Category Overview英文版).ppt

1、Retail Audit Presentation Prepared XXX,Updated to Jan/Feb.2003,Category Overview,Personal Wash,Agenda,Category Overview Why XX-Bath Liquid Lose Share in SH/E A/S BCD/E BCD Milk Yearly Performance Review Explore 300999ml Pack Sales Opportunity TTT Bag Launch Evaluation,Category Overview,SummaryCatego

2、ry Overview,Total PW market size increased continuously driven by Bath Liquid, and Hand Wash size emerged in latest 2 years across cities; Bar soap size increased in cities as well so far, Bar soap market size has little sales impact from the growth of Hand Wash and Bath Liquid XX sales grew in line

3、 with total market yearly while behind the growth rate in latest 6 month vs YA; and lose share traced to SH/E A/S BCD/ E BCD,SummaryCategory Overview(Con.),Overall MNB gained share in latest 6 months vs YA largely driven by P Olay gained share fastest followed with Dove Zici/Aoxue captured share gai

4、n continuously XX Milk share gained and distribution increased vs last year while failed to recover the lose from other variants,Product Segment Annual GrowthTotal Category Increased While Bar Soap Sales Maintain,Volume Sales(Mil.Ton),Value Sales(Mil.Rmb),+12%,+9%,+100%,+85%,+49%,+25%,+2%,+1%,Year G

5、rowth,Product Sales Mix new comers Qingxin/Zest gained and drove Fresh while XX Cooling weak XX 1Lit share declining, and share behind competitors in SKU level, price could be an issue behind,XX Share Little Cannibalization As Whole,Volume Sales(Ton),Value Sales(000Rmb),46%,27%,45%,25%,4%,-10%,521%,

6、435%,3%,-6%,23%,10%,72%,46%,Annual Growth,XX Annual Share Change By Variant, Nat.XX Share Gain Maintain Yearly,MAT JF 02,MAT JF 03,Volume Share,Value Share,+/-% chg,+/-% chg,XX Milk Sales / Share / Distribution Olay In BJ/E A/N A Took High Share Advantage,Value Share to Total Bath Liquid (SO02JF03 v

7、s YA),Val.%,chg,Val.%,chg,Val.%,chg,City-H/Smkt,5.5,2.4,3.2,1.8,2.4,-0.7,4 City,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,S A,6.2,4.5,1.4,0.6,1.4,

8、-0.1,E A,11,4.6,2.3,2,4,1.4,N A,10,4.7,1,0.2,2.9,-3.5,W A,5.3,2.4,1.4,1.3,3.2,-1.4,BCD City,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 / Dove SKU Ranking, SH-H/SXX Bigpack

9、In-store Performance Less Competitive,Value,Share,Weighted,Distribution,VAL,.D,WTD,Rmb,/Lit,Rmb,/Pck,JF03, Bath Liquid base,Moist, XX / Olay / Dove SKU Ranking, BJ-H/S Gap Existing On In-store Performance,OLAY PINK 400ml,3.4,51,7.6,70,28,OLAY PGBLUE 400ml,2.2,52,4.8,68,27,OLAY PINK 200ml,1.5,35,4.9,

10、82,16,MILK 300ml,1.5,64,2.6,59,18,DOVE 250ml,1.4,37,4.1,84,21,OLAY PGBLUE 200ml,1,29,3.9,82,16,XXYELLOW 300ml,0.8,48,2,64,19,DOVE 750ml,2.2,34,7.3,58,44,OLAY PINK 720ml,2.2,34,7.3,57,41,OLAY PGBLUE 720ml,1.6,32,5.7,57,41,MILK 1000ml,0.6,26,2.6,47,49,XXYELLOW 1000ml,0.2,23,1.1,48,47,Value,Share,Weigh

