零售调研(尼尔森20031011-护垫)清华(精品).ppt

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1、1Copyright 2003 ACNielsena VNU companyLiner Category Overview2Copyright 2003 ACNielsena VNU companyLiner Sales&Price Trend,NationalMarket Growth Rate Slow Down%Sales Growth(MAT ON03 vs ON02)+10%in volume0%in value3Copyright 2003 ACNielsena VNU companyLiner Segment Importance&Growth,NationalUltra Thi

2、n/Breathable More Welcome With Importance IncreasingVolume baseMAT%Growth7%46%2%2%8%Value base2%31%8%9%15%4Copyright 2003 ACNielsena VNU companyLiner Prod.Segment Importance,Nat.Volume base5Copyright 2003 ACNielsena VNU companyLiner Prod.Segment Importance,Nat.Value base6Copyright 2003 ACNielsena VN

3、U companyVolume ShareValue ShareLiner,National Top Brands ShareCarefree Leading Share Maintain;Small Locals Gained Share YearlyMATON02MATON03ShareDifferenceShareDifferenceMATON02MATON03CAREFREE 16.917.10.2SOFY1715.81.2ANERLE9.69.60C&B7.25.41.8WHISPER3.94.50.7YIMUCAO1.32.91.6SOFT1.22.21LADY CARE2.71.

4、90.8BEST1.61.80.2HAO S.S.1.71.70O.BRAND36.937.10.2CAREFREE 18.618.60.1SOFY16.9160.8ANERLE11.411.80.4WHISPER5.55.70.3C&B7.352.4YIMUCAO1.33.11.7LADY CARE 3.72.80.9ABC22.60.6SOFT1.120.9HAO S.S.1.51.50O.BRAND30.730.90.27Copyright 2003 ACNielsena VNU companyLiner Top Brand Vol.Share Trend,Nat.Carefree Ma

5、intain Leading Share Position And Share Stagnant In Latest Half YearTop 5 All(Liner Base)8Copyright 2003 ACNielsena VNU companyLiner Top Brand Val.Share Trend,Nat.Same As ValueTop 5 All(Liner Base)YIMUCAO0.60.80.91.51.41.51.82.43.02.63.13.43.9SOFT0.80.90.80.91.01.41.91.82.52.31.61.91.9LADY CARE 3.03

6、.53.14.24.43.73.53.32.92.92.52.82.6BEST0.40.60.31.00.82.01.21.31.51.51.11.01.0HAO S.S.1.10.91.01.31.22.42.01.41.41.61.61.51.3O.BRAND30.231.031.033.230.931.931.231.730.529.232.235.434.59Copyright 2003 ACNielsena VNU companyLiner Top Brand Distribution Trend,Nat.Distribution Compete Head With Key Comp

7、etitorsWeighted DistributionYIMUCAO455781010141516171820SOFT3436111212131312111112LADY CARE35353436363335363533313033BEST20181718171720212119171614HAO S.S.6781013121315151414121310Copyright 2003 ACNielsena VNU companyLiner,Top Brand Price Trend-NationalKey Competitors Price Maintain Stable During La

8、test YearRmb/PcsON01ON02DJ03FM03AM03JJ03AS03ON03CAREFREE0.230.190.180.190.200.200.190.19SOFY0.220.180.180.180.180.170.180.17ANERLE0.230.220.220.220.210.220.210.21C&B0.220.180.170.160.160.160.150.15WHISPER0.400.240.230.230.220.220.210.21YIMUCAO0.210.190.190.180.180.180.190.19SOFT0.230.160.160.160.160

9、.170.170.15LADY CARE0.270.270.260.270.260.260.270.26BEST0.190.120.120.120.120.120.120.13HAO S.S.0.170.160.150.140.160.160.150.15O.brand 0.170.160.150.140.160.160.150.1511Copyright 2003 ACNielsena VNU companyCarefree Variant Sales&Growth,Nat.Volume SalesValue Sales12Copyright 2003 ACNielsena VNU comp

