【正文】 R e g u l a r 1 3 2 g amp。 * : S e l d o m 。 ) 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 。M o r e faci n g fo r b i g si z e o n sh el f d i sp l ay。 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 12 5P Tactics : Assortment Fabric Softener Var i an tGD Si z eN o . o f SK UOth er s Si z eN o . o f SK U3L ( s elec t iv e )8122L 500 M L D oyA l l Var i an ts3L2L 500 M L D oy (m at c h C om f ort )Pr i o r i ti z ed A sso r tm en tH yp er m ar ketDriving the Business Through Shopper Insights 2020/9/18 13 5P Tactics : Assortment Fabric Softener N u m e r i c % d i s t r . 3L 100% 2L 100%2L 100% 5 0 0 m l D o y 100%5 0 0 m l D o y m a t c h C o m f o r t( A L L V a r i a n t ) ( A L L V a r i a n t )H y p e r m a r k e tD is t rib ut ion T arg etGD OTH E R SDriving the Business Through Shopper Insights 2020/9/18 14 5P Tactics : Assortment Fabric Softener 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 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 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。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。 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。 ( B l a n k ) : D o n o t p r o m o t eH yp er m ar ket5P Tactics : Promotion Toothpaste Driving the Business Through Shopper Insights 2020/9/18 30 5P Tactics : Promotion Evaluation C A R R EF OU R R OM AP R O M O T I O N A L E V A L U A T I O NP R O D U C T C O LGA T E B S S e ll i n D i s c o u n t 20%P R O M O t e s t a t a c u t pri c e 3 0 % S e ll o u t D i s c o u n t 30%P O S : C A R R E FOU R D a y s o f p r o m o ( s e ll o u t ) :1 4 G GP O S I n v o i c e ( 2 0 0 0 e s t ) :850p r e p r o m o prom o p o s t p r o m ow e e k 1 2 3 4 5 6 7 8 9 10 11 12S A LE S ( c a s e s ) 4 3 5 4 3 3 80 90 2 3 5 4S A LE S P R E P R O M O 44 P I E C E S = w e e k ly a v e r a g e p r e p r o m oP R O M O 1020 P I E C E S = w e e k ly a v e r a g e p r o m o P O S T P R O M O 42 P 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。 M e c h a n i c sPamp。 * * : O f t e n P r o m o t e 。 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 Driving the Business Through Shopper Insights 2020/9/18 39 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