如何解决促销难题-KantarWorldpanel.PDF

如何解决促销难题？ How to solve a problem like promotions 几乎所有人都买过促销的快消品，近一半的购物篮中包含促销的产品 Everyone buys on promotion and nearly half of any trip includes at least one 99% 46% FMCG TRIPS FMCG SHOPPERS bought promotional product involved promotion product 快消品购物者中买过促销产品的购物者 快消品购物篮中含有促销产品的购物篮 然而，促销并不能带来长期的渗透率提升 Promotions do not boost long term penetration growth TPR No Promotion I C B I N B Buttery Spreads 500 Gm - Total Tesco - Volume 大量的促销将快消品购物者影响成了促销喜好者 ，优先追逐促销 This is as we have trained our consumers in FMCG to be deal hunters who are loyal to deals first 品牌忠诚度 在中国主要促销的品类 Normal Giveaway 中，50%的购物者都是 喜爱促销的购物者 促销产品 购买比例 Real Deal 50% of Chinese buyers Hunter were deal hunters in some key promoted categories 这里是关于消费态度，而不是消费能力 It is about attitude and not about affordability for most consumers 37% 39% 44% 46% 5000 RMB 12,000 RMB 5000 RMB 12,000 RMB 乳品- % 头发护理 大卖场- % Dairy- % Deal Hunters Haircare Hyper- % Deal Hunters 65 : 24 促销不断增加的情况下 促销不断减少的情况下 65%的机会增加品牌份额 24%的机会增加品牌份额 65% chance of growing brand share when