个人清洁用品研究报告(某咨询2003)(英文).pptxVIP

Retail Audit Presentation Prepared XXX Updated to Jan/Feb.2003 Category OverviewPersonal Wash AgendaCategory OverviewWhy XX-Bath Liquid Lose Share in SH/E A/S BCD/E BCDMilk Yearly Performance ReviewExplore 300~999ml Pack Sales OpportunityTTT Bag Launch Evaluation Category Overview SummaryCategory OverviewTotal PW market size increased continuously driven by Bath Liquid, and Hand Wash size emerged in latest 2 years across cities; Bar soap size increased in cities as wellso far, Bar soap market size has little sales impact from the growth of Hand Wash and Bath LiquidXX sales grew in line with total market yearly while behind the growth rate in latest 6 month vs YA; and lose share traced to SH/E A/S BCD/ E BCD SummaryCategory Overview(Con.)Overall MNB gained share in latest 6 months vs YA largely driven by PG; Olay gained share fastest followed with DoveZici/Aoxue captured share gain continuouslyXX Milk share gained and distribution increased vs last year while failed to recover the lose from other variants Product Segment Annual GrowthTotal Category Increased While Bar Soap Sales Maintain Volume Sales(Mil.Ton)Value Sales(Mil.Rmb)+12%+9%+100%+85%+49%+25%+2%+1%Year Growth Product Sales Mix Growth by CityBar Captured Size Growth In City, Which Indicating Little Impact From the Growth of BW/H7-9155511041893614233156068Volume Base-MAT JF03Year Growth38 Product Sales Mix Growth by RegionPW Grew Traced to S/E/N Where Bar Size Increase As Well Volume Base-MAT JF03Year Growth-5-92572151133106134501041905610512249100 Product Segment Sales Growth IndexSoap Sales Captured Slightly Decline In Latest 2 Periods vs. YATotal Personal WashVolume Growth Index Product Segment Growth by CityND02/JF03 vs ND01/JF02Bar Soap Sales Decline In BCDTown Volume GrowthTTL PWBar SoapBath LiquidHand WashNational6.4-3.639.175.24 Cities26.31.367.159.6A Cities6.13.42.387.6BCD Cities9.9-1.949.384.3Town-10.3-12.220.8-25.6 Product Segment Price Trend(JF01~JF03) Bath Liquid Sales Grow