(精品)63个人清洁用品研究(尼尔森2003).ppt

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1、Copyright 2002 ACNielsenRetail Audit Presentation Prepared XXX Updated to Jan/Feb.2003Copyright 2002 ACNielsenCategory OverviewPersonal WashCopyright 2002 ACNielsen3AgendalCategory OverviewlWhy XX-Bath Liquid Lose Share in SH/E A/S BCD/E BCDlMilk Yearly Performance ReviewlExplore 300999ml Pack Sales

2、 OpportunitylTTT Bag Launch EvaluationCopyright 2002 ACNielsenCategory OverviewCopyright 2002 ACNielsen5SummaryCategory OverviewlTotal PW market size increased continuously driven by Bath Liquid,and Hand Wash size emerged in latest 2 years across cities;Bar soap size increased in cities as wellso fa

3、r,Bar soap market size has little sales impact from the growth of Hand Wash and Bath LiquidlXX sales grew in line with total market yearly while behind the growth rate in latest 6 month vs YA;and lose share traced to SH/E A/S BCD/E BCD Copyright 2002 ACNielsen6SummaryCategory Overview(Con.)lOverall

4、MNB gained share in latest 6 months vs YA largely driven by P&G;Olay gained share fastest followed with DovelZici/Aoxue captured share gain continuouslylXX Milk share gained and distribution increased vs last year while failed to recover the lose from other variantsCopyright 2002 ACNielsen7Product S

5、egment Annual GrowthTotal Category Increased While Bar Soap Sales Maintain Volume Sales(Mil.Ton)Value Sales(Mil.Rmb)+12%+9%+100%+85%+49%+25%+2%+1%Year GrowthCopyright 2002 ACNielsen8Product Sales Mix&Growth by CityBar Captured Size Growth In City,Which Indicating Bar Captured Size Growth In City,Whi

6、ch Indicating Little Impact From the Growth of BW/HWLittle Impact From the Growth of BW/HW12249100-7-9155511041893614233156068Volume BaseMAT JF03Year Growth38Copyright 2002 ACNielsen10Product Segment Sales Growth IndexSoap Sales Captured Slightly Decline In Latest 2 Periods vs.YATotal Personal WashV

7、olume Growth IndexCopyright 2002 ACNielsen11Product Segment Growth by CityND02/JF03 vs ND01/JF02Bar Soap Sales Decline In BCD&Town Volume GrowthTTL PWBar SoapBath Liquid Hand WashNational6.43.639.175.24 Cities26.31.367.159.6A Cities6.13.42.387.6BCD Cities9.91.949.384.3Town10.312.220.825.6Copyright 2

8、002 ACNielsen13Bath Liquid Sales Growth XX Vs.TTLXX Behind Market Growth In JF03 vs JF02Volume BaseValue BaseVolume BaseValue BaseCopyright 2002 ACNielsen14Multi.National Manufacture Share&ChgP&G Drove the Growth Of MNB In Last Winter P&G Drove the Growth Of MNB In Last Winter Season;XX Lose ShareSe

9、ason;XX Lose Share6M toJF026M toJF03+/ChgSO 01 ND 01 JF 02 SO 02 ND 02 JF 03+/ChgJF03vs.02MNB Bath Liq.1718.91.916.817.618.619.120.421.42.8XX7.570.576.38.36.36.97.21.1P&G3.57.03.52.93.93.56.86.66.73.2Unilever5.14.114.95.24.43.34.24.80.4Kao2.32.90.61.92.32.42.62.72.70.3MNB Bath Liq.2931.32.328.33030.

10、731.433.635.44.7XX11.611.10.511.31012.910.511.111.51.4P&G7.610.32.76.28.47.211.811.712.45.2Unilever8.06.91.17.88.37.15.577.80.7Kao3.34.00.72.93.33.53.73.83.70.2Volume ShareValue Share(National Bath Liquid Base)Copyright 2002 ACNielsen15MNB&Key Lo.Brand Value Share Olay Leading The Growth Followed wi

11、th Dove6M toJF026M toJF03SO 01 ND 01 JF 02 SO 02 ND 02 JF 03+/JF03vs.02MNB Bath Liq.2931.32.328.33030.731.433.635.44.7XX 11.6 11.10.511.29.912.910.411.111.51.4OLAY2.85.02.22.23.22.644.56.13.5LUX6.442.46.56.65.73.53.94.61.1SAFEGUARD 4.45.30.93.85.14.55.55.44.40.1DOVE1.22.81.60.91.31.21.933.22BIORE3.3

