雀巢ICPsalesmeetingLACTOGENandspecialty.pptx

Lactogen SPECIALTY2016 icp;LACTOGEN GOLD2016 ICP;Content;Mainstream segment own 4,900M business size in 2016;NESTLE and YILI have high mainstream importance ;Distributor/store contract brand aggressively grab the lower tier market ;不可声称可代替母乳 新型广告媒介都收到监管 提供证明材料，否则视为虚假广告（功能，销售，资料等） 十周岁以下未成年人不可做代言人 ;BBS dominate the segment while EC shows aggressive growth;Mainstream Retail + Baby Store IMF+GUM By City Tier Importance;[Data Source: Smart-path May 2015，B2C channel only ];Content;更精准的目标消费者: 四五线城市中的亲密随和型妈妈; ;;;16;亲密随和型妈妈的网络习惯：手机为主，喜欢搜索Affliative Moms’ Digital Behaviors: Use mobile more and like to search online;Content;Although LACTOGEN GOLD MAT gain +30bps, Offtake continuously declined during 2015 H1;LTBBS is the main lost ground;;LAC GOLD WAS GROWING AT MAT LEVEL BUT LOST SHARE YTD TY.;LACTOGEN GOLD distribution need to be strengthened;LAC GOLD SHARE WAS GROWING IN BBS UT. CURRENT GOLD SHARE WAS LIMIT.;Lac gold started to expand in recent months. Price already down to regu level.;SPPD NEED TO BE IMPROVED GIVEN LAC GOLD DISTRIBUTION ALREADY TOUCH WDS JZYR.;;LACTOGEN Gold push out shows -16% growth, far behind Vs. SPLY, especially Stage 12;N3，WN，E，C占全国销量93%，E对比14年同期增长，其他区域下降四大区三段销量占比明显增长，1/2段销量占比下降;Same with offtake, GTBS SD shows significant decline Vs. LY;5 provinces shows positive growth, but most of areas suffered from business model change ;There is big gap on SSR coverage in lower tier cities;扩大SSR团队覆盖;Hard to control the investment effectiveness on premium;有规律的赠品/价格促销;ISV及主货架购买;Key learning from H1 Road show;持续高密度的小篷车;借力分销商下沉渠道;Content;LACTOGEN has high product satisfaction, but very low awareness and consideration score;42;43;44;45;46;47;;;50;51;52;53;54;55;Low Consideration/no Trail: No Communication, Drive consumers take LAC into their Consideration Pool;1st Chosen Brand to Most Often Used is important for LAC;58;Source: Nielsen Data Base, 2015; 2013;完达山销售快速增长，尤其在上线母婴店。是地区性的竞品，下线母婴店对其作用尤为重要 Performance: WDS enjoyed share increasing, esp in BBS UT Bus