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,Summary Categ
2、ory 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 lin
3、e 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 Olay gained share fastest followed with Dove Zici/Aoxue captured share g
4、ain 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,Volume Sales(Mil.Ton),Value Sales(Mil.Rmb),+12%,+9%,+100%,+85%,+49%,+25%,+2%,+1%,Yea
5、r Growth,Product Sales Mix & Growth by City Bar Captured Size Growth In City, Which Indicating Little Impact From the Growth of BW/HW,12,2,49,100,-7,-9,15,5,51,104,18,9,36,142,33,15,60,68,Volume Base-MAT JF03,Year Growth,38,Product Sales Mix & Growth by Region PW Grew Traced to S/E/N Where Bar Size
6、Increase As Well,Volume Base-MAT JF03,Year Growth,-5,-9,25,72,15,11,33,106,13,4,50,104,19,0,56,105,12,2,49,100,Product Segment Sales Growth Index Soap Sales Captured Slightly Decline In Latest 2 Periods vs. YA,Total Personal Wash,Volume Growth Index,Product Segment Growth by City ND02/JF03 vs ND01/J
7、F02 Bar Soap Sales Decline In BCD&Town,Volume Growth,TTL PW,Bar Soap,Bath Liquid,Hand Wash,National,6.4,-3.6,39.1,75.2,4 Cities,26.3,1.3,67.1,59.6,A Cities,6.1,3.4,2.3,87.6,BCD Cities,9.9,-1.9,49.3,84.3,Town,-10.3,-12.2,20.8,-25.6,Product Segment Price Trend,(JF01JF03),Bath Liquid Sales Growth XX Vs
8、. TTL XX Behind Market Growth In JF03 vs JF02,Volume Base,Value Base,Volume Base,Value Base,Multi.National Manufacture Share 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.,17,18.9,1.9,16.8,17.6,18.6,19.1,20.4,21.4,2.8,XX,7.5,7,-0.5,7,6
9、.3,8.3,6.3,6.9,7.2,-1.1,P&G,3.5,7.0,3.5,2.9,3.9,3.5,6.8,6.6,6.7,3.2,Unilever,5.1,4.1,-1,4.9,5.2,4.4,3.3,4.2,4.8,0.4,Kao,2.3,2.9,0.6,1.9,2.3,2.4,2.6,2.7,2.7,0.3,MNB Bath Liq.,29,31.3,2.3,28.3,30,30.7,31.4,33.6,35.4,4.7,XX,11.6,11.1,-0.5,11.3,10,12.9,10.5,11.1,11.5,-1.4,P&G,7.6,10.3,2.7,6.2,8.4,7.2,11
10、.8,11.7,12.4,5.2,Unilever,8.0,6.9,-1.1,7.8,8.3,7.1,5.5,7,7.8,0.7,Kao,3.3,4.0,0.7,2.9,3.3,3.5,3.7,3.8,3.7,0.2,Volume Share,Value Share,(National Bath Liquid Base),MNB & Key Lo.Brand Value Share Olay Leading The Growth Followed with Dove,6M to,JF02,6M to,JF03,SO 01,ND 01,JF 02,SO 02,ND 02,JF 03,+/- JF
11、03,vs.02,MNB Bath Liq.,29,31.3,2.3,28.3,30,30.7,31.4,33.6,35.4,4.7,XX,11.6,11.1,-0.5,11.2,9.9,12.9,10.4,11.1,11.5,-1.4,OLAY,2.8,5.0,2.2,2.2,3.2,2.6,4,4.5,6.1,3.5,LUX,6.4,4,-2.4,6.5,6.6,5.7,3.5,3.9,4.6,-1.1,SAFEGUARD,4.4,5.3,0.9,3.8,5.1,4.5,5.5,5.4,4.4,-0.1,DOVE,1.2,2.8,1.6,0.9,1.3,1.2,1.9,3,3.2,2,BI