12、2.31.02.93.33.522.12.31.2ZEST0.12.12.00.20.10.12.31.81.81.7QING XIN1.71.71.61.71.41.4(National Bath Liquid Base)AOXUE3.35.82.533.345.85.45.91.9LIU SHEN8.26.91.312.87.86.310.86.54.81.5ZICI2.33.41.12.33.71.83.63.43.31.5+/ChgCopyright 2002 ACNielsen16MNB Price Tracking,NationalOlay/SFG/Dove Price Gap N

13、arrowing Down With XXJF 02SO 02 ND 02 JF 03XX 68100%615957100%OLAY97142%747472127%LUX70103%60605596%SAFEGUARD87127%626363111%DOVE80117%656260107%BIORE6493%57575393%ZEST54535393%QING XIN45454478%Price Indexto XXPrice Indexto XXLIUSHEN45484681%4674%Rmb/LitRmb/LitCopyright 2002 ACNielsen17Bath Liq.Key

14、Brands Distribution GrowthCompetitors Close Distribution Gap with XXWeighted DistributionCopyright 2002 ACNielsen18Bath Liq.XX/MNB/Lo.Share Change by CityXX Declined Noticeable In SH/E A/E BCD/S BCDXX Declined Noticeable In SH/E A/E BCD/S BCDVolume Share Change(SO01JF03 vs SO02JF02)Copyright 2002 AC

15、Nielsen19XX Bath Liq.Share Trend By VariantMilk Failed to Recover the Lose From Old Variants(National Volume Share Bath Liquid Base)Copyright 2002 ACNielsen20XX Bath Liq.Share Trend By Variant(National Value Share Bath Liquid Base)Copyright 2002 ACNielsen21XX Bath Liq.Variant Distribution TrendEach

16、Variant Distribution Increasing vs.YANational Weighted DistributionCopyright 2002 ACNielsenWhy XX Lose Share In SH/EA/E BCD/S BCDCopyright 2002 ACNielsen23XX Share&Change by SKU,SH-H/SShare Decline All Variants Except MilkSO 01 ND 01JF 02SO 02 ND 02JF 03XX11.313.316.811.413.312.3COOLING20.70.61.50.7

17、0.4300ML1.10.30.30.80.30.21000ML0.90.30.30.70.50.2BLUE2.42.32.11.51.71.5100ML0.50.40.30.30.40.5300ML1.11.21.10.80.90.71000ML0.80.60.60.40.40.4YELLOW2.62.92.41.62.21.7300ML1.51.41.20.81.10.91000ML1.11.51.20.81.10.8MILK0.13.48.13.95.64.9300ML0.11.72.822.92.51000ML01.75.21.92.62.4PEACH2.32.21.911.12.13

18、00ML0.90.90.80.50.50.41000ML1.41.31.10.50.61.7TTT1.71.81.81.71.91.6300ML(Bag)0.20.30.2300ML1.61.81.71.41.51.2+/-%ChgSO02JF03 vs YAValue Share(Bath Liq.Base)-1.3-0.2-0.20-0.70-0.4-0.3-0.8-0.5-0.41.31.10.2-0.8-0.4-0.4-0.10.3-0.3Copyright 2002 ACNielsen24XX SKU Weighted Distribution,SH-H/SDist.Increasi

19、ng Most SKUs&Shelf Choice IncreasingDist.Increasing Most SKUs&Shelf Choice IncreasingXXCOOLING300ML1000MLBLUE100ML300ML1000MLYELLOW300ML1000MLMILK300ML1000MLPEACH300ML1000MLTTT300ML(Bag)300MLSO 01ND 01JF 028889908676757763735653558689794459498487794141457970697970695251542275862274851466688787868786

20、86515253827475717173SO 02ND 02JF 03868787848483767570676661848785625962838685555861787775717370645760797784797784737172847775655652646160858584303531848483Copyright 2002 ACNielsen25Key Brand Share&Distribution,SH-H/SDove/Olay/SFG/Qing Xing Gained ShareValue Share(Bath Liq.Base)Weighted DistributionC

21、opyright 2002 ACNielsen26Segment Share&Chg by Brand,SH-H/SFresh/Fresh/AntigermAntigerm Gained Importance While XX Cooling Gained Importance While XX Cooling Weak;Dove Share Prompted&Leading In Moist.Weak;Dove Share Prompted&Leading In Moist.SO01JF02 SO02JF03OTHERS2013.5XX6.14.4LUX4.90.1MOISTURIZER43

