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ac尼尔森个人润肤产品市场.ppt

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SkinMoisturizingAgendaSkinMoisturizerSalesTrend,NationalMarketGrowthAccelerated;ValueAlsoOutgrewVolumeProductSegmentSales&Growth,Nat.GrowthofAllSegmentsAccelerated;FacialObtainedPositiveValueGrowthWhileBodyDeflatedXXBodyVolumeSalesTrendbyVariantMilkDidHelpXXtoGainSalesInPassingWinterSeasonvsYABodyTop10BrandsVolumeShare&ChgSlowerGrowthRateCostUsSlightlyLostShareinPassingWinterPeriodBodyTop10BrandsValueShare&ChgSlowerGrowthRateCostUsSlightlyLostShareinPassingWinterPeriodBodySalesGrowthByPlatformDeflationinBodyMainlyTracedtoBasicBodyLotion;OverallLotionStillCapturedPositiveGrowthwhileCreamDeclinedBodyBasicLotionKeyCompetitorsGrowth,NationalButOurGrowthRateStillBehindNivea/SoftsenseandTotalSegmentBodyLotionBasic,KeyBrandVolumeShareOurShareLostMainlyTracedtoBasicLotionWhereYuMeiJingandSmallBrandsGainedShareNoticeablyBodyLotionBasic,KeyBrandValueShareXXRegainedSomeShareinJF03,ComparedwithJF02Y.M.J.BodyLotionBasicSKUShare220mlLargelyContributedtoItsShare;DistributionSlightlyIncreasedY.M.J.BodyLotionBasicShare&DistributionByMarketYuMeiJingMainlyFocusInHebei/Shangxi/ShangdongBodyBasicLotion,SalesMix&GrowthByCityQuickDevelopmentofBodyBasicLotionTracedtoKey&ACitiesBodyBasicLotion,KeyBrandsSharebyCityWeLostSharetoBaiQueLing&SmallBrandsinKeyCitiesandYuMeiJinginACitiesBodyBasicLotion,KeyBrandsSharebyCityOurShareGainsinBCDCitiesHelpedUstoNarrowOverallShareLostSummarySummary-BodySummary-BodySummary-BodyXXMilkSalesDevelopmentIn4&ACitiesMilkSalesContributionToXXByCityMilkHelpedXXtoIncreaseSalesInACity;butNotInSH/BJMilkShareContributionToXXBasicLotionStagnantinSalesinSH&BJandLaggedBehindGrowthinACitiesCausedUsLosingShareSH-H/S,XXLotionVariantSKUShareMilk200mlGainedShareRapidlyWhileReg/UC200mlDeclