高露洁5P销售系统.pdf

5P Tactics : Oral-Care Subsidiary: China Channel: Hypermarket Shopper Profile * Middle-high income, HH average income RMB2,310 * Clerk/Managerial person/student, 62% of working people in JV or public domestic company * Age from 20~40 year-old(Average 33 y-old) * Married Female * More loyal brand buyer Shopping Habit * Buying frequency: Every 4 weeks * Spend more(RMB7.20 above) * Buy 2 brands/varients per purchase * Seek for Function/Taste/Quality 2010/8/10 1 Driving the Business Through Shopper Insights 5P Tactics : Assortment - Toothpaste Hypermarket Shopping Occasion - Widest Assortment - High quality premium product - Heavy purchase ( 2 tubes, different brand/ variants, large size ) - Better shopping environment - More promotion Product Strategy -Traffic Building - Image Building Prioritized Assortment see attached Numeric % Distribution see attached Measurement: Target % of total category SKU 35% ( match to CP Value Share ) % of SKUs on strategy 100% Tracking Merchandiser in-store Tracking 2010/8/10 2 Driving the Business Through Shopper Insights 5P Tactics : Assortment - Toothpaste Hypermarket