22、.343.7DOVE2.810.5XX66.8Olay5.16.3LUX6.65.7NIVEA43.8BIORE2.91.9PONPON3.61.3FRESH28.731LIU SHEN17.215.2QING XIN4.7ZEST2.3BIORE4.32LUX2.31.9XX1.21BEAUTY WHITENING 12.9LUX1.9ANTIGERM6.18.5SAFEGUARD3.86DETTOL1.51.9Value Share(Bath Liq.Base)Copyright 2002 ACNielsen27Dove SKU Share&Distribution&Price,SH750

23、ml Gained Share StronglyValue Share(Bath Liq.Base)SH H/SJF 02ND 02 JF 03Dove447574250ml7473500ml202550ml44750ml6271Weighted DistributionJF 02ND 02 JF 03Dove866161250ml8080500ml84550ml102750ml5656Rmb/LitCopyright 2002 ACNielsen28Dove SKU Share&Distribution&Price,SH720ml Gained Rapidly;More Shelf Choi

24、ce Value Share(Bath Liq.Base)SH H/SJF 02 ND 02 JF 03OLAY576772BLUE 200ml1418BLUE 400ml5861BLUE 720ml4855O.400ml564 4O.720ml288 7PINK 200ml1517PINK 400ml5861PINK 720ml5763JF 02ND 02JF 03OLAY786564BLUE 200ml75 76 BLUE 400ml68 69 BLUE 720ml60 60 O.400ml85O.720ml68PINK 200ml78 76PINK 400ml69 69PINK 720m

25、l59 59Weighted DistributionRmb/LitCopyright 2002 ACNielsen29Qingxin SKU Share&Distribution&Price,SHNew Comers with Competitive PriceValue Share(Bath Liq.Base)SH H/SWeighted DistributionRmb/LitCopyright 2002 ACNielsen30Zest SKUs Share&Distribution&Price,SH750ml Captured Dist.Push RecentlyValue Share(

26、Bath Liq.Base)SH H/SWeighted DistributionRmb/LitCopyright 2002 ACNielsen31Liushen SKUs Share&Distribution&PriceNew Launch Items Failed to Help Share GainNew Launch Items Failed to Help Share GainValue Share(Bath Liq.Base)SH H/SCopyright 2002 ACNielsen35Key Brand Share Change by PacksizeXX 1Lit Lose

27、Share While Dove/Olay/SFG XX 1Lit Lose Share While Dove/Olay/SFG BigpackBigpack Increased FastIncreased FastSO02JF03 chgLUX9.64.3250ML33300ML0.37.8750ML5.2-0.41000ML1.21.2DOVE10.67.8250ML33500ML01.1550ML01.2750ML7.67.6SO02JF03 chgXX12.21.3100ML0.50.1300ML6.80.41000ML4.9-0.8BIORE3.93.5300ML1.11.1750M

28、L1.2-3.51000ML1.61.1QING XIN 4.84.8300ML1.31.3750ML3.53.5LIU SHEN14.72.5200ML1.30.4350ML3.91.9700ML3.1-5.61000ML5.34.41500ML1.11.1SO02JF03 chgOLAY6.31.3200ML0.60.4400ML2.40.5720ML3.31.4SFG6.12.2200ML0.60.2400ML2.50.9750ML31.1ZEST2.32.3200ML0.50.5400ML1.11.1750ML0.80.8Value Share(Bath Liq.Base)SH H/S

29、Copyright 2002 ACNielsen36Key Brand Big Price,SH-H/SXX 1L Price per Pack High Could Be An Issue BehindRmb/PckSO01JF02 SO02JF03XX1000ML484444BIORE750ML555742BIORE1000ML444444QING XIN750ML4030LIU SHEN1000ML343232LIU SHEN1500ML3146LUX1000ML3838DOVE750ML5642OLAY720ML735943SFG750ML695138ZEST750ML4131Rmb/

30、KgSO02JF03LUX750ML463561Copyright 2002 ACNielsen37MNB Big Pack Top SKU Ranking,SH-H/SXX XX Share Behind Competitors In SKU LevelSO 01 ND 01 JF 02 SO 02 ND 02 JF 03Value Share(Bath Liq.Base)DOVE750ML5.110.38.2LUXORANGE750ML2.733.7OLAYPINK720ML1.112.8LUXRUNFU(W)1000ML0.22.5XXMILK1000ML01.75.21.92.62.4

