高露洁5P销售系统---英文40页

1、Driving the Business Through Shopper Insights 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/Quality2021/12/121Driving the Business Through Shopper Insights5P Tactics : Assortment - Toothpaste HypermarketShopping Occa

3、sion- Widest Assortment- 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 attachedMeasureme

4、nt: Target % of total category SKU 35% ( match to CP Value Share ) % of SKUs on strategy 100%Tracking Merchandiser in-store Tracking 2021/12/122Driving the Business Through Shopper Insights5P Tactics : Assortment - Toothpaste No.of SKUValue ShareShare of SKURemarksAnti-cavity2335%33%Fresh Breath1411

5、%20%delist non-selling SKUNatural Ingredients814%11%list new SKUMulti-benefit77%10%Whitening711%10%Sensitive66%9%Others52%7%delist non-selling SKUTotal7086%100%CP1835%24%* source of information : Consumer PanelHypermarket2021/12/123Driving the Business Through Shopper InsightsBrandTOTALCSWCDCLPPHERB

6、ALJYSKU120g100g120g105g150g120g165g150g250g180g40g *40g *175g50g *( both GRF/ICM )No. of SKU338112 * lower priority for listing (where Crest 40g present)Prioritized AssortmentHypermarket5P Tactics : Assortment - Toothpaste 2021/12/124Driving the Business Through Shopper Insights5P Tactics : Assortme

7、nt - Toothpaste BrandNumeric % distr.120g100%100g100%120g100%105g100%105g100%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 40g40gma

8、tch Crest 40g 250g100%50gmatch Crest 40gHERBALJYHypermarketDistribution TargetTOTALCSWCDCLPP2021/12/125Driving the Business Through Shopper Insights5P Tactics : Assortment - Toothpaste HypermarketShopping Occasion- Widest Assortment- High quality & premium product- Heavy purchase ( 2 tubes, diff

9、erent 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% ( match to CP Value Share ) % of SKUs on strategy 10

10、0%Tracking Merchandiser in-store Tracking 2021/12/126Driving the Business Through Shopper Insights5P Tactics : Assortment - ToothbrushHypermarketShopping Occasion- Widest Assortment- High quality & premium product- Heavy purchase- Better shopping environment- More promotionProduct Strategy-Traff

11、ic 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 Merchandiser in-store Tracking 2021/12/127Driving the Busi

12、ness Through Shopper Insights5P Tactics : Assortment - ToothbrushNo.of SKUValue ShareShare of SKUPremium610%12%Medium2231%44%Economy2248%44%TTL5089%100%CP1428%28%* Source of information : Consumer PanelHypermarket2021/12/128Driving the Business Through Shopper Insights5P Tactics : Assortment - Tooth

13、brushSegmentPowerPremiumMediumEconomyKidsSKUActi-brushNavigatorTotal(both soft andPremier Ultra Family PackYouth(both soft andmedium)Premier Ultra Multiple PackJuniormedium)NovaNova Multiple PackJewelJewel Multiple PackSensationNo. of SKU12722Prioritized AssortmentHypermarket2021/12/129Driving the B

14、usiness Through Shopper Insights5P Tactics : Assortment - ToothbrushHypermarketShopping Occasion- Widest Assortment- High quality & premium product- Heavy purchase- Better shopping environment- More promotionProduct Strategy-Traffic Building - Image BuildingPrioritized Assortment see attached Nu

15、meric % 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 Merchandiser in-store Tracking 2021/12/1210Driving the Business Through Shopper Insights5P Tactics : Assortment - Fabric Sof

16、tener HypermarketShopping Occasion- Widest Assortmentt- High quality & premium product- Heavy purchase- Better shopping environment- More promotionProduct Strategy-Traffic Building- Image BuildingPrioritized Assortment see attached Numeric % Distributionsee attachedMeasurement: Target - GD Other

17、s% of total category SKU 30% ( match to Value Share ) match Comfort% of SKUs on strategy 100%Tracking Merchandiser in-store Tracking 2021/12/1211Driving the Business Through Shopper Insights5P Tactics : Assortment - Fabric Softener VariantGDSizeNo. of SKUOthersSizeNo. of SKU3L ( selective )8122L 500

