审计报告准备的零售(ppt)
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 300~999ml Pack Sales Opportunity
TTT Bag Launch Evaluation
Category Overview
Summary Category 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 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
Summary Category Overview(Con.)
Overall MNB gained share in latest 6 months vs YA largely driven by P&G; Olay gained share fastest followed with Dove
Zici/Aoxue captured share gain continuously
XX Milk share gained and distribution increased vs last year while failed to recover the lose from other variants
Product Segment Annual Growth Total Category Increased While Bar Soap Sales Maintain
Product Sales Mix & Growth by City Bar Captured Size Growth In City, Which Indicating Little Impact From the Growth of BW/HW
Product Sales Mix & Growth by Region PW Grew Traced to S/E/N Where Bar Size Increase As Well
Product Segment Sales Growth Index Soap Sales Captured Slightly Decline In Latest 2 Periods vs. YA
Product Segment Growth by City ND02/JF03 vs ND01/JF02 Bar Soap Sales Decline In BCD&Town
Product Segment Price Trend
Bath Liquid Sales Growth XX Vs. TTL XX Behind Market Growth In JF03 vs JF02
Multi.National Manufacture Share & Chg P&G Drove the Growth Of MNB In Last Winter Season; XX Lose Share
MNB & Key Lo.Brand Value Share Olay Leading The Growth Followed with Dove
MNB Price Tracking, National Olay/SFG/Dove Price Gap Narrowing Down With XX
Bath Liq. Key Brands Distribution Growth Competitors Close Distribution Gap with XX
Bath Liq. XX / MNB / Lo. Share Change by City XX Declined Noticeable In SH/E A/E BCD/S BCD
XX Bath Liq. Share Trend By Variant Milk Failed to Recover the Lose From Old Variants
XX Bath Liq. Share Trend By Variant
XX Bath Liq. Variant Distribution Trend Each Variant Distribution Increasing vs. YA
Why XX Lose Share In SH/EA/E BCD/ S BCD
XX Share & Change by SKU, SH-H/S Share Decline All Variants Except Milk
XX SKU Weighted Distribution, SH-H/S Dist. Increasing Most SKUs & Shelf Choice Increasing
Key Brand Share & Distribution, SH-H/S Dove / Olay / SFG/ Qing Xing Gained Share
Segment Share & Chg by Brand, SH-H/S Fresh/Antigerm Gained Importance While XX Cooling Weak; Dove Share Prompted & Leading In Moist.
Dove SKU Share&Distribution&Price,SH 750ml Gained Share Strongly
Dove SKU Share&Distribution&Price, SH 720ml Gained Rapidly; More Shelf Choice
Qingxin SKU Share&Distribution&Price, SH New Comers with Competitive Price
Zest SKUs Share&Distribution&Price, SH 750ml Captured Dist. Push Recently
Liushen SKUs Share&Distribution&Price New Launch Items Failed to Help Share Gain
Liushen SKU Distribution & Price In Sh-H/S Price Maintain
Lux Variants Share In SH-H/S Share Almost Maintain Vs. YA
Lux SKU Share&Dist&Price In SH-H/S Orange Well Performed; 1Lit Launch With Lower Price
Key Brand Share Change by Packsize XX 1Lit Lose Share While Dove/Olay/SFG Bigpack Increased Fast
Key Brand Big Price , SH-H/S XX 1L Price per Pack High Could Be An Issue Behind
MNB Big Pack Top SKU Ranking,SH-H/S XX Share Behind Competitors In SKU Level
MNB Big Pack Top SKU Distribution & S.P.P.D & Price, SH-H/S Dove/Olay/Lux SKU Better In-Store Performance
Why XX Lose Share In SH
XX lose share across all variants except Milk
XX distribution gained most SKUs, and shelf choice increasing
XX share lose under the competition from MNB, Dove gained the most followed with Olay which consolidated share from other brands of ‘Moisturizer’ segment; 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 & Change by SKU, E A Share Decline On Blue/TTT/Cooling
XX SKU Weighted Distribution, E A SKU Distribution Increased & More Shelf Choice
Key Brand Share & Distribution, E A A Number Of Competitors Gained Share
Segment Share & Chg by Brand, E A Moist.&Fresh Gained Importance; XX Cooling Weak
Olay SKUs Share&Distribution&Price,E A Balanced Gained From Packs
Lux Variant Share in E A Orange Help Lux Share Gain
Lux SKU Distribution & Price in E A
Dove SKU Share&Distribution&Price, E A Both 250ml and 750ml Gained Share