12、ORE,3.3,2.3,-1.0,2.9,3.3,3.5,2,2.1,2.3,-1.2,ZEST,0.1,2.1,2.0,0.2,0.1,0.1,2.3,1.8,1.8,1.7,QING XIN,1.7,1.7,1.6,1.7,1.4,1.4,(National Bath Liquid Base),+/-,Chg,MNB Price Tracking, National Olay/SFG/Dove Price Gap Narrowing Down With XX,JF 02,SO 02,ND 02,JF 03,XX,68,100%,61,59,57,100%,OLAY,97,142%,74,7
13、4,72,127%,LUX,70,103%,60,60,55,96%,SAFEGUARD,87,127%,62,63,63,111%,DOVE,80,117%,65,62,60,107%,BIORE,64,93%,57,57,53,93%,ZEST,54,53,53,93%,QING XIN,45,45,44,78%,Price Index to XX,Price Index to XX,LIUSHEN,45,48,46,81%,46,74%,Rmb/Lit,Rmb/Lit,Bath Liq. Key Brands Distribution Growth Competitors Close D
14、istribution Gap with XX,Weighted Distribution,Bath Liq. XX / MNB / Lo. Share Change by City XX Declined Noticeable In SH/E A/E BCD/S BCD,Volume Share Change (SO01JF03 vs SO02JF02),XX Bath Liq. Share Trend By Variant Milk Failed to Recover the Lose From Old Variants,(National Volume Share Bath Liquid
15、 Base),XX Bath Liq. Share Trend By Variant,(National Value Share Bath Liquid Base),XX Bath Liq. Variant Distribution Trend Each Variant Distribution Increasing vs. YA,National Weighted Distribution,Why XX Lose Share In SH/EA/E BCD/ S BCD,XX Share & Change by SKU, SH-H/S Share Decline All Variants Ex
16、cept Milk,SO 01,ND 01,JF 02,SO 02,ND 02,JF 03,XX,11.3,13.3,16.8,11.4,13.3,12.3,COOLING,2,0.7,0.6,1.5,0.7,0.4,300ML,1.1,0.3,0.3,0.8,0.3,0.2,1000ML,0.9,0.3,0.3,0.7,0.5,0.2,BLUE,2.4,2.3,2.1,1.5,1.7,1.5,100ML,0.5,0.4,0.3,0.3,0.4,0.5,300ML,1.1,1.2,1.1,0.8,0.9,0.7,1000ML,0.8,0.6,0.6,0.4,0.4,0.4,YELLOW,2.6
17、,2.9,2.4,1.6,2.2,1.7,300ML,1.5,1.4,1.2,0.8,1.1,0.9,1000ML,1.1,1.5,1.2,0.8,1.1,0.8,MILK,0.1,3.4,8.1,3.9,5.6,4.9,300ML,0.1,1.7,2.8,2,2.9,2.5,1000ML,0,1.7,5.2,1.9,2.6,2.4,PEACH,2.3,2.2,1.9,1,1.1,2.1,300ML,0.9,0.9,0.8,0.5,0.5,0.4,1000ML,1.4,1.3,1.1,0.5,0.6,1.7,TTT,1.7,1.8,1.8,1.7,1.9,1.6,300ML(Bag),0.2,
18、0.3,0.2,300ML,1.6,1.8,1.7,1.4,1.5,1.2,+/- % Chg SO02JF03 vs YA,Value Share(Bath Liq. Base),-1.3,-0.2,-0.2,0,-0.7,0,-0.4,-0.3,-0.8,-0.5,-0.4,1.3,1.1,0.2,-0.8,-0.4,-0.4,-0.1,0.3,-0.3,XX SKU Weighted Distribution, SH-H/S Dist. Increasing Most SKUs & Shelf Choice Increasing,XX,COOLING,300ML,1000ML,BLUE,
19、100ML,300ML,1000ML,YELLOW,300ML,1000ML,MILK,300ML,1000ML,PEACH,300ML,1000ML,TTT,300ML(Bag),300ML,SO 02,ND 02,JF 03,86,87,87,84,84,83,76,75,70,67,66,61,84,87,85,62,59,62,83,86,85,55,58,61,78,77,75,71,73,70,64,57,60,79,77,84,79,77,84,73,71,72,84,77,75,65,56,52,64,61,60,85,85,84,30,35,31,84,84,83,Key B
20、rand Share & Distribution, SH-H/S Dove / Olay / SFG/ Qing Xing Gained Share,Value Share(Bath Liq. Base),Weighted Distribution,Segment Share Dove Share Prompted & Leading In Moist.,SO01JF02,SO02JF03,OTHERS,20,13.5,XX,6.1,4.4,LUX,4.9,0.1,MOISTURIZER,43.3,43.7,DOVE,2.8,10.5,XX,6,6.8,Olay,5.1,6.3,LUX,6.
