日常品类管理案例

3、日常品类管理案例品

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践FROM:

JOINT

INDUSTRYPROJECT

ON

EFFICIENT

CONSUMER

RESPONSE品类回顾妇女卫生用品的定义

本次分析的妇女卫生用品品类包括妇女用卫生巾,卫生护垫以及妇女用卫生棉条三个子品类.不包括普通卫生纸,妇女用卫生清洗液等产品.子品类与小分类标准segmentation4大中小产品包装—卫生>=2010-20<10巾产品包装—护垫>=6020-60<20标准:RMB/10片segmentation5高中低产品价位—卫生>=83.2-8<3.2巾产品价位—护垫>=32-3<2品类定义分类代码中文表述中文描述segmentation1子品类卫生巾护垫卫生棉条segmentation2使用类型日用夜用组合式Segmentation3产品特质丝薄纤巧segmentation4包装大小大中小Segmentation5价位高中低segmentation6表面特质干爽绵质其他Segmentation7促销装促销装正常装Segmentation8包装数量品类的角色与策略品类角色:妇女卫生品类在该客户是常规性品类.

通过向目标顾客市场提供稳定的富有竞争力的商品使该客户成为该品类的优先选择对象.品类策略:增加交易量:提高冲动购买率贡献利润:较高的毛利,较高的周转次数强化顾客对商店印象:高频率购买,大力度促销保持市场份额:吸引目标顾客群单品总体分析ProductNameManufacturerBrandSegmentation1Consumer

UnitsConsumer

Units(%vs

cat)(%vs

seg)100.00%100.00%NT护舒宝日适洁卫生护垫标准型广州浩霖贸易有限公司护舒宝护垫xxxxxxNT护舒宝日适洁卫生护垫标准型广州浩霖贸易有限公司护舒宝护垫xxxxxxNT护舒宝日适洁丁字型卫生护垫广州浩霖贸易有限公司护舒宝护垫xxxxxx护舒宝日适洁黑色卫生护垫广州浩霖贸易有限公司护舒宝护垫xxxxxx护舒宝日适洁绿色透气护垫广州浩霖贸易有限公司护舒宝护垫xxxxxx8T资生堂卫生巾（夜用）杭州华敏日化有限公司资生堂卫生巾xxxxxx资生堂卫生护垫杭州华敏日化有限公司资生堂护垫xxxxxx资生堂卫生巾（日用）杭州华敏日化有限公司资生堂卫生巾xxxxxx资生堂卫生巾（日用）杭州华敏日化有限公司资生堂卫生巾xxxxxx护舒宝瞬洁贴身日用护翼卫生巾82052319广州宝洁有限公司护舒宝卫生巾xxxxxx护舒宝瞬洁贴身日用护翼卫生巾82052320广州宝洁有限公司护舒宝卫生巾xxxxxx护舒宝瞬洁贴身日用护翼卫生巾82052279广州宝洁有限公司护舒宝卫生巾xxxxxx护舒宝瞬洁贴身夜用护翼卫生巾82052321广州宝洁有限公司护舒宝卫生巾xxxxxx护舒宝瞬洁丝薄量少日用护翼卫生巾82052271广州宝洁有限公司护舒宝卫生巾xxxxxx护舒宝瞬洁丝薄日用护翼卫生巾82052334广州宝洁有限公司护舒宝卫生巾xxxxxx护舒宝瞬洁丝薄日用护翼卫生巾82052318广州宝洁有限公司护舒宝卫生巾xxxxxx护舒宝瞬洁丝薄日用护翼卫生巾82052272广州宝洁有限公司护舒宝卫生巾xxxxxx护舒宝瞬洁丝薄夜用护翼卫生巾82052317广州宝洁有限公司护舒宝卫生巾xxxxxx分类分析Segmentation1ReferencesReferencesConsumer

UnitsTurnoverGross

ProfitGross

Profit#(%)(%)(%)(%

total)(%

over

>0)Total361100.00%100.00%100.00%100.00%99.93%卫生巾26974.52%73.73%74.34%72.47%72.42%卫生棉条41.11%0.28%0.57%0.48%0.48%Segmentation3ReferencesReferencesConsumer

UnitsTurnoverGross

ProfitGross

ProfitPantiliner#(%)(%)(%)(%

total)(%

over

>0)Total88100.00%100.00%100.00%100.00%100.00%超薄2730.68%31.17%35.96%39.92%39.92%非超薄6169.32%68.83%64.04%60.08%60.08%Segmentation2ReferencesReferencesConsumer

