189ac尼爾森--2003清潔用品市場(chǎng)

1、Retail Audit Presentation Prepared XXX,Updated to Jan/Feb.2003,Category Overview,Personal Wash,Agenda,Category OverviewWhy XX-Bath Liquid Lose Share in SH/E A/S BCD/E BCDMilk Yearly Performance ReviewExplore 300~999

2、ml Pack Sales OpportunityTTT Bag Launch Evaluation,Category Overview,SummaryCategory Overview,Total PW market size increased continuously driven by Bath Liquid, and Hand Wash size emerged in latest 2 years across citie

3、s; Bar soap size increased in cities as wellso far, Bar soap market size has little sales impact from the growth of Hand Wash and Bath LiquidXX sales grew in line with total market yearly while behind the growth rate i

4、n latest 6 month vs YA; and lose share traced to SH/E A/S BCD/ E BCD,SummaryCategory Overview(Con.),Overall MNB gained share in latest 6 months vs YA largely driven by P&G; Olay gained share fastest followed with Do

5、veZici/Aoxue captured share gain continuouslyXX Milk share gained and distribution increased vs last year while failed to recover the lose from other variants,Product Segment Annual GrowthTotal Category Increased Whil

6、e Bar Soap Sales Maintain,Volume Sales(Mil.Ton),Value Sales(Mil.Rmb),+12%,+9%,+100%,+85%,+49%,+25%,+2%,+1%,Year Growth,Product Sales Mix & Growth by CityBar Captured Size Growth In City, Which Indicating Little Impa

7、ct From the Growth of BW/HW,12,2,49,100,-7,-9,15,5,51,104,18,9,36,142,33,15,60,68,Volume Base-MAT JF03,Year Growth,,,38,Product Sales Mix & Growth by RegionPW Grew Traced to S/E/N Where Bar Size Increase As Well,Vol

8、ume Base-MAT JF03,Year Growth,,-5,-9,25,72,15,11,33,106,13,4,50,104,19,0,56,105,12,2,49,100,,,Product Segment Sales Growth IndexSoap Sales Captured Slightly Decline In Latest 2 Periods vs. YA,Total Personal Wash,Volume

9、Growth Index,,,,Product Segment Growth by CityND02/JF03 vs ND01/JF02Bar Soap Sales Decline In BCD&Town,Volume Growth,TTL PW,Bar Soap,Bath Liquid,Hand Wash,National,6.4,-3.6,39.1,75.2,4 Cities,26.3,1.3,67.1,59.6,A C

10、ities,6.1,3.4,2.3,87.6,BCD Cities,9.9,-1.9,49.3,84.3,Town,-10.3,-12.2,20.8,-25.6,Product Segment Price Trend,(JF01~JF03),Bath Liquid Sales Growth XX Vs. TTLXX Behind Market Growth In JF03 vs JF02,,,,,Volume Base,Value B

11、ase,Volume Base,Value Base,Multi.National Manufacture Share & ChgP&G Drove the Growth Of MNB In Last Winter Season; XX Lose Share,,,6M to,JF02,6M to,JF03,+/-,Chg,SO 01,ND 01,JF 02,SO 02,ND 02,JF 03,+/- Chg,JF03v

12、s.02,MNB Bath Liq.,17,18.9,1.9,16.8,17.6,18.6,19.1,20.4,21.4,2.8,XX,7.5,7,-0.5,7,6.3,8.3,6.3,6.9,7.2,-1.1,P&G,3.5,7.0,3.5,2.9,3.9,3.5,6.8,6.6,6.7,3.2,Unilever,5.1,4.1,-1,4.9,5.2,4.4,3.3,4.2,4.8,0.4,Kao,2.3,2.9,0.6,1.

