个人润肤产品2010市场研究报告课件.ppt

BJ-H/S, Body Key Brand Share PriceXX Lose Most Share to Other Low Price Products Rmb/Kg 4Months to JF 02 JF 03 Chg JF 02 JF 03 Chg JF 02 JF 03 Value Share Volume Share Body Lotion Basic Base XX 37.1 30.1 -7 30.8 23.3 -7.5 141 139 NIVEA 21.2 19.3 -2 13.2 11.8 -1.4 188 175 VASELINE 14.7 14.8 0.1 9.3 9.1 -0.2 185 175 YU MEI JING 9.1 9.4 0.3 20.2 19.7 -0.6 53 52 FA 4.2 4.6 0.3 3.9 4.9 0.9 125 101 SOFTSENSE 1.1 1.6 0.4 1 1.4 0.4 135 123 O.BRAND 12.6 20.2 7.6 21.6 29.8 8.2 118 106 In O.brands, key brand are of露华浓 雅佳美 drove sale in BJ BJ-H/S, Key Brands SKU Value Share Body Lotion Basic Base FA Nivea Vaseline Key Brands SKU Comparison, BJ-H/S JF 02 JF 03 JF 02 JF 03 JF 02 JF 03 Weighted Distribution S.P.P.D (000RMB) RMB/Pck MILK 200ml 55 6.2 29.1 REGULAR 100ml 76 78 2.5 2.1 15.3 15.5 REGULAR 200ml 66 66 3.9 2.7 23.1 22.4 REGULAR 300ml 13 13 0.9 1.9 34.7 31.9 ULTRA CARE 100ml 80 75 4 3.8 17.9 17.1 ULTRA CARE 200ml 67 67 9.7 4.9 26.8 26.1 FA 100ml 47 26 1.8 1.5 15.1 10.9 FA 250ml 33 1 1.4 18 27.2 26.8 FA 400ml-PUMP 19 5.7 38.2 FIRMING LOTION 200ml 33 44 14.9 6.5 53.1 50.6 FRESH 125ml 4 12 1.4 1.7 24.4 24.4 FRESH 200ml 32 37 2.2 3 32.1 28.8 INTENSIVE MILK 125ml 21 30 2.8 1.7 20.2 25 INTENSIVE MILK 200ml 33 45 6 6.7 26 29.2 VASELINE 100ml 54 44 7.1 6.1 21.4 21.2 VASELINE 200ml 37 32 8.6 6.7 32.3 29.8 Nivea (95Rmb/kg) A-H/S, XX Lotion Variant SKU Share Value Share(Body Lotion Basic Base) 4M to JF02 4M to JF03 Chg YA ND01 JF02 ND02 JF03 Chg YA XX 60.1 49.8 -10.3 61.6 58.1 48.6 51.9 -6.2 MILK 200ml 5 5 3.1 8 8 REG LOTION 27.8 18.1 -9.7 26.2 29.7 18.2 18 -11.7 50ml 1.6 0.6 -1 1.7 1.4 0.5 0.7 -0.7 100ml 11.2 7.5 -3.7 11.6 10.8 7.4 7.6 -3.2 200ml 14.7 9 -5.7 12.5 17.5 9.3 8.6 -8.9 300ml 0 1.1 1.1 0 0 1.1 1.2 1.2 ULTRA CARE 32.3 26.7 -5.6 35.4 28.4 27.3 25.9 -2.5 100ml 22 16.5 -5.5 27.8 14.8 15.9 17.3 2.5 200ml 10.3 10.3 7.6 13.6 11.4 8.6 0 -5.0 A-H/S, XX Lotion SKU DistributionSPPDKey SKU Distribution Maintain; Milk-200ml Better In-Store Performance Than XX Other SKUs ND01