【正文】 I E C E S = w e e k ly a v e r a g e p o s t p r o m o P rom ot i on E f f i c i e n c yd i s c o u n t e d c a s e s 170d i s c o u n t e d p i e c e s 2040 P i e c e s p e r c a s e12I n c r e m e n t a l S a le s ( p i e c e s ) 1944 p i e c e s L i s t P r i c e2670I n c r e m e n t a l S a le s ( c a s e s ) 5190 ( 0 0 0 163。 * : S e l d o m 。 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 2020/9/18 24 5P Tactics : Placement Fabric Softener 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。A t l eas t 2 faci n g fo r eac h SK U . 2 3 5 6 11 4Driving the Business Through Shopper Insights 2020/9/18 19 5P Tactics : Placement Toothpaste S h o p p e r P u r c h a s e De c i s i o n P r o c e s sP r i c e T i e r S e g m e n t V a r i a n t S i zeBr a n dHighM ed i u mEco n o m yG l o b a lN a ti o n a lL o c a lA n ti cav i tyM u l t i f u n c t i o nW h i ten i n gH er b alKidsG R FI C MF r u i tJ a m b oF a m i l yR e g u l a rP e r s o n a lDriving the Business Through Shopper Insights 2020/9/18 20 5P Tactics : Placement Toothbrush 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 31%A C i t y 28%B C i t y 20%Ea s tSh a n g h a i 31%A C i t y 27%B C i t y 20%N o r thBe i j i n g 33%A C i t y 30%B C i t y 24%W e s tC h e n g d u 30% A C i t y 28%B C i t y 20%Driving the Business Through Shopper Insights 2020/9/18 21 5P Tactics : Placement Toothbrush 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 yPr e m i u m 5% 16% 30% Pr o m o teMe d i u m 1 3 . 3 0 % 42% 40% Ma i n ta i nEc o n o m y 1 3 . 4 0 % 42% 30% B a l a n c eT O T A L 32% 100% 100%R EMA R K : M ai n tai n : SOS = SOM 。N ear h eav y tr affi c ar ea an d at th e en tr an ce o f to o th p aste sh el f。 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 2020/9/18 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。 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 z e 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 Driving the Business Through Shopper Insights 2020/9/18 7 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 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 Driving the Business Through Shopper Insights 2020/9/18 3 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