业务范畴和输送的增长机会Driving Category Growth and Delivering on Category Opportunities【国外优秀研究报告】.ppt

* * * Game Plan for Growth: Trade Up Lip Consumers to a Premium Positioned Doctor Recommended Healing Solution * Lip Care Driving Category Growth and Delivering on Category Opportunities Agenda BDF Strategic Vision Lip Care Category Review New Segment Opportunity #1 Achieve Clear HBL Leadership Drive Category Growth #2 Leverage Men’s Care Leadership to Drive Men’s Grooming Consumption #3 Expand into Categories We Can Enhance, Lead Grow Top U.S. Strategic Priorities Built Upon Focused Foundation for U.S. Success Massive Investment Marketing Support Commitment To Sales Supply Chain Excellence Beiersdorf’s US Strategy is focused on three key areas: Winning Innovation Agenda BDF Strategic Vision Lip Care Category Review New Segment Opportunity Core Lip Care Drives Category Performance Source: Nielsen; YTD through 12/11/10; CAGR: in season based on Oct-Mar, Out-of-season based on April – Sept CAGR (2006-2010) FY In-Season Out-of-Season +3.1% +2.9% +3.4% $ Share of Core Lip Care – FDMx $389.7MM (+3.6%) Absolute $ Change by Segment – FDMx Core Lip Care has continued its strong performance in 2010 Source: Nielsen; YTD through 12/11/10 In 2011, Beiersdorf will continue to leverage its superior brand positioning while delivering superior products that continue to fulfill the top 2 consumer needs in Lip Care Lip Care Needs – Importance in % Source: AU Buzzback 2009 Daily Use Healing success driven by consumer’s Basic and Healing needs $ Share of Daily Use Healing – FDMx $252.7MM (+6.6%) Absolute $ Change by SubSegment – FDMx Source: Nielsen; YTD through 12/11/10 Performance in market proves what consumers are saying Brands that offer healing and moisturization are winning Source: Nielsen; 2010 Lip Care Contribution to Growth FDMx YTD: $434.4 MM, +3.3% NIVEA and Aquaphor are Uniquely Positioned by Delivering Superior Category Growth Penny Profit vs. Competition Source: Nielsen – 26 Weeks Ending 1/8/11, Total US FDMx; Penny