13、9,2.3,2.4,2.6,2.7,2.7,0.3,MNB Bath Liq.,29,31.3,2.3,28.3,30,30.7,31.4,33.6,35.4,4.7,XX,11.6,11.1,-0.5,11.3,10,12.9,10.5,11.1,11.5,-1.4,P&G,7.6,10.3,2.7,6.2,8.4,7.2,11.8,11.7,12.4,5.2,Unilever,8.0,6.9,-1.1,7.8,8.3,7.1

14、,5.5,7,7.8,0.7,Kao,3.3,4.0,0.7,2.9,3.3,3.5,3.7,3.8,3.7,0.2,,,,Volume Share,Value Share,,,,,,,(National Bath Liquid Base),,,,MNB & Key Lo.Brand Value Share Olay Leading The Growth Followed with Dove,6M to,JF02,6M to,

15、JF03,SO 01,ND 01,JF 02,SO 02,ND 02,JF 03,+/- JF03,vs.02,MNB Bath Liq.,29,31.3,2.3,28.3,30,30.7,31.4,33.6,35.4,4.7,XX,11.6,11.1,-0.5,11.2,9.9,12.9,10.4,11.1,11.5,-1.4,OLAY,2.8,5.0,2.2,2.2,3.2,2.6,4,4.5,6.1,3.5,LUX,6.4,4,-

16、2.4,6.5,6.6,5.7,3.5,3.9,4.6,-1.1,SAFEGUARD,4.4,5.3,0.9,3.8,5.1,4.5,5.5,5.4,4.4,-0.1,DOVE,1.2,2.8,1.6,0.9,1.3,1.2,1.9,3,3.2,2,BIORE,3.3,2.3,-1.0,2.9,3.3,3.5,2,2.1,2.3,-1.2,ZEST,0.1,2.1,2.0,0.2,0.1,0.1,2.3,1.8,1.8,1.7,QING

17、 XIN,1.7,1.7,1.6,1.7,1.4,1.4,,(National Bath Liquid Base),,,+/-,Chg,MNB Price Tracking, NationalOlay/SFG/Dove Price Gap Narrowing Down With XX,JF 02,SO 02,ND 02,JF 03,XX,68,100%,61,59,57,100%,OLAY,97,142%,74,74,72,127%,

18、LUX,70,103%,60,60,55,96%,SAFEGUARD,87,127%,62,63,63,111%,DOVE,80,117%,65,62,60,107%,BIORE,64,93%,57,57,53,93%,ZEST,54,53,53,93%,QING XIN,45,45,44,78%,Price Indexto XX,Price Indexto XX,,,,,,,,LIUSHEN,45,48,46,81%,46,74%

19、,Rmb/Lit,Rmb/Lit,,,Bath Liq. Key Brands Distribution GrowthCompetitors Close Distribution Gap with XX,Weighted Distribution,Bath Liq. XX / MNB / Lo. Share Change by CityXX Declined Noticeable In SH/E A/E BCD/S BCD,,,,,

20、,,Volume Share Change(SO01~JF03 vs SO02~JF02),,XX Bath Liq. Share Trend By VariantMilk Failed to Recover the Lose From Old Variants,(National Volume Share Bath Liquid Base),XX Bath Liq. Share Trend By Variant,(National

21、 Value Share Bath Liquid Base),XX Bath Liq. Variant Distribution TrendEach Variant Distribution Increasing vs. YA,National Weighted Distribution,Why XX Lose Share In SH/EA/E BCD/ S BCD,,,,,,,XX Share & Change by SKU

22、, SH-H/SShare Decline All Variants Except Milk,SO 01,ND 01,JF 02,SO 02,ND 02,JF 03,XX,11.3,13.3,16.8,11.4,13.3,12.3,COOLING,2,0.7,0.6,1.5,0.7,0.4,300ML,1.1,0.3,0.3,0.8,0.3,0.2,1000ML,0.9,0.3,0.3,0.7,0.5,0.2,BLUE,2.4,2.3

23、,2.1,1.5,1.7,1.5,100ML,0.5,0.4,0.3,0.3,0.4,0.5,300ML,1.1,1.2,1.1,0.8,0.9,0.7,1000ML,0.8,0.6,0.6,0.4,0.4,0.4,YELLOW,2.6,2.9,2.4,1.6,2.2,1.7,300ML,1.5,1.4,1.2,0.8,1.1,0.9,1000ML,1.1,1.5,1.2,0.8,1.1,0.8,MILK,0.1,3.4,8.1,3.9

24、,5.6,4.9,300ML,0.1,1.7,2.8,2,2.9,2.5,1000ML,0,1.7,5.2,1.9,2.6,2.4,PEACH,2.3,2.2,1.9,1,1.1,2.1,300ML,0.9,0.9,0.8,0.5,0.5,0.4,1000ML,1.4,1.3,1.1,0.5,0.6,1.7,TTT,1.7,1.8,1.8,1.7,1.9,1.6,300ML(Bag),0.2,0.3,0.2,300ML,1.6,1.8,

