pantene 3mm reload conceptual sell重新加载概念销售

3MMReloadCustomerengagement3MMRELOADVisionOnetubethatresolve2unmetneedsofcolorantconsumerstogrowthecategorysegmentby22$MM.eNo.1conditionerSKUacrossmarketin2yearsandhalototalPanteneconditioner.(320MSU,2.8%shareofCN)焕彩修护，激活品类成长ColorantRepairMarketUnderstandingSizeofprizeofmarketsegmentWhat’stheunmetneedsofconsumerChinacolorrepairmarketopportunity:HighConsumerbase+Lowpenetration染发修护商机巨大——人群基数大，染烫护发品类渗透低60%femalecolorantconsumer4%ofthemusedcolorantspecifichaircareproduct60%*Colorantatleastonceayear.Only4%*Globalaverageportion:20%+18%Conditionerexpense*54MMNewusersgrowthepenetrationtowinthe130$MMsizeofprize*CMKhouseholdpaneldata:Colorantconsumerwillspend18%morethannoncolorant.Averagebasketsize=30RMBMOREUSERSUSINGMORESPENDINGMORExx=130$MMCategorygrowth渗透染发修护市场，赢取130$MM市场增量from4%to20%globalaverage?Whytheydon’tusecolorantspecifichaircareproductToday?Myhairwasalreadydamagedduringthedyeing,noconditionerproductcouldrepairit.Whybother?为什么消费者今天不用专业染发修护产品？Iwantmybestcolorlookcouldlastforlongertime,buttherepairproductonlyhelponsmoothness,cannothelponthecolorendurance.Don’tbelievetherepairefficacyLackofcolorendurancebenefitColorantwhoHercoloriscloselytiedtoheridentity.SheisaBlonde,aBrunetteoraRedheadColoringherhairispartofherlifeSheschedulescoloringappointmentsaroundlifeevents.Whenitgoesright,shecan’twaittobearoundothers.Whenitgoeswrong,itcanbelifealtering.Optimalregimensolutionsthatbothkeepvibrantcolorandmanagehairdamageiscurrentlyanunmetneed.Todaysheisprioritizingherend-look.Why?Shehasbettersolutionstocontrol/improveherend-look.Shecanalwaysresetherhaircolor,butitishardertoresethairhealth.Othersnoticeherend-look,whilemaybeonlyhernoticeherhaircolor.KEYTENSIONforcolorantconsumerGreatColorGreatEnd-LookBestHairEverStruggleTradeoff要发质？要发色？染发消费者的未满足需求ONDJFM-colorantPeakSeason–whatcanwedo?Autumnandwinteristhepeakseasonforcolorantbehavior.80%ofthecolorrepairproductwasboughtwithinthe1stmonthaftercolorant.即将迎来秋冬染烫需求高峰季，如何应对？Dry–Dull-LifelessRichDeepColorShinyRebirth–Freedom–FreshStartColoringDayDayBeforeColoringYouthful-Happy-WarmthEarlySignsofTransformation“Don’tLookatMe”“EverydayisaMonday”AnticipatoryDelightMid-wayThroughCycleEndofCycleHerBESTHAIRDAYisthedayshecolors...DrivenbyboththelookANDfeelofherhair.Coloringcanbegoodforyourhair,makingitfeelthicker,softer,orgivingitvolume.However,thisfeelingisfleeting.SATISFACTIONCYCLECOLOREDHAIRWherecolorrepairproductshouldcomeinProductSuperiorityCanwereallydelightconsumer?焕彩修护横空出世Whyourproductisdifferent?PLANNINGFORHALOONBASE360degreedelightconsumer123SUPERIOREfficacySUPERIORinuseexperience强大功效超凡体验SUPERIORPackage高端包装1STEVERconditionerwithRICHGOLDformulathatguaranteesaluxuriousefficaciousfeelthemomentittouchesherhandTripleblendsilicone‘pulverises’anddicesrepairessencestofinerpiecesforbetterspreadabilityandcoverage,resultinginlessclumpinessandstickiness.Producttechnology14EnhancedgoldTripleblendrepairessence

新升级首创黄金凝萃乳,修护+锁色w/otripleblendsiliconewtripleblendsiliconevsAnalogy=gravelversusfinesandDeliversactivesallthewayintothedeepestdamagedareasofyourhair,thensealingitoffbyformingathinprotectivebarrieronhairsurface.Evenhairthathasbeenseverelychemicallybleachedcanbequicklydetangled,whereashairtreatedwithourpremiumcompetitor’sproductremainedtangled.1.深入渗透，修护染烫重损伤REPAIRshighlydamagedhairProducttechnology15Thetinygoldrepairessencemerginginfloralcreamycaneasilypenetrateintothehaircore,removetheheavymetal(copper)whichisthekeycatalystforcolorfadeandhaircoredamage.Producttechnology162.凝萃锁色，持久鲜艳亮泽LonglastingColorprotectionSweetfruityscentthatislong-lastingonhair