10、anyLiner,Carefree Variant Share,NationalVariant Share Stable In Latest Half YearVolume Share(Liner Base)Value Share13Copyright 2003 ACNielsena VNU companyCarefree Variant Distribution&Price,Nat.Drapable High Price Could Be An Issue to Prevent Our Share Further ImprovementWeighted DistributionRmb/Pcs

11、16Copyright 2003 ACNielsena VNU companySofy Variant Share,NationalShare Decline On Reg.Which Stands For 70%Of Its Sales;Fresh Failed To Improve Share YearlyVolume Share(Liner Base)Value Share17Copyright 2003 ACNielsena VNU companySofy Variant Share,NationalGreen Tea Price Position In Medium RangeWei

12、ghted DistributionRmb/Pcs18Copyright 2003 ACNielsena VNU companyLiner Share By Price Tier,NationalMedium and Low Price Dominate the Market;While Premium Gained Importance YearlyVolume BaseValue BaseNote,price is judged down to sub brand level.19Copyright 2003 ACNielsena VNU companyLiner 0.200.25Rmb/

13、pcs Share By Brand,Nat.Share Driven By MNBMAT ON02 MAT ON03 MAT ON02 MAT ON030.200.25rmb/pcs18.421.821.727ANERLE9.69.611.411.8WHISPER2.84.13.24.8SOFY3.74.24.15.2TOU QI2.11.62.41.8FRESH0.11.60.22.1ROU MIAN1.411.61.3Carefree Drap.2.43.3Volume ShareValue Share20Copyright 2003 ACNielsena VNU companyLine

14、r Sales Growth By City10%0%6%7%7%13%7%13%1%4%Volume baseValue baseMAT%Growth21Copyright 2003 ACNielsena VNU companyLiner Key Brand Volume Share By CityCarefree Share Stagnant Across City4 CityA CityBCD CityTownVol.%+/-%YAVol.%+/-%YAVol.%+/-%YAVol.%+/-%YACAREFREE29.6016.7-0.210.1-0.311.54.3SOFY26.9-0

15、.315-5.310.50.57.14.8ANERLE3.5-0.29.8-0.913.40.210.63.3WHISPER5.40.45.90.43.411.71.2C&B6.12.26.30.54.92.70.71.4YIMUCAO1.70.92.51.54.42.30.3-0.6SOFT0.70.431.72.61.11.3-0.6LADY CARE1.503.2-1.21.3-0.70.5-2.1BEST1.30.62.10.62.1-0.40.20.1HAO S.S.0.102.30.92.3-0.11.6-3.2O.BRAND23.20.433.2345-0.965.2-5.822

16、Copyright 2003 ACNielsena VNU companyLiner,Key Brand Vol.Share by City TierCarefree Share Stagnant All City Tier(Liner Base)4 CityA CityBCD CityTownCarefreeSofyWhisperAnerleC&B23Copyright 2003 ACNielsena VNU companyLiner Sales Growth By RegionSize Grew Fast In West/South10%0%25%12%14%3%1%23%11%8%Vol

17、ume baseValue baseMAT%Growth25Copyright 2003 ACNielsena VNU companyLiner Key Brand Volume Share By RegionSouthEastNorthWestVol.%+/-%YAVol.%+/-%YAVol.%+/-%YAVol.%+/-%YACAREFREE22.40.115.60.318.7-0.410.90.8SOFY15.7-4.918.5-0.314.9-19.71.5ANERLE13.9-0.65.81.16.5-0.919.3-3.7WHISPER7.20.73.80.73.70.74.4-

18、0.1C&B1.60.55.63.85.42.1101.5YIMUCAO1.21.13.92.31.90.74.21.6SOFT2.61.31.20.54.22.20.70LADY CARE2.3-1.71.4-0.32.1-0.82.1-1BEST0.90.42-0.42.51.11.20.1HAO S.S.2.5-0.61.8010.11.60.4OTHERS29.73.740.40.139.10.435.91.126Copyright 2003 ACNielsena VNU companyMarket Share by Pack Share,NationalVolume BaseValu

