【正文】 ugh Shopper Insights 5P Tactics : PricingToothbrush 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 T o o t h B ru s hN a v i g a t o r * 3 r m b l o w e r t h a n 8 . 2 10% 9 . 0 7 . 1 N / A * 3 r m b l o w e r t h a n O r a l B A d v a n t a g e O r a l B A d v a n t a g e T o t a l * 3 r m b l o w e r t h a n 7 . 5 10% 8 . 2 7 . 7 N / A * 3 r m b l o w e r t h a n O r a l B E x c e e d O r a l B E x c e e d S e n s a t i o n * M a t c h C r e s t 5 . 9 10% 6 . 5 5 . 4 N / A * M a t c h C r e s t W a v e W a v eN o v a * M a t c h O r a l B 4 . 9 10% 5 . 4 5 . 4 3 . 6 * M a t c h O r a l BP i o n e e r P i o n e e r J e w e l M a t c h O r a l B 3 . 7 10% 4 . 1 4 . 6 3 . 2 * M a t c h O r a l BC o n t u r a C o n t u r aP re m i e r * M a t c h O r a l B 1 . 8 10% 2 . 0 1 . 9 2 . 3 * M a t c h O r a l BU l t ra C l a s s i c C l a s s i c S K UN o t e s : S a m e S t r a t e g y f o r M u l t i p l e P a c k s . 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 39 Driving the Business Through Shopper Insights 5P Tactics : Pricing Fabric Softener 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 S o f t l a nD o y P a c k * M a t c h 5 . 9 10% 6 . 5 7 . 7 7 * M a t c h C o m f o r t 5 0 0 m l C o m f o r t 5 0 0 m l B o t t l e 2 0 0 0 m l * M a t c h C o m f o r t 1 7 . 9 10% 1 9 . 7 2 3 . 4 2 2 . 2 * M a t c h C o m f o r t2 0 0 0 m l 2 0 0 0 m l 3 0 0 0 m l * M a t c h C o m f o r t 2 1 . 8 10% 2 4 . 0 2 7 . 9 2 7 . 9 * M a t c h C o m f o r t3 0 0 0 m 。 * * : O f t e n P r o m o t e 。 ( B l a n k ) : D o n o t p r o m o t eH yp er m ar ketE c o n o m y K i d sM e d i u m5P Tactics : Promotion Toothbrush 2023/2/24 33 Driving the Business Through Shopper Insights 5P Tactics : Promotion Fabric Softener Si ze So u t h O t h e r R e g i o n3L *** *2L *** ***5 0 0 ML D o y ***** *: P ri o ri t y 。 ) L o g i s t i c D i s c o u n t0 . 0 %Fe e s 500 ( 0 0 0 163。 * : S e l d o m 。 * * : O f t e n P r o m o t e 。 Pr o m o te: SOS = SOM 。C SW , T o tal to b e p l ace d i n eye l eve l an d to o ccu p y th e fi r st ver ti cal sh el f o f en tr an ce。Driving the Business Through Shopper Insights 5P Tactics : OralCare S u b s i d i a r y : C h i n aC h an n el : H yp er m ar ke tS h o p p e r P rof i l e * M i d d l e h i g h i n c o m e , H H a v e ra g e i n c o m e R M B 2 , 3 1 0* C l e rk / M a n a g e ri a l p e rs o n / s t u d e n t , 6 2 % o f w o rk i n g p e o p l e i n J V o r p u b l i c d o m e s t i c c o m p a n y* A g e f rom 2 0 ~ 4 0 y e a r o l d ( A v e ra g e 3 3 y o l d )* M a rr i e d F e m a l e* M o re l o y a l b ra n d b u y e rS h o p p i n g H a b i t * B u y i n g f re q u e n c y : E v e ry 4 w e e k s* S p e n d m o re ( R M B 7 . 2 0 a b o v e ) * B u y 2 b ra n d s / v a ri e n t s p e r p u rc h a s e* S e e k f o r F u n c t i o n / T a s t e / Q u a l i t y2023/2/24 1 Driving the Business Through Shopper Insights 5P Tactics : Assortment Toothpaste H y p e r m a r k e tS h o p p i n g O c c a s i o n W i d e st A sso r t m e n t H i g h q u a l i t y p r e m i u m p r o d u ct H e a v y p u r ch a se ( 2 t u b e s, d i f f e r e n t b r a n d / v a r i a n t s, l a r g e si z e ) B e t t e r sh 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 r o d u c t S t r a 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 r i o r i t i ze d A s s o r t m e n t se e a t t a ch e d N u m e r i c % D i s t r i b u t i o n se e a t t a ch e dM e a s u r e m e n t : T a r g e t % o f t o t a l c a t e g o r y S K U 3 5 % ( m a t ch t o C P V a l u e S h a r e ) % o f S K U s o n s t r a t e g y 1 0 0 %T r a c k i n g M e r ch a n d i se r i n st o r e T r a cki n g 2023/2/24 2 Driving the Business Through Shopper Insights 5P Tactics : Assortment Toothpaste N o . o f S K U V a l u e S h a re S h a re o f S K U R e m a rk sA n t i c a v i t y 23 35% 33%F re s h B re a t h 14 11% 20% d e l i s t n o n s e l l i n g S K UN a t u ra l I n g re d i e n t s 8 14% 11% l i s t n e w S K UM u l t i b e n e f i t 7 7% 10%W h i t e n i n g 7 11% 10%S e n s i t i v e 6 6% 9%O t h e rs 5 2% 7% d e l i s t n o n s e l l i n g S K UT o t a l 70 86% 100%CP 18 35% 24%* so u r ce o f i n f o r m a t i o n : C o n su m e r P a n e lH yp er m ar ket2023/2/24 3 Driving the Business Through Shopper Insights B ra n d T O T A L C S W CDC L P P H E R B A L JYS K U 120g 100g 120g 105g 150g 120g165g 150g 250g 180g4 0 g * 4 0 g * 175g5 0 g *( b o t h G R F /I C M )N o . o f S K U 3 3 8 1 1 2 * l o w e r p r i o r i t y f o r l i s t i n g ( w h e r e C r e s t 4 0 g p r e s e n t )Pr i o r i ti z ed A sso r tm en tH y p e rm a rk e t5P Tactics : Assortment Toothpaste 2023/2/24 4 Driving the Business Through Shopper Insights 5P Tactics : Assortment Toothpaste B r a n dN u m e r i c % d i s t r . 120g 100% 100g 100% 120g 100% 105g 100% 105g 100% 180g 100%165g 100% 150g 100% 175g 100% 120g 100%40g m a t c h C r e s t 4 0 g 40g m a t c h C r e s t 4 0 g 250g 100%50g m a t c h C r e s t 4 0 gW e i g h t e d % d i s t r . 120g 100% 100g 100% 120g 100% 105g 100% 105g 100% 180g 100%165g 100% 150g 100% 175g 100% 120g 100%40g m a t c