宝洁步步高生意回顾-2010-.ppt

PreparedFor:P&G宝洁,Period:Jan-Jun20092010,BusinessReview生意回顾Friday,9thJuly2010,BusinessReview生意回顾,KeyIssues主要问题,BuBuGaoExpectation步步高期望,KeyFactorsImpactingPerformance业绩表现主要影响要素,ValueCreation价值创造,FirstSemesterScorecard&MarketGrowthOverview第一季度计分卡&市场增长回顾,BusinessReview,KeyIssues,BuBuGaoExpectation,KeyFactorsImpactingPerformance,ValueCreation,FirstSemesterScorecard&MarketGrowthOverview,SalesByProvincesBBGP&G(宝洁)Period2009-2010步步高-宝洁销售增长对比（按省市）,OverallBBGperformanceisbetterthanP&Ginallcities在所有城市步步高整体增长高于宝洁增长,MarketGrowthOverview(HunanMarketvBBG)Jan-Apr2009v2010步步高增长优于湖南市场增长,HunanMarketGrowth%湖南市场的增长,BBGGrowth%步步高的增长,HunanMarketGrowth%source:NielsenJan-Apr2010湖南市场增长数据来源：尼尔森2010年1-4月份数据报告,OverallBBGperformedbetterthanHunanMarket.However,opportunityinSkincare,SanitaryNapkin,Diapers.,MarketGrowthOverviewP&GinHunanandinBBGJan-Apr2009v2010,P&GinHunanGrowth%宝洁在湖南的增长,P&GinBBGGrowth%宝洁在步步高的增长,P&GinHunanMarketGrowth%source:NielsenJan-Apr2010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,OverallP&GsinBuBuGaowasbetterthaninHunan.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Skincare,护肤品SanitaryNapkin湿巾Diapers纸尿片,BusinessReview,KeyIssues,BuBuGaoExpectation,KeyFactorsImpactingPerformance,ValueCreation,FirstSemesterScorecard&MarketGrowthOverview,PriceComparison&GP%Projection价格对比&毛利测算,PriceComparisonBuBuGaoPriceIndex100%价格指数步步高的价格指数为100%,GrossProfit%projection毛利率测算ItisnetafterpromotionimpactandbasedonBBGpurchasecostexcludebackmarginofwhichis0%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）。,PromotionEffectiveness促销的有效性,宝洁促销的有效性比平均水平要低(64%v150%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,ServicelevelAnalysis1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,ServicelevelfromP&GsdistributorstoBBG,ServicelevelAnalysis2到货率分析2,ServicelevelfromDCtoStores,ServicelevelofcrossdockitemsislowerthanDCrangecausedbyalowerservicelevelfromP&GsdistributortoDC.,DCVolumeProjection,Openingorder3weeksequivalentDailyreviewofS.O.HtoavoidOOSTriggerpointof10daysre-order3orderperweek,minimumordertomakeuptruckloadVMI(P&Gtomanageinventory)AlignmentofdatabaseAnyOOSrepeatorderof3weeksequivalenttoensurepipeline,BusinessReview,KeyIssues,BuBuGaoExpectation,KeyFactorsImpactingPerformance,ValueCreation,FirstSemesterScorecard&MarketGrowthOverview,UnitValueCategoryvP&G,UnitvalueofP&GsproductsinShampoo&Soaparebelowcategoriesaverage、宝洁洗发水&香皂单品贡献表现低于品类平均水平,P&GImportancetoNonFoodDepartment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,NonFood非食,Total共计,Sales销售,TotalGP%毛利率%,Spaceallocation&InventoryAnalysis空间分配&周转分析,Keyissueshighinventory&lowGMROIIThetotalinventorydayscanbeashighas162becauseintheplanogramsthedepthofshelvesaresetat50%ofcapacity.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:Spacemansoftware,Spaceallocation&InventoryAnalysis空间分配&周转分析,Attributetojustifyspaceallocation:1.CTS%?2.QtyCTS%?3.CTM%?4.InventoryDay?5.GMROII?6.SKU%?,?,QuadrantAnalysisSummary产品矩阵分析,%CTSofP&GitemsWinners34.47%Traf.Builders55.65%Sleepers6.11%Losers3.81%54%oftheSKUsareunderWinners&TrafficBuilders宝洁54%的SKU是“赢家”和“客流贡献者”,TrafficBuilders,Sleepers,Losers,Winners,AvgMov/store/wk,AvgUnitGP%,BusinessReview,KeyIssues,BuBuGaoExpectation,KeyFactorsImpactingPerformance,ValueCreation,FirstSemesterScorecard&MarketGrowthOverview,KeyIssues关键问题,UncompetitivepricesagainstWalmart,C4,andRTMart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IfBBGfollowsthoseprices,itwillcauselowGP%ofwhichfromfinancialperspectiveitisdoubtfulthosecompetitorstomakesuchalowmargin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。Insufficientinvestment/promotionalsupport(1.95%)费用投入和促销支持不够（1.95%）Servicelevelofdirectsupplytostoresislow宝洁经销商直送到门店的到货率很低Lowmargin,highinventory,BusinessReview,KeyIssues,BuBuGaoExpectation,KeyFactorsImpactingPerformance,ValueCreation,FirstSemesterScorecard&MarketGrowthOverview,BuBuGaoExpectation步步高的期望,StrategicpartnershipwithP&G&JoinBusinessPlan与宝洁展开战略合作&联合生意计划Re-classificationofBBGfromlocaltonationalstatus将步步高从LKA化为NKACollaborationonconsumerinsights在消费者洞察方面展开合作P&GtoprovidededicatedKeyAccountManager&Spacemanagement.宝洁提供步步高专属KA经理和货架管理人员P&GtoinvestinupgradingHBCforRe-merchandisestores宝洁投资长沙红星店护肤美容中心改造,BuBuGaoExpectation步步高的期望,DirectpurchasetoP&GandcentralizedistributionfromBBGDCforallstores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&GtoreviewBBGspurchasecosts宝洁回顾并核实步步高的进价P&Gtoincreaseinvestment/tradingtermcontents宝洁增加费用投入/合同条款BBGtoofferP&GtodesignandbuildHealth&BeautyCenterinHypermartHongxin,Chan