25、1.7,1.4,1.5,1.2,+/- % ChgSO02~JF03 vs YA,,,Value Share(Bath Liq. Base),-1.3,-0.2,-0.2,0,-0.7,0,-0.4,-0.3,-0.8,-0.5,-0.4,1.3,1.1,0.2,-0.8,-0.4,-0.4,-0.1,0.3,-0.3,,XX SKU Weighted Distribution, SH-H/SDist. Increasing Mos

26、t SKUs & Shelf Choice Increasing,,,,,,,,,XX,COOLING,300ML,1000ML,BLUE,100ML,300ML,1000ML,YELLOW,300ML,1000ML,MILK,300ML,1000ML,PEACH,300ML,1000ML,TTT,300ML(Bag),300ML,SO 02,ND 02,JF 03,86,87,87,84,84,83,76,75,70,67,6

27、6,61,84,87,85,62,59,62,83,86,85,55,58,61,78,77,75,71,73,70,64,57,60,79,77,84,79,77,84,73,71,72,84,77,75,65,56,52,64,61,60,85,85,84,30,35,31,84,84,83,,,,,,,,,,,Key Brand Share & Distribution, SH-H/SDove / Olay / SFG/

28、 Qing Xing Gained Share,Value Share(Bath Liq. Base),Weighted Distribution,,,,,Segment Share & Chg by Brand, SH-H/SFresh/Antigerm Gained Importance While XX Cooling Weak; Dove Share Prompted & Leading In Moist.,,

29、,,SO01~JF02,SO02~JF03,OTHERS,20,13.5,XX,6.1,4.4,LUX,4.9,0.1,MOISTURIZER,43.3,43.7,DOVE,2.8,10.5,XX,6,6.8,Olay,5.1,6.3,LUX,6.6,5.7,NIVEA,4,3.8,BIORE,2.9,1.9,PONPON,3.6,1.3,FRESH,28.7,31,LIU SHEN,17.2,15.2,QING XIN,4.7,ZES

30、T,2.3,BIORE,4.3,2,LUX,2.3,1.9,XX,1.2,1,BEAUTY WHITENING,1,2.9,LUX,1.9,ANTI-GERM,6.1,8.5,SAFEGUARD,3.8,6,DETTOL,1.5,1.9,,,,,,,Value Share(Bath Liq. Base),,,,Dove SKU Share&Distribution&Price,SH750ml Gained Share

31、Strongly,Value Share(Bath Liq. Base)-SH H/S,JF 02,ND 02,JF 03,Dove,44,75,74,250ml,74,73,500ml,20,2,550ml,44,750ml,62,71,Weighted Distribution,JF 02,ND 02,JF 03,Dove,86,61,61,250ml,80,80,500ml,84,550ml,102,750ml,56,56,Rmb

32、/Lit,,,Dove SKU Share&Distribution&Price, SH720ml Gained Rapidly; More Shelf Choice,Value Share(Bath Liq. Base)-SH H/S,JF 02,ND 02,JF 03,OLAY,57,67,72,BLUE 200ml,14,18,BLUE 400ml,58,61,BLUE 720ml,48,55,O. 400ml,

33、56,4,,,4,O. 720ml,28,8,,,7,PINK 200ml,15,17,PINK 400ml,58,61,PINK 720ml,57,63,JF 02,ND 02,JF 03,OLAY,78,65,64,BLUE 200ml,75,,76,,BLUE 400ml,68,,69,,BLUE 720ml,60,,60,,O. 400ml,85,O. 720ml,68,PINK 200ml,78,,76,PINK 400ml,

34、69,,69,PINK 720ml,59,,59,Weighted Distribution,Rmb/Lit,,,,,,,,,Qingxin SKU Share&Distribution&Price, SHNew Comers with Competitive Price,Value Share(Bath Liq. Base)-SH H/S,Weighted Distribution,Rmb/Lit,Zest SKUs

35、 Share&Distribution&Price, SH750ml Captured Dist. Push Recently,Value Share(Bath Liq. Base)-SH H/S,Weighted Distribution,,,Rmb/Lit,Liushen SKUs Share&Distribution&PriceNew Launch Items Failed to Help Sh

36、are Gain,Value Share(Bath Liq. Base)-SH H/S,Liushen SKU Distribution & Price In Sh-H/SPrice Maintain,JF 02,JF 03,JF 02,JF 03,LIUSHEN,95,87,46,40,TEXIAO 1000ml,9,39,34,32,TEXIAO 700ml,85,45,47,47,TEXIAO 350ml,92,42,4

37、6,45,TEXIAO 200ml,30,21,55,51,SHUANGFU 1500ml,28,30,SHUANGFU 1000ml,39,32,SHUANGFU 700ml,27,46,SHUANGFU 350ml,42,47,SHUANGFU 200ml,29,72,RUFU 700ml,37,47,RUFU 350ml,72,48,RUFU 200ml,22,50,Weighted Distribution,Rmb/Lit,,,

38、Lux Variants Share In SH-H/SShare Almost Maintain Vs. YA,Value Share(Bath Liq. Base)-SH H/S,Lux SKU Share&Dist&Price In SH-H/SOrange Well Performed; 1Lit Launch With Lower Price,,Key Brand Share Change by Packs

39、izeXX 1Lit Lose Share While Dove/Olay/SFG Bigpack Increased Fast,SO02~JF03,chg,LUX,9.6,-4.3,250ML,3,3,300ML,0.3,-7.8,750ML,5.2,-0.4,1000ML,1.2,1.2,DOVE,10.6,7.8,250ML,3,3,500ML,0,-1.1,550ML,0,-1.2,750ML,7.6,7.6,SO02~JF0

40、3,chg,XX,12.2,-1.3,100ML,0.5,-0.1,300ML,6.8,-0.4,1000ML,4.9,-0.8,BIORE,3.9,-3.5,300ML,1.1,-1.1,750ML,1.2,-3.5,1000ML,1.6,1.1,QING XIN,4.8,4.8,300ML,1.3,1.3,750ML,3.5,3.5,LIU SHEN,14.7,-2.5,200ML,1.3,-0.4,350ML,3.9,-1.9,7

41、00ML,3.1,-5.6,1000ML,5.3,4.4,1500ML,1.1,1.1,SO02~JF03,chg,OLAY,6.3,1.3,200ML,0.6,0.4,400ML,2.4,-0.5,720ML,3.3,1.4,SFG,6.1,2.2,200ML,0.6,0.2,400ML,2.5,0.9,750ML,3,1.1,ZEST,2.3,2.3,200ML,0.5,0.5,400ML,1.1,1.1,750ML,0.8,0.8

42、,,,,,,,,,,Value Share(Bath Liq. Base)-SH H/S,,,,,,Key Brand Big Price , SH-H/SXX 1L Price per Pack High Could Be An Issue Behind,Rmb/Pck,SO01~JF02,SO02~JF03,XX,1000ML,48,44,44,BIORE,750ML,55,57,42,BIORE,1000ML,44,44,44,

43、QING XIN,750ML,40,30,LIU SHEN,1000ML,34,32,32,LIU SHEN,1500ML,31,46,LUX,1000ML,38,38,DOVE,750ML,56,42,OLAY,720ML,73,59,43,SFG,750ML,69,51,38,ZEST,750ML,41,31,Rmb/Kg,SO02~JF03,,LUX,750ML,46,35,61,,,,MNB Big Pack Top SKU R

44、anking,SH-H/SXX Share Behind Competitors In SKU Level,SO 01,ND 01,JF 02,SO 02,ND 02,JF 03,Value Share(Bath Liq. Base),DOVE,750ML,5.1,10.3,8.2,LUX,ORANGE,750ML,2.7,3,3.7,OLAY,PINK,720ML,1.1,1,2.8,LUX,RUNFU(W),1000ML,0.2,

45、2.5,XX,MILK,1000ML,0,1.7,5.2,1.9,2.6,2.4,QING XIN,CAOYE,750ML,1.9,2.5,1.8,XX,PEACH,1000ML,1.4,1.3,1.1,0.5,0.6,1.7,BIORE,KAOZIRUN,1000ML,0.1,0.1,0.1,0.4,0.3,1.6,LIU SHEN,TEXIAO,1000ML,1.2,1.2,0.2,5.5,1.5,1.5,OLAY,PGBLUE,7