19、e Base27Copyright 2003 ACNielsena VNU companyCategory Overview,LinerlTotal category size came to stable in the past one year(Threat)lUltrathin Breathable product become more popular(Opportunity),size increased rapidly and gaining share continuously from others.(accounted 27%in volume and 30%in value

20、)lLow and Medium(0.20rmb/pcs below)segment dominated market(Threat);while premium(0.20.25rmb/pcs)importance increasing,which was driven by MNB premium lines28Copyright 2003 ACNielsena VNU companyCategory Overview,LinerlCarefree leading position and share stable in year trend(Strength)Drapable launch

21、 cannibalize share on super esp Non Breathable suggesting upgrade Carefree user while not expand Carefree consumer group(challenge),price could be issueShare stagnant in all city tier(challenge)lSofy lose share to small local brands and struggled in No.2 in last yearFresh launch not help it share ga

22、in,while Regular share in declining trend(Opportunity)Green Tea new launch and was firstly captured in ON03 scored small share,and priced medium29Copyright 2003 ACNielsena VNU companyIssueslHow Carefree Can Further Improve In Developed City By Gaining On Sofy?lOpportunity exploration in BCD marketlS

23、ofy Green Tea Launch Review30Copyright 2003 ACNielsena VNU companyHow Carefree Can Further Improve In Key City31Copyright 2003 ACNielsena VNU companyLiner,Key Brand Volume Share In 4+ASofy Is Our Key Competitor In Developed CityANERLE6.76.86.57.17.27.17.1C&B6.56.26.96.66.25.75.8YIMUCAO1.31.51.92.12.

24、32.32.6LADY CARE2.62.62.32.42.32.62.4ABC1.211.31.11.81.82.132Copyright 2003 ACNielsena VNU companyLiner Carefree vs Sofy Variant Share,Key CityOpportunity To Grab Share From Sofy Reg.;Drapable Litter Further ImprovementCarefreeSofyVolume Share(Liner Base)33Copyright 2003 ACNielsena VNU companyCarefr

25、ee vs Sofy UT Price Comparison,4+ACarefree Super NB Price Down Trend and Competitive vs Sofy RegCarefreeSofyRmb/Pcs34Copyright 2003 ACNielsena VNU companyCarefree Super NB vs Sofy Reg.SKU Share&Price4+A CitiesCarefree Share Behind Sofy On SKU Level,While Price CompetitiveVolume Share0.160.160.150.15

26、ON02DJ03FM03AM03JJ03AS03ON03Carefree Super NB 10.67.87.26.15.17.46.3Sofy Regular15.815.616.215.416.612.614.7ON02JJ03AS03ON030.170.150.160.1640pcs SC40pcs UNSC2.91.41.41.10.71.20.640pcs SC4.94.243.83.33.73.340pcs UNSC4.23.22.62.52.12.32.26.86.86.87.26.87.26.86.86.86.86.86.87.26.86.87.23.1221.30.91.50

27、.82X40pcs SC1.61.61.31.41.32.12.32X40pcs UNSC1.81.81.51.41.11.91.92X40pcs SC2.93.7445.73.14.52X40pcs UNSC344.54.24.92.94121212.812121212.81212.812.8121212.812.81212Rmb/Pcs(Rmb/Pck)In4+A,2*40pcs pack importance is about 10%in volume and maintain yearly 35Copyright 2003 ACNielsena VNU companyCarefree

28、Super NB vs Sofy Reg.SKU Distribution4+A Cities-ON03Carefree Super NB In-store Performance Behind,Any Consumer Study Input on Why?Weighted DistributionSIH(Vol%per Dist.)36Copyright 2003 ACNielsena VNU companyCarefree Drapable SKU Sales&Share,4+A2X30pcs Significant Cannibalization On 30pcs,Suggesting

