【个人清洁】 JFM16 新品培训.pptx

25年，灿若新生The BEST PCC in 25 years-JFM16 PCC BPMRestricted人类沐浴历史千百年来变与不变Personal cleaning’s changing remaining in long history -从生活必须到身心享受From necessity of life to body enjoyment -从身体清洁到更多需求From cleaning to more requirementRestricted中国沐浴市场容量巨大China has a big PCC market165亿市场容量16.5 Billion平均1.7天/人1.7 Days/person13亿人口1.3 Billion population Restricted25周年，PCC的新生之年25th anniversary, Best PCC史上最强品牌建设Best ever brand building-舒肤佳洗手吃饭SFG wash eat campaign - 舒肤佳25周年感恩妈妈SFG 25th thanks Mom campaign最强产品创新Best strong product innovationSea salt line launch 舒肤佳皂升级Bar upgrade史上最强品牌建设 Best ever brand building-玉兰油神秘盲测 Olay Mystery Reveal世上最好的产品创新Best product innovation- 沐浴露全线升级BW full line upgradeRestrictedRestricted冬季消费者对沐浴的需求和花费超过夏季Consumer has more requirement and spend more in winterRestrictedOlay 沐浴露消费者购买障碍Olay BW Purchase Barrier包装不吸引人Package not attractive产品优越性未让消费者体会到Consumer have no sense of product superiority Restricted全新升级，一举突破两大障碍：包装升级New package upgradeRestricted全方位线上线下推广计划Holistic brand building planHolistic ATL Marketing Support电视广告热门节目合作户外广告全新试用计划公关活动Restricted执行重点：Execution priorityHolistic trial plan: Olay BW trial plan for 10M stores额外一档店内邮报 /一平米堆头 +1 feature/OSD for crazy trial planExecution priority新品第一时间上货架 NI speed on shelf to catch reveal day15%下单折扣支持买1赠115% shipment rebate for B1G1店内Mini event 支持In-store Mini event supportNew SBD 形象SBD UpgradeEnablerRestrictedRestricted舒肤佳25周年感恩庆典年Superior Brand Building – SFG 25th Anniversary贯穿全财年的全方位品牌及市场推广计划Holistic Brand Building Calendar of Safeguard 25th Anniversary ONDAMJJFMJAS25周年感恩庆典25th Anniversary Campaign洗手吃饭 第二季CNY Campaign健康无忧，保护全天候Worry Free Campaign全球洗手日独家赞助 GHD 2015 Winter Flu清爽一夏Super freshRestricted舒肤佳 25周年SFG 25th Anniversary CampaignDigital/Social Activation电视与媒体 TVC/Media重新剪辑20周年TVC （基于消费者测试）Re-launch Proven Work 25th Anniversary 30sec基于消费者媒体习惯，最优化媒体投入By Receptive Moments digital/media activationSocial Campaign 感恩妈妈 –角色在变 爱不变Create social movement to thanks 店内 In Store25周年纪念版促销装 Iconic Pack25 周年 纪念版促销装