【正文】 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 e 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 g2023/2/24 24 Driving the Business Through Shopper Insights 5P Tactics : Placement Fabric Softener 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 z h o u 42%A C i t y 33%B C i t y 33%Ea s tSh a n g h a i M a tc h i n g C o m fo r tA C i t y M a tc h i n g C o m fo r tB C i t y M a tc h i n g C o m fo r tN o r thBe i j i n g M a tc h i n g C o m fo r tA C i t y M a tc h i n g C o m fo r tB C i t y M a tc h i n g C o m fo r tW e s tC h e n g d u M a tc h i n g C o m fo r tA C i t y M a tc h i n g C o m fo r tB C i t y M a tc h i n g C o m fo r t2023/2/24 25 Driving the Business Through Shopper Insights 5P Tactics : Placement Fabric Softener SU M M A R Y OF SO F T L A N D I SP L A Y ST R A T EG Y:Pl a c e So ftl a n p r o d u c t i n e y e l e v e l 。 ( B l a n k ) : D o n o t p r o m o t eH yp er m ar ket5P Tactics : PromotionToothpaste 2023/2/24 28 Driving the Business Through Shopper Insights P rom o t i o n T y p e CDC T o t a l C S W S u p S t a r L P P H e rba l JYP r o m o t o r S u p p o r t i n g * *P r i c e d i s c o u n t w i t h T G / D M ** *** *** ***P r i c e d i s . O n s h e l f d i s p l a y * * * * *I n s t o r e d i s p l a y *** *** ***S p e c i a l p a c k w i t h d i s p l a yM i x e d p a c k w / t d i s c . *** ** ***O n / I n p a c k p r e m i u m *** ** ** ***M u l t i / T w i n p a c k w / t d i s c . * * **B o n u s p a c k *** ** *** * * *B i g E v e n t / A n i v e r s a r y ** ** ** **L o y a l t y P r o g r a m * * *C a s h e r L i n eC o u p o nG r o u p P u r c h a s e I n c e n t i v e * * * ** * * : P r i o r i t y 。 )M A R G I N E P R O M O 3114 ( 0 0 0 163。 * * : O f t e n P r o m o t e 。 *: S e l d o m 。 ( B l a n k ) : D o n o t p r o m o t eH y p e rm a rk e t2023/2/24 35 Driving the Business Through Shopper Insights 5P Tactics : PricingToothpaste P r i c i n g E x f a c t o r y C h a n n e l C u r r e n t A c q u i s i t i o n P r i c e S t r a t e g y P r i c e M a r k u p C P C r e s t CDC 1 2 0 g * 1 r m b l o w e r t h a n 5 . 9 10% 6 . 5 5 . 6 7 . 7 1 r m b l o w e r t h a n C r e s tC r e s t R e g 1 2 0 g 1 2 0 g p e r t u b e 175g * 1 r m b l o w e r t h a n 8 . 2 10% 9 . 0 9 . 2 1 0 . 3 1 r m b l o w e r t h a n C r e s t C r e s t R e g 1 6 5 g 1 6 5 g p e r t u b e 2 5 0 g * a b o u t 1 5 % p r i c e 1 1 . 2 10% 1 2 . 3 1 2 . 9 1 3 . 4 0 . 6 r m b l o w e r t h a n C r e s tl o w e r t h a n C r e s t 2 2 0 g R e g p e r G M 2 2 0 g( o r 0 . 6 r m b / t u b e ) T o t a l 120g * M a t c h C r e s t 8 . 2 10% 9 . 0 8 . 2 8 . 1 * M a t c h C r e s t T e a F r e s h 1 2 0 g T e a F r e s h 1 2 0 g o n p e r t u b e b a s e o n p e r t u b e b a s e1 6 5 g 0 . 5 r m b l o w e r t h a n 1 1 . 2 10% 1 2 . 3 1 0 . 9 1 1 . 5 0 . 5 r m b l o w e r t h a nT e a F r e s h T e a F r e s h 1 6 5 g p e r t u b e 1 6 5 g p e r t u b e S K U R e g u l a r P r i c e P r o m o t i o n P r i c e T a r g e t 2023/2/24 36 Driving the Business Through Shopper Insights 5P Tactics : PricingToothpaste P r i c i n g E x f a c t o r y C h a n n e l C u r r e n t A c q u i s i t i o n P r i c e S t r a t e g y P r i c e M a r k u p C P C r e s t W h i t e n i n g 100g 1 . P a r i t y w i t h 5 . 4 10% 6 . 0 5 . 7 8 . 1 * 1 . 7 r m b l o w e r t h a n C r e s t W h i t e n i n g C r e s t 1 2 0 g p e r t u b e o n p e r g m b a s i s 2 . M a t c h S i g n a l 5 . 8 ( S i g n a l ) * M a t c h S i g n a l W h i t e n i n g 1 1 5 gW h i t e n i n g 1 1 5 g p e r t u b e ( w h e r e S i g n a l i s s t r o n g ) 150g * P a r i t y w i t h 8 . 2 10% 9 . 0 8 . 7 1 0 . 9 1 r m b l o w e r t h a n C r e s t W h i t e n i n g C r e s t 1 6 5 g p e r t u b e o n p e r g m b a s i s H e rba l 1 0 5 g * 1 r m b h i g h e r t h a n 2 . 9 10% 3 . 2 3 . 0 5 2 . 2 N o p r i c e p r o m o t i o n Z h o n g H u a H e r b a l 1 2 0 g P r o m o t i o n P r i c e T a r g e t S K U R e g u l a r P r i c e 2023/2/24 37 Driving the Business Through Shopper Insights 5P Tactics : PricingToothpaste P r i c i n g E x f a c t o r y C h a n n e l C u r r e n t A c q u i s i t i o n P r i c e S t r a t e g y P r i c e M a r k u p C P C r e s t L P P 1 0 5 g * M a t c h C r e s t L P P 2 . 9 10% 3 . 2 3 . 3 2 . 2 N o p r i c e p r o m o t i o n 7 5 g * 1 r m b h i g h e r t h a nZ h o n g H u a H e r b a l1 2 0 g J i e y i n1 2 0 g * M a t c h H e i m e i 2 . 5 10% 2 . 8 2 . 6 2 . 8 ( H e i m e i ) * M a t c h H e i m e iR e g u l a r 1 3 2 g R e g u l a r 1 3 2 g L M Z H e r b a l 1 2 5 g L M Z H e r b a l 1 2 5 g1 8 0 g * 1 r m b h i g h e r t h a n 3 . 5 10% 3 . 8 3 . 7 2 . 8 ( H e i m e i ) * 1 r m b h i g h e r t h a n H e i m e i R e g u l a r H e i m e i R e g u l a r 1 3 2 g 1 . 5 r m b 1 3 2 g 1 . 5 r m b h i g h e r t h a n L M Z h i g h e r t h a n L M Z H e r b a l 1 2 5 g H e r b a l 1 2 5 g S K U R e g u l a r P r i c e P r o m o t i o n P r i c e T a r g e t 2023/2/24 38 Driving the Business Thro