46、20ML,2.2,1.1,1.4,XX,JJYELLOW,1000ML,1.1,1.5,1.2,0.8,1.1,0.8,XX,JXXLUE,1000ML,0.8,0.6,0.6,0.4,0.4,0.4,XX,COOLING,1000ML,0.9,0.3,0.3,0.7,0.5,0.2,,MNB Big Pack Top SKU Distribution & S.P.P.D & Price, SH-H/SDove/Ola

47、y/Lux SKU Better In-Store Performance,Weighted Distribution,SPPD,JF 03,JF 02,ND 02,JF 03,JF 02,ND 02,JF 03,DOVE,750ML,18.3,LUX,ORANGE,750ML,8.2,OLAY,PINK,720ML,7.1,LUX,RUNFU(W),1000ML,13.1,XX,MILK,1000ML,5.2,QING XIN,CAO

48、YE,750ML,3.5,XX,PEACH,1000ML,4.4,BIORE,KAOZIRUN,1000ML,14.2,LIU SHEN,TEXIAO,1000ML,6.1,OLAY,PGBLUE,720ML,4,XX,JJYELLOW,1000ML,2.1,XX,JXXLUE,1000ML,1.1,XX,COOLING,1000ML,56,56,46,45,59,59,42,38,49,43,44,40,41,47,44,46,48,

49、43,41,34,31,32,60,60,46,43,45,44,43,40,49,50,47,62,71,69,71,57,63,19,30,68,71,72,83,80,53,61,60,9,18,18,9,35,39,48,55,54,57,60,45,58,61,55,66,61,0.6,Rmb/Lit,,,Why XX Lose Share In SH,XX lose share across all variants exc

50、ept MilkXX distribution gained most SKUs, and shelf choice increasingXX share lose under the competition from MNB, Dove gained the most followed with Olay which consolidated share from other brands of ‘Moisturizer’ seg

51、ment; new comers Qingxin/Zest gained and drove ‘Fresh’ while XX Cooling weakXX 1Lit share declining, and share behind competitors in SKU level, price could be an issue behind,,,,,,,XX Share & Change by SKU, E AShar

52、e Decline On Blue/TTT/Cooling,,SO 01,ND 01,JF 02,SO 02,ND 02,JF 03,XX,14.7,12.5,17.7,7.9,8.6,11.7,COOLING,2.2,0.3,0.2,0.5,0.2,0.5,300ML,2.1,0.2,0.2,0.4,0.1,0.4,1000ML,0.1,0.1,0,0.1,0,0,BLUE,7.7,7.4,2.5,2.2,1.7,4.1,100ML,

53、2.8,2.6,2,1.6,1,2.6,300ML,4.5,4.6,0.4,0.5,0.6,1.4,1000ML,0.4,0.1,0.1,0.1,0.1,0.1,YELLOW,0.5,0.7,1.5,1.2,1.4,0.8,300ML,0.3,0.5,1.4,1,1.1,0.6,1000ML,0.2,0.2,0.1,0.2,0.3,0.2,MILK,0.1,0.5,0.9,2,2.7,2.9,300ML,0.1,0.3,0.6,1.6,

54、2.2,2.5,1000ML,0,0.2,0.3,0.3,0.4,0.4,PEACH,0.6,0.6,0.8,0.7,0.7,0.8,300ML,0.5,0.5,0.6,0.6,0.4,0.7,1000ML,0.1,0.1,0.2,0.1,0.3,0.1,TTT,3.5,3.1,11.7,1.3,2.1,2.6,100ML,1.3,1,8.2,0.5,0.8,1.2,300ML,2.2,2,3.5,0.8,1.2,1.2,TTT 300

55、bag is of 0.1% in JF03,,Value Share(Bath Liq. Base),+/- % ChgSO02~JF03 vs YA,-5.8,-0.6,-0.5,0,-3.3,-0.8,-2.4,-0.1,0.3,0.2,0,1.9,1.7,0.2,0,0.1,0,-4.2,-2.7,-1.5,,,XX SKU Weighted Distribution, E ASKU Distribution Increa

