMediumEconomyKidsSKUActi-brushNavigatorTotal(both soft andPremier Ultra Family PackYouth(both soft andmedium)Premier Ultra Mu

13、ltiple PackJuniormedium)NovaNova Multiple PackJewelJewel Multiple PackSensationNo.of SKU12722Prioritized AssortmentHypermarketDriving the Business Through Shopper Insights2022/11/6105P Tactics:Assortment-ToothbrushHypermarketShopping Occasion-Widest Assortment-High quality&premium product-Heavy purc

14、hase-Better shopping environment-More promotionProduct Strategy-Traffic Building-Image BuildingPrioritized Assortment see attached Numeric%DistributionTarget100%for non-Power TB60%for Acti-brushMeasurement:Target%of total category SKU 28%(match to CP Value Share)%of SKUs on strategy 100%Tracking Mer

15、chandiser in-store Tracking Driving the Business Through Shopper Insights2022/11/6115P Tactics:Assortment-Fabric Softener HypermarketShopping Occasion-Widest Assortmentt-High quality&premium product-Heavy purchase-Better shopping environment-More promotionProduct Strategy-Traffic Building-Image Buil

16、dingPrioritized Assortment see attached Numeric%Distributionsee attachedMeasurement:Target -GD Others%of total category SKU 30%(match to Value Share)match Comfort%of SKUs on strategy 100%Tracking Merchandiser in-store Tracking Driving the Business Through Shopper Insights2022/11/6125P Tactics:Assort

17、ment-Fabric Softener VariantGDSizeNo.of SKUOthersSizeNo.of SKU3L(selective)8122L 500ML DoyAll Variants3L2L 500ML Doy(match Comfort)Prioritized AssortmentHypermarketDriving the Business Through Shopper Insights2022/11/6135P Tactics:Assortment-Fabric Softener Numeric%distr.3L100%2L100%2L100%500ml Doy1

18、00%500ml Doymatch Comfort(ALL Variant)(ALL Variant)HypermarketDistribution TargetGD OTHERSDriving the Business Through Shopper Insights2022/11/6145P Tactics:Assortment-Fabric Softener HypermarketShopping Occasion-Widest Assortmentt-High quality&premium product-Heavy purchase-Better shopping environm

19、ent-More promotionProduct Strategy-Traffic Building-Image BuildingPrioritized Assortment see attached Numeric%Distributionsee attachedMeasurement:Target -GD Others%of total category SKU 30%(match to Value Share)match Comfort%of SKUs on strategy 100%Tracking Merchandiser in-store Tracking Driving the

20、 Business Through Shopper Insights2022/11/6155P Tactics:Placement-Oral CareHypermarketShare of Shelf%See AttachmentShelf positioningSee AttachmentTracking Method,Monthly Merchandiser In-store Trackingfrequency sample,%volume with CP-generatedTarget:100%complianceplanogramsPlanogram compliance%Target

21、:100%compliance&tracking method,sampleFocus on SOS and brand positioning%share of off-shelf displaySame as Share of Shelf%tracking method,sampleMonthly Merchandiser In-store TrackingDriving the Business Through Shopper Insights2022/11/6165P Tactics:Placement-ToothpasteHypermarketREGIONSOS ObjectiveS

22、outhGuangzhou45%A City35%B City31%EastShanghai40%A City36%B City30%NorthBeijing41%A City35%B City30%WestChengdu 44%A City30%B City25%Driving the Business Through Shopper Insights2022/11/6175P Tactics:Placement-ToothpasteShare of Shelf By Brand StrategySOMSOM MixSuggested SOSStrategyCDC9%24%25%Mainta

23、inTotal4%11%20%PromoteCSW8%22%20%MaintainLPP+Herbal12%32%25%BalanceKidsNANA5%PromoteJY4%11%5%BalanceTOTAL37%100%100%REMARK:Maintain:SOS=SOM;Promote:SOS=SOM;Balance:SOS=SOM;Balance:SOS=SOMHypermarketDriving the Business Through Shopper Insights2022/11/6225P Tactics:Placement-ToothbrushShelf Positioni

24、ng Strategy:Place Colgate TP and TB together to become oral-care display whenever possibleNear heavy traffic area and at the TB shelf;Occupation sequence of toothbrush:TOP:Navigator/TotalMiddle:Sensation/Nova/Jewel/JuniorBelow:Premier/Premium Youth 2 31 Driving the Business Through Shopper Insights2

25、022/11/6235P Tactics:Placement-Oral CareHypermarketShare of Shelf%See AttachmentShelf positioningSee AttachmentTracking Method,Monthly Merchandiser In-store Trackingfrequency sample,%volume with CP-generatedTarget:100%complianceplanogramsPlanogram compliance%Target:100%compliance&tracking method,sam

