【正文】 1 Clear China JTBD 09 2 Clear China Iamp。O (Y2022) ? Opportunity to accelerate trial rate in purchase channel among females by increasing brand awareness and optimizing trial building activities. ? Change the media buying to be in line with brand’s dualgender approach (not overly skewed to females) and increase brand awareness in key markets through optimized channel and program selections. ? Opportunity to fill distribution gap in LS/SS/CVS, bottle distribution gap in B/C/D cities and male range distribution gap (vs. unisex.) ? Opportunity to accelerate Clear male peration building through more consistent munication behind male insight, more effective trial building activities and improving distribution. ? Opportunity to consistently municate superior AD efficacy vs. Hamp。S across all channels. ? Opportunity to drive stable offtake growth through consistent instore DM/visibility support with better execution quality. 3 Opportunity to accelerate trial rate in purchase channel among females by increasing brand awareness and optimizing trial building activities. Key Issues amp。 Opportunities JobstobeDone Opportunity to change the media buying to be in line with brand’s dualgender approach (not overly skewed to females) and increase brand awareness in key markets through optimized channel and program selections. Opportunity to fill distribution gap in LS/SS/CVS, bottle distribution gap in B/C/D cities and male range distribution gap (vs. unisex.) Opportunity to accelerate Clear male peration building through more consistent munication behind male insight, more effective trial building activities and improving distribution. Opportunity to consistently municate superior AD efficacy vs. Hamp。S across all channels. Build Clear brand awareness more effectively through optimized media targeting amp。 media channel/programs selection Close the distribution gap with Hamp。S in the modern trade channels, particularly in Large and Small Supermarkets. Get young Female AD shampoo users to try/convert to Clear through effective integrated brand munications (IBC), massive sampling, effective promotions and superior AD efficacy building. From Iamp。O to JtbD (Clear Y2022) Opportunity to drive stable offtake growth through consistent instore DM/visibility support with better execution quality. Own Male AD segment by getting young male AD shampoo users to try/convert to Clear through more insightful and consistent munication, more effective trial building, improving distribution and superior AD efficacy building Get more AD shampoo users to buy Clear by consistently improving DM execution and instore visibility in top 4000 MT stores, through increasing amp。 optimizing UL haircare instore resource (DM/TG/Promoter). 4 Y2022 Clear China: JtbD x NCBP Category Drivers JobstobeDone NCBP Trading up Make for me Hair Problem solutions Channel Solutions Optimize POP Make for me Build Clear brand awareness more effectively through optimized media targeting amp。 media channel/programs selection Close the distribution gap with Hamp。S in the modern trade channels, particularly in Large and Small Supermarkets. Get young Female AD shampoo users to try/convert to Clear through effective integrated brand munications (IBC), massive sampling, effective promotions and superior AD efficacy building. Own Male AD segment by getting young male AD shampoo users to try/convert to Clear through more insightful and consistent munication, more effective trial building, improving distribution and superior AD efficacy building Get more AD shampoo users to buy Clear by consistently improving DM execution and instore visibility in top 4000 MT stores, through increasing amp。 optimizing UL haircare instore resource (DM/TG/Promoter). 5 1) Opportunity to accelerate trial rate in purchase channel among females by increasing brand awareness and optimizing trial building activities. ? WHO ? ? Female core target is upperine AD Shampoo users, aged 1835 ? WHAT ? ? Clear has quickly built up awareness amp。 trial during the launch period ? Trial is still making progress but growth of purchasing trial is slowing down since Aug 07 ? Opportunity to grow accumulative peration ? Accumulative peration in the same period (Mar 07 to 08 P2): Clear 。 BW 。 Hamp。S: ? AD Shampoo peration is quite even on both genders, but Clear has more male users than female users. ? WHY ? ? Aided awareness of Clear up to Feb 08 is low and stagnant: Clear 76% vs. Hamp。S 100% among females Trial Barrier: Not familiar with Clear 29%。 Get used to other brands: 26%。 no confidence in Clear 11%. ? Sampling generated significant trial, however, channels and target consumers can be further optimized (effective through bottles in universities and instore channels。 effective through 50ml redemption to switch petitors’ purchase in store) ? Promotion: Unisex 400ml promotions are more effective。 Unisex 400ml +100ml *2 promotion is effective. Different pack sizes are effective in different channels. ? PMG built trial. ? Females have unmet need on soft and smooth attribute, and shift between AD Shampoo and regular shampoo. ? Clear has no variant to pete with Hamp。S Smooth and Silky variant, which is No 1 biggest variant contributor in the market. 6 Trial building progress is on par with BaWang in all channels, but slower pace of building purchase peration than BaWang amp。 Hamp。S in purchase channels Data Source: TNS Consumer Panel, total 10 cities A l l C h a n n e l0 0 . 1 80 . 9 22 . 33 . 6 24 . 9 96 . 0 27 . 1 38 . 1 29 . 0 49 . 91 0 . 6 31 1 . 7 41 2 . 6 704 . 4 48 . 5 51 1 . 7 71 4 . 3 81 7 . 0 71 8 . 7 82 0 . 6 62 2 . 4 52 4 . 1 22 5 . 8 62 7 . 42 9 . 0 13 0