56、sed & More Shelf Choice,,,,,,,,,TTT 300bag weighted dist. is of 16,,,,,,,,,,,,,,,,,Key Brand Share & Distribution, E AA Number Of Competitors Gained Share,Value Share(Bath Liq. Base),Weighted Distribution,,,,,,Q

57、ingxin share scored to 7% in SO02 and 1.4% in JF03,,,Segment Share & Chg by Brand, E AMoist.&Fresh Gained Importance; XX Cooling Weak,,,OTHERS,29.7,20.5,XX,12.6,5.1,LONG LI QI,4.4,2.4,MOISTURIZER,27.4,33.2,Olay,

58、6.5,11,LUX,2.6,4,XX,1.4,3.7,DOVE,0.3,2.3,BIORE,4,1.9,FRESH,21.6,25.9,LIU SHEN,13.4,10.2,QING XIN,4.4,ZEST,2.9,XX,0.9,0.4,BEAUTY WHITENING,3.8,4.7,LUX,1.5,SOFTTO,1,0.7,ANTI-GERM,14.9,14.9,SAFEGUARD,13,12.7,,,SO01~JF02,SO0

59、2~JF03,,,,Value Share(Bath Liq. Base),,,,Olay SKUs Share&Distribution&Price,E ABalanced Gained From Packs,Value Share(Bath Liq. Base),Weighted Distribution,JF 02,ND 02,JF 03,Blue 200ML,37,25,Blue 400ML,42,29,Blu

60、e 720ML,24,22,Others 200ML,43,11,8,Others 400ML,39,5,4,Others 720ML,16,4,5,Pink 200ML,38,30,Pink 400ML,35,28,Pink 720ML,24,22,JF 02,ND 02,JF 03,Blue 200ML,90,86,Blue 400ML,76,75,Blue 720ML,65,68,Others 200ML,119,116,121,

61、Others 400ML,101,52,70,Others 720ML,77,64,56,Pink 200ML,91,88,Pink 400ML,75,75,Pink 720ML,59,69,Rmb/Lit,,,Lux Variant Share in E AOrange Help Lux Share Gain,Value Share(Bath Liq. Base),Orange-5.9%,,,,Lux SKU Distributio

62、n & Price in E A,JF02,ND 02,JF 03,Beauty Whitening,29,35,Beauth Whitening 1000ml,5,8,Beauty Whitening 250ML,29,35,Beauty Whitening 750ML,21,20,Fresh,28,33,Fresh 1000ML,5,8,Fresh 250ML,28,33,Fresh 750ML,21,25,Moisturi

63、zer,25,31,Orange 250ml,25,31,Orange 750ML,21,24,Skin Care,17,Others,10,Weighted Distribution,,Rmb/Lit,Beauty Whitening,57,61,Beauty Whitening 1000ml,51,39,Beauty Whitening 250ML,73,71,Beauty Whitening 750ML,51,51,Fresh,6

64、3,60,Fresh 1000ML,42,36,Fresh 250ML,73,69,Fresh 750ML,51,51,Moisturizer,57,58,69,69,51,51,Skin Care,71,Others,93,JF02,ND 02,JF 03,Orange 250ml,Orange 750ML,Dove SKU Share&Distribution&Price, E ABoth 250ml and 75

65、0ml Gained Share,Value Share(Bath Liq. Base),Weighted Distribution,JF 02,ND 02,JF 03,250ML,21,26,500ML,7,4,8,750ML,21,26,Rmb/Lit,JF 02,ND 02,JF 03,250ML,80,84,500ML,84,72,63,750ML,61,61,,Qingxin SKU Share & Distribut

66、ion & Price In E A750ml Better Performed; Share Move Seasonally,Value Share(Bath Liq. Base),Weighted Distribution,Zest SKU Share&Distribution&Price, E A Small Pack Better Performed; Share Move Seasonally,Va

67、lue Share(Bath Liq. Base),Weighted Distribution,Why XX Lose Share In E A,XX lose share on Blue/TTT/CoolingXX distribution gained most SKUs, and shelf choice increasingXX share lose under the competition from MNBOlay g

68、ained the most followed with Lux/Dove drove ‘Moisturizer’ segmentQingxin/Zest drove ‘Fresh’ in summer season while XX Cooling weak,,,,,,,XX Share & Change by SKU, E BCD Share Decline On Blue/TTT/Cooling/Peach,,,SO