《个人清洁用品研究报告尼尔森2003)英文)》由会员分享，可在线阅读，更多相关《个人清洁用品研究报告尼尔森2003)英文)（126页珍藏版）》请在金锄头文库上搜索。
1、Retail Audit Presentation Prepared XXX,Updated to Jan/Feb.2003,Category Overview,Personal Wash,Agenda,Category Overview Why XX-Bath Liquid Lose Share in SH/E A/S BCD/E BCD Milk Yearly Performance Review Explore 300999ml Pack Sales Opportunity TTT Bag Launch Evaluation,Category Overview,SummaryCatego
2、ry Overview,Total PW market size increased continuously driven by Bath Liquid, and Hand Wash size emerged in latest 2 years across cities; Bar soap size increased in cities as well so far, Bar soap market size has little sales impact from the growth of Hand Wash and Bath Liquid XX sales grew in line
3、 with total market yearly while behind the growth rate in latest 6 month vs YA; and lose share traced to SH/E A/S BCD/ E BCD,SummaryCategory Overview(Con.),Overall MNB gained share in latest 6 months vs YA largely driven by P Olay gained share fastest followed with Dove Zici/Aoxue captured share gai
4、n continuously XX Milk share gained and distribution increased vs last year while failed to recover the lose from other variants,Product Segment Annual GrowthTotal Category Increased While Bar Soap Sales Maintain,Volume Sales(Mil.Ton),Value Sales(Mil.Rmb),+12%,+9%,+100%,+85%,+49%,+25%,+2%,+1%,Year G
5、rowth,Product Sales Mix new comers Qingxin/Zest gained and drove Fresh while XX Cooling weak XX 1Lit share declining, and share behind competitors in SKU level, price could be an issue behind,XX Share Little Cannibalization As Whole,Volume Sales(Ton),Value Sales(000Rmb),46%,27%,45%,25%,4%,-10%,521%,
6、435%,3%,-6%,23%,10%,72%,46%,Annual Growth,XX Annual Share Change By Variant, Nat.XX Share Gain Maintain Yearly,MAT JF 02,MAT JF 03,Volume Share,Value Share,+/-% chg,+/-% chg,XX Milk Sales / Share / Distribution Olay In BJ/E A/N A Took High Share Advantage,Value Share to Total Bath Liquid (SO02JF03 v
7、s YA),Val.%,chg,Val.%,chg,Val.%,chg,City-H/Smkt,5.5,2.4,3.2,1.8,2.4,-0.7,4 City,6.3,1.9,6.2,4.2,3.3,-1.3,GZ-H/Smkt,4.4,3.7,5.4,3.2,1.1,-0.8,SH-H/Smkt,6.3,1.3,10.6,7.8,5.7,-0.9,BJ-H/Smkt,8.7,-0.2,3.1,2,4.2,-1.6,CD-H/S/D,8,4.2,1.7,1.6,3.2,-0.8,A-H/Smkt,8.6,5.5,1.6,0.8,2.5,-0.4,S A,6.2,4.5,1.4,0.6,1.4,
8、-0.1,E A,11,4.6,2.3,2,4,1.4,N A,10,4.7,1,0.2,2.9,-3.5,W A,5.3,2.4,1.4,1.3,3.2,-1.4,BCD City,2.4,1,1,0,1.4,-1.2,Olay,Dove,Val.%,chg,4.3,1.3,5.5,1.3,5.9,1.7,6.5,0.4,3.5,1,6.6,3.4,4.6,2.1,4.4,1.3,3.6,2.2,4.8,3.3,3.1,0.7,2.6,0.7,XX (Milk+Yellow),Lux,Moist, XX / Olay / Dove SKU Ranking, SH-H/SXX Bigpack
