2013尼尔森--2003清洁用品市场.ppt

RetailAuditPresentationPreparedXXX,UpdatedtoJan/Feb.2003,CategoryOverview,PersonalWash,Agenda,CategoryOverviewWhyXX-BathLiquidLoseShareinSH/EA/SBCD/EBCDMilkYearlyPerformanceReviewExplore300999mlPackSalesOpportunityTTTBagLaunchEvaluation,CategoryOverview,SummaryCategoryOverview,TotalPWmarketsizeincreasedcontinuouslydrivenbyBathLiquid,andHandWashsizeemergedinlatest2yearsacrosscities;Barsoapsizeincreasedincitiesaswellsofar,BarsoapmarketsizehaslittlesalesimpactfromthegrowthofHandWashandBathLiquidXXsalesgrewinlinewithtotalmarketyearlywhilebehindthegrowthrateinlatest6monthvsYA;andlosesharetracedtoSH/EA/SBCD/EBCD,SummaryCategoryOverview(Con.),OverallMNBgainedshareinlatest6monthsvsYAlargelydrivenbyPOlaygainedsharefastestfollowedwithDoveZici/AoxuecapturedsharegaincontinuouslyXXMilksharegainedanddistributionincreasedvslastyearwhilefailedtorecoverthelosefromothervariants,ProductSegmentAnnualGrowthTotalCategoryIncreasedWhileBarSoapSalesMaintain,VolumeSales(Mil.Ton),ValueSales(Mil.Rmb),+12%,+9%,+100%,+85%,+49%,+25%,+2%,+1%,YearGrowth,ProductSalesMixnewcomersQingxin/ZestgainedanddroveFreshwhileXXCoolingweakXX1Litsharedeclining,andsharebehindcompetitorsinSKUlevel,pricecouldbeanissuebehind,XXShareLittleCannibalizationAsWhole,VolumeSales(Ton),ValueSales(000Rmb),46%,27%,45%,25%,4%,-10%,521%,435%,3%,-6%,23%,10%,72%,46%,AnnualGrowth,XXAnnualShareChangeByVariant,Nat.XXShareGainMaintainYearly,MATJF02,MATJF03,VolumeShare,ValueShare,+/-%chg,+/-%chg,XXMilkSales/Share/DistributionOlayInBJ/EA/NATookHighShareAdvantage,ValueSharetoTotalBathLiquid(SO02JF03vsYA),Val.%,chg,Val.%,chg,Val.%,chg,City-H/Smkt,5.5,2.4,3.2,1.8,2.4,-0.7,4City,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,SA,6.2,4.5,1.4,0.6,1.4,-0.1,EA,11,4.6,2.3,2,4,1.4,NA,10,4.7,1,0.2,2.9,-3.5,WA,5.3,2.4,1.4,1.3,3.2,-1.4,BCDCity,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/DoveSKURanking,SH-H/SXXBigpackIn-storePerformanceLessCompetitive,Value,Share,Weighted,Distribution,VAL,S.P.P.D,WTD,Rmb,/Lit,Rmb,/Pck,JF03,BathLiquidbase,Moist,XX/Olay/DoveSKURanking,BJ-H/SGapExistingOnIn-storePerformance,OLAYPINK400ml,3.4,51,7.6,70,28,OLAYPGBLUE400ml,2.2,52,4.8,68,27,OLAYPINK200ml,1.5,35,4.9,82,16,MILK300ml,1.5,64,2.6,59,18,DOVE250