18、ML DoyAll Variants3L2L 500ML Doy (match Comfort)Prioritized AssortmentHypermarket2021/12/1212Driving the Business Through Shopper Insights5P Tactics : Assortment - Fabric Softener Numeric % distr.3L100%2L100%2L100%500ml Doy100%500ml Doymatch Comfort( ALL Variant )( ALL Variant )HypermarketDistributi

19、on TargetGD OTHERS2021/12/1213Driving the Business Through Shopper Insights5P Tactics : Assortment - Fabric Softener HypermarketShopping Occasion- Widest Assortmentt- High quality & premium product- Heavy purchase- Better shopping environment- More promotionProduct Strategy-Traffic Building- Ima

20、ge 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 2021/12/1214Driving the Business Through Shopper Insight

21、s5P 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 metho

22、d, sampleFocus on SOS and brand positioning% share of off-shelf displaySame as Share of Shelf%tracking method, sampleMonthly Merchandiser In-store Tracking2021/12/1215Driving the Business Through Shopper Insights5P Tactics : Placement - ToothpasteHypermarketREGIONSOS ObjectiveSouthGuangzhou45%A City

23、35%B City31%EastShanghai40%A City36%B City30%NorthBeijing41%A City35%B City30%WestChengdu 44% A City30%B City25%2021/12/1216Driving the Business Through Shopper Insights5P Tactics : Placement - ToothpasteShare of Shelf By Brand StrategySOMSOM MixSuggested SOSStrategyCDC9%24%25%MaintainTotal4%11%20%P

24、romoteCSW8%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=SOMHypermarket2021/12/1221Driving the Business Through Shopper Insights5P Tactics : Placement - ToothbrushShelf Positioning

25、 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 2021/12/1222Driving the Business Through Shop

26、per Insights5P 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& tra

27、cking method, sampleFocus on SOS and brand positioning% share of off-shelf displaySame as Share of Shelf%tracking method, sampleMonthly Merchandiser In-store Tracking2021/12/1223Driving the Business Through Shopper Insights5P Tactics : Placement - Fabric SoftenerHypermarketShare of Shelf%See Attachm

28、entShelf positioningSee AttachmentTracking Method,Monthly Merchandiser In-store Trackingfrequency sample,% volume with CP-generatedTarget: 100% complianceplanogramsPlanogram compliance%Target: 100% compliance& tracking method, sampleFocus on SOS and brand positioning% share of off-shelf displayS

29、ame as Share of Shelf%tracking method, sampleMonthly Merchandiser In-store Tracking2021/12/1224Driving the Business Through Shopper Insights5P Tactics : Placement - Fabric SoftenerHypermarketREGIONSOS ObjectiveSouthGuangzhou42%A City33%B City33%EastShanghaiMatching ComfortA CityMatching ComfortB Cit

30、yMatching ComfortNorthBeijingMatching ComfortA CityMatching ComfortB CityMatching ComfortWestChengduMatching ComfortA CityMatching ComfortB CityMatching Comfort2021/12/1225Driving the Business Through Shopper Insights5P Tactics : Placement - Fabric SoftenerSUMMARY OF SOFTLAN DISPLAY STRATEGY:Place S

31、oftlan product in eye level;Neighboring with ComfortAlong with Traffic flow, sequence with Classic, Floral,Spring, Lily 2 3 12021/12/1226Driving the Business Through Shopper InsightsHypermarketShopping Occasion* Looking for high quality, premium products * Heavy Purchase(2 tubes with different brand

32、s or varients)* Better Shopping Environment* More Promotions* Widest AssortmentPromotion Strategy* Pantry Loading * Loyalty Building *Image BuildingPromotion Tactics Attachment in Detail% Promotion SOVPrice:To be definedSpecial Pack:Other% Vol. On promotionPrice:To be definedSpecial Pack:OtherTotal

33、Prom.InvestmentTo be defined% to Sales5P Tactics : Promotion - Oral-Care2021/12/1227Driving the Business Through Shopper InsightsSizeCDCTotalCSWSuperSLPPHerbalJYJumbo250G*Family180G*175G*165G*150G*Regular120G*105G*100G*Personal50G40G*: Priority; *: Often Promote; *: Seldom; (Blank): Do not promoteHy