11、ted,Distribution,VAL,.D,WTD,Rmb,/Lit,Rmb,/Pck,JF03, Bath Liquid base,LUX ORANGE 250ml,1.7,58,3.2,66,17,LUX ORANGE 750ml,2.3,45,5.8,47,35,Moist, XX / Olay / Dove SKU Ranking, E AXX 1Lit Weak In E A,MILK 300ml,2.5,33,3.9,62,18,OLAY PINK 200ml,2,30,3.4,88,17,OLAY PINK 400ml,1.9,28,3.5,75,30,OLAY PGBLUE

12、 400ml,1.7,29,2.9,75,30,OLAY PGBLUE 200ml,1.5,25,3.1,86,17,DOVE 250ml,1.5,26,2.9,84,21,DOVE 500ml,0.6,8,3.7,63,31,XXYELLOW 300ml,0.6,32,1,62,19,OLAY PINK 720ml,1.9,22,4.5,69,51,OLAY PGBLUE 720ml,1.9,22,4.3,68,49,DOVE 750ml,1.1,26,2.2,61,46,XX MILK 1000ml,0.4,18,1.1,48,50,XXYELLOW 1000ml,0.2,19,0.5,5

13、0,50,JF03, Bath Liquid base,Value,Share,Weighted,Distribution,VAL,.D,WTD,Rmb,/Lit,Rmb,/Pck,LUX ORANGE 250ml,3.2,31,5.3,69,17,LUX ORANGE 750ml,2.7,24,5.8,51,38,Moist, XX / Olay / Dove SKU Ranking, N A,Value,Share,Weighted,Distribution,VAL,.D,WTD,Rmb,/Lit,Rmb,/Pck,OLAY PGBLUE 200ml,3.7,28,12.5,87,18,O

14、LAY PINK 200ml,3.5,29,11.5,85,17,OLAY PGBLUE 400ml,2.5,23,10.3,73,29,OLAY PINK 400ml,2.4,22,10.5,72,29,XXYELLOW 300ml,2.2,41,5.1,61,18,XX MILK 300ml,2.1,25,8,69,21,LUX 250ML ORANGE,2.6,29,8.6,76,19,DOVE 250ml,0.7,12,5.6,84,21,OLAY PINK 720ml,1.7,16,10.1,63,46,MILK 1000ml,1,15,6.3,50,50,OLAY PGBLUE 7

15、20ml,0.9,16,5.5,63,46,LUX 750ML ORANGE,0.7,17,4.1,47,35,DOVE 750ml,0.7,12,5.8,58,42,XXYELLOW 1000ml,0.4,20,2,49,49,JF03, Bath Liquid base,XX Milk Year Performance Review,Milk help XX sales gain yearly while no help on share return, XX brand share maintain yearly Milk distribution push and in-store p

16、erformance improvement both contributed its sales growth Continue expanding distribution further into BCD Distribution room observed for Milk within XX in developed cities(300ml in N A/S A, 1Lit in S A) if consider milk-100ml for penetration in depth,XX Milk Year Performance Review(con),XX Milk faci

17、ng heavy competition from brand(/Dove) in Moisturizing segment XX Advantage, we are leader in BW; and Baby Concept brand image largely protect our sales in this competitive market XX Weakness, Olay / Dove one brand strong communication with Moisturizing benefits; while XX one brand but covering vari

18、ed function(e.g. Milk, Cooling), which relative less impressed than competitors,Explore 301999ml Pack Opportunity,Objective,Do XX need more package between 301999ml How is the packsize development between 301999ml packs? Who are the contributor, and what is their price position Price per pack tier t

19、o share Key competitors price tier map,Bath Liquid Packsize Share Change, Nat.7011000ml Packs Importance Increasing,MAT JF02,MAT JF03,MAT JF02,MAT JF03,MAT JF02,MAT JF03,Total Bath Liq.,100,100,100,100,45,38,=300ml,27,23,40,38,66,62,301400ml,11.2,9.2,13.6,12.7,55,51,401500ml,4.4,2.6,4,2.7,42,38,5016