31、QING XIN CAOYE750ML1.92.51.8XXPEACH1000ML1.41.31.10.50.61.7BIOREKAOZIRUN1000ML0.10.10.10.40.31.6LIU SHEN TEXIAO1000ML1.21.20.25.51.51.5OLAYPGBLUE720ML2.21.11.4XXJJYELLOW1000ML1.11.51.20.81.10.8XXJXXLUE1000ML0.80.60.60.40.40.4XXCOOLING1000ML0.90.30.30.70.50.2Copyright 2002 ACNielsen38MNB Big Pack Top

32、 SKU Distribution&S.P.P.D&Price,SH-H/SDove/Olay/Lux SKU Better In-Store PerformanceWeighted DistributionSPPDJF 03JF 02 ND 02 JF 03JF 02 ND 02 JF 03DOVE750ML18.3LUXORANGE750ML8.2OLAYPINK720ML7.1LUXRUNFU(W)1000ML13.1XXMILK1000ML5.2QING XIN CAOYE750ML3.5XXPEACH1000ML4.4BIOREKAOZIRUN1000ML14.2LIU SHENTE

33、XIAO1000ML6.1OLAYPGBLUE720ML4XXJJYELLOW1000ML2.1XXJXXLUE1000ML1.1XXCOOLING1000ML56564645595942384943444041474446484341343132606046434544434049504762716971576319306871728380536160918189353948555457604558615566610.6Rmb/LitCopyright 2002 ACNielsen39Why XX Lose Share In SHlXX lose share across all varia

34、nts except MilklXX distribution gained most SKUs,and shelf choice increasinglXX share lose under the competition from MNB,Dove gained the most followed with Olay which consolidated share from other brands of Moisturizer segment;new comers Qingxin/Zest gained and drove Fresh while XX Cooling weaklXX

35、1Lit share declining,and share behind competitors in SKU level,price could be an issue behindCopyright 2002 ACNielsen40XX Share&Change by SKU,E AShare Decline On Blue/TTT/CoolingSO 01 ND 01 JF 02 SO 02 ND 02 JF 03XX14.712.517.77.98.611.7COOLING2.20.30.20.50.20.5300ML2.10.20.20.40.10.41000ML0.10.100.

36、100BLUE7.77.42.52.21.74.1100ML2.82.621.612.6300ML4.54.60.40.50.61.41000ML0.40.10.10.10.10.1YELLOW0.50.71.51.21.40.8300ML0.30.51.411.10.61000ML0.20.20.10.20.30.2MILK0.10.50.922.72.9300ML0.10.30.61.62.22.51000ML00.20.30.30.40.4PEACH0.60.60.80.70.70.8300ML0.50.50.60.60.40.71000ML0.10.10.20.10.30.1TTT3.

37、53.111.71.32.12.6100ML1.318.20.50.81.2300ML2.223.50.81.21.2TTT 300bag is of 0.1%in JF03Value Share(Bath Liq.Base)+/-%ChgSO02JF03 vs YA-5.8-0.6-0.50-3.3-0.8-2.4-0.10.30.201.91.70.200.10-4.2-2.7-1.5Copyright 2002 ACNielsen41XX SKU Weighted Distribution,E ASKU Distribution Increased&More Shelf ChoiceSO

38、 01 ND 01 JF 02 SO 02 ND 02 JF 03XX606162816467COOLING331613292722300ML3314122927191000ML11105261619BLUE605961755353100ML454343744552300ML3925253634271000ML1797241620YELLOW111917393132300ML1119173831321000ML997261619MILK3108423432300ML31084134331000ML3108241518PEACH181924423436300ML1819154033351000M

39、L9916231618TTT524746625661100ML403531463243300ML242727394140TTT 300bag weighted dist.is of 16Copyright 2002 ACNielsen42Key Brand Share&Distribution,E AA Number Of Competitors Gained ShareValue Share(Bath Liq.Base)Weighted DistributionQingxin share scored to 7%in SO02 and 1.4%in JF03Copyright 2002 AC

40、Nielsen43Segment Share&Chg by Brand,E AMoist.&Fresh Gained Importance;XX Cooling WeakMoist.&Fresh Gained Importance;XX Cooling WeakOTHERS29.720.5XX12.65.1LONG LI QI4.42.4MOISTURIZER27.433.2Olay6.511LUX2.64XX1.43.7DOVE0.32.3BIORE41.9FRESH21.625.9LIU SHEN13.410.2QING XIN4.4ZEST2.9XX0.90.4BEAUTY WHITEN