UnitsTurnoverGross

ProfitGross

Profit#(%)(%)(%)(%

total)(%

over

>0)Total269100.00%100.00%100.00%100.00%99.90%夜用10639.41%34.25%36.92%35.93%35.89%日用12847.58%59.92%55.99%56.56%56.50%组合式3513.01%5.83%7.08%7.51%7.51%分类分析—品牌BrandReferencesReferencesConsumer

UnitsTurnoverGross

ProfitGross

Profit#(%)(%)(%)(%total)(%

over>0)Total269100.00%100.00%100.00%100.00%99.90%护舒宝3312.27%16.13%21.95%16.76%16.75%唯尔福124.46%11.88%3.31%5.84%5.83%苏菲186.69%9.24%19.44%16.69%16.68%快乐女孩176.32%9.02%5.05%5.95%5.94%安尔乐155.58%7.28%4.86%5.53%5.52%诗蝶165.95%6.51%5.38%6.13%6.13%百洁使124.46%5.52%4.01%4.56%4.55%安乐82.97%4.70%3.27%4.05%4.05%雅妮娜93.35%4.69%2.02%4.93%4.92%舒而美145.20%3.65%3.60%3.53%3.53%燕之欢51.86%3.27%3.82%5.00%4.99%蕾迪丝103.72%3.02%2.63%1.86%1.86%姣兰82.97%2.66%2.86%2.91%2.91%月满好93.35%2.36%2.14%2.69%2.69%娇爽103.72%1.77%3.96%2.07%2.07%洁婷176.32%1.60%3.92%4.27%4.27%佳人有约82.97%1.35%1.13%1.36%1.36%强生41.49%1.24%1.12%1.02%1.02%乐芙爽72.60%1.09%1.50%1.05%1.05%益母草62.23%1.02%0.95%1.11%1.10%安琦103.72%0.81%0.62%0.62%0.62%乐而雅82.97%0.73%1.32%0.53%0.53%伊倍爽93.35%0.33%0.45%0.51%0.51%资生堂31.12%0.10%0.66%0.95%0.95%无10.37%0.03%0.06%0.07%0.07%分类分析—供应商ManufacturerReferencesReferencesConsumer

UnitsTurnoverGrossProfitGrossProfit#(%)(%)(%)(%

total)(%

over

>0)Total269100.00%100.00%100.00%100.00%99.90%广州宝洁有限公司3312.27%16.13%21.95%16.76%16.75%上虞市恒安卫生用品公司杭州经营部238.55%11.99%8.13%9.58%9.57%绍兴唯尔福妇幼用品有限公司124.46%11.88%3.31%5.84%5.83%杭州奥菲斯卫生用品有限公司176.32%9.02%5.05%5.95%5.94%杭州尤龙贸易有限公司165.95%6.51%5.38%6.13%6.13%杭州华飞纸业有限公司124.46%5.52%4.01%4.56%4.55%杭州锦大卫生用品有限公司93.35%4.69%2.02%4.93%4.92%杭州三全贸易有限公司145.20%3.65%3.60%3.53%3.53%强生(中国)有限公司145.20%3.01%5.08%3.09%3.09%杭州可月卫生用品有限公司93.35%2.36%2.14%2.69%2.69%杭州思美家化纸业有限公司2710.04%1.96%4.43%4.85%4.85%杭州顺风百货有限公司82.97%1.35%1.13%1.36%1.36%杭州余宏卫生用品有限公司103.72%0.81%0.62%0.62%0.62%花王(上海)产品服务有限公司82.97%0.73%1.32%0.53%0.53%杭州华敏日化有限公司31.12%0.10%0.66%0.95%0.95%20—80分析BrandConsumer

