【正文】 ( B l a n k ) : D o n o t p rom o t eH y p e r m a r k e t2023/2/24 34 Driving the Business Through Shopper Insights 5P Tactics : Promotion Fabric Softener P rom o t i o n T y p e S o u t h O t h e r R e g i o n sP r o m o t o r S u p p o r t i n gP r i ce d i sco u n t w i t h T G / D M*** ***P r i ce d i s. O n sh e l f d i sp l a y** *I n s t o r e d i s p l a yM i x e d p a ck w / t d i sc.O n / I n p a ck p r e m i u m*** ***M u l t i / T w i n p a ck w / t d i sc.B o n u s p a ckB i g E v e n t / A n i v e r sa r y** **L o ya l t y P r o g r a m* *C a sh e r L i n eC o u p o nG r o u p P u r ch a se I n ce n t i v e** *** * * : P r i o r i t y 。 )D i s c o u n t s 1089 ( 0 0 0 163。N e i g h b o r i n g w i th C o m fo r tA l o n g w i th T r a ffi c fl o w , s e q u e n c e w i th C l a s s i c , F l o r a l , Sp r i n g , L i l y 2 3 12023/2/24 26 Driving the Business Through Shopper Insights 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* L o o k i n g f o r h i g h q u a l i t y , p r e m i u m p r o d u c t s * H e a v y P u r c h a s e ( 2 t u b e s w i t h d i f f e r e n t b r a n d s o r v a r i e n t s )* 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 n s* W i d e s t A s s o r t m e n tP rom o t i o n S t ra t e g y * P a n t r y L o a d i n g * L o y a l t y B u i l d i n g *I m a g e B u i l d i n gP rom o t i o n T a c t i c s A t t a c h m e n t i n D e t a i l% P rom o t i o n S O VP ri c e : T o b e d e f i n e dS p e c i a l P a c k :O t h e r% V o l . O n p rom o t i o nP ri c e : T o b e d e f i n e dS p e c i a l P a c k :O t h e rT o t a l P rom . I n v e s t m e n t T o b e d e f i n e d% t o S a l e s5P Tactics : Promotion OralCare 2023/2/24 27 Driving the Business Through Shopper Insights Siz e CDC T ot al C SW Sup erS LP P H erba l JYJ um bo 250G **F am ily 180G **175G **165G *150G ***R egu lar 120G *** ***105G * *100G ***P ers ona l 50G40G *** * * : P r i o r i t y 。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。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。 * * : O f t e n P r o m o t e 。 ) 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。 * * : O f t e n P r o m o t e 。 *: S e l d o m 。 )M A R G I N E P R O M O 3114 ( 0 0 0 163。O c c u p a ti o n s e q u e n c e o f to o th b r u s h :T O P: N a v i g a to r / T o ta lMi d d l e : Se n s a ti o n / N o v a / J e w e l / J u n i o rB e l o w : Pr e m i e r / Pr e m i u m Yo u th 2 31 2023/2/24 22 Driving the Business Through Shopper Insights 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 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 23 Driving the Business Through Shopper Insights 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 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 al an ce: SOS = SOMH y p e r m a r k e t2023/2/24 17 Driving the Business Through Shopper Insights 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 to b eco m e o r al car e d i sp l ay wh en eve r p o ssi b l e。C D C to b e p l ace d n ext to C SW / T o tal (u p / d o wn / l eft/ r i g h t)。 * : S e l d o m 。 )S pe n di n g % a s I n c r. S a l e s 8 . 6 %S pe n di n g % a s I n c r. S a l e s M a x