【正文】 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 2023/2/24 11 Driving the Business Through Shopper Insights 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 ket2023/2/24 12 Driving the Business Through Shopper Insights 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 S2023/2/24 13 Driving the Business Through Shopper Insights 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 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 2023/2/24 14 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 15 Driving the Business Through Shopper Insights 5P Tactics : Placement Toothpaste 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 45%A C i t y 35%B C i t y 31%Ea s tSh a n g h a i 40%A C i t y 36%B C i t y 30%N o r thBe i j i n g 41%A C i t y 35%B C i t y 30%W e s tC h e n g d u 44% A C i t y 30%B C i t y 25%2023/2/24 16 Driving the Business Through Shopper Insights 5P Tactics : Placement Toothpaste 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 yCDC 9% 24% 25% Ma i n ta i nT o ta l 4% 11% 20% Pr o m o teC SW 8% 22% 20% Ma i n ta i nL PP+ H e r b a l 12% 32% 25% B a l a n c eK i d s NA NA 5% Pr o m o teJY 4% 11% 5% B a l a n c eT O T A L 37% 100% 100%R EMA R K : M ai n tai n : SOS = SOM 。 Pr o m o te: SOS = SOM 。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。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)。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 。 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