Category Overview英文版).ppt

Retail Audit Presentation Prepared XXX Updated to Jan Feb 2003 Category Overview Personal Wash Agenda lCategory Overview lWhy XX Bath Liquid Lose Share in SH E A S BCD E BCD lMilk Yearly Performance Review lExplore 300 999ml Pack Sales Opportunity lTTT Bag Launch Evaluation Category Overview Summary Category Overview lTotal 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 lso far Bar soap market size has little sales impact from the growth of Hand Wash and Bath Liquid lXX 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 lOverall MNB gained share in latest 6 months vs YA largely driven by P Olay gained share fastest followed with Dove lZici Aoxue captured share gain continuously lXX 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 Volume Sales Mil Ton Value Sales Mil Rmb 12 9 100 85 49 25 2 1 Year Growth Product Sales Mix XX Lose Share 6M to JF02 6M to JF03 Chg SO 01 ND 01 JF 02 SO 02 ND 02 JF 03 Chg JF03vs 02 MNB Bath Liq 1718 91 916 817 618 619 120 421 42 8 XX7 57 0 576 38 36 36 97 2 1 1 P Dove Share Prompted More Shelf Choice Value Share Bath Liq Base SH H S JF 02 ND 02 JF 03 OLAY576772 BLUE 200ml1418 BLUE 400ml5861 BLUE 720ml4855 O 400ml564 4 O 720ml288 7 PINK 200ml1517 PINK 400ml5861 PINK 720ml5763 JF 02ND 02JF 03 OLAY786564 BLUE 200ml75 76 BLUE 400ml68 69 BLUE 720ml60 60 O 400ml85 O 720ml68 PINK 200ml78 76 PINK 400ml69 69 PINK 720ml59 59 Weighted Distribution Rmb Lit Qingxin SKU Share 1Lit Launch With Lower Price JF 02JF 03JF 02JF 03JF 02JF 03 JF 02JF 03 13 512 579766546 1000ml BLUE0 8303837 250ml BLUE0 5736817 750ml BLUE0 9724535 1000ml SHUANGFU G 0 6303937 250ml SHUANGFU G 0 7746817 750ml SHUANGFU G 0 8714735 1000ml RUNFU WHITE 2 5303837 250ml ORANGE1 8746717 750ml ORANGE3 7714534 300ml SHUANGFU G 0 8446820 750ml SHUANGFU G 0 9426347 300ml BLUE1 3466821 750ml BLUE1 5646045 300ml PINK1456921 750ml PINK1 1416146 300ml PURPLE1 7266820 750ml PURPLE1 6566549 300ml RUNFU WHITE 1 3226820 300ml MEIFU PINK 0 3226720 750ml MEIFU PINK 1226045 LUX Weighted Dist Rmb Lit Val Share Rmb Pack Key Brand Share Change by Packsize XX 1Lit Lose Share While Dove Olay SFG Bigpack Increased Fast SO02 JF03 chg LUX9 6 4 3 250ML33 300ML0 3 7 8 750ML5 2 0 4 1000ML1 21 2 DOVE10 67 8 250ML33 500ML0 1 1 550ML0 1 2 750ML7 67 6 SO02 JF03 chg XX12 2 1 3 100ML0 5 0 1 300ML6 8 0 4 1000ML4 9 0 8 BIORE3 9 3 5 300ML1 1 1 1 750ML1 2 3 5 1000ML1 61 1 QING XIN 4 84 8 300ML1 31 3 750ML3 53 5 LIU SHEN14 7 2 5 200ML1 3 0 4 350ML3 9 1 9 700ML3 1 5 6 1000ML5 34 4 1500ML1 11 1 SO02 JF03 chg OLAY6 31 3 200ML0 60 4 400ML2 4 0 5 720ML3 31 4 SFG6 12 2 200ML0 60 2 400ML2 50 9 750ML31 1 ZEST2 32 3 200ML0 50 5 400ML1 11 1 750ML0 80 8 Value Share Bath Liq Base SH H S Key Brand Big Price SH H S XX 1L Price per Pack High Could Be An Issue Behind Rmb Pck SO01 JF02 SO02 JF03 XX1000ML484444 BIORE750ML555742 BIORE1000ML444444 QING XIN750ML4030 LIU SHEN1000ML343232 LIU SHEN1500ML3146 LUX1000ML3838 DOVE750ML5642 OLAY720ML735943 SFG750ML695138 ZEST750ML4131 Rmb Kg SO02 JF03 LUX750ML463561 MNB Big Pack Top SKU Ranking SH H S XX Share Behind Competitors In SKU LevelSO 01 ND 01 JF 02 SO 02 ND 02 JF 03 Value Share Bath Liq Base DOVE750ML5 110 38 2 LUXORANGE750ML2 733 7 OLAYPINK720ML1 112 8 LUXRUNFU W 1000ML0 22 5 XXMILK1000ML01 75 21 92 62 4 QING XIN CAOYE750ML1 92 51 8 XXPEACH1000ML1 41 31 10 50 61 7 BIOREKAOZIRUN1000ML0 10 10 10 40 31 6 LIU SHEN TEXIAO1000ML1 21 20 25 51 51 5 OLAYPGBLUE720ML2 21 11 4 XXJJYELLOW1000ML1 11 51 20 81 10 8 XXJXXLUE1000ML0 80 60 60 40 40 4 XXCOOLING1000ML0 90 30 30 70 50 2 MNB Big Pack Top SKU Distribution new comers Qingxin Zest gained and drove Fresh while XX Cooling weak lXX 1Lit share declining and share behind competitors in SKU level price could be an issue behind XX Share XX Cooling WeakOTHERS29 720 5 XX12 65 1 LONG LI QI4 42 4 MOISTURIZER27 433 2 Olay6 511 LUX2 64 XX1 43 7 DOVE0 32 3 BIORE41 9 FRESH21 625 9 LIU SHEN13 410 2 QING XIN4 4 ZEST2 9 XX0 90 4 BEAUTY WHITENING 3 84 7 LUX1 5 SOFTTO10 7 ANTI GERM14 914 9 SAFEGUARD1312 7 SO01 JF02 SO02 JF03 Value Share Bath Liq Base Olay SKUs Share Share Move Seasonally Value Share Bath Liq Base Weighted Distribution JF 03 QING XIN49 CAOYE 300ml52 CAOYE 750ml45 KAOGANJU 300ml50 KAOGANJU 750ml46 Rmb Lit Zest SKU Share Share Move Seasonally Value Share Bath Liq Base Value Share Bath Liq Base Weighted DistributionWeighted Distribution JF 03 ZEST55 GREEN 200ml60 GREEN 400ml51 GREEN 750ml44 YELLOW 200ml59 YELLOW 400ml51 YELLOW 750ml43 Rmb Lit Why XX Lose Share In E A lXX lose share on Blue TTT Cooling lXX distribution gained most SKUs and shelf choice increasing lXX share lose under the competition from MNB lOlay gained the