29、 Little Expansion On UserVolume Sales(000pcs)Volume Share37Copyright 2003 ACNielsena VNU companyAntibacterial Importance by Brand GroupAnti.Bacterial Large Contributed By Regional Brand,Which Anti.prod.Highest Importance AllNational Volume ImportanceRegional BrandNational BrandMNB+AnerleIn Anti.bact

30、erial,about 87%volume sales contributed by RB,and its importance increasing continuously(e.g.Yimucao/Anerle)38Copyright 2003 ACNielsena VNU companyHow Carefree Can Further Improve In Key City Food for ThinkinglBy comparing With SofySofy is our key competitor in developed cities,Regular is of its bes

31、t sellerCarefree Super NB share behind Sofy Reg.,due to our less competitiveness of instore performancelCarefree Drapable 2X30pcs contributed little sales and share improvement for this line39Copyright 2003 ACNielsena VNU companyHow Carefree Can Further Improve In Key CityFood for ThinkinglShould un

32、derstanding,why Sofy-Regular can achieve higher consumer acceptance?Any trade issue,e.g.Display/Facing.Differentiation on product quality?lAnti-bacteria could be consider for further product improvement40Copyright 2003 ACNielsena VNU companyExplore Opportunity In BCD City41Copyright 2003 ACNielsena

33、VNU companyExplore Opportunity In BCD CitySummarylOpportunity exploration in BCD marketHow is market trend and brand competition in BCD market?Do we offer right product(packsize/variant)and at competitive priceHow is distribution gap versus Anerle and Sofy42Copyright 2003 ACNielsena VNU companyExplo

34、re Opportunity In BCD CityFindingslBCD market stands for about 38%for total China liner market,and yearly sales and importance growing(Opportunity)lSmall pack(125pcs)stands for 60%market volume importance in BCD market,and popular both modern and traditional channel;while bigger pack(=40pcs)importan

35、ce grew slightlySmall pack crowded with a lot of small locals with lower price dominated(Challenge)In Bigger pack group,Sofy and Carefree strong and leading among(Strength)In North,small pack higher importance than in other regionslSlim market relative small and importance slightly decline(Threat)lE

36、ast BCD market the most important among followed with South BCD for linerlModern Channel importance increasing in BCD as well,while traditional store stands for one third of that market still43Copyright 2003 ACNielsena VNU companyExplore Opportunity In BCD CityFindingslAnerle leading in BCD market a

37、nd leading share maintain stableNoticeable distribution advantage comparing Carefree,which traced to traditional storesAnerle leading share in traditional stores while no advantage in modern channel20pcs contributed most its share and outstand among all players,distribution should be one of the key

38、facts20pcs pack also captured high instore performance,?lCarefree and Sofy close share competition in BCDBoth Carefree and Sofy focus in modern channel while few performance in traditional storesBoth Carefree and Sofy strong play on 40pcs and 2X40pcs,which indicating high brand loyaltySofy big pack(

39、esp.2X40pcs)outperformed same story as in 4+A(Threat)44Copyright 2003 ACNielsena VNU companyExplore Opportunity In BCD CityThinkinglTo compete with Anerle 20pcs,we should understand the following points by further explorationHow is its SOSWhy consumer prefer AnerleAny trade issuelAs China market,Car

40、efree no share advantage with Sofy in BCDUltra thin relative less performed than Sofy,same story as in 4&AAgain,improving Ultra thin performance will be critical for us to strengthen our brand shareFor SlimlOther than Anerle and Sofy,we are facing a number of small local brands priced relative low a

41、nd in small pack form.Do we any plan to compete with in this sizeable market45Copyright 2003 ACNielsena VNU companyKey Brand Share&Price In Nat-BCDAnerle Leading In BCD Market And Share Maintain StableVol%+/-%YARmb/PcsMAT ON03JJ03AS03ON03MAT ON03ANERLE13.40.212.711.813.70.22SOFY10.50.513.88.69.40.18