34、permarket5P Tactics : Promotion-Toothpaste2021/12/1228Driving the Business Through Shopper InsightsPromotion 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*Mu

35、lti/Twin-pack w/t disc.*Bonus-pack*Big Event/Aniversary*Loyalty Program*Casher LineCouponGroup Purchase Incentive*: Priority; *: Often Promote; *: Seldom; (Blank): Do not promoteHypermarket5P Tactics : Promotion - Toothpaste2021/12/1229Driving the Business Through Shopper Insights5P Tactics : Promot

36、ion - EvaluationCARREFOUR ROMAPROMOTIONAL EVALUATIONPRODUCTCOLGATE 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 =we

37、ekly average pre-promoPROMO1020 PIECES = weekly average 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 )Disc

38、ounts1089 (000 )Logistic Discount0.0%Fees500(000 )Spending % as Incr. Sales 8.6%Spending % as Incr. Sales Max.15%ACTIONRecommendedWEEKLY SALES020406080100123456789101112SALES (cases)HERBAL 75ml2021/12/1230Driving the Business Through Shopper Insights5P Tactics : Promotion - Competitor ActivityDate:_

39、City:_CompetitorA/C NamePromotional SKUDM / TGA/C NamePromotional SKUDM / TG& MechanicsPromo.NormalPls. Specify& MechanicsPromo. NormalPls. SpecifyP&GNew ProductUnileverNew ProductHeimeiLMZOthers(Darlie,LSL, etc.)New Product2002 Key Competitor Activity by Channel - Toothpaste Hypermarket

40、PriceSupermarketPrice2021/12/1231Driving the Business Through Shopper Insights5P Tactics : Promotion - Competitor ActivityDate:_City:_CompetitorAccount / Promotional SKUPriceWhole Sale Mkt& MechanicsP&GNew ProductUnileverNew ProductHeimeiLMZOthers(Darlie,LSL, etc.)New Product2002 Key Competi

41、tor Activity by Channel - Toothpaste Traditional Trade2021/12/1232Driving the Business Through Shopper InsightsPromotion TypePowerHighActi-BNavi.Sens.TotalNovaTwisterPrem-UPrem-BJuniorYouthPromotor Supporting*Price discount with TG/DM*Price dis. On-shelf display*In-store display*Special-pack with di

42、splayMixed-pack w/t disc.On/In-pack premium*Multi/Twin-pack w/t disc.*Bonus-packBig Event/Aniversary*Loyalty Program*Casher LineCouponGroup Purchase Incentive*: Priority; *: Often Promote; *: Seldom; (Blank): Do not promoteHypermarketEconomyKidsMedium5P Tactics : Promotion - Toothbrush2021/12/1233Dr

43、iving the Business Through Shopper Insights5P Tactics : Promotion - Fabric SoftenerSizeSouthOther Region3L*2L*500ML Doy*: Priority; *: Often Promote; *: Seldom; (Blank): Do not promoteHypermarket2021/12/1234Driving the Business Through Shopper Insights5P Tactics : Promotion - Fabric SoftenerPromotio

44、n TypeSouthOther RegionsPromotor SupportingPrice discount with TG/DM*Price dis. On-shelf display*In-store displayMixed-pack w/t disc.On/In-pack premium*Multi/Twin-pack w/t disc.Bonus-packBig Event/Aniversary*Loyalty Program*Casher LineCouponGroup Purchase Incentive*: Priority; *: Often Promote; *: S

45、eldom; (Blank): Do not promoteHypermarket2021/12/1235Driving the Business Through Shopper Insights 5P Tactics : Pricing-ToothpastePricing Ex-factory Channel 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

46、 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 Crestlower 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 t

47、ube 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 Price Target 2021/12/1236Driving the Business Through Shopper Insights 5P Tactics : Pricing-Toothpaste Pricing Ex-factory Channel Current Acqu

48、isition 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. Match Signal 5.8(Signal) * Match Signal Whitening 115gWhitening 115g per tube(where Signal is strong) 150g*Parity with 8.210%9.08.710.91

49、rmb 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 Target SKU Regular Price 2021/12/1237Driving the Business Through Shopper Insights5P Tactics : Pricing-Toothpaste Pricing Ex-factory Channel Current Acquisition Pri