ml,1.4,37,4.1,84,21,OLAYPGBLUE200ml,1,29,3.9,82,16,XXYELLOW300ml,0.8,48,2,64,19,DOVE750ml,2.2,34,7.3,58,44,OLAYPINK720ml,2.2,34,7.3,57,41,OLAYPGBLUE720ml,1.6,32,5.7,57,41,MILK1000ml,0.6,26,2.6,47,49,XXYELLOW1000ml,0.2,23,1.1,48,47,Value,Share,Weighted,Distribution,VAL,S.P.P.D,WTD,Rmb,/Lit,Rmb,/Pck,JF03,BathLiquidbase,LUXORANGE250ml,1.7,58,3.2,66,17,LUXORANGE750ml,2.3,45,5.8,47,35,Moist,XX/Olay/DoveSKURanking,EAXX1LitWeakInEA,MILK300ml,2.5,33,3.9,62,18,OLAYPINK200ml,2,30,3.4,88,17,OLAYPINK400ml,1.9,28,3.5,75,30,OLAYPGBLUE400ml,1.7,29,2.9,75,30,OLAYPGBLUE200ml,1.5,25,3.1,86,17,DOVE250ml,1.5,26,2.9,84,21,DOVE500ml,0.6,8,3.7,63,31,XXYELLOW300ml,0.6,32,1,62,19,OLAYPINK720ml,1.9,22,4.5,69,51,OLAYPGBLUE720ml,1.9,22,4.3,68,49,DOVE750ml,1.1,26,2.2,61,46,XXMILK1000ml,0.4,18,1.1,48,50,XXYELLOW1000ml,0.2,19,0.5,50,50,JF03,BathLiquidbase,Value,Share,Weighted,Distribution,VAL,S.P.P.D,WTD,Rmb,/Lit,Rmb,/Pck,LUXORANGE250ml,3.2,31,5.3,69,17,LUXORANGE750ml,2.7,24,5.8,51,38,Moist,XX/Olay/DoveSKURanking,NA,Value,Share,Weighted,Distribution,VAL,S.P.P.D,WTD,Rmb,/Lit,Rmb,/Pck,OLAYPGBLUE200ml,3.7,28,12.5,87,18,OLAYPINK200ml,3.5,29,11.5,85,17,OLAYPGBLUE400ml,2.5,23,10.3,73,29,OLAYPINK400ml,2.4,22,10.5,72,29,XXYELLOW300ml,2.2,41,5.1,61,18,XXMILK300ml,2.1,25,8,69,21,LUX250MLORANGE,2.6,29,8.6,76,19,DOVE250ml,0.7,12,5.6,84,21,OLAYPINK720ml,1.7,16,10.1,63,46,MILK1000ml,1,15,6.3,50,50,OLAYPGBLUE720ml,0.9,16,5.5,63,46,LUX750MLORANGE,0.7,17,4.1,47,35,DOVE750ml,0.7,12,5.8,58,42,XXYELLOW1000ml,0.4,20,2,49,49,JF03,BathLiquidbase,XXMilkYearPerformanceReview,MilkhelpXXsalesgainyearlywhilenohelponsharereturn,XXbrandsharemaintainyearlyMilkdistributionpushandin-storeperformanceimprovementbothcontributeditssalesgrowthContinueexpandingdistributionfurtherintoBCDDistributionroomobservedforMilkwithinXXindevelopedcities(300mlinNA/SA,1LitinSA)ifconsidermilk-100mlforpenetrationindepth,XXMilkYearPerformanceReview(con),XXMilkfacingheavycompetitionfrombrand(e.g.Olay/Dove)inMoisturizingsegmentXXAdvantage,weareleaderinBW;andBabyConceptbrandimagelargelyprotectoursalesinthiscompetitivemarketXXWeakness,Olay/DoveonebrandstrongcommunicationwithMoisturizingbenefits;whileXXonebrandbutcoveringvariedfunction(e.g.Milk,Cooling),whichrelativelessimpressedthancompetitors,Explore301999mlPackOpportunity,Objective,DoXXneedmorepackagebetween301999mlHowisthepacksizedevelopmentbetween301999mlpacks?Whoarethecontributor,andwhatistheirpricepositionPriceperpacktiertoshareKeycompetitorspricetiermap,BathLiquidPacksizeShareChange,Nat.7011000mlPacksImportanceIncreasing,MATJF02,MATJF03,MATJF02,MATJF03,MATJF02,MATJF03,TotalBathLiq.,100,100,100,100,45,38,=2001,11.4,10.7,3.5,3.5,14,13,VolumeShare,ValueShare,Rmb/Lit,47.7,45.1,50.1,49.2,BathLiq.6011000mlKeyBrandsShare1LImportanceIncreasingFastLatelyDrivenbyANumberofCompetitorsWhileXX1LStagnant,MATJF03,JF03,801900ml,5.8,2.6,6.6,2.7,900ml,5.3,3.3,6.2,3.6,ZICI,3.5,1.9,3.1,1.4,SOFTWHITE,0.5,0.5,0.7,0.7,PALMOLIVE,0.4,0.2,0.4,-0.4,9011000ml,9.1,1.6,10.6,2.1,1000ml,8.7,1.3,10.1,1.8,XX,2.6,0,3.3,-0.1,LIUSHEN,2,1,1,0.4,VCNIC,0.8,-0.1,0.8,-0.4,BIORE,0.7,0.2,0.8,0.3,MAXAM,0.2,0.2,1,1,LUX,0.1,0.1,0.5,0.5,MATJF03,JF03,601700ml,5.5,-3.1,4.6,-2.2,700ml,2.6,-1.2,1.2,-1.4,LIUSHEN,1.5,-0.7,0.5,-0.7,LONGLIQI,0.4,0,0.3,0.1,650ml,2.4,-2.2,2.9,-1,VCNIC,0.8,-0.6,0.8,-0.3,ENAER,0.8,-0.4,1.1,-0.3,DETTOL,0.3,0,0.3,0,701800ml,11.9,0.5,12.4,0.5,750ml,9,0.8,8.8,0.2,LUX,1.1,-0.3,1.3,-0.1,QINGXIN,0.9,0.9,0.7,0.7,SAFEGUARD,0.9,0.3,0.8,0.2,DOVE,0.7,0.7,1.5,1.5,NIVEA,0.6,0.1,0.6,0,BIORE,0.5,-0.2,0.4,-0.5,JIAODI,0.4,-0.3,0.3,-0.2,FA,0.3,0.1,0.3,0.1,ZEST,0.3,0.3,0.4,0.4,XIYASI,0.4,0.3,0.2,-0.3,720OLAY,0.7,0.4,1.1,0.8,Chg,Chg,Chg,Chg,NationalVolumeShare(BathLiquidBase),BathLiq.6011000mlKeyBrandsShare1LImportanceIncreasingFastLatelyDrivenbyANumberofCompetitorsWhileXX1LStagnant,NationalValueShare(BathLiquidBase),MATJF03,JF03,601700ml,7,-2.1,6.4,-1.3,700ml,3,-0.9,1.4,-1,LIUSHEN,1.9,-0.5,0.6,-0.7,LONGLIQI,0.5,0.1,0.4,0.1,650ml,3.4,-1.5,4.3,-0.7,VCNIC,1,-0.4,1,-0.2,ENAER,1.4,-0.5,2,-0.2,DETTOL,0.4,-0.2,0.6,0,701800ml,14.2,1.4,15.7,2.1,750ml,11,1.3,11.5,1.2,LUX,1.6,-0.5,1.7,-0.4,QINGXIN,1,1,0.9,0.9,SAFEGUARD,1.2,0.2,1.2,0.3,DOVE,1,1,2.3,2.3,NIVEA,0.7,0.2,0.6,0,BIORE,0.8,-0.1,0.7,-0.5,JIAODI,0.4,-0.2,0.3,-0.1,FA,0.4,0.2,0.3,0.1,ZEST,0.3,0.3,0.5,0.5,XIYASI,0.4,0.2,0.3,-0.2,720OLAY,1.1,0.6,1.8,1.3,MATJF03,JF03,801900ml,2.8,0.8,3.1,0.6,900ml,2.3,1.3,2.8,1.5,ZICI,1.5,0.8,1.3,0.6,SOFTWHITE,0.2,0.2,0.3,0.3,PALMOLIVE,0.3,0.1,0.3,-0.3,9011000ml,8.4,1.9,9.8