Qingxin SKU Share & Distribution & Price In E A 750ml Better Performed; Share Move Seasonally
Zest SKU Share&Distribution&Price, E A Small Pack Better Performed; Share Move Seasonally
Why XX Lose Share In E A
XX lose share on Blue/TTT/Cooling
XX distribution gained most SKUs, and shelf choice increasing
XX share lose under the competition from MNB
Olay gained the most followed with Lux/Dove drove ‘Moisturizer’ segment
Qingxin/Zest drove ‘Fresh’ in summer season while XX Cooling weak
XX Share & Change by SKU, E BCD Share Decline On Blue/TTT/Cooling/Peach
Bath Liq. Key Brand Share In E BCD Olay/SFG Gained Fastest Followed with Some Local Brands
Bath Liq. Key Brand Distribution In East
Segment Share & Chg by Brand, E BCD Fresh & Anti-germ Importance Gained
Olay SKU Share&Distribution&Price, E BCD Share&Distribution Gained From all SKUs
Slek SKU Share, E BCD
Zest SKU Share&Distribution&Price In E BCD 200/400ml Well Performed
L.L.Q SKU Share&Distribution In E BCD Fresh / Anti-germ Product Help Share Gained
Lux SKU Share&Distribution In E BCD
L.F SKU Share&Distribution In E BCD Items Claimed Beauty White Help Share Gained; 6ml/8ml Gained and Deep Penetrated In BCD Cities
SFG SKU SKU Share&Distribution, E BCD
Why XX Lose Share In E BCD
XX Share & Change by SKU, S BCD Share Decline On All Old Variants
Bath Liq. Key Brand Share In S BCD Zici & Aoxue Gained Share Continuously
Bath Liq. Price Tier to Share, S BCD
Key Brand Share By Price Segment,S BCD Low Price Gained Importance
XX SKU Weighted Distribution in South SKU Distribution Improved Overall
Segment Share & Chg by Brand, S BCD Moisturize Segment Grew Driven By Zici/Aoxue
Aoxue SKU Share&Dist. In S BCD
Zici SKU Share&Dist. In S BCD
Olay SKU Share&Price In S BCD
Why XX Lose Share In S BCD
Summary
In this fast growing market, XX bath liquid lose share in SH/E A/E BCD/S BCD, reasons are:
Brand has strong association with one benefit gained share fast, e.g. Olay/Dove emphasized on moisturizing function, SFG as an Anti-germ (For XX Bedtime, continue increasing USP become more critical for our coming success)
Price still could be one of the key facts for share return
Locals gained share in BCD cities, took the advantage of their distribution network
Aoxue/Zici gained share in South
XX Milk Year Performance Review
XX Annual Sales Growth By Variant, Nat. Milk Mainly Contributed XX Growth Yearly; Little Cannibalization As Whole
XX Annual Share Change By Variant, Nat. XX Share Gain Maintain Yearly
XX Milk Sales / Share / Distribution & S.P.P.D Trend, City-H/S Both Distribution And In-store Performance Improved
Bath Liquid, XX Milk Distribution Contribution Analysis Half of Milk Sale Growth Related Directly to Distribution Push
XX Milk Share & Change by City XX Milk Relative Slow Development In BJ&A&BCD
XX Key Variant Distribution by City-JF03 Further Dist. Push On Milk In BJ & A & BCD Cities
XX Variant Distribution by Pack -JF03 Blue/TTT 100ml Help It Penetrated Deeper
XX Milk / Yellow /Peach Packsize Distribution In Key City-JF03 Milk 300ml In SA/N A, 1Lit In S A Observed Distribution Room Still
Bath Liq. Vs Moist. Segment Annual Growth Comparison Moisturizer Segment Outgrew Total BW
Bath Liq. Moisturizer Key Brand Share Olay Increasing Fastest and Scored No. 1
Moist, XX / Olay / Dove Share by City Dove Outstanding In SH; Olay In BJ/E A/N A Took High Share Advantage
Moist, XX / Olay / Dove SKU Ranking, SH-H/S XX Bigpack In-store Performance Less Competitive
Moist, XX / Olay / Dove SKU Ranking, BJ-H/S Gap Existing On In-store Performance
Moist, XX / Olay / Dove SKU Ranking, E A XX 1Lit Weak In E A
Moist, XX / Olay / Dove SKU Ranking, N A
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 performance 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 facing heavy competition from brand(e.g.Olay/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 varied function(e.g. Milk, Cooling), which relative less impressed than competitors
Explore 301~999ml Pack Opportunity
Objective
Do XX need more package between 301~999ml
How is the packsize development between 301~999ml packs?
