189AC尼尔森--2003清洁用品市场教材.ppt

Retail Audit Presentation Prepared XXX ;Category Overview;Agenda;Category Overview;SummaryCategory Overview;SummaryCategory Overview(Con.);Product Segment Annual GrowthTotal Category Increased While Bar Soap Sales Maintain ;Product Sales Mix Growth by CityBar Captured Size Growth In City, Which Indicating Little Impact From the Growth of BW/HW;Product Sales Mix Growth by RegionPW Grew Traced to S/E/N Where Bar Size Increase As Well ;Product Segment Sales Growth IndexSoap Sales Captured Slightly Decline In Latest 2 Periods vs. YA;Product Segment Growth by CityND02/JF03 vs ND01/JF02Bar Soap Sales Decline In BCDTown ;Product Segment Price Trend;Bath Liquid Sales Growth XX Vs. TTLXX Behind Market Growth In JF03 vs JF02;Multi.National Manufacture Share ChgPG 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, NationalOlay/SFG/Dove Price Gap Narrowing Down With XX;Bath Liq. Key Brands Distribution GrowthCompetitors Close Distribution Gap with XX;Bath Liq. XX / MNB / Lo. Share Change by CityXX Declined Noticeable In SH/E A/E BCD/S BCD;XX Bath Liq. Share Trend By VariantMilk Failed to Recover the Lose From Old Variants;XX Bath Liq. Share Trend By Variant;XX Bath Liq. Variant Distribution TrendEach Variant Distribution Increasing vs. YA;Why XX Lose Share In SH/EA/E BCD/ S BCD;XX Share Change by SKU, SH-H/SShare Decline All Variants Except Milk;XX SKU Weighted Distribution, SH-H/SDist. Increasing Most SKUs Shelf Choice Increasing;Key Brand Share Distribution, SH-H/SDove / Olay / SFG/ Qing Xing Gained Share;Segment Share Chg by Brand, SH-H/SFresh/Antigerm Gained Importance While XX Cooling Weak; Dove Share Prompted Leading In Moist. ;Dove SKU ShareDistributionPrice,SH750ml Gained Share Strongly;Dove SKU ShareDistributionPrice, SH720ml Gained Rapidly; More Shelf Choice ;Qingxin SKU ShareDistributionPrice, SHNew Comers with Competitive Price;Zest