26、pleFocus on SOS and brand positioning%share of off-shelf displaySame as Share of Shelf%tracking method,sampleMonthly Merchandiser In-store TrackingDriving the Business Through Shopper Insights2022/11/6245P Tactics:Placement-Fabric SoftenerDriving the Business Through Shopper Insights2022/11/6255P Ta

27、ctics:Placement-Fabric SoftenerHypermarketREGIONSOS ObjectiveSouthGuangzhou42%A City33%B City33%EastShanghaiMatching ComfortA CityMatching ComfortB CityMatching ComfortNorthBeijingMatching ComfortA CityMatching ComfortB CityMatching ComfortWestChengduMatching ComfortA CityMatching ComfortB CityMatch

28、ing ComfortDriving the Business Through Shopper Insights2022/11/6265P Tactics:Placement-Fabric SoftenerSUMMARY OF SOFTLAN DISPLAY STRATEGY:Place Softlan product in eye level;Neighboring with ComfortAlong with Traffic flow,sequence with Classic,Floral,Spring,Lily 2 3 1Driving the Business Through Sho

29、pper Insights2022/11/6275P Tactics:Promotion-Oral-CareDriving the Business Through Shopper Insights2022/11/628SizeCDCTotalCSWSuperSLPPHerbalJYJumbo250G*Family180G*175G*165G*150G*Regular120G*105G*100G*Personal50G40G*:Priority;*:Often Promote;*:Seldom;(Blank):Do not promoteHypermarket5P Tactics:Promot

30、ion-ToothpasteDriving the Business Through Shopper Insights2022/11/629Promotion TypeCDCTotalCSWSupStarLPPHerbalJYPromotor Supporting*Price discount with TG/DM*Price dis.On-shelf display*In-store display*Special-pack with displayMixed-pack w/t disc.*On/In-pack premium*Multi/Twin-pack w/t disc.*Bonus-

31、pack*Big Event/Aniversary*Loyalty Program*Casher LineCouponGroup Purchase Incentive*:Priority;*:Often Promote;*:Seldom;(Blank):Do not promoteHypermarket5P Tactics:Promotion-ToothpasteDriving the Business Through Shopper Insights2022/11/6305P Tactics:Promotion-EvaluationCARREFOUR ROMAPROMOTIONAL EVAL

32、UATIONPRODUCTCOLGATE BSSell in Discount20%PROMOtestata cut price 30%Sell out Discount30%POS:CARREFOURDays of promo(sell out):14 GGPOS Invoice(2000est):850pre-promopromopost-promoweek123456789101112SALES(cases)43543380902354SALES PRE PROMO44PIECES=weekly average pre-promoPROMO1020 PIECES=weekly avera

33、ge promo POST PROMO42PIECES=weekly average post-promo Promotion Efficiencydiscounted cases170discounted pieces2040Pieces per case12Incremental Sales(pieces)1944 piecesList Price2670Incremental Sales(cases)5190(000)MARGINE PROMO3114(000)Discounts1089(000)Logistic Discount0.0%Fees500(000)Spending%as I

34、ncr.Sales 8.6%Spending%as Incr.Sales Max.15%ACTIONRecommendedWEEKLY SALES020406080100123456789101112SALES(cases)HERBAL 75mlDriving the Business Through Shopper Insights2022/11/6315P Tactics:Promotion-Competitor ActivityDate:_City:_CompetitorA/C NamePromotional SKUDM/TGA/C NamePromotional SKUDM/TG&Me

35、chanicsPromo.NormalPls.Specify&MechanicsPromo.NormalPls.SpecifyP&GNew ProductUnileverNew ProductHeimeiLMZOthers(Darlie,LSL,etc.)New Product2002 Key Competitor Activity by Channel -Toothpaste HypermarketPriceSupermarketPriceDriving the Business Through Shopper Insights2022/11/6325P Tactics:Promotion-

36、Competitor ActivityDate:_City:_CompetitorAccount/Promotional SKUPriceWhole Sale Mkt&MechanicsP&GNew ProductUnileverNew ProductHeimeiLMZOthers(Darlie,LSL,etc.)New Product2002 Key Competitor Activity by Channel -Toothpaste Traditional TradeDriving the Business Through Shopper Insights2022/11/633Promot

37、ion TypePowerHighActi-BNavi.Sens.TotalNovaTwisterPrem-UPrem-BJuniorYouthPromotor Supporting*Price discount with TG/DM*Price dis.On-shelf display*In-store display*Special-pack with displayMixed-pack w/t disc.On/In-pack premium*Multi/Twin-pack w/t disc.*Bonus-packBig Event/Aniversary*Loyalty Program*C

38、asher LineCouponGroup Purchase Incentive*:Priority;*:Often Promote;*:Seldom;(Blank):Do not promoteHypermarketEconomyKidsMedium5P Tactics:Promotion-ToothbrushDriving the Business Through Shopper Insights2022/11/6345P Tactics:Promotion-Fabric SoftenerSizeSouthOther Region3L*2L*500ML Doy*:Priority;*:Of