21、6,5.7,NIVEA,4,3.8,BIORE,2.9,1.9,PONPON,3.6,1.3,FRESH,28.7,31,LIU SHEN,17.2,15.2,QING XIN,4.7,ZEST,2.3,BIORE,4.3,2,LUX,2.3,1.9,XX,1.2,1,BEAUTY WHITENING,1,2.9,LUX,1.9,ANTI-GERM,6.1,8.5,SAFEGUARD,3.8,6,DETTOL,1.5,1.9,Value Share(Bath Liq. Base),Dove SKU Share&Distribution&Price,SH 750ml Gained Share S
22、trongly,Value Share(Bath Liq. Base)-SH H/S,JF 02,ND 02,JF 03,Dove,44,75,74,250ml,74,73,500ml,20,2,550ml,44,750ml,62,71,Weighted Distribution,JF 02,ND 02,JF 03,Dove,86,61,61,250ml,80,80,500ml,84,550ml,102,750ml,56,56,Rmb/Lit,Dove SKU Share More Shelf Choice,Value Share(Bath Liq. Base)-SH H/S,JF 02,ND
23、 02,JF 03,OLAY,57,67,72,BLUE 200ml,14,18,BLUE 400ml,58,61,BLUE 720ml,48,55,O. 400ml,56,4,4,O. 720ml,28,8,7,PINK 200ml,15,17,PINK 400ml,58,61,PINK 720ml,57,63,JF 02,ND 02,JF 03,OLAY,78,65,64,BLUE 200ml,75,76,BLUE 400ml,68,69,BLUE 720ml,60,60,O. 400ml,85,O. 720ml,68,PINK 200ml,78,76,PINK 400ml,69,69,P
24、INK 720ml,59,59,Weighted Distribution,Rmb/Lit,Qingxin SKU Share&Distribution&Price, SH New Comers with Competitive Price,Value Share(Bath Liq. Base)-SH H/S,Weighted Distribution,Rmb/Lit,Zest SKUs Share&Distribution&Price, SH 750ml Captured Dist. Push Recently,Value Share(Bath Liq. Base)-SH H/S,Weigh
25、ted Distribution,Rmb/Lit,Liushen SKUs Share&Distribution&Price New Launch Items Failed to Help Share Gain,Value Share(Bath Liq. Base)-SH H/S,Liushen SKU Distribution & Price In Sh-H/S Price Maintain,JF 02,JF 03,JF 02,JF 03,LIUSHEN,95,87,46,40,TEXIAO 1000ml,9,39,34,32,TEXIAO 700ml,85,45,47,47,TEXIAO
26、350ml,92,42,46,45,TEXIAO 200ml,30,21,55,51,SHUANGFU 1500ml,28,30,SHUANGFU 1000ml,39,32,SHUANGFU 700ml,27,46,SHUANGFU 350ml,42,47,SHUANGFU 200ml,29,72,RUFU 700ml,37,47,RUFU 350ml,72,48,RUFU 200ml,22,50,Weighted Distribution,Rmb/Lit,Lux Variants Share In SH-H/S Share Almost Maintain Vs. YA,Value Share
27、(Bath Liq. Base)-SH H/S,Lux SKU Share 1Lit Launch With Lower Price,Key Brand Share Change by Packsize XX 1Lit Lose Share While Dove/Olay/SFG Bigpack Increased Fast,SO02JF03,chg,LUX,9.6,-4.3,250ML,3,3,300ML,0.3,-7.8,750ML,5.2,-0.4,1000ML,1.2,1.2,DOVE,10.6,7.8,250ML,3,3,500ML,0,-1.1,550ML,0,-1.2,750ML
