洗衣液16年第一季度新品培训.pptxVIP

1 多卖 Get to NO.1 Share Leading category growth, Profit ahead of sales 多卖 液 贵 Wetter Better 多卖 大 Bigger 2 Ariel MATIC Launch Tide Liquid Restate 汰渍洗衣液重装升级 碧浪机洗系列新品上市 Where there is PWD there is LQD Where there is CW there is TE/PLE Where there is Ariel there is Washing Machine and Demo 有粉必有液 有低必有高 有碧浪必有洗衣机 3 Channel Category Future Growth SOP ($ MM) 1 eCom Diaper 2,200 2 eCom Skin 1,900 3 Babystore Diaper 1,800 4 Cosmetics Skin 1,600 5 eCom Hair 800 6 Super Laundry 600 7 Hyper Laundry 500 8 Hyper Oral 400 9 PCS Skin 400 10 Hyper Hair 200 Today $10,000MM 最大发展潜力 6 Super Laundry 600 7 Hyper Laundry 500 H/SM has Biggest potential of Growth 卖场超市渠道 *Combinations till FY1718 过往3年，织物护理品类贡献了现代渠道增长的xx%，电商渠道增长的xx% Laundry contribute xx% of hyper/super, xx% of ecom growth in p3ys 橙胜 追机 Win Tide Win Machine Restricted/机密-本文件包含属于宝洁公司保密信息的商业秘密，未经宝洁公司许可不得复制或分发。本材料仅供列为接收者的个人或实体使用. 橙胜 追机 Win Tide Win Machine 洗衣粉市场份额 Value share in Powder 同品牌由粉转液效率提升 Easier trade up to liquid within brand 汰渍能帮助实现粉转液 Tide can accelerate Powder to Liquid 20% *Result comes from shopper FGD 汰渍是一个洗衣粉品牌 Tide is a powder brand 货架，堆头好像不明显？ 店内似乎没看见 Shelf and Display are low visibility 产品和广告跟其他品牌差不多 Product and communication don’t have different vs. other brand 没差别 No difference 想不到 Not in mind 看不见 Low visibility 汰渍全线升级， 步到位！ Tide full line upgrade, trade up just in one step! 1 没差别 No difference 配方 Formula PG专利香氛微胶囊缓释技术 PMC technology PG patented 包装 Package 想不到 Not in mind 全新的品牌电视媒体广告 New TVC 沟通核心： 洗衣液 Focus on: Liquid 看不见 Low visibility 洗衣皂长期促销装 Long term promotion pack for Bar Old pack 之前 New pack 新促销装 SPR建议零售价 7.2 7.9 LIST PRICE出货价 5.75 6.31 LSR所需费用 1.44 0 SPP-TOP DM放大海报最大支持促销价 5.8 5.8 SPP sales deduct整体需要的费用 1.56 0.68 Claim包装说明 两件8折 20% off for 2 pc 第二件半价 2nd pc half price Support支持 每季度一次 1 time per quarter w/ allocation 长期供应，无配额 Long term pack w/o allocation 全新SBD New SBD 货架(现代零售渠道) Shelf（Modern Trade） 现有的货架陈列 Current shelf Plan-o-gram 新的的货架陈列建议 New SBD suggestion 全新SBD New SBD 新的的货架陈列建议 New SBD suggestio