20、00ml,1.5,1.1,1.9,1.7,62,54,601700ml,8.6,5.5,9.1,6.9,47,48,701800ml,11.4,11.8,12.9,14.1,50,45,801900ml,3.1,5.8,2.1,2.7,29,18,9011000ml,7.5,9.1,6.5,8.4,39,35,10011500ml,8.6,12.3,3.8,5.7,19,18,15012000ml,4.8,8.3,1.6,2.6,16,12,=2001,11.4,10.7,3.5,3.5,14,13,Volume Share,Value Share,Rmb/Lit,47.7,45.1,50.1

21、,49.2,Bath Liq. 6011000ml Key Brands Share 1L Importance Increasing Fast Lately Driven by A Number of Competitors While XX 1L Stagnant,MAT JF03,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,9.1,1.6,10.6,2.1,100

22、0ml,8.7,1.3,10.1,1.8,XX,2.6,0,3.3,-0.1,LIU SHEN,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,MAT JF03,JF03,601700ml,5.5,-3.1,4.6,-2.2,700ml,2.6,-1.2,1.2,-1.4,LIU SHEN,1.5,-0.7,0.5,-0.7,LONG LI QI,0.4,0,0.3,0.1,650ml,2.4,-2.2,2.9,-1,VCNIC,0.8,-0.6,0.8,

23、-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,QING XIN,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,JIAO DI,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,X

24、I YA SI,0.4,0.3,0.2,-0.3,720 OLAY,0.7,0.4,1.1,0.8,Chg,Chg,Chg,Chg,National Volume Share(Bath Liquid Base),Bath Liq. 6011000ml Key Brands Share 1L Importance Increasing Fast Lately Driven by A Number of Competitors While XX 1L Stagnant,National Value Share(Bath Liquid Base),MAT JF03,JF03,601700ml,7,-

25、2.1,6.4,-1.3,700ml,3,-0.9,1.4,-1,LIU SHEN,1.9,-0.5,0.6,-0.7,LONG LI QI,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,QING XIN,1,1,0.9,0.9,SAFEGUARD,1.2,0.2,1.2,0.3,DOVE,1,

26、1,2.3,2.3,NIVEA,0.7,0.2,0.6,0,BIORE,0.8,-0.1,0.7,-0.5,JIAO DI,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,XI YA SI,0.4,0.2,0.3,-0.2,720 OLAY,1.1,0.6,1.8,1.3,MAT JF03,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

27、,-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,LIU SHEN,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,Bath Liq. 6011000ml Key Brand Price750/720ml Price Varied From Rmb3042/Pck,JF02,JF03,700ml,41,43,LIU SHEN,48,49,34.3,LONG LI QI,

28、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,QING XIN,43,32.0,SAFEGUARD,66,53,39.8,DOVE,55,41.3,NIVEA,43,40,30.3,BIORE,57,57,43.1,JIAO DI,35,32,24.2,FA,59,41,30.5,ZEST,44,33.2,XI YA SI,46,41,31.1,720 OLAY,74,58,42.0,JF02,JF03,900ml,22,16,ZICI,

29、18,15,13.9,SOFTWHITE,13,11.9,PALMOLIVE,30,26,23.4,1000ml,39,33,XX,48,43,42.9,LIU SHEN,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,Bath Liq. 301600ml Key Brands ShareRelative Price Position Maintain Between XX and P&G,XX,100ml,(0.3%),300ml,(4

30、.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%

31、),1Lit,(4.6%),Rmb/Pck,510,10.115,15.120,20.125,25.130,30.135,35.140,40.145,30%,25%,20%,Discount Rate,SH-H/S,Bath Liq. Packsize Importance & Change by City,Volume Base,4 Cities,A Cities,BCD Cities,National,Bath Liq. Packsize Importance & Change by City7011000ml Importance Fast Grew In 4 cities While

32、Slow In A&BCD,Value Base,4 Cities,A Cities,BCD Cities,National,Bath Liq. Packsize Importance & Chg by Region7011000ml Gained Importance From Smaller Pack,Volume Base,South,East,North,National,West,Bath Liq. Packsize Importance & Chg by Region 7011000ml Gained Importance From Smaller Pack,Value Base,

