【正文】 ademy 169。 R e ta i l e r C om p. 1 C om p. 2 P r op os e dTo ta l N o. of P r om os 26 21 22 22M i x , (s td v s . D e e p). 85% 33% 55% 50%B r a nd P r om oti on M i x . P r om oS har eM k tS har eP r om oS har eP r om oS har eS td11D eep11T ota l22S har eA t t ack 15% 34% 24% 23%A t t ack L ian g T sai 15% 20% 24% 23%U lt r a 15% 20% 9% 23%C h i U ei 1% 9% C o lo u r C ar e 15% 7% 9% 14%Jet B est 8% 2% L an P ao 2% 5% L io n 9% T id e 15% 1% W u lin 15% 8% 9% 18%Promotion Frequency 4 4 8 36% 2 2 4 18% 2 2 4 18% 1 1 2 9% 1 1 5% 1 1 5% 1 1 2 9% There is no “perfect” answer! Clearly the “mix” needs adjusting to be petitive. Aligning Brand Frequency to market share is a good start! Modern Trade Academy 169。 Unilever Modern Trade Academy (EAP amp。 CBG) 2020 Ref: Segment Promotion Review (Frequency) Page 18 details the Promotion Frequency,Type and Price Point for the Retailer and his Competitors. Sum m a r y 。Wulin Primary LanPao Con 2Kg Color Care Con Primary % % % + + + Wulin Con 1 Kg Refill Tide Con. 39oz / 42oz % % () () + Additional Annual Sales of $, % increase on this year, % Market Share Modern Trade Academy 169。2, 242m 5. 3 %2, 242m 5. 3 %2, 242m 5. 3 %SK U Sh a r e Se g m e n t Si ze I m p a c tD el et i on s。 Unilever Modern Trade Academy (EAP amp。 CBG) 2020 Ref: Segment Ranging Review (Concentrates) Page 17 ranks the SKU’s by sales share for parison between the Retailer and the Market average. Note that 15 SKU’s covers 95% of the market. 3 SKU’s, (9,11,amp。 CBG) 2020 Ref: Segment Ranging Review (Concentrates) Page 16 details the SKU’s available in the market, what is stocked in the Retailers channel, the Retailer, and his Competitors. Note that Competitor 1 has 19 SKU’s. – Is this too broad? – How much of the market is covered by the existing 14 SKU’s? Modern Trade Academy 169。 CBG) 2020 Ref: Strategic Summary Page 15 in the handout summarises what is agreed so far. This is the Blueprint for managing the Category. This is the reference for ALL actions and decisions as we work through the operational detail of the Plan. Modern Trade Academy 169。 A v e ra g e l e v e l o f A c ti v i ty , A v e ra g e Fre q u e n c y , R e g u l a rp ro m o ti o n t y p e s .Se a s ona l S e a s ona l P ro m o ti o n A c ti v i ty . C u s to m i s e d p r o m o ti o n s f o r t h ec a te g o r y .Conv e ni e nc e Lo w l e v e l o f A c ti v i ty .Promotion Tactics As a PRIORITY Category, we should BUILD sales volumes, using Major Brands and SKU’s. Modern Trade Academy 169。 H i g h l e v e l o f A c ti v i ty , H i g h Fre q u e n c y , V a ri a b l eP ro m o ti o n T y p e s , C u s to m i s e d p ro m o ti o n s f o r t h e C a te g o r y .Pr i or i t y B uil d: H i g h l e v e l o f A c ti v i ty , H i g h Fre q u e n c y , V a ri a b l e P ro m o ti o nT y p e s , C u s to m i s e d p ro m o ti o n s f o r M a j o r B ra n d s a n d S K U 39。 Unilever Modern Trade Academy (EAP amp。 h i g h t ra ff i c f l o w , A v e ra g e S p a c e A l l o c a ti o n .Conv e ni e nc e A v a il a ble l o c a ti o n 。 M e d i u m t ra ff i c f l o w , A v e ra g e t o H i g h S p a c eA l l o c a ti o nBas i c A v e r a ge S to re l o c a ti o n 。 CBG) 2020 Ref: R o l e S h e l v i n g T a c ti c sDes t i na t i on B e s t S to re l o c a ti o n 。 CBG) 2020 Ref: Role P r i c i ng T a c t i c sD est i nat i on A gg r e s s i v e V a l u e l e a d e rsh i p i n t h e m a rk e t . M u st o f f e r t h e b e stv a l u e , p e r p a ck , f o r t h e w h o l e ca t e g o ry .Pri ori t y Str on gl y C om pe ti ti v e p ri ci n g . Mu st o f f e r b e st v a l u e co m p a re d t oco mp e t i t o rs, (p e r p a ck ), f o r a l l m a j o r co mp o n e n t s o f t h e ca t e g o r y .Eq u a l w i t h co m p e t i t o r f o r m i n o r co m p o n e n t s.B asi c C om pe ti ti v e p ri ci n g . Sh o u l d b e e q u a l t o co m p e t i t o rs, (p e r p a ck ), f o ra l l m a j o r co m p o n e n t s o f t h e ca t e g o r y . M i n o r co mp o n e n t s a t ap re m i u m .Seaso nal C om pe ti ti v e , s e a s on a l l y . Sh o u l d b e cl o se t o co m p e t i t o r i n so m eco mp o n e n t s o f t h e ca t e g o r y .C on v eni ence A c c e pt a bl e pr i c i ng . Sh o u l d b e w i t h i n 1 5 % o f t h e co m p e t i t i o n , (p e rp a ck ).Pricing Tactics As a PRIORITY Category, we should adopt STRONGLY COMPETITIVE pricing. Modern Trade Academy 169。 s o n l y .Ranging Tactics As a PRIORITY Category, we should s