,2.2,1000ml,8,1.6,9.3,2,XX,3.1,0.3,4,0.3,LIUSHEN,1.8,1,1,0.5,VCNIC,0.8,0,0.8,-0.3,BIORE,0.8,0.3,1,0.5,MAXAM,0.1,0.1,0.4,0.4,LUX,0.1,0.1,0.5,0.5,BathLiq.6011000mlKeyBrandPrice750/720mlPriceVariedFromRmb3042/Pck,JF02,JF03,700ml,41,43,LIUSHEN,48,49,34.3,LONGLIQI,50,48,33.8,650ml,56,54,VCNIC,45,45,29.3,ENAER,69,63,41.1,DETTOL,75,61,39.5,750ml,53,46,LUX,66,47,35.5,QINGXIN,43,32.0,SAFEGUARD,66,53,39.8,DOVE,55,41.3,NIVEA,43,40,30.3,BIORE,57,57,43.1,JIAODI,35,32,24.2,FA,59,41,30.5,ZEST,44,33.2,XIYASI,46,41,31.1,720OLAY,74,58,42.0,JF02,JF03,900ml,22,16,ZICI,18,15,13.9,SOFTWHITE,13,11.9,PALMOLIVE,30,26,23.4,1000ml,39,33,XX,48,43,42.9,LIUSHEN,36,34,34.3,VCNIC,42,38,38.3,BIORE,45,42,42.0,MAXAM,15,15.1,LUX,37,37.4,Rmb/Lit,Rmb/Pck,Rmb/Lit,Rmb/Pck,BathLiq.301600mlKeyBrandsShareRelativePricePositionMaintainBetweenXXandP&G,XX,100ml,(0.3%),300ml,(4.8%),1Lit,(5.5%),Liushen,200ml,(0.6%),350ml,(1.7%),1Lit,(5.7%),1.5Lit,(0.9%),Dove,250ml,(1.7%),750ml,(6.6%),Olay,200ml,(0.4%),400ml,(2.3%),720ml,(3.3%),Safeguard,200ml,(0.3%),400ml,(1.7%),750ml,(5.1%),Zest,200ml,(0.2%),400ml,(0.7%),750ml,(1%),Lux,250ml,(2%),750ml,(5.3%),1Lit,(4.5%),Biore,300ml,(0.7%),1Lit,(4.6%),Rmb/Pck,510,10.115,15.120,20.125,25.130,30.135,35.140,40.145,30%,25%,20%,DiscountRate,SH-H/S,BathLiq.PacksizeImportance&ChangebyCity,VolumeBase,4Cities,ACities,BCDCities,National,BathLiq.PacksizeImportance&ChangebyCity7011000mlImportanceFastGrewIn4citiesWhileSlowInA&BCD,ValueBase,4Cities,ACities,BCDCities,National,BathLiq.PacksizeImportance&ChgbyRegion7011000mlGainedImportanceFromSmallerPack,VolumeBase,South,East,North,National,West,BathLiq.PacksizeImportance&ChgbyRegion7011000mlGainedImportanceFromSmallerPack,ValueBase,South,East,North,National,West,BathLiquidTTTBagLaunchReview,XXTTTSaleGrowthvs.YA,NationalTTTGrowthRateSlowingDownOnValue,ValueBase,VolumeBase,XXTTTSKUSalesContributiontoGrowth300mlBottle/BagBothContributedGrowth,VolumeSalesDifference(6MtoJF03vsYA),ValueSalesDifference(6MtoJF03vsYA),36%,64%,43%,57%,GrowthContribution,GrowthContribution,XXTTTVolumeSalesbySKU-NationalTTTVolumeSalesGrewWhileDeclineInValueInJF03vsYABagSalesLittleImprovementRecently,ValueSales(000RMB),VolumeSales(Ton),XXTTTVolumeSalesbySKU-National,ValueShare(BathLiq.Base),VolumeShare(BathLiq.Base),XXTTTSaleGrowthBySKU,Nat-H/S300mlBagDistributionStagnant,SPPDMaintain,VolumeS.P.P.D.