UnitsConsumer

UnitsTurnoverTurnover(cum%)(cum%)护舒宝xxxxx16.13%xxxxx21.95%唯尔福xxxxx28.01%xxxxx25.25%苏菲xxxxx37.24%xxxxx44.69%快乐女孩xxxxx46.27%xxxxx49.74%安尔乐xxxxx53.55%xxxxx54.61%诗蝶xxxxx60.06%xxxxx59.99%百洁使xxxxx65.58%xxxxx64.00%安乐xxxxx70.29%xxxxx67.26%雅妮娜xxxxx74.97%xxxxx69.29%舒而美xxxxx78.63%xxxxx72.89%燕之欢xxxxx81.89%xxxxx76.71%蕾迪丝xxxxx84.91%xxxxx79.33%姣兰xxxxx87.57%xxxxx82.19%月满好xxxxx89.93%xxxxx84.33%娇爽xxxxx91.70%xxxxx88.28%洁婷xxxxx93.30%xxxxx92.20%佳人有约xxxxx94.65%xxxxx93.33%强生xxxxx95.89%xxxxx94.45%乐芙爽xxxxx96.97%xxxxx95.95%益母草xxxxx98.00%xxxxx96.90%安琦xxxxx98.80%xxxxx97.52%乐而雅xxxxx99.53%xxxxx98.83%伊倍爽xxxxx99.87%xxxxx99.28%资生堂xxxxx99.97%xxxxx99.94%无xxxxx100.00%xxxxx100.00%卫生巾品类分析--卫生巾20/80分析占60%的15个品牌贡献了90%的销售量，占62%的16个品牌贡献了90%的销售额20—80分析0.00.10.20.30.40.50.60.70.80.91.01 2 3 4 5 6 7 89 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25小分类规格分析—卫生巾Segmentation2ReferencesConsumer

UnitsConsumer

UnitsTurnoverTurnoverGross

ProfitGross

ProfitGross

Profit#(Avg

per

Prod.)(%Prod.for80%)(Avg

per

Prod.)(%Prod.for80%)(Avg

per

Prod.

-

total)(Avg

per

Prod.

-

>0)(%Prod.

for

80%)Total2690.37%33.09%0.37%36.06%0.37%0.37%33.46%夜用1060.32%36.79%0.35%37.74%0.34%0.34%35.85%日用1280.47%26.56%0.44%32.03%0.44%0.44%28.13%组合式350.17%45.71%0.20%45.71%0.21%0.21%45.71%Segmentation3ReferencesConsumer

UnitsConsumer

UnitsTurnoverTurnoverGross

ProfitGross

ProfitGross

Profit#(Avg

per

Prod.)(%Prod.for80%)(Avg

per

Prod.)(%Prod.for80%)(Avg

per

Prod.

-

total)(Avg

per

Prod.

-

>0)(%Prod.

for

80%)Total2690.37%30.48%0.37%34.57%0.37%0.37%32.34%丝薄1030.35%33.01%0.44%33.98%0.42%0.41%32.04%纤巧1660.39%28.92%0.33%34.94%0.34%0.34%32.53%Segmentation4ReferencesConsumer

UnitsConsumer

UnitsTurnoverTurnoverGross

ProfitGross

ProfitGross

Profit#(Avg

per

Prod.)(%Prod.for80%)(Avg

per

Prod.)(%Prod.for80%)(Avg

per

Prod.

-

total)(Avg

per

Prod.

-

>0)(%Prod.

for

80%)Total2690.37%37.17%0.37%38.66%0.37%0.37%36.80%中1510.28%38.41%0.36%37.09%0.34%0.34%37.75%大350.15%45.71%0.39%42.86%0.37%0.37%40.00%小830.63%31.33%0.39%39.76%0.43%0.43%33.73%segmentation5ReferencesConsumer

UnitsConsumer

UnitsTurnoverTurnoverGross

ProfitGross

ProfitGross

Profit#(Avg

per

Prod.)(%Prod.for80%)(Avg

per

Prod.)(%Prod.for80%)(Avg

per

Prod.

-

total)(Avg

per

Prod.

-

>0)(%Prod.

for

80%)Total2690.37%33.46%0.37%37.17%0.37%0.37%34.57%中1560.32%34.62%0.31%37.18%0.30%0.30%35.26%低390.78%25.64%0.31%41.03%0.51%0.51%33.33%高740.26%35.14%0.53%35.14%0.44%0.44%33.78%segmentation6ReferencesConsumer

UnitsConsumer

UnitsTurnoverTurnoverGross

ProfitGross

ProfitGross

Profit#(Avg

per

Prod.)(%Prod.for80%)(Avg

per

Prod.)(%Prod.for80%)(Avg

per

Prod.

-

total)(Avg

per

Prod.

-

>0)(%Prod.

for

80%)Total2690.37%30.86%0.37%35.69%0.37%0.37%34.20%其他900.32%37.78%0.28%46.67%0.23%0.23%43.33%干爽20.19%100.00%0.17%100.00%0.18%0.18%100.00%棉质1770.40%26.55%0.42%29.38%0.45%0.45%28.81%segmentation7ReferencesConsumer

UnitsConsumer

UnitsTurnoverTurnoverGross

ProfitGross

ProfitGross

Profit#(Avg

per

Prod.)(%Prod.for80%)(Avg

per

Prod.)(%Prod.for80%)(Avg

per

Prod.