33、South,East,North,National,West,Bath Liquid TTT Bag Launch Review,XX TTT Sale Growth vs. YA, NationalTTT Growth Rate Slowing Down On Value,Value Base,Volume Base,XX TTT SKU Sales Contribution to Growth300ml Bottle/Bag Both Contributed Growth,Volume Sales Difference (6M to JF03 vs YA),Value Sales Diff

34、erence (6M to JF03 vs YA),36%,64%,43%,57%,Growth Contribution,Growth Contribution,XX TTT Volume Sales by SKU-NationalTTT Volume Sales Grew While Decline In Value In JF03 vs YABag Sales Little Improvement Recently,Value Sales(000RMB),Volume Sales(Ton),XX TTT Volume Sales by SKU-National,Value Share (

35、Bath Liq.Base),Volume Share(Bath Liq.Base),XX TTT Sale Growth By SKU, Nat-H/S300ml Bag Distribution Stagnant, SPPD Maintain,Volume .D. (000Lit),Weighted Distribution,National,XX TTT Bag Sales Difference by City300ml Bag Contributed Sales In 4&BCD Cities While Cannibalization In A Cities,Value Sales

36、Difference(6M to JF03 vs YA)-000Rmb,XX TTT, Value Sales(0,000rmb),XX TTT SKU Distribution Chg by CitySku Distribution Improved In Across Cities,XX TTT,300ml Bot.,100ml Bot.,City-H/S,7,5,14,S-H/S/D,9,6,9,GZ-H/S,8,-1,31,S A,16,15,4,E -H/S/D,5,6,15,SH-H/S,9,10,37,E A,15,13,12,N -H/S/D,1,7,11,BJ-H/S,2,9

37、,18,N A,15,8,21,W -H/S/D,2,3,8,CD-H/S/D,18,15,60,W A,3,1,6,Weighted Distribution Difference JF03 vs JF02,XX TTT 300ml Distribution Check, JF03In East, Bag Penetrated Behind,XX TTT,300ml Bag,City-H/S,54,23,43%,S-H/S/D,47,19,40%,GZ-H/S,79,48,61%,S A,45,12,27%,E -H/S/D,57,15,26%,SH-H/S,84,31,37%,E A,61

38、,16,26%,N -H/S/D,53,24,45%,BJ-H/S,70,51,73%,N A,51,21,41%,W -H/S/D,51,29,57%,CD-H/S/D,88,75,85%,W A,43,21,49%,Weighted Distribution,Distribution Cover Rate,Bath Liquid TTT Bag Launch Review,Bag launch help XX TTT sales growth, volume growth rate maintain versus year before while value growth rate de

39、creased Bag sales and distribution stagnant these periods since launching, in-store performance maintained East region TTT penetration progress relatively behind other regions,Bar SoapLearn From Olay,Bar Soap MNB Share, NationalMNB Growth Behind Locals,Volume Sales(000Ton),Value Sales(Mil.Rmb),0.8,2

40、.2,2.5,3.3,-0.9,0.7,Annual Growth,Annual Growth,MNB Sales Olay Outperformed,Value Sales(000Rmb),(MAT JF03),Value Sales Difference(MAT JF03vs03),Bar Soap Key Brand Share, NationalOlay Gained Share Fastest,JF 02,MA 02,MJ 02,JA 02,SO 02,ND 02,JF 03,JF03 vs 02 chg,MNB,49.8,50.7,49.7,50.2,49.3,50.2,49,-0

41、.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,WHITE 2,1,1.1,0.8,0.7,0.7,0.9,0.8,-0.2,DOVE,0.1,0.1,0.1,0.4,0.3,0.5,0.6,0.5,QING XIN,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,SHANG HAI,3.1,3.3,3.9,4.2,3.7,3.8,3.3,0.2,SAN XIAO,4.3,4.1,4.8,3.7,3.2,3.1,3.1,-1.2,LI BAI,2.5,1.8,2,2.2,2.2,1.7,1.8,-0.7,LIU SHEN,1.3,1.5,2.6,3.6,2.9,1.8,