9、In-store Performance Less Competitive,Value,Share,Weighted,Distribution,VAL,S.P.P.D,WTD,Rmb,/Lit,Rmb,/Pck,JF03, Bath Liquid base,Moist, XX / Olay / Dove SKU Ranking, BJ-H/S Gap Existing On In-store Performance,OLAY PINK 400ml,3.4,51,7.6,70,28,OLAY PGBLUE 400ml,2.2,52,4.8,68,27,OLAY PINK 200ml,1.5,35
10、,4.9,82,16,MILK 300ml,1.5,64,2.6,59,18,DOVE 250ml,1.4,37,4.1,84,21,OLAY PGBLUE 200ml,1,29,3.9,82,16,XXYELLOW 300ml,0.8,48,2,64,19,DOVE 750ml,2.2,34,7.3,58,44,OLAY PINK 720ml,2.2,34,7.3,57,41,OLAY PGBLUE 720ml,1.6,32,5.7,57,41,MILK 1000ml,0.6,26,2.6,47,49,XXYELLOW 1000ml,0.2,23,1.1,48,47,Value,Share,
11、Weighted,Distribution,VAL,S.P.P.D,WTD,Rmb,/Lit,Rmb,/Pck,JF03, Bath Liquid base,LUX ORANGE 250ml,1.7,58,3.2,66,17,LUX ORANGE 750ml,2.3,45,5.8,47,35,Moist, XX / Olay / Dove SKU Ranking, E AXX 1Lit Weak In E A,MILK 300ml,2.5,33,3.9,62,18,OLAY PINK 200ml,2,30,3.4,88,17,OLAY PINK 400ml,1.9,28,3.5,75,30,O
12、LAY PGBLUE 400ml,1.7,29,2.9,75,30,OLAY PGBLUE 200ml,1.5,25,3.1,86,17,DOVE 250ml,1.5,26,2.9,84,21,DOVE 500ml,0.6,8,3.7,63,31,XXYELLOW 300ml,0.6,32,1,62,19,OLAY PINK 720ml,1.9,22,4.5,69,51,OLAY PGBLUE 720ml,1.9,22,4.3,68,49,DOVE 750ml,1.1,26,2.2,61,46,XX MILK 1000ml,0.4,18,1.1,48,50,XXYELLOW 1000ml,0.
13、2,19,0.5,50,50,JF03, Bath Liquid base,Value,Share,Weighted,Distribution,VAL,S.P.P.D,WTD,Rmb,/Lit,Rmb,/Pck,LUX ORANGE 250ml,3.2,31,5.3,69,17,LUX ORANGE 750ml,2.7,24,5.8,51,38,Moist, XX / Olay / Dove SKU Ranking, N A,Value,Share,Weighted,Distribution,VAL,S.P.P.D,WTD,Rmb,/Lit,Rmb,/Pck,OLAY PGBLUE 200ml
14、,3.7,28,12.5,87,18,OLAY PINK 200ml,3.5,29,11.5,85,17,OLAY PGBLUE 400ml,2.5,23,10.3,73,29,OLAY PINK 400ml,2.4,22,10.5,72,29,XXYELLOW 300ml,2.2,41,5.1,61,18,XX MILK 300ml,2.1,25,8,69,21,LUX 250ML ORANGE,2.6,29,8.6,76,19,DOVE 250ml,0.7,12,5.6,84,21,OLAY PINK 720ml,1.7,16,10.1,63,46,MILK 1000ml,1,15,6.3
15、,50,50,OLAY PGBLUE 720ml,0.9,16,5.5,63,46,LUX 750ML ORANGE,0.7,17,4.1,47,35,DOVE 750ml,0.7,12,5.8,58,42,XXYELLOW 1000ml,0.4,20,2,49,49,JF03, Bath Liquid base,XX Milk Year Performance Review,Milk help XX sales gain yearly while no help on share return, XX brand share maintain yearly Milk distribution
16、 push and in-store performance improvement both contributed its sales growth Continue expanding distribution further into BCD Distribution room observed for Milk within XX in developed cities(300ml in N A/S A, 1Lit in S A) if consider milk-100ml for penetration in depth,XX Milk Year Performance Review(con),XX Milk facing heavy competition from brand(e.g.Olay/Dove) in Moisturizing segment XX Advantage, we are leader in BW; and Baby Concept brand image largely protect our sales in this