28、,7.6,7.6,SO02JF03,chg,XX,12.2,-1.3,100ML,0.5,-0.1,300ML,6.8,-0.4,1000ML,4.9,-0.8,BIORE,3.9,-3.5,300ML,1.1,-1.1,750ML,1.2,-3.5,1000ML,1.6,1.1,QING XIN,4.8,4.8,300ML,1.3,1.3,750ML,3.5,3.5,LIU SHEN,14.7,-2.5,200ML,1.3,-0.4,350ML,3.9,-1.9,700ML,3.1,-5.6,1000ML,5.3,4.4,1500ML,1.1,1.1,SO02JF03,chg,OLAY,6.
29、3,1.3,200ML,0.6,0.4,400ML,2.4,-0.5,720ML,3.3,1.4,SFG,6.1,2.2,200ML,0.6,0.2,400ML,2.5,0.9,750ML,3,1.1,ZEST,2.3,2.3,200ML,0.5,0.5,400ML,1.1,1.1,750ML,0.8,0.8,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,SO01JF02,SO02JF03,XX,
30、1000ML,48,44,44,BIORE,750ML,55,57,42,BIORE,1000ML,44,44,44,QING XIN,750ML,40,30,LIU SHEN,1000ML,34,32,32,LIU SHEN,1500ML,31,46,LUX,1000ML,38,38,DOVE,750ML,56,42,OLAY,720ML,73,59,43,SFG,750ML,69,51,38,ZEST,750ML,41,31,Rmb/Kg,SO02JF03,LUX,750ML,46,35,61,MNB Big Pack Top SKU Ranking,SH-H/S XX Share Beh
31、ind Competitors In SKU Level,SO 01,ND 01,JF 02,SO 02,ND 02,JF 03,Value Share(Bath Liq. Base),DOVE,750ML,5.1,10.3,8.2,LUX,ORANGE,750ML,2.7,3,3.7,OLAY,PINK,720ML,1.1,1,2.8,LUX,RUNFU(W),1000ML,0.2,2.5,XX,MILK,1000ML,0,1.7,5.2,1.9,2.6,2.4,QING XIN,CAOYE,750ML,1.9,2.5,1.8,XX,PEACH,1000ML,1.4,1.3,1.1,0.5,
32、0.6,1.7,BIORE,KAOZIRUN,1000ML,0.1,0.1,0.1,0.4,0.3,1.6,LIU SHEN,TEXIAO,1000ML,1.2,1.2,0.2,5.5,1.5,1.5,OLAY,PGBLUE,720ML,2.2,1.1,1.4,XX,JJYELLOW,1000ML,1.1,1.5,1.2,0.8,1.1,0.8,XX,JXXLUE,1000ML,0.8,0.6,0.6,0.4,0.4,0.4,XX,COOLING,1000ML,0.9,0.3,0.3,0.7,0.5,0.2,MNB Big Pack Top SKU Distribution & S.P.P.D
33、 & Price, SH-H/S Dove/Olay/Lux SKU Better In-Store Performance,Weighted Distribution,SPPD,JF 03,JF 02,ND 02,JF 03,JF 02,ND 02,JF 03,DOVE,750ML,18.3,LUX,ORANGE,750ML,8.2,OLAY,PINK,720ML,7.1,LUX,RUNFU(W),1000ML,13.1,XX,MILK,1000ML,5.2,QING XIN,CAOYE,750ML,3.5,XX,PEACH,1000ML,4.4,BIORE,KAOZIRUN,1000ML,
34、14.2,LIU SHEN,TEXIAO,1000ML,6.1,OLAY,PGBLUE,720ML,4,XX,JJYELLOW,1000ML,2.1,XX,JXXLUE,1000ML,1.1,XX,COOLING,1000ML,56,56,46,45,59,59,42,38,49,43,44,40,41,47,44,46,48,43,41,34,31,32,60,60,46,43,45,44,43,40,49,50,47,62,71,69,71,57,63,19,30,68,71,72,83,80,53,61,60,9,18,18,9,35,39,48,55,54,57,60,45,58,61
