【正文】 nt P ow er P rem ium M ediu m Ec ono m y KidsSKU Ac t ibru s h N av igat or T ot al(bo t h s of t and P rem ier U lt ra F am ily P ac k You t h(bot h s of t and m ediu m ) P rem ier U lt ra M ult iple P ac k J unio rm ediu m ) N ov aN ov a M ult iple P ac kJ ew elJ ew el M ult iple P ac kSen s at ionN o. of SKU 1 2 7 2 2Pr i o r i ti z ed A sso r tm en tH y perm ark etDriving the Business Through Shopper Insights 2022/2/17 10 5P Tactics : Assortment Toothbrush H y p e rm a rk e tS h o p p i n g O c c a s i o n W i d e s t A s s o r t m e n t H i g h q u a l i t y amp。 p r e m i u m p r o d u c t H e a v y p u r c h a s e B e t t e r s h o p p i n g e n v i r o n m e n t M o r e p r o m o t i o nP rod u c t S t ra t e g y T r a f f i c B u i l d i n g I m a g e B u i l d i n gP ri o ri t i z e d A s s o rt m e n t s e e a t t a c h e d N u m e ri c % D i s t ri b u t i o n T a r g e t1 0 0 % f o r n o n P o w e r T B6 0 % f o r A c t i b r u s hM e a s u re m e n t : T a r g e t % o f t o t a l c a t e g o ry S K U 2 8 % ( m a t c h t o C P V a l u e S h a r e ) % o f S K U s o n s t ra t e g y 1 0 0 %T ra c k i n g M e r c h a n d i s e r i n s t o r e T r a c k i n g Driving the Business Through Shopper Insights 2022/2/17 11 5P Tactics : Assortment Fabric Softener H y p e rm a rk e tS h o p p i n g O c c a s i o n W i d e s t A s s o r t m e n t t H i g h q u a l i t y amp。 p r e m i u m p r o d u c t H e a v y p u r c h a s e B e t t e r s h o p p i n g e n v i r o n m e n t M o r e p r o m o t i o nP rod u c t S t ra t e g y T r a f f i c B u i l d i n g I m a g e B u i l d i n gP ri o ri t i z e d A s s o rt m e n t s e e a t t a c h e d N u m e ri c % D i s t ri b u t i o n s e e a t t a c h e dM e a s u re m e n t : T a r g e t G D O t h e r s% o f t o t a l c a t e g o ry S K U 3 0 % ( m a t c h t o V a l u e S h a r e ) m a t c h C o m f o r t% o f S K U s o n s t ra t e g y 1 0 0 %T ra c k i n g M e r c h a n d i s e r i n s t o r e T r a c k i n g Driving the Business Through Shopper Insights 2022/2/17 12 5P Tactics : Assortment Fabric Softener Var i an tGD Si z eN o . o f SK UOth er s Si z eN o . o f SK U3L ( s elec t iv e )8122L 500 M L D oyA l l Var i an ts3L2L 500 M L D oy (m at c h C om f ort )Pr i o r i ti z ed A sso r tm en tH yp er m ar ketDriving the Business Through Shopper Insights 2022/2/17 13 5P Tactics : Assortment Fabric Softener N u m e r i c % d i s t r . 3L 100% 2L 100%2L 100% 5 0 0 m l D o y 100%5 0 0 m l D o y m a t c h C o m f o r t( A L L V a r i a n t ) ( A L L V a r i a n t )H y p e r m a r k e tD is t rib ut ion T arg etGD OTH E R SDriving the Business Through Shopper Insights 2022/2/17 14 5P Tactics : Assortment Fabric Softener H y p e rm a rk e tS h o p p i n g O c c a s i o n W i d e s t A s s o r t m e n t t H i g h q u a l i t y amp。 p r e m i u m p r o d u c t H e a v y p u r c h a s e B e t t e r s h o p p i n g e n v i r o n m e n t M o r e p r o m o t i o nP rod u c t S t ra t e g y T r a f f i c B u i l d i n g I m a g e B u i l d i n gP ri o ri t i z e d A s s o rt m e n t s e e a t t a c h e d N u m e ri c % D i s t ri b u t i o n s e e a t t a c h e dM e a s u re m e n t : T a r g e t G D O t h e r s% o f t o t a l c a t e g o ry S K U 3 0 % ( m a t c h t o V a l u e S h a r e ) m a t c h C o m f o r t% o f S K U s o n s t ra t e g y 1 0 0 %T ra c k i n g M e r c h a n d i s e r i n s t o r e T r a c k i n g Driving the Business Through Shopper Insights 2022/2/17 15 5P Tactics : Placement Oral Care H y p e r m a r k e tSh a r e o f Sh e l f% Se e A tta c h m e n tSh e l f p o s i ti o n i n g Se e A tta c h m e n tT r a c k i n g Me th o d , Mo n th l y Me r c h a n d i s e r I n s to r e T r a c k i n gfr e q u e n c y s a m p l e ,% v o l u m e w i th C Pg e n e r a te d T a r g e t: 1 0 0 % c o m p l i a n c ep l a n o g r a m sPl a n o g r a m c o m p l i a n c e % T a r g e t: 1 0 0 % c o m p l i a n c eamp。 tr a c k i n g m e th o d , s a m p l e F o c u s o n SO S a n d b r a n d p o s i ti o n i n g% s h a r e o f o ffs h e l f d i s p l a y Sa m e a s Sh a r e o f Sh e l f%tr a c k i n g m e th o d , s a m p l e Mo n th l y Me r c h a n d i s e r I n s to r e T r a c k i n gDriving the Business Through Shopper Insights 2022/2/17 16 5P Tactics : Placement Toothpaste H y p e r m a r k e tR EG I O N SO S O b j e c ti v eSo u thG u a n g zh o u 45%A C i t y 35%B C i t y 31%Ea s tSh a n g h a i 40%A C i t y 36%B C i t y 30%N o r thBe i j i n g 41%A C i t y 35%B C i t y 30%W e s tC h e n g d u 44% A C i t y 30%B C i t y 25%Driving the Business Through Shopper Insights 2022/2/17 17 5P Tactics : Placement Toothpaste Sh ar e o f Sh el f B y B r an d Str ateg ySO M SO M Mi x Su g g e s te d SO S Str a te g yCDC 9% 24% 25% Ma i n ta i nT o ta l 4% 11% 20% Pr o m o teC SW 8% 22% 20% Ma i n ta i nL PP+ H e r b a l 12% 32% 25% B a l a n c eK i d s NA NA 5% Pr o m o teJY 4% 11% 5% B a l a n c eT O T A L 37% 100% 100%R EMA R K : M ai n tai n : SOS = SOM 。 Pr o m o te: SOS = SOM 。 B al an ce: SOS = SOMH y p e r m a r k e tDriving the Business Through Shopper Insights 2022/2/17 18 5P Tactics : Placement Toothpaste Sh e l f Po s i ti o n i n g Str a te g yPl ace C o l g ate T P an d T B to g eth er