【正文】 * : S e l d o m 。A t l eas t 2 faci n g fo r eac h SK U . 2 3 5 6 11 42023/2/24 18 Driving the Business Through Shopper Insights 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 l2023/2/24 19 Driving the Business Through Shopper Insights 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%2023/2/24 20 Driving the Business Through Shopper Insights 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 。 Pr o m o te: SOS = SOM 。 ( B l a n k ) : D o n o t p r o m o t eH yp er m ar ketE c o n o m y K i d sM e d i u m5P Tactics : Promotion Toothbrush 2023/2/24 33 Driving the Business Through Shopper Insights 5P Tactics : Promotion Fabric Softener Si ze So u t h O t h e r R e g i o n3L *** *2L *** ***5 0 0 ML D o y ***** *: P ri o ri t y 。 * * : 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。 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。 ** : O f t e n P rom o t e 。 )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 . 15%A C T I O N R e c om m e n de dW E E K L Y S A L E S0204060801001 2 3 4 5 6 7 8 9 10 11 12S A L E S ( ca se s)H E R B A L 7 5 m l2023/2/24 30 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 N a m e P r o m o t i o n a l S K U D M / T G A / C N a m e P r o m o t i o n a l S K U D M / T G M e c h a n i c s P r o m o . N o r m a l P l s . S p e c i f y M e c h a n i c s P r o m o . N o r m a l P l s . 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 。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)。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