35、,55,66,61,0.6,Rmb/Lit,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 se
36、gment; 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,SO 01,ND 01,JF 02,SO 02,ND 02,JF 03,XX,14.7,12.5,17.7,7.9,8.6
37、,11.7,COOLING,2.2,0.3,0.2,0.5,0.2,0.5,300ML,2.1,0.2,0.2,0.4,0.1,0.4,1000ML,0.1,0.1,0,0.1,0,0,BLUE,7.7,7.4,2.5,2.2,1.7,4.1,100ML,2.8,2.6,2,1.6,1,2.6,300ML,4.5,4.6,0.4,0.5,0.6,1.4,1000ML,0.4,0.1,0.1,0.1,0.1,0.1,YELLOW,0.5,0.7,1.5,1.2,1.4,0.8,300ML,0.3,0.5,1.4,1,1.1,0.6,1000ML,0.2,0.2,0.1,0.2,0.3,0.2,M
38、ILK,0.1,0.5,0.9,2,2.7,2.9,300ML,0.1,0.3,0.6,1.6,2.2,2.5,1000ML,0,0.2,0.3,0.3,0.4,0.4,PEACH,0.6,0.6,0.8,0.7,0.7,0.8,300ML,0.5,0.5,0.6,0.6,0.4,0.7,1000ML,0.1,0.1,0.2,0.1,0.3,0.1,TTT,3.5,3.1,11.7,1.3,2.1,2.6,100ML,1.3,1,8.2,0.5,0.8,1.2,300ML,2.2,2,3.5,0.8,1.2,1.2,TTT 300bag is of 0.1%in JF03,Value Shar
39、e(Bath Liq. Base),+/- % Chg SO02JF03 vs YA,-5.8,-0.6,-0.5,0,-3.3,-0.8,-2.4,-0.1,0.3,0.2,0,1.9,1.7,0.2,0,0.1,0,-4.2,-2.7,-1.5,XX SKU Weighted Distribution, E A SKU Distribution Increased & More Shelf Choice,TTT 300bag weighted dist. is of 16,Key Brand Share & Distribution, E A A Number Of Competitors
40、 Gained Share,Value Share(Bath Liq. Base),Weighted Distribution,Qingxin share scored to 7% in SO02 and 1.4% in JF03,Segment Share XX Cooling Weak,OTHERS,29.7,20.5,XX,12.6,5.1,LONG LI QI,4.4,2.4,MOISTURIZER,27.4,33.2,Olay,6.5,11,LUX,2.6,4,XX,1.4,3.7,DOVE,0.3,2.3,BIORE,4,1.9,FRESH,21.6,25.9,LIU SHEN,1
41、3.4,10.2,QING XIN,4.4,ZEST,2.9,XX,0.9,0.4,BEAUTY WHITENING,3.8,4.7,LUX,1.5,SOFTTO,1,0.7,ANTI-GERM,14.9,14.9,SAFEGUARD,13,12.7,SO01JF02,SO02JF03,Value Share(Bath Liq. Base),Olay SKUs Share&Distribution&Price,E A Balanced Gained From Packs,Value Share(Bath Liq. Base),Weighted Distribution,JF 02,ND 02,
42、JF 03,Blue 200ML,37,25,Blue 400ML,42,29,Blue 720ML,24,22,Others 200ML,43,11,8,Others 400ML,39,5,4,Others 720ML,16,4,5,Pink 200ML,38,30,Pink 400ML,35,28,Pink 720ML,24,22,JF 02,ND 02,JF 03,Blue 200ML,90,86,Blue 400ML,76,75,Blue 720ML,65,68,Others 200ML,119,116,121,Others 400ML,101,52,70,Others 720ML,7
