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S p e c i f yPGNe w P rod uctUni le v e rNe w P rod uctHe im e iLMZOth e rs(Da rlie ,LS L, e tc. )Ne w P rod uct200 2 K ey C o m p eti to r A cti vi ty b y C h an n el T o o th p aste Hy pe rm ark e tP r i c eSu pe rm ark e tP r i c e2023/2/24 31 Driving the Business Through Shopper Insights 5P Tactics : Promotion Competitor Activity D a t e : _ _ _ _ _ _ _ C i t y : _ _ _ _ _ _ _Com pe tito r A c c o u n t / P r o m o t i o n a l S K U P r i c eW h o l e S a l e M k t M e c h a n i c sPGNe w P rod uctUni le v e rNe w P rod uctHe im e iLMZOth e rs(Da rlie ,LS L, e tc. )Ne w P rod uct200 2 K ey C o m p eti to r A cti vi ty b y C h an n el T o o th p aste Traditional Trade2023/2/24 32 Driving the Business Through Shopper Insights P rom o t i o n T y p e P o w e r H i g hA c t i B N a v i . S e n s . T o t a l N o v a T w i s t e r Pre m U Pre m B J u n i o r Y o u t hP r o m o t o r S u p p o r t i n g*** *P 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 st o r e d i sp l a y***S p e ci a l p a ck w i t h d i sp 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 。 * : S e l d o m 。 ** : O f t e n P rom o t e 。 ( 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 2023/2/24 29 Driving the Business Through Shopper Insights 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。 B al an ce: SOS = SOMH y p e rm a rk e t2023/2/24 21 Driving the Business Through Shopper Insights 5P Tactics : Placement Toothbrush Sh e l f Po s i ti o n i n g Str a te g y :Pl a c e C o l g a te T P a n d T B to g e th e r to b e c o m e o r a l c a r e d i s p l a y w h e n e v e r p o s s i b l eN e a r h e a v y tr a ffi c a r e a a n d a t th e T B s h e l f。 Pr o m o te: SOS = SOM 。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。 ( 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 。 * * : 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 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