41、ING 3.84.7LUX1.5SOFTTO10.7ANTIGERM14.914.9SAFEGUARD1312.7SO01JF02SO02JF03Value Share(Bath Liq.Base)Copyright 2002 ACNielsen44Olay SKUs Share&Distribution&Price,E ABalanced Gained From PacksValue Share(Bath Liq.Base)Weighted DistributionJF 02 ND 02 JF 03Blue 200ML3725Blue 400ML4229Blue 720ML2422Other

42、s 200ML43118Others 400ML3954Others 720ML1645Pink 200ML3830Pink 400ML3528Pink 720ML2422JF 02 ND 02JF 03Blue 200ML9086Blue 400ML7675Blue 720ML6568Others 200ML 119116121Others 400ML 1015270Others 720ML 776456Pink 200ML9188Pink 400ML7575Pink 720ML5969Rmb/LitCopyright 2002 ACNielsen45Lux Variant Share in

43、 E AOrange Help Lux Share GainValue Share(Bath Liq.Base)Orange5.9%Copyright 2002 ACNielsen46Lux SKU Distribution&Price in E AJF02ND 02 JF 03Beauty Whitening 2935Beauth Whitening 1000ml58Beauty Whitening 250ML2935Beauty Whitening 750ML2120Fresh 2833Fresh 1000ML58Fresh 250ML2833Fresh 750ML2125Moisturi

44、zer2531Orange 250ml2531Orange 750ML2124Skin Care17Others10Weighted DistributionWeighted DistributionRmbRmb/Lit/LitBeauty Whitening5761Beauty Whitening 1000ml5139Beauty Whitening 250ML7371Beauty Whitening 750ML5151Fresh6360Fresh 1000ML4236Fresh 250ML7369Fresh 750ML5151Moisturizer575869695151Skin Care

45、71Others93JF02ND 02JF 03Orange 250mlOrange 750MLCopyright 2002 ACNielsen47Dove SKU Share&Distribution&Price,E ABoth 250ml and 750ml Gained ShareValue Share(Bath Liq.Base)Weighted DistributionWeighted DistributionJF 02ND 02JF 03250ML2126500ML748750ML2126RmbRmb/Lit/LitJF 02ND 02JF 03250ML8084500ML8472

46、63750ML6161Copyright 2002 ACNielsen48Qingxin SKU Share&Distribution&Price In E A750ml Better Performed;Share Move SeasonallyValue Share(Bath Liq.Base)Weighted DistributionJF 03QING XIN49CAOYE 300ml52CAOYE 750ml45KAOGANJU 300ml50KAOGANJU 750ml46Rmb/LitCopyright 2002 ACNielsen49Zest SKU Share&Distribu

47、tion&Price,E A Small Pack Better Performed;Share Move SeasonallyValue Share(Bath Value Share(Bath LiqLiq.Base).Base)Weighted DistributionWeighted DistributionJF 03ZEST55GREEN 200ml60GREEN 400ml51GREEN 750ml44YELLOW 200ml59YELLOW 400ml51YELLOW 750ml43Rmb/LitCopyright 2002 ACNielsen50Why XX Lose Share

48、 In E AlXX lose share on Blue/TTT/CoolinglXX distribution gained most SKUs,and shelf choice increasinglXX share lose under the competition from MNBOlay gained the most followed with Lux/Dove drove Moisturizer segmentQingxin/Zest drove Fresh in summer season while XX Cooling weakCopyright 2002 ACNiel

49、sen51XX Share&Change by SKU,E BCD Share Decline On Blue/TTT/Cooling/PeachSO 01 ND 01 JF 02 SO 02 ND 02 JF 03XX10.312.112.38.19.57.9COOLING1.71.82.70.80.50.2300ML1.71.82.70.70.50.2BLUE4.86.25.83.74.52.7100ML3.432.92.32.71.5300ML1.43.22.91.41.71.2YELLOW0.20.80.50.40.70.2300ML0.20.80.50.40.70.2MILK00.1

50、0.51.21.52300ML00.10.51.11.41.9PEACH0.50.70.40.20.30.5300ML0.50.70.30.20.20.5TTT32.42.41.822.2100ML1.71.81.21.31.11.6300ML1.20.51.10.50.90.6Value Share(Bath Liq.Base)+/-%ChgSO02JF03 vs YA-3-1.5-1.6-1.9-0.9-0.9001.31.2-0.2-0.2-0.6-0.3-0.4Copyright 2002 ACNielsen52Bath Liq.Key Brand Share In E BCDOlay