-

total)(Avg

per

Prod.

-

>0)(%Prod.

for

80%)Total2690.37%30.11%0.37%34.57%0.37%0.37%31.97%华润万家温岭店卫生巾品类分析--卫生巾子分类规格分析鱼骨图分析Fempro100%卫生巾中73.73%42.45%其他26.14%干爽0.57%大棉质5.20%其他73.29%31.14%小棉质52.35%其他68.86%31.22%干爽0.26%卫生棉条N0.28%棉质100.00%68.52%N100.00%护垫中25.99%52.48%其他45.16%大棉质2.80%其他54.84%48.64%小棉质44.72%51.36%0.40%其他40.99%棉质58.62%妇女卫生市场份额数据-销售量-2003.8Nat

Town-Total16% Nat

CityTown-H/S'mkt/Dept50%WTDWTDVol.

SYA(Val.)YAVol.

SYA(Val.)YA1 MEI

JIE6.55.218151SOFY12.516.286922 ANLE4.37.345472CAREFREE10.413.885953 ANERLE4.32.840413ANERLE7.56.689904 NISHUANG4.13.112134WHISPER7.27.291975 SHUSHUANG2.92.1885ANLE4.83.586866 CAREFREE2.21.230276KOTEX

C

&

B3.01.455557 SOFY2.11.530267SAN

WU2.50.72578 BBB2.02.1448LADY

CARE2.34.272859 WHISPER1.71.135359YIMUCAO2.21.3362010 WEIERFU1.52.2141110BEST2.23.25150E

Town-Total4%

E

CityTown-H/S'mkt/Dept21%WTDWTDVol.

SYA(Val.)YAVol.

SYA(Val.)YA1 BBB7.38.415161SOFY15.520.485932 SOFY6.35.055412CAREFREE9.212.083943 WEIERFU5.58.651433WHISPER7.35.990954 CAREFREE5.42.443404SAN

WU5.71.956165 SHUSHUANG4.03.1565ANLE4.74.194916 YOUNGERSISTER3.55.78136ANERLE4.23.490827 HU

LI

JIA3.410.16157WEIERFU4.04.860648 ANLE2.54.342318YUE

YUE

SHU3.92.540389 LOVESOME1.81.2759YINFONG2.80.00211310 WHISPER1.70.9464110BEST2.76.06970妇女卫生市场份额数据-销售额-2003.8Nat

Town-Total12% Nat

CityTown-H/S'mkt/Dept56%Val.

SYAWTD(Val.)YAVal.

SYAWTD(Val.)YA1 ANERLE6.55.340411 SOFY16.618.386922 WHISPER5.34.335352 WHISPER12.713.791973 MEI

JIE5.04.318153 CAREFREE10.213.385954 SOFY4.93.830264 ANERLE8.67.989905 NISHUANG3.84.212135 LADY

CARE3.65.972856 ANLE3.55.745476 ANLE3.01.786867 CAREFREE2.92.230277 KOTEX

C

&

B2.61.055558 HAO

SHU

SHUANG1.82.915248 LAURIER2.42.849709 SHUSHUANG1.71.3889 ABC2.32.3241810 LAURIER1.51.9232210 YIMUCAO2.11.03620E

Town-Total3%

E

CityTown-H/S'mkt/Dept23%WTDWTDVal.

SYA(Val.)YAVal.

SYA(Val.)YA1 SOFY15.112.855411SOFY21.924.685932 CAREFREE7.35.943402WHISPER13.712.690953 WHISPER5.53.646413CAREFREE9.512.883944 BBB4.65.215164ANERLE5.03.890825 WEIERFU4.57.551435SAN

WU3.31.256166 LOVESOME2.61.8756ANLE3.02.294917 YUE

YUE

SHU2.11.435297LADY

CARE2.94.871728 HAO

SHU

SHUANG2.15.015418YUE

YUE

SHU2.72.140389 HU

LI

JIA2.05.66159KOTEX

C

&

B2.31.2596510 SHUSHUANG1.91.55610YIMUCAO2.31.05132购物者调查数据Demographic%of

city

HHs%of

city

spendingCitizencontributionIndex%of

storeHH%of