39、ten Promote;*:Seldom;(Blank):Do not promoteHypermarketDriving the Business Through Shopper Insights2022/11/6355P Tactics:Promotion-Fabric SoftenerPromotion TypeSouthOther RegionsPromotor SupportingPrice discount with TG/DM*Price dis.On-shelf display*In-store displayMixed-pack w/t disc.On/In-pack pre

40、mium*Multi/Twin-pack w/t disc.Bonus-packBig Event/Aniversary*Loyalty Program*Casher LineCouponGroup Purchase Incentive*:Priority;*:Often Promote;*:Seldom;(Blank):Do not promoteHypermarketDriving the Business Through Shopper Insights2022/11/636 5P Tactics:Pricing-ToothpastePricing Ex-factory Channel

41、Current Acquisition Price Strategy Price Mark-up CP Crest CDC 120g*1rmb lower than 5.910%6.55.67.71rmb lower than CrestCrest Reg 120g 120g per tube 175g*1rmb lower than 8.210%9.09.210.31rmb lower than Crest Crest Reg 165g 165g per tube 250g*about 15%price 11.210%12.312.913.40.6rmb lower than Crestlo

42、wer than Crest220g Reg per GM 220g(or 0.6rmb/tube)Total 120g*Match Crest 8.210%9.08.28.1*Match Crest Tea Fresh 120g Tea Fresh 120g on per tube baseon per tube base165g 0.5rmb lower than11.210%12.310.911.50.5rmb lower thanTea Fresh Tea Fresh 165g per tube 165g per tube SKU Regular Price Promotion Pri

43、ce Target Driving the Business Through Shopper Insights2022/11/637 5P Tactics:Pricing-Toothpaste Pricing Ex-factory Channel Current Acquisition Price Strategy Price Mark-up CP Crest Whitening 100g1.Parity with 5.410%6.05.78.1*1.7rmb lower than Crest Whitening Crest 120g per tube on per gm basis 2.Ma

44、tch Signal 5.8(Signal)*Match Signal Whitening 115gWhitening 115g per tube(where Signal is strong)150g*Parity with 8.210%9.08.710.91rmb lower than Crest WhiteningCrest 165g per tube on per gm basis Herbal 105g*1rmb higher than 2.910%3.23.052.2No price promotion ZhongHua Herbal 120g Promotion Price Ta

45、rget SKU Regular Price Driving the Business Through Shopper Insights2022/11/6385P Tactics:Pricing-Toothpaste Pricing Ex-factory Channel Current Acquisition Price Strategy Price Mark-up CP Crest LPP 105g*Match Crest LPP2.910%3.23.32.2No price promotion 75g*1rmb higher thanZhongHua Herbal120g Jieyin12

46、0g*Match Heimei2.510%2.82.62.8(Heimei)*Match HeimeiRegular 132g&Regular 132g&LMZ Herbal 125gLMZ Herbal 125g180g*1rmb higher than 3.510%3.83.72.8(Heimei)*1rmb higher than Heimei Regular Heimei Regular 132g&1.5rmb132g&1.5rmb higher than LMZ higher than LMZ Herbal 125g Herbal 125g SKU Regular Price Pro

47、motion Price Target Driving the Business Through Shopper Insights2022/11/639 5P Tactics:Pricing-Toothbrush Pricing Ex-factory Channel Current Acquisition Price Strategy Price Mark-up CP Crest ToothBrushNavigator*3rmb lower than8.210%9.07.1N/A*3rmb lower than Oral-B Advantage Oral-B Advantage Total*3

48、rmb lower than 7.510%8.27.7N/A*3rmb lower than Oral-B Exceed Oral-B Exceed Sensation*Match Crest 5.910%6.55.4N/A*Match Crest Wave WaveNova*Match Oral-B4.910%5.45.43.6*Match Oral-BPioneer Pioneer Jewel Match Oral-B 3.710%4.14.63.2*Match Oral-BContura ConturaPremier*Match Oral-B1.810%2.01.92.3*Match O

49、ral-BUltra Classic Classic SKUNotes:Same Strategy for Multiple Packs.Regular Price Promotion Price Target Driving the Business Through Shopper Insights2022/11/6405P Tactics:Pricing-Fabric Softener Pricing Ex-factory Channel Current Acquisition Price Strategy Price Mark-up CP Crest SoftlanDoy Pack*Match 5.910%6.57.77*Match Comfort 500ml Comfort 500ml Bottle 2000ml*Match Comfort17.910%19.723.422.2*Match Comfort2000ml 2000ml 3000ml*Match Comfort21.810%24.027.927.9*Match Comfort3000ml 3000ml SKU Regular Price Promotion Price Target