43、7,64,56,Pink 200ML,91,88,Pink 400ML,75,75,Pink 720ML,59,69,Rmb/Lit,Lux Variant Share in E A Orange Help Lux Share Gain,Value Share(Bath Liq. Base),Orange-5.9%,Lux SKU Distribution & Price in E A,JF02,ND 02,JF 03,Beauty Whitening,29,35,Beauth Whitening 1000ml,5,8,Beauty Whitening 250ML,29,35,Beauty W
44、hitening 750ML,21,20,Fresh,28,33,Fresh 1000ML,5,8,Fresh 250ML,28,33,Fresh 750ML,21,25,Moisturizer,25,31,Orange 250ml,25,31,Orange 750ML,21,24,Skin Care,17,Others,10,Weighted Distribution,Rmb/Lit,Beauty Whitening,57,61,Beauty Whitening 1000ml,51,39,Beauty Whitening 250ML,73,71,Beauty Whitening 750ML,
45、51,51,Fresh,63,60,Fresh 1000ML,42,36,Fresh 250ML,73,69,Fresh 750ML,51,51,Moisturizer,57,58,69,69,51,51,Skin Care,71,Others,93,JF02,ND 02,JF 03,Orange 250ml,Orange 750ML,Dove SKU Share&Distribution&Price, E A Both 250ml and 750ml Gained Share,Value Share(Bath Liq. Base),Weighted Distribution,JF 02,ND
46、 02,JF 03,250ML,21,26,500ML,7,4,8,750ML,21,26,Rmb/Lit,JF 02,ND 02,JF 03,250ML,80,84,500ML,84,72,63,750ML,61,61,Qingxin SKU Share Share Move Seasonally,Value Share(Bath Liq. Base),Weighted Distribution,Zest SKU Share Share Move Seasonally,Value Share(Bath Liq. Base),Weighted Distribution,Why XX Lose
47、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 & C
48、hange by SKU, E BCD Share Decline On Blue/TTT/Cooling/Peach,SO 01,ND 01,JF 02,SO 02,ND 02,JF 03,XX,10.3,12.1,12.3,8.1,9.5,7.9,COOLING,1.7,1.8,2.7,0.8,0.5,0.2,300ML,1.7,1.8,2.7,0.7,0.5,0.2,BLUE,4.8,6.2,5.8,3.7,4.5,2.7,100ML,3.4,3,2.9,2.3,2.7,1.5,300ML,1.4,3.2,2.9,1.4,1.7,1.2,YELLOW,0.2,0.8,0.5,0.4,0.
49、7,0.2,300ML,0.2,0.8,0.5,0.4,0.7,0.2,MILK,0,0.1,0.5,1.2,1.5,2,300ML,0,0.1,0.5,1.1,1.4,1.9,PEACH,0.5,0.7,0.4,0.2,0.3,0.5,300ML,0.5,0.7,0.3,0.2,0.2,0.5,TTT,3,2.4,2.4,1.8,2,2.2,100ML,1.7,1.8,1.2,1.3,1.1,1.6,300ML,1.2,0.5,1.1,0.5,0.9,0.6,Value Share(Bath Liq. Base),+/- % Chg SO02JF03 vs YA,Bath Liq. Key Brand Share In E BCD Olay/SFG Gained Fastest Followed with Some Local Brands,
