高露洁5P销售系统（英文版）

1、 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)* Married Female* More loyal brand buyerShoppi

2、ng Habit* Buying frequency: Every 4 weeks* Spend more(RMB7.20 above) * Buy 2 brands/varients per purchase* Seek for Function/Taste/Quality5P Tactics : Assortment - Toothpaste HypermarketShopping Occasion- Widest Assortment- High quality & premium product- Heavy purchase ( 2 tubes, different bran

3、d/ 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 100%Tracking

4、 Merchandiser in-store Tracking 5P Tactics : Assortment - Toothpaste No.of SKUValue ShareShare of SKURemarksAnti-cavity2335%33%Fresh Breath1411%20%delist non-selling SKUNatural Ingredients814%11%list new SKUMulti-benefit77%10%Whitening711%10%Sensitive66%9%Others52%7%delist non-selling SKUTotal7086%1

5、00%CP1835%24%* source of information : Consumer PanelHypermarketBrandTOTALCSWCDCLPPHERBALJYSKU120g100g120g105g150g120g165g150g250g180g40g *40g *175g50g *( both GRF/ICM )No. of SKU338112 * lower priority for listing (where Crest 40g present)Prioritized AssortmentHypermarket5P Tactics : Assortment - T

6、oothpaste 5P Tactics : Assortment - 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%

7、120g100%40gmatch Crest 40g40gmatch Crest 40g 250g100%50gmatch Crest 40gHERBALJYHypermarketDistribution TargetTOTALCSWCDCLPP5P Tactics : Assortment - Toothpaste HypermarketShopping Occasion- Widest Assortment- High quality & premium product- Heavy purchase ( 2 tubes, different brand/ variants, la

8、rge 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 100%Tracking Merchandiser i

9、n-store Tracking 5P 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 Numeric % Distrib

10、utionTarget100% 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 5P Tactics : Assortment - ToothbrushNo.of SKUValue ShareShare of SKUPremium610%12%Medium2231%44%Economy2248%

11、44%TTL5089%100%CP1428%28%* Source of information : Consumer PanelHypermarket5P Tactics : Assortment - ToothbrushSegmentPowerPremiumMediumEconomyKidsSKUActi-brushNavigatorTotal(both soft andPremier Ultra Family PackYouth(both soft andmedium)Premier Ultra Multiple PackJuniormedium)NovaNova Multiple Pa

12、ckJewelJewel Multiple PackSensationNo. of SKU12722Prioritized AssortmentHypermarket5P Tactics : Assortment - ToothbrushHypermarketShopping Occasion- Widest Assortment- High quality & premium product- Heavy purchase- Better shopping environment- More promotionProduct Strategy-Traffic Building - I

13、mage 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 5P Tactics : Assortment - Fabric Softener

14、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 Others% of

15、total category SKU 30% ( match to Value Share ) match Comfort% of SKUs on strategy 100%Tracking Merchandiser in-store Tracking 5P Tactics : Assortment - Fabric Softener VariantGDSizeNo. of SKUOthersSizeNo. of SKU3L ( selective )8122L 500ML DoyAll Variants3L2L 500ML Doy (match Comfort)Prioritized Ass

16、ortmentHypermarket5P Tactics : Assortment - Fabric Softener Numeric % distr.3L100%2L100%2L100%500ml Doy100%500ml Doymatch Comfort( ALL Variant )( ALL Variant )HypermarketDistribution TargetGD OTHERS5P Tactics : Assortment - Fabric Softener HypermarketShopping Occasion- Widest Assortmentt- High quali

17、ty & premium product- Heavy purchase- Better shopping environment- 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 Comfor

18、t% of SKUs on strategy 100%Tracking Merchandiser in-store Tracking 5P Tactics : Placement - Oral CareHypermarketShare of Shelf%See AttachmentShelf positioningSee AttachmentTracking Method,Monthly Merchandiser In-store Trackingfrequency sample,% volume with CP-generatedTarget: 100% complianceplanogra

19、msPlanogram compliance%Target: 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 Tracking5P Tactics : Placement - ToothpasteHypermarketREGIONSOS ObjectiveSouthGuangzhou

20、45%A City35%B City31%EastShanghai40%A City36%B City30%NorthBeijing41%A City35%B City30%WestChengdu 44% A City30%B City25%5P Tactics : Placement - ToothpasteShare of Shelf By Brand StrategySOMSOM MixSuggested SOSStrategyCDC9%24%25%MaintainTotal4%11%20%PromoteCSW8%22%20%MaintainLPP+ Herbal12%32%25%Bal

21、anceKidsNANA5%PromoteJY4%11%5%BalanceTOTAL37%100%100%REMARK: Maintain: SOS=SOM; Promote: SOS=SOM; Balance: SOS=SOM; Balance: SOS=SOMHypermarket5P Tactics : Placement - ToothbrushShelf Positioning Strategy:Place Colgate TP and TB together to become oral-care display whenever possibleNear heavy traffi

