【正文】 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 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 gH E R B A L JYH y p e r m a r k e tD i str i b u ti o n T ar g etT O T A L C S W CDC L P P2023/2/24 5 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 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 2023/2/24 6 Driving the Business Through Shopper Insights 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 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 T a r g e t1 0 0 % f o r n o n P o w e r T B6 0 % f o r A c t i b r u s hM e a s u re m e n t : T a r g e t % o f t o t a l c a t e g o ry S K U 2 8 % ( m a t c h t o C P V a l u e S h a r e ) % 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 2023/2/24 7 Driving the Business Through Shopper Insights 5P Tactics : Assortment Toothbrush N o. of S K U V a l u e S h a re S h a re of S K UP re m i u m 6 10% 12%M e di u m 22 31% 44%E c on om y 22 48% 44%TTL 50 89% 100%CP 14 28% 28%* S o 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 y pe rm a rk e t2023/2/24 8 Driving the Business Through Shopper Insights 5P Tactics : Assortment Toothbrush Seg m ent P ow er P rem ium M ediu m Ec ono m y KidsSKU Ac t ibru s h N av igat or T ot al(bo t h s of t and P rem ier U lt ra F am ily P ac k You t h(bot h s of t and m ediu m ) P rem ier U lt ra M ult iple P ac k J unio rm ediu m ) N ov aN ov a M ult iple P ac kJ ew elJ ew el M ult iple P ac kSen s at ionN o. of SKU 1 2 7 2 2Pr i o r i ti z ed A sso r tm en tH y perm ark et2023/2/24 9 Driving the Business Through Shopper Insights 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 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 T a r g e t1 0 0 % f o r n o n P o w e r T B6 0 % f o r A c t i b r u s hM e a s u re m e n t : T a r g e t % o