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1、1Copyright 2003 ACNielsen a VNU companyLiner Category Overview2Copyright 2003 ACNielsen a VNU companyLiner Sales Small Locals Gained Share YearlyMAT ON02MAT ON03Share DifferenceShare DifferenceMAT ON02MAT ON03 CAREFREE16.917.10.2 SOFY1715.8-1.2 ANERLE9.69.60 C Fresh Failed To Improve Share YearlyVol
2、ume Share(Liner Base)Value Share17Copyright 2003 ACNielsen a VNU companySofy Variant Share, National Green Tea Price Position In Medium RangeWeighted DistributionRmb/Pcs18Copyright 2003 ACNielsen a VNU companyLiner Share By Price Tier, National Medium and Low Price Dominate the Market; While Premium
3、 Gained Importance YearlyVolume BaseValue BaseNote, price is judged down to sub brand level.19Copyright 2003 ACNielsen a VNU companyLiner 0.200.25Rmb/pcs Share By Brand, Nat. Share Driven By MNBMAT ON02 MAT ON03 MAT ON02 MAT ON03 0.200.25rmb/pcs18.421.821.727 ANERLE9.69.611.411.8 WHISPER2.84.13.24.8
4、 SOFY3.74.24.15.2 TOU QI2.11.62.41.8 FRESH0.11.60.22.1 ROU MIAN1.411.61.3 Carefree Drap.2.43.3Volume ShareValue Share20Copyright 2003 ACNielsen a VNU companyLiner Sales Growth By City10%0%6%7%7%13%-7%13%-1%4%Volume baseValue baseMAT %Growth21Copyright 2003 ACNielsen a VNU companyLiner Key Brand Volu
5、me Share By City Carefree Share Stagnant Across City4 CityA CityBCD CityTownVol.% +/- % YAVol.% +/- % YAVol.% +/- % YAVol.% +/- % YACAREFREE29.6016.7-0.210.1-0.311.54.3SOFY26.9-0.315-5.310.50.57.14.8ANERLE3.5-0.29.8-0.913.40.210.63.3WHISPER5.40.45.90.43.411.71.2C while premium (0.20.25rmb/pcs) impor
6、tance increasing, which was driven by MNB premium lines28Copyright 2003 ACNielsen a VNU companyCategory Overview, LinerlCarefree leading position and share stable in year trend(Strength) Drapable launch cannibalize share on super esp Non Breathable suggesting upgrade Carefree user while not expand C
7、arefree consumer group(challenge), price could be issue Share stagnant in all city tier(challenge)lSofy lose share to small local brands and struggled in No.2 in last year Fresh launch not help it share gain, while Regular share in declining trend(Opportunity) Green Tea new launch and was firstly ca
8、ptured in ON03 scored small share, and priced medium29Copyright 2003 ACNielsen a VNU companyIssueslHow Carefree Can Further Improve In Developed City By Gaining On Sofy?lOpportunity exploration in BCD marketlSofy Green Tea Launch Review30Copyright 2003 ACNielsen a VNU companyHow Carefree Can Further
9、 Improve In Key City31Copyright 2003 ACNielsen a VNU companyLiner, Key Brand Volume Share In 4+A Sofy Is Our Key Competitor In Developed CityANERLE6.76.86.57.17.27.17.1 C Drapable Litter Further ImprovementCarefreeSofyVolume Share(Liner Base)33Copyright 2003 ACNielsen a VNU companyCarefree vs Sofy U
10、T Price Comparison, 4+A Carefree Super NB Price Down Trend and Competitive vs Sofy RegCarefreeSofyRmb/Pcs34Copyright 2003 ACNielsen a VNU companyCarefree Super NB vs Sofy Reg. SKU Share while bigger pack(=40pcs) importance grew slightly Small pack crowded with a lot of small locals with lower price
11、dominated(Challenge) In Bigger pack group, Sofy and Carefree strong and leading among(Strength) In North, small pack higher importance than in other regionslSlim market relative small and importance slightly decline(Threat)lEast BCD market the most important among followed with South BCD for linerlM
12、odern Channel importance increasing in BCD as well, while traditional store stands for one third of that market still43Copyright 2003 ACNielsen a VNU companyExplore Opportunity In BCD City FindingslAnerle leading in BCD market and leading share maintain stable Noticeable distribution advantage compa
13、ring Carefree, which traced to traditional stores Anerle leading share in traditional stores while no advantage in modern channel 20pcs contributed most its share and outstand among all players, distribution should be one of the key facts 20pcs pack also captured high instore performance, ?lCarefree
14、 and Sofy close share competition in BCD Both Carefree and Sofy focus in modern channel while few performance in traditional stores Both Carefree and Sofy strong play on 40pcs and 2X40pcs, which indicating high brand loyalty Sofy big pack (esp. 2X40pcs) outperformed same story as in 4+A(Threat)44Cop
15、yright 2003 ACNielsen a VNU companyExplore Opportunity In BCD City ThinkinglTo compete with Anerle 20pcs, we should understand the following points by further exploration How is its SOS Why consumer prefer Anerle Any trade issue lAs China market, Carefree no share advantage with Sofy in BCD Ultra th
16、in relative less performed than Sofy, same story as in 4 East BCD Most Important Followed With South47Copyright 2003 ACNielsen a VNU companyKey Brand Volume Share By Channel, BCD Anerle Leading In G/K, Which Protect Its Share In BCD Where We Are WeakVol % +/- % YA Vol % +/- % YA Vol % +/- % YA ANERLE13.40.210.80.618.61.6 SOFY10.50.514.8-22.10.6 CAREFREE10.1-0.313.7-0.73.2-1.7 YIMUCAO4.42.35.82.81.8
