57+零售调研(尼尔森20031011－护垫)清华汉魅.ppt

LinerCategoryOverview,LinerSalesSmallLocalsGainedShareYearly,MAT,ON02,MAT,ON03,Share,Difference,Share,Difference,MAT,ON02,MAT,ON03,CAREFREE,16.9,17.1,0.2,SOFY,17,15.8,-1.2,ANERLE,9.6,9.6,0,CFreshFailedToImproveShareYearly,VolumeShare,(LinerBase),ValueShare,SofyVariantShare,NationalGreenTeaPricePositionInMediumRange,WeightedDistribution,Rmb/Pcs,LinerShareByPriceTier,NationalMediumandLowPriceDominatetheMarket;WhilePremiumGainedImportanceYearly,VolumeBase,ValueBase,Note,priceisjudgeddowntosubbrandlevel.,Liner0.200.25Rmb/pcsShareByBrand,Nat.ShareDrivenByMNB,MATON02,MATON03,MATON02,MATON03,0.200.25rmb/pcs,18.4,21.8,21.7,27,ANERLE,9.6,9.6,11.4,11.8,WHISPER,2.8,4.1,3.2,4.8,SOFY,3.7,4.2,4.1,5.2,TOUQI,2.1,1.6,2.4,1.8,FRESH,0.1,1.6,0.2,2.1,ROUMIAN,1.4,1,1.6,1.3,CarefreeDrap.,2.4,3.3,VolumeShare,ValueShare,LinerSalesGrowthByCity,10%,0%,6%,7%,7%,13%,-7%,13%,-1%,4%,Volumebase,Valuebase,MAT%Growth,LinerKeyBrandVolumeShareByCityCarefreeShareStagnantAcrossCity,4City,ACity,BCDCity,Town,Vol.%,+/-%YA,Vol.%,+/-%YA,Vol.%,+/-%YA,Vol.%,+/-%YA,CAREFREE,29.6,0,16.7,-0.2,10.1,-0.3,11.5,4.3,SOFY,26.9,-0.3,15,-5.3,10.5,0.5,7.1,4.8,ANERLE,3.5,-0.2,9.8,-0.9,13.4,0.2,10.6,3.3,WHISPER,5.4,0.4,5.9,0.4,3.4,1,1.7,1.2,Cwhilepremium(0.20.25rmb/pcs)importanceincreasing,whichwasdrivenbyMNBpremiumlines,CategoryOverview,Liner,Carefreeleadingpositionandsharestableinyeartrend(Strength)DrapablelaunchcannibalizeshareonsuperespNonBreathablesuggestingupgradeCarefreeuserwhilenotexpandCarefreeconsumergroup(challenge),pricecouldbeissueSharestagnantinallcitytier(challenge)SofylosesharetosmalllocalbrandsandstruggledinNo.2inlastyearFreshlaunchnothelpitsharegain,whileRegularshareindecliningtrend(Opportunity)GreenTeanewlaunchandwasfirstlycapturedinON03scoredsmallshare,andpricedmedium,Issues,HowCarefreeCanFurtherImproveInDevelopedCityByGainingOnSofy?OpportunityexplorationinBCDmarketSofyGreenTeaLaunchReview,HowCarefreeCanFurtherImproveInKeyCity,Liner,KeyBrandVolumeShareIn4+ASofyIsOurKeyCompetitorInDevelopedCity,ANERLE,6.7,6.8,6.5,7.1,7.2,7.1,7.1,CDrapableLitterFurtherImprovement,Carefree,Sofy,VolumeShare(LinerBase),CarefreevsSofyUTPriceComparison,4+ACarefreeSuperNBPriceDownTrendandCompetitivevsSofyReg,Carefree,Sofy,Rmb/Pcs,CarefreeSuperNBvsSofyReg.SKUSharewhilebiggerpack(=40pcs)importancegrewslightlySmallpackcrowdedwithalotofsmalllocalswithlowerpricedominated(Challenge)InBiggerpackgroup,SofyandCarefreestrongandleadingamong(Strength)InNorth,smallpackhigherimportancethaninotherregionsSlimmarketrelativesmallandimportanceslightlydecline(Threat)EastBCDmarketthemostimportantamongfollowedwithSouthBCDforlinerModernChannelimportanceincreasinginBCDaswell,whiletraditionalstorestandsforonethirdofthatmarketstill,ExploreOpportunityInBCDCityFindings,AnerleleadinginBCDmarketandleadingsharemaintainstableNoticeabledistributionadvantagecomparingCarefree,whichtracedtotraditionalstoresAnerleleadingshareintraditionalstoreswhilenoadvantageinmodernchannel20pcscontributedmostitsshareandout-standamongallplayers,distributionshouldbeoneofthekeyfacts20pcspackalsocapturedhighin-storeperformance,?CarefreeandSofyclosesharecompetitioninBCDBothCarefreeandSofyfocusinmodernchannelwhilefewperformanceintraditionalstoresBothCarefreeandSofystrongplayon40pcsand2X40pcs,whichindicatinghighbrandloyaltySofybigpack(esp.2X40pcs)outperformedsamestoryasin4+A(Threat),ExploreOpportunityInBCDCityThinking,TocompetewithAnerle20pcs,weshouldunderstandthefollowingpointsbyfurtherexplorationHowisitsSOSWhyconsumerpreferAnerleAnytradeissueAsChinamarket,CarefreenoshareadvantagewithSofyinBCDUltrathinrelativelessperformedthanSofy,samestoryasin4EastBCDMostImportantFollowedWithSouth,KeyBrandVolumeShareByChannel,BCDAnerleLeadingInG/K,WhichProtectItsShareInBCDWhereWeAreWeak,Vol%,+/-%YA,Vol%,+/-%YA,Vol%,+/-%YA,ANERLE,13.4,0.2,10.8,0.6,18.6,1.6,SOFY,10.5,0.5,14.8,-2,2.1,0.6,CAREFREE,10.1,-0.3,13.7,-0.7,3.2,-1.7,YIMUCAO,4.4,2.3,5.8,2.8,1.8,1,CWhileJBXPerformedBetter,VolumeSharePerDistribution,Carefree,Sofy,Carefree,Sofy,40pcs,2X40pcs,Line,SlimvsUTMarketImportanceByCitySlimMarketSizeSmallandLittleImprovementYearly,VolumeShare,NAT.,KeyCity,ACity,BCDCity,Town,LinerPacksizeImportance,BCD,VolumeShare,ValueShare,PacksizeImportanceRegionInBCDInNorth,SmallPackHighestImportancevsOtherRegions,SBCD,EBCD,(VolumeShare),NBCD,WBCD,Anerle28pcsmuchactiveinWestwhichdrove2639pcssegment,SofyGreenTeaPerformanceMonitor,NewLaunchSales/Share/DistributionComparison,Nat-H/SGreenTeaLaunchWithSinglePack;ConsumerOffTakeIsNotBad,VolumeSales(000pcs),VolumeSal