宝洁步步高生意回顾.ppt

Prepared For: P&G宝洁,Period : Jan-Jun 2009 2010,Business Review 生意回顾 Friday , 9th July 2010,Business Review生意回顾,Key Issues 主要问题,BuBuGao Expectation步步高期望,Key Factors Impacting Performance 业绩表现主要影响要素,Value Creation 价值创造,First Semester Scorecard & Market Growth Overview第一季度计分卡 & 市场增长回顾,Business Review,Key Issues,BuBuGao Expectation,Key Factors Impacting Performance,Value Creation,First Semester Scorecard & Market Growth Overview,Sales By Provinces BBG P&G(宝洁) Period 2009-2010 步步高-宝洁销售增长对比（按省市）,Overall BBG performance is better than P&G in all cities 在所有城市 步步高整体增长 高于宝洁增长,Market Growth Overview (Hunan Market v BBG) Jan-Apr 2009 v 2010 步步高增长优于湖南市场增长,Hunan Market Growth% 湖南市场的增长,BBG Growth% 步步高的增长,Hunan Market Growth% source: Nielsen Jan-Apr 2010 湖南市场增长数据来源：尼尔森 2010年1-4月份数据报告,Overall BBG performed better than Hunan Market. However, opportunity in Skin care, Sanitary Napkin, Diapers.,Market Growth Overview P&G in Hunan and in BBG Jan-Apr 2009 v 2010,P&G in Hunan Growth% 宝洁在湖南的增长,P&G in BBG Growth% 宝洁在步步高的增长,P&G in Hunan Market Growth% source: Nielsen Jan-Apr 2010 宝洁在湖南市场的增长数据来源：尼尔森 2010年1-4月份数据报告,Overall P&Gs in BuBuGao was better than in Hunan. However, opportunity: in 宝洁在步步高整体增长 高于湖南市场增长， 但仍有提升空间 Skin care,护肤品 Sanitary Napkin 湿巾 Diapers 纸尿片,Business Review,Key Issues,BuBuGao Expectation,Key Factors Impacting Performance,Value Creation,First Semester Scorecard & Market Growth Overview,Price Comparison & GP% Projection 价格对比&毛利测算,Price Comparison BuBuGao Price Index 100% 价格指数 步步高的价格指数为100%,Gross Profit% projection 毛利率测算 It is net after promotion impact and based on BBG purchase cost exclude back margin of which is 0% 促销影响，步步高进价因素后得到净毛利 利率，不含后台费用（费用为0）。,Promotion Effectiveness 促销的有效性,宝洁促销的有效性比平均水平要低(64% v 150% 销售增长) 宝洁的促销占比为14.02%但是平均水平为20% 费用投入不足导致促销销售的低增长 宝洁产品的毛利比步步高对应的整个品类的平均水平要低,Service level Analysis 1 到货率分析,宝洁经销商送货到步步高物流的到货率比宝洁经销商送货到步步高门店的到货率要高 宝洁经销商直接送货到店的城市： 郴州，株洲，永州和吉安,Service level from P&Gs distributors to BBG,Service level Analysis 2 到货率分析2,Service level from DC to Stores,Service level of cross dock items is lower than DC range caused by a lower service level from P&Gs distributor to DC.,DC Volume Projection,Opening order 3 weeks equivalent Daily review of S.O.H to avoid OOS Trigger point of 10 days re-order 3 order per week, minimum order to make up truck load VMI (P&G to manage inventory) Alignment of database Any OOS repeat order of 3 weeks equivalent to ensure pipeline,Business Review,Key Issues,BuBuGao Expectation,Key Factors Impacting Performance,Value Creation,First Semester Scorecard & Market Growth Overview,Unit Value Category v P&G,Unit value of P&Gs products in Shampoo & Soap are below categories average、 宝洁洗发水 & 香皂单品贡献表现低于品类平均水平,P&G Importance to Non Food Department 宝洁在非食部门的重要性,5000,30%,15%,14.2%,4000,70%,85%,26.7%,9000,100%,100%,24.8%,SKU,SKU,宝洁,其他供应商,共计,Food 食品,Non Food 非食,Total 共计,Sales 销售,Total GP % 毛利率%,Space allocation & Inventory Analysis 空间分配&周转分析,Key issues high inventory & low GMROII The total inventory days can be as high as 162 because in the planograms the depth of shelves are set at 50% of capacity. 宝洁库存高，GMROII低 库存天数最高可达162天，货架利用率低,数据来源: Spaceman software,Space allocation & Inventory Analysis 空间分配&周转分析,Attribute to justify space allocation: 1. CTS% ? 2. Qty CTS%? 3. CTM% ? 4. Inventory Day ? 5. GMROII ? 6. SKU% ?,?,Quadrant Analysis Summary产品矩阵分析,%CTS of P&G items Winners 34.47% Traf. Builders 55.65% Sleepers 6.11% Losers 3.81% 54% of the SKUs are under Winners & Traffic Builders 宝洁54%的SKU是“赢家”和“客流贡献者”,Traffic Builders,Sleepers,Losers,Winners,Avg Mov/store/wk,Avg Unit GP%,Business Review,Key Issues,BuBuGao Expectation,Key Factors Impacting Performance,Value Creation,First Semester Scorecard & Market Growth Overview,Key Issues 关键问题,Uncompetitive prices against Walmart, C4, and RT Mart 和沃尔玛，家乐福，大润发相比，步步高的宝洁产品价格没有优势 If BBG follows those prices, it will cause low GP% of which from financial perspective it is doubtful those competitors to make such a low margin 如果步步高跟进以上竞争对手的价格，将会造成极低的毛利率。从财务角度来衡量的话，这些竞争对手如此低的毛利率令人怀疑。 Insufficient investment/ promotional support (1.95%) 费用投入和促销支持不够（1.95%） Service level of direct supply to stores is low 宝洁经销商直送到门店的到货率很低 Low margin, high inventory,Business Review,Key Issues,BuBuGao Expectation,Key Factors Impacting Performance,Value Creation,First Semester Scorecard & Market Growth Overview,BuBuGao Expectation 步步高的期望,Strategic partnership with P&G & Join Business Plan与宝洁展开战略合作 & 联合生意计划 Re-classification of BBG from local to national status将步步高从LKA化为NKA Collaboration on consumer insights 在消费者洞察方面展开合作 P&G to provide dedicated Key Account Manager & Space management. 宝洁提供步步高专属KA经理和货架管理人员 P&G to invest in upgrading HBC for Re-merchandise stores 宝洁投资长沙红星店护肤美容中心改造,BuBuGao Expectation 步步高的期望,Direct purchase to P&G and centralize distribution from BBG DC for all stores 与宝洁达成直供，并由步步高物流统一配送宝洁产品至门店 P&G to review BBGs purchase costs 宝洁回顾并核实步步高的进价 P&G to increase investment/ trading term contents 宝洁增加费用投入/合同条款 BBG to offer P&G to design and build Health & Beauty Center in Hypermart Hongxin,