Who are the contributor, and what is their price position
Price per pack tier to share
Key competitors price tier map
Bath Liquid Packsize Share Change, Nat. 701~1000ml Packs Importance Increasing
Bath Liq. 601~1000ml Key Brands Share & Chg MNB Drove Big Pack In 750ml; 1L Importance Increasing Fast Lately Driven by A Number of Competitors While XX 1L Stagnant
Bath Liq. 601~1000ml Key Brands Share & Chg MNB Drove Big Pack In 750ml; 1L Importance Increasing Fast Lately Driven by A Number of Competitors While XX 1L Stagnant
Bath Liq. 601~1000ml Key Brand Price 750/720ml Price Varied From Rmb30~42/Pck
Bath Liq. 301~600ml Key Brands Share&Price 400ml Popular Packsize Leading With P&G Brands
Key Brands Big Pack Share & Change
National, Price Structure Of Price Per Pack (JF03)
Price Structure Of Price Per, 4 Cities
Key MNB Price Tier by Pack, SH-H/S MNB At Most 3 Packsizes
Key MNB Price Tier by Pack for Coming Future Play With Lower Price; Relative Price Position Maintain Between XX and P&G
Bath Liq. Packsize Importance & Change by City
Bath Liq. Packsize Importance & Change by City 701~1000ml Importance Fast Grew In 4 cities While Slow In A&BCD
Bath Liq. Packsize Importance & Chg by Region 701~1000ml Gained Importance From Smaller Pack
Bath Liq. Packsize Importance & Chg by Region 701~1000ml Gained Importance From Smaller Pack
Bath Liquid TTT Bag Launch Review
XX TTT Sale Growth vs. YA, National TTT Growth Rate Slowing Down On Value
XX TTT SKU Sales Contribution to Growth 300ml Bottle/Bag Both Contributed Growth
XX TTT Volume Sales by SKU-National TTT Volume Sales Grew While Decline In Value In JF03 vs YA Bag Sales Little Improvement Recently
XX TTT Volume Sales by SKU-National
XX TTT Sale Growth By SKU, Nat-H/S 300ml Bag Distribution Stagnant, SPPD Maintain
XX TTT Bag Sales Difference by City 300ml Bag Contributed Sales In 4&BCD Cities While Cannibalization In A Cities
XX TTT SKU Distribution Chg by City Sku Distribution Improved In Across Cities
XX TTT 300ml Distribution Check, JF03 In East, Bag Penetrated Behind
Bath Liquid TTT Bag Launch Review
Bag launch help XX TTT sales growth, volume growth rate maintain versus year before while value growth rate decreased
Bag sales and distribution stagnant these periods since launching, in-store performance maintained
East region TTT penetration progress relatively behind other regions
Bar Soap Learn From Olay
Bar Soap MNB Share, National MNB Growth Behind Locals
MNB Sales & Growth by Brand,National P&G Still Captured Gained; Olay Outperformed
Bar Soap Key Brand Share, National Olay Gained Share Fastest
Bar Soap Key Brand Distribution, National Distribution Push Help Sales Gain
Bar Soap Key Brand Price, National
Bar Soap, Olay SKU Value Share Key SKU Grew In Balance
Bar Soap, Olay SKU Dist. & Price
审计报告准备的零售(ppt)