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1、Lotus CAMP Date Review & Planning Penetration渗透率Loyalty忠忠诚度度Spending index消费指数Value Share市场份额=XXStrength: No.1 value share, highest penetration.Opportunity: Loyalty （large gap vs. Auchan and Hymall）Whats store overall situation and opportunity?RetailerValueSharePenetrationLoyaltySpendingIndexStoreTy
2、peOutlet#Lotus7.6754.8513.73101.85HM10Hymall7.3337.5518.46105.73HM10NongGongShang7.2467.310.47102.71HM/SM163LianHua7.1577.578.95102.93SM380SHHL4.7166.746.89102.45SM360家乐福/Carrefour4.538.9810.79106.99HM6大润发/RT-Mart3.7830.8811.82103.55HM4欧尚/Auchan3.2819.0717.4198.82HM2Data source: CAMPVs. PY，its value
3、 share increased owing to LOYALTY.Whats store overall situation and opportunity?RetailerValueShareOutlet#PenetrationLoyaltySpendingIndex2003200220032002200320022003200220032002Lotus7.76.310754.956.013.711.1102102Hymall7.37.310637.637.418.518.2106107NGS7.27.416316867.365.810.510.9103104LianHua7.29.63
4、8037077.682.49.011.4103102SHHL4.76.236046566.773.66.98.3103101Carrefour4.54.26639.04010.89.7107108RT-Mart3.84.14330.929.611.812.8104107Auchan3.32.92219.11717.417.299101Data source: CAMPLoyalty: 11.1 13.7Value Share: 6.3 7.7Turnover: +RMB86,000,000 in Y2003!The Contribution of LoyaltyData source: CAM
5、PLoyalty: 11.1 13.7 18.5Value Share: 6.3 7.7 10.5Turnover: Another 211,000, 000 ahead!(+36.4%)What if the loyalty matches Hymalls level?Data source: CAMPWho attracts my shoppersLotus is facing the hot competition from diverse store formats.Data source: CAMP Loyal shopper: =50% of their spending on F
6、MCG was spent at Lotus; Hopper shopper: 20-50% of their spending on FMCG was spent at Lotus. Lotus: 25% of total shoppers account for 69% of total turnover. Dispersive relative to Hymall and Auchan.Shopper loyalty segments:Retailer易初莲花/Lotus乐购/Hymall家乐福/Carrefour大润发/RT-Mart欧尚/Auchan%ofPopulation%ofS
7、pending%ofPopulation%ofSpending%ofPopulation%ofSpending%ofPopulation%ofSpending%ofPopulation%ofSpendingLoyalShopper73013393164211554HopperShopper18392546164516411629SubTotal25693885196120623183Data source: CAMPLotus has highest Overall Rating (OAR) and highest performance on almost all aspects in SH
8、.How shoppers perceive LotusLotusHymallCarrfourNGShyperNGSsuperLHHLOAR45424339384142Assortment43.637.53419.416.016.321.0Convenience/Comfort34.229.725.216.116.522.226.4Emotional31.230.120.912.312.515.619.3Display/Layout39.237.131.318.418.922.926.8Quality/Reliability43.837.134.120.420.824.529.1Service29.032.421.812.611.71517.2Value/price39.331.125.316.78.48.912.4Data source: CAMPKey finding in CAMPnLoyalty(忠诚度)isthekeyopportunityforLotus.ShopperMarketingin04/05n系统使用,秀发更佳2004年11,12月n肌肤喝牛奶,滋润又健康2005年1,2月n城市丽人需要护舒宝的整日关怀2005年3月谢谢支持和配合谢谢支持和配合!