22、c area and at the TB shelf;Occupation sequence of toothbrush:TOP: Navigator/TotalMiddle: Sensation/Nova/Jewel/JuniorBelow: Premier/Premium Youth 2 31 5P Tactics : Placement - Oral CareHypermarketShare of Shelf%See AttachmentShelf positioningSee AttachmentTracking Method,Monthly Merchandiser In-store

23、 Trackingfrequency sample,% volume with CP-generatedTarget: 100% complianceplanogramsPlanogram compliance%Target: 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 Trac

24、king5P Tactics : Placement - Fabric SoftenerHypermarketShare of Shelf%See AttachmentShelf positioningSee AttachmentTracking Method,Monthly Merchandiser In-store Trackingfrequency sample,% volume with CP-generatedTarget: 100% complianceplanogramsPlanogram compliance%Target: 100% compliance& track

25、ing method, sampleFocus on SOS and brand positioning% share of off-shelf displaySame as Share of Shelf%tracking method, sampleMonthly Merchandiser In-store Tracking5P Tactics : Placement - Fabric SoftenerHypermarketREGIONSOS ObjectiveSouthGuangzhou42%A City33%B City33%EastShanghaiMatching ComfortA C

26、ityMatching ComfortB CityMatching ComfortNorthBeijingMatching ComfortA CityMatching ComfortB CityMatching ComfortWestChengduMatching ComfortA CityMatching ComfortB CityMatching Comfort5P Tactics : Placement - Fabric SoftenerSUMMARY OF SOFTLAN DISPLAY STRATEGY:Place Softlan product in eye level;Neigh

27、boring with ComfortAlong with Traffic flow, sequence with Classic, Floral,Spring, Lily 2 3 1HypermarketShopping Occasion* Looking for high quality, premium products * Heavy Purchase(2 tubes with different brands or varients)* Better Shopping Environment* More Promotions* Widest AssortmentPromotion S

28、trategy* 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 Prom.InvestmentTo be defined% to Sales5P Tactics : Promotion - Oral-CareSizeCDCTotalCSWSup

29、erSLPPHerbalJYJumbo250G*Family180G*175G*165G*150G*Regular120G*105G*100G*Personal50G40G*: Priority; *: Often Promote; *: Seldom; (Blank): Do not promoteHypermarket5P Tactics : Promotion-ToothpastePromotion TypeCDCTotalCSWSupStarLPPHerbalJYPromotor Supporting*Price discount with TG/DM*Price dis. On-sh

30、elf display*In-store display*Special-pack with displayMixed-pack w/t disc.*On/In-pack premium*Multi/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 : Pr

31、omotion - Toothpaste5P Tactics : Promotion - 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)43

32、543380902354SALES PRE PROMO44PIECES =weekly 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)

33、5190 (000 )MARGINE PROMO3114 (000 )Discounts1089 (000 )Logistic Discount0.0%Fees500(000 )Spending % as Incr. Sales 8.6%Spending % as Incr. Sales Max.15%ACTIONRecommendedWEEKLY SALES020406080100123456789101112SALES (cases)HERBAL 75ml5P Tactics : Promotion - Competitor ActivityDate:_City:_CompetitorA/

34、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 HypermarketPriceSupermarketPr

35、ice5P Tactics : Promotion - Competitor ActivityDate:_City:_CompetitorAccount / Promotional SKUPriceWhole Sale Mkt& MechanicsP&GNew ProductUnileverNew ProductHeimeiLMZOthers(Darlie,LSL, etc.)New Product2002 Key Competitor Activity by Channel - Toothpaste Traditional TradePromotion TypePowerHi

36、ghActi-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*Casher LineCoup

37、onGroup Purchase Incentive*: Priority; *: Often Promote; *: Seldom; (Blank): Do not promoteHypermarketEconomyKidsMedium5P Tactics : Promotion - Toothbrush5P Tactics : Promotion - Fabric SoftenerSizeSouthOther Region3L*2L*500ML Doy*: Priority; *: Often Promote; *: Seldom; (Blank): Do not promoteHyper

38、market5P 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 premium*Multi/Twin-pack w/t disc.Bonus-packBig Event/Aniversary*Loyalty Program*Casher LineCouponGroup

39、 Purchase Incentive*: Priority; *: Often Promote; *: Seldom; (Blank): Do not promoteHypermarket 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 tu

40、be 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 tube

41、 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 5P Tactics : Pricing-Toothpaste Pricing Ex-factory Channel Current Acquisition Price Strategy Price Mark-up CP Crest Whitening 100g1

42、. 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%9.08.710.91rmb 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 Target SKU Regular Price 5P Tactics : Pricing-Toothpaste Pricing Ex-factory Channel Current Acquisition Price Strategy Price Mark-up CP Crest LPP 105g * Match Crest LPP2.910%3.23.32.2