高露洁5P销售系统(1)

15PTactics:Oral-CareSubsidiary:ChinaChannel:HypermarketShopperProfile*Middle-highincome,HHaverageincomeRMB2,310*Clerk/Managerialperson/student,62%ofworkingpeopleinJVorpublicdomesticcompany*Agefrom20~40year-old(Average33y-old)*MarriedFemale*MoreloyalbrandbuyerShoppingHabit*Buyingfrequency:Every4weeks*Spendmore(RMB7.20above)*Buy2brands/varientsperpurchase*SeekforFunction/Taste/Quality25PTactics:Assortment-ToothpasteHypermarketShoppingOccasion-WidestAssortment-Highquality&premiumproduct-Heavypurchase(2tubes,differentbrand/variants,largesize)-Bettershoppingenvironment-MorepromotionProductStrategy-TrafficBuilding-ImageBuildingPrioritizedAssortmentseeattachedNumeric%DistributionseeattachedMeasurement:Target%oftotalcategorySKU35%(matchtoCPValueShare)%ofSKUsonstrategy100%TrackingMerchandiserin-storeTracking35PTactics:Assortment-ToothpasteNo.ofSKUValueShareShareofSKURemarksAnti-cavity2335%33%FreshBreath1411%20%delistnon-sellingSKUNaturalIngredients814%11%listnewSKUMulti-benefit77%10%Whitening711%10%Sensitive66%9%Others52%7%delistnon-sellingSKUTotal7086%100%CP1835%24%*sourceofinformation:ConsumerPanelHypermarket4BrandTOTALCSWCDCLPPHERBALJYSKU120g100g120g105g150g120g165g150g250g180g40g*40g*175g50g*(bothGRF/ICM)No.ofSKU338112*lowerpriorityforlisting(whereCrest40gpresent)PrioritizedAssortmentHypermarket5PTactics:Assortment-Toothpaste55PTactics:Assortment-ToothpasteBrandNumeric%distr.120g100%100g100%120g100%105g100%105g100%180g100%165g100%150g100%175g100%120g100%40gmatchCrest40g40gmatchCrest40g250g100%50gmatchCrest40gWeighted%distr.120g100%100g100%120g100%105g100%105g100%180g100%165g100%150g100%175g100%120g100%40gmatchCrest40g40gmatchCrest40g250g100%50gmatchCrest40gHERBALJYHypermarketDistributionTargetTOTALCSWCDCLPP65PTactics:Assortment-ToothpasteHypermarketShoppingOccasion-WidestAssortment-Highquality&premiumproduct-Heavypurchase(2tubes,differentbrand/variants,largesize)-Bettershoppingenvironment-MorepromotionProductStrategy-TrafficBuilding-ImageBuildingPrioritizedAssortmentseeattachedNumeric%DistributionseeattachedMeasurement:Target%oftotalcategorySKU35%(matchtoCPValueShare)%ofSKUsonstrategy100%TrackingMerchandiserin-storeTracking75PTactics:Assortment-ToothbrushHypermarketShoppingOccasion-WidestAssortment-Highquality&premiumproduct-Heavypurchase-Bettershoppingenvironment-MorepromotionProductStrategy-TrafficBuilding-ImageBuildingPrioritizedAssortmentseeattachedNumeric%DistributionTarget100%fornon-PowerTB60%forActi-brushMeasurement:Target%oftotalcategorySKU28%(matchtoCPValueShare)%ofSKUsonstrategy100%TrackingMerchandiserin-storeTracking85PTactics:Assortment-ToothbrushNo.ofSKUValueShareShareofSKUPremium610%12%Medium2231%44%Economy2248%44%TTL5089%100%CP1428%28%*Sourceofinformation:ConsumerPanelHypermarket95PTactics:Assortment-ToothbrushSegmentPowerPremiumMediumEconomyKidsSKUActi-brushNavigatorTotal(bothsoftandPremierUltraFamilyPackYouth(bothsoftandmedium)PremierUltraMultiplePackJuniormedium)NovaNovaMultiplePackJewelJewelMultiplePackSensationNo.ofSKU12722PrioritizedAssortmentHypermarket105PTactics:Assortment-ToothbrushHypermarketShoppingOccasion-WidestAssortment-Highquality&premiumproduct-Heavypurchase-Bettershoppingenvironment-MorepromotionProductStrategy-TrafficBuilding-ImageBuildingPrioritizedAssortmentseeattachedNumeric%DistributionTarget100%fornon-PowerTB60%forActi-brushMeasurement:Target%oftotalcategorySKU28%(matchtoCPValueShare)%ofSKUsonstrategy100%TrackingMerchandiserin-storeTracking115PTactics:Assortment-FabricSoftenerHypermarketShoppingOccasion-WidestAssortmentt-Highquality&premiumproduct-Heavypurchase-Bettershoppingenvironment-MorepromotionProductStrategy-TrafficBuilding-ImageBuildingPrioritizedAssortmentseeattachedNumeric%DistributionseeattachedMeasurement:Target-GDOthers%oftotalcategorySKU30%(matchtoValueShare)matchComfort%ofSKUsonstrategy100%TrackingMerchandiserin-storeTracking125PTactics:Assortment-FabricSoftenerVariantGDSizeNo.ofSKUOthersSizeNo.ofSKU3L(selective)8122L500MLDoyAllVariants3L2L500MLDoy(matchComfort)PrioritizedAssortmentHypermarket135PTactics:Assortment-FabricSoftenerNumeric%distr.3L100%2L100%2L100%500mlDoy100%500mlDoymatchComfort(ALLVariant)(ALLVariant)HypermarketDistributionTargetGDOTHERS145PTactics:Assortment-FabricSoftenerHypermarketShoppingOccasion-WidestAssortmentt-Highquality&premiumproduct-Heavypurchase-Bettershoppingenvironment-MorepromotionProductStrategy-TrafficBuilding-ImageBuildingPrioritizedAssortmentseeattachedNumeric%DistributionseeattachedMeasurement:Target-GDOthers%oftotalcategorySKU30%(matchtoValueShare)matchComfort%ofSKUsonstrategy100%TrackingMerchandiserin-storeTracking155PTactics:Placement-OralCareHypermarketShareofShelf%SeeAttachmentShelfpositioningSeeAttachmentTrackingMethod,MonthlyMerchandiserIn-storeTrackingfrequencysample,%volumewithCP-generatedTarget:100%complianceplanogramsPlanogramcompliance%Target:100%compliance&trackingmethod,sampleFocusonSOSandbrandpositioning%shareofoff-shelfdisplaySameasShareofShelf%trackingmethod,sampleMonthlyMerchandiserIn-storeTracking165PTac