高露洁销售系统.ppt

高露洁销售系统.PPTDriving the Business Through Shopper Insights 2017/3/6 1 5 P Tactics : Oral-Care Subsidiary: China Channel: Hypermarket Shopper Profile * Middle-high e, HH average e RMB2,310 * Clerk/Managerial person/student, 62% of working people in JV or public pany * Age from 20~40 year-old(Average 33 y-old) * Married Female * More loyal brand buyer Shopping Habit * Buying frequency: Every 4 weeks * Spend more( above) * Buy 2 brands/varients per purchase * Seek for Function/Taste/Quality Driving the Business Through Shopper Insights 2017/3/6 2 5 P Tactics : Assortment - Toothpaste Hypermarket Shopping Occasion - Widest Assortment - High quality & premium product - Heavy purchase ( 2 tubes, different brand/ variants, large size ) - Better shopping environment - More promotion Product Strategy -Traffic Building - Image Building Prioritized Assortment see attached Numeric % Distribution see attached Measurement: 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 Insights 2017/3/6 3 5 P Tactics : Assortment - Toothpaste SKU Value Share Share of SKU Remarks Anti-cavity 23 35% 33% Fresh Breath 14 11% 20% delist non-selling SKU Natural Ingredients 8 14% 11% list new SKU Multi-benefit 7 7% 10% Whitening 7 11% 10% Sensitive 6 6% 9% Others 5 2% 7% delist non-selling SKU Total 70 86% 100% CP 18 35% 24% * source of information : Consumer Panel Hypermarket Driving the Business Through Shopper Insights 2017/3/6 4 Brand TOTAL CSW CDC LPP HERBAL JY SKU 120g 100g 120g 105g 150g 120g 165g 150g 250g 180g 40g * 40g * 175g 50g * ( both GRF/ ICM ) No. of SKU3 3 8 1 1 2 * lower priority for listing (where Crest 40g present) Prioritized Assortment Hypermarket5 P Tactics : Assortment - Toothpaste Driving the Business Through Shopper Insights 2017/3/6 5 5 P Tactics : Assortment - Toothpaste Brand Numeric % distr. 120g 100% 100g 100% 120g 100%