(000Lit),WeightedDistribution,National,XXTTTBagSalesDifferencebyCity300mlBagContributedSalesIn4&BCDCitiesWhileCannibalizationInACities,ValueSalesDifference(6MtoJF03vsYA)-000Rmb,XXTTT,ValueSales(0,000rmb),XXTTTSKUDistributionChgbyCitySkuDistributionImprovedInAcrossCities,XXTTT,300mlBot.,100mlBot.,City-H/S,7,5,14,S-H/S/D,9,6,9,GZ-H/S,8,-1,31,SA,16,15,4,E-H/S/D,5,6,15,SH-H/S,9,10,37,EA,15,13,12,N-H/S/D,1,7,11,BJ-H/S,2,9,18,NA,15,8,21,W-H/S/D,2,3,8,CD-H/S/D,18,15,60,WA,3,1,6,WeightedDistributionDifferenceJF03vsJF02,XXTTT300mlDistributionCheck,JF03InEast,BagPenetratedBehind,XXTTT,300mlBag,City-H/S,54,23,43%,S-H/S/D,47,19,40%,GZ-H/S,79,48,61%,SA,45,12,27%,E-H/S/D,57,15,26%,SH-H/S,84,31,37%,EA,61,16,26%,N-H/S/D,53,24,45%,BJ-H/S,70,51,73%,NA,51,21,41%,W-H/S/D,51,29,57%,CD-H/S/D,88,75,85%,WA,43,21,49%,WeightedDistribution,DistributionCoverRate,BathLiquidTTTBagLaunchReview,BaglaunchhelpXXTTTsalesgrowth,volumegrowthratemaintainversusyearbeforewhilevaluegrowthratedecreasedBagsalesanddistributionstagnanttheseperiodssincelaunching,in-storeperformancemaintainedEastregionTTTpenetrationprogressrelativelybehindotherregions,BarSoapLearnFromOlay,BarSoapMNBShare,NationalMNBGrowthBehindLocals,VolumeSales(000Ton),ValueSales(Mil.Rmb),0.8,2.2,2.5,3.3,-0.9,0.7,AnnualGrowth,AnnualGrowth,MNBSalesOlayOutperformed,ValueSales(000Rmb),(MATJF03),ValueSalesDifference(MATJF03vs03),BarSoapKeyBrandShare,NationalOlayGainedShareFastest,JF02,MA02,MJ02,JA02,SO02,ND02,JF03,JF03vs02chg,MNB,49.8,50.7,49.7,50.2,49.3,50.2,49,-0.8,SAFEGUARD,30,30.9,31.6,32.6,31.7,31.2,30.7,0.7,LUX,10.1,10.2,9,7.4,6.9,7.3,7.1,-3,HAZELINE,6,5.6,4.6,4.2,4.3,4.7,4,-2,OLAY,0.3,0.4,1.1,1.9,2.3,2.7,3.1,2.8,ZEST,0,0,0.4,1.2,1.4,1.3,1,1,XX,1,1,0.9,0.8,0.8,0.9,0.9,-0.1,WHITE2,1,1.1,0.8,0.7,0.7,0.9,0.8,-0.2,DOVE,0.1,0.1,0.1,0.4,0.3,0.5,0.6,0.5,QINGXIN,0.7,0.7,0.6,0.6,0.5,0.5,0.5,-0.2,NICE,6.7,6.4,5.6,4.9,4.7,4.4,4.7,-2,LAFANG,2.8,3.5,3.2,3.2,4,3.9,4.1,1.3,SHANGHAI,3.1,3.3,3.9,4.2,3.7,3.8,3.3,0.2,SANXIAO,4.3,4.1,4.8,3.7,3.2,3.1,3.1,-1.2,LIBAI,2.5,1.8,2,2.2,2.2,1.7,1.8,-0.7,LIUSHEN,1.3,1.5,2.6,3.6,2.9,1.8,1.7,0.4,O.BRAND,29.5,28.7,28.2,28,30,31.1,32.3,2.8,Va