BasedonfreshWILDSTRAWBERRYANDRASPBERRYenvelopedinfloralcreamymuskwithahintofvanilla,justlikeasweetcreamyicecream,muchneededforthissummer

前调是红果之鲜，中调是馥郁花香，后调是清新香草InuseExperience18NIScopeTotal4SKU180mlSRP49.9RMBTotalDamageRepairColorPermMoistureMilky23%FrontMarginForcolorantusersForveryoilhairFordryhairForoveralldamage色素因子渗入发芯一粒粒小小的颗粒，色素因子，被染发剂置换；留下空洞去除铜离子染烫过头发之后，头发更有可能吸收有害金属；我们的配方可以减少有害金属（类似人体排毒，发芯空洞）——液体黄金，吸过去，冲洗掉H&S：SuccessfulGTMModelCanwetranslatethebestproducttobusinesssuccess?3MMAlwaysasuccessPhilippines4.8%

Indonesia8.9%Argentina1.5%China0.35%*2.0%Keycustomer&Mexico1.7%Chile3.9%Colombia2.3%US0.6%3MMValShare%CNDP3MThailand3.4%

3mmgrowsBRANDANDCATEGORYConditionersegmentgrowingaheadofShampoo.+5ptsMex+1ptsArg+7ptsIndo(M1-3)BRANDCATEGORYDAILYPREMIUMCONDITIONERunlockingextraordinarygrowthHighest-EverCNDShareNationalwith+3.4%P&GovertookUnileverinCNDleadershipWinningrecipeSUPERIORPRODUCT&PACKAGINGPLANNINGFORHALOONBASEPLANNINGFORHALO123SUPERIORCommunicationSUPERIORINSTOREGWF+Pricing+PromotionSocialmediamodel3分钟曾有辉煌CELEBRATIONFOR3MMEARLYWIN!+3%

Category+16%

PANTENE+6%

CONDITIONER+9%

TREATMENT品类增长护发销量精华品类销售潘婷销售增长曾创客户争货奇迹CREATEDESIREFORCUSTOMERS!!Shipment:AHEADOFBOOKLET131

VS.LPADISTRIBUTION:109%

COMPLIANCESHARE:

ONTRACK14%

sams;1.3%

wm;

2%

crf;1.4

%

INASW进货量分销市场份额Already

1%Valueshare,

OverdeliverthetargetShareJAS’16OND’16JFM’17Apr’17May’17MayvsAprNational0.10.30.50.51.0186Hyper0.30.71.01.11.9174Super0.10.20.40.50.8169Mini0.60.50.70.61.5236CS0.00.00.00.10.1100全国市场份额已达1%，10个月做完欧莱雅精油2年业绩Share?–WaitJanet3MM1.0ReviewandnextstepCOLORCODENEXTSTEPCPSSUPERIORPRODUCT&PACKAGINGPRODUCTPACKAGESUPERIORCommunicationWHOColorantconsumerdeepdiveEndofJuneATL

COMMUNICATIONEnhancebrandlinkage+benefitrelevancyincopyAugMEDIAMODELExploresocialmediamodelEarlyJulySUPERIORINSTOREPRICING

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HighlowmodelEarlyJulyPROMOTIONMECHANISMPushco-displaycompliancerateEarlyJulyGoldenWaterFallGWF2.0shelfeducationenhanceEarlyAug3分钟奇迹，总结经验再出发Core4NextStepGoldenWaterFall2.0AmplificationPLANNINGFORHALOONBASEPLANNINGFORHALO13SUPERIOR

CommunicationReload23MMPromotion/PricingModelIntervention4NewVariantLaunch

inNov’17*画面需要再美化Co-displayCofeature1.GWF2.0-TheopportunitiesINSTOREEXECUTIONISCRUCIAL3MMshelvedingoldenriver(3shelf)withrightquantityandqualityGoldenblockhero-ing3MMwithPOSMExtraglorifieron3MM3MMsharesupto3%oftheconditionersegment3MMlostonshelfNogoldenriverbutPOSMmaterialsfilledwithPanteneBase3MMsalespoorperformanceGWF2.0–On-shelfproducteducationGWF2.0–ProductRTBvisualization2.3MMCo-displayModelAmplificationAE还没给,等周一数据回来再做…Proveworkingco-displaymodel–(DataneedtobebackonFriday)Co-display3MMOfftakeTotalBrandofftakeIndexvsnormaldayLOTUS122WalmartXXXBEIRENDMCXXXCRVXXX3.3MMCommunicationReloadTrainyourHairStrongertoletyourhaircolorshine啥都没有…4.3MMNewVariantLaunchinNov’17Total4SKU180mlSRP49.9RMBTotalDamageRepairColorPermMoistureMilkyForcolorantusersForveryoilhairFor