42、CAREFREE10.1-0.39.5118.90.19YIMUCAO4.42.34.54.85.20.19C&B4.9-2.75.14.54.20.16WHISPER3.412.83.22.90.23SOFT2.61.11.22.42.70.17HAO S.S.2.3-0.12.82.11.90.15BEST2.1-0.41.81.41.80.12ANLE21.92.32.72.80.14O.BRAND13.92.215.916.815.70.13Vol%46Copyright 2003 ACNielsena VNU companyBCD Channel And Region Vol.Mix

43、,BCDModern Channel Importance Increased;East BCD Most Important Followed With South47Copyright 2003 ACNielsena VNU companyKey Brand Volume Share By Channel,BCDAnerle Leading In G/K,Which Protect Its Share In BCD Where We Are WeakVol%+/-%YA Vol%+/-%YA Vol%+/-%YAANERLE13.40.210.80.618.61.6SOFY10.50.51

44、4.8-22.10.6CAREFREE10.1-0.313.7-0.73.2-1.7YIMUCAO4.42.35.82.81.81C&B4.9-2.75.5-2.74-3.5WHISPER3.414.50.70.90.5SOFT2.61.13.31.61.1-0.2HAO S.S.2.3-0.12.80.11.2-0.9BEST2.1-0.42.4-1.51.60.8ANLE21.91.71.62.42.2O.BRAND13.92.28.8223.95.7BCD G/KBCD H/S/DBCD City48Copyright 2003 ACNielsena VNU companyKey Bra

45、nd Distribution By ChannelDistribution Gap Captured In G/K(Weighted Distribution)National Grocery/KioskNational Hyper/Super/Depart.49Copyright 2003 ACNielsena VNU companyKey Brand Volume Share by Region,BCDCarefree Relative Strong In South While Behind In OthersVol%+/-%YA Vol%+/-%YA Vol%+/-%YA Vol%+

46、/-%YAANERLE17.8-5.88.32.811.6-5.831.7-1.1SOFY14.13.811.7-23.21.76.33.7CAREFREE18.50.59-1.35.7-1.35.3-0.4YIMUCAO1.61.56.442.40.42-1.1C&B0.50.37.2-5.20.4-0.6WHISPER6.71.230.81.30.51.90.8SOFT3.71.61.80.95.82.51.3-0.3HAO S.S.3-3.12.10.53.20.11-0.1BEST0.103-0.92.920.4-0.4ANLE1.91.81.41.432.64.14O.BRAND10

47、.10.713.22.926.35.610.91.5E BCD CityN BCD CityW BCD CityS BCD CityIn West,traditional channel importance relative higher than other regions which stands for 50%of that market.6.23.850Copyright 2003 ACNielsena VNU companyCarefree vs Sofy Weighted Distribution by RegionDistribution Competitive Vs Sofy

48、Market Importance(Volume Base)20.55.16.39.139.922.56.824.78.27.614.97.4551Copyright 2003 ACNielsena VNU companyCarefree vs Anerle Weighted Distribution by RegionWhile Behind Anerle In South&West20.55.16.39.139.922.56.824.78.27.614.97.45Market Importance(Volume Base)52Copyright 2003 ACNielsena VNU co

49、mpanyKey Brand Share By Packsize,BCD-H/S/D20pcs Pack Dominated Anerles Sales,Vise Versa On Sofy and Carefree(Volume Share)AnerleCarefreeSofy53Copyright 2003 ACNielsena VNU companyAnerle Key SKU Share by Channel,BCDSmall Pack Dominated its Line In All Channel(Volume Share)54Copyright 2003 ACNielsena

50、VNU companyLiner Packsize Importance by Channel=40pcs Pack39.440.1SOFY 15.811.2CAREFREE 11.310YIMUCAO 0.52.3WHISPER 2.22.9ANERLE 0.81.9SOFT 1.22.8KOTEX C&B 0.71.7CARNATION 1.41.5O.BRAND 0.10.3ANLE 0.10.856Copyright 2003 ACNielsena VNU companyLiner 20pcs Pack Key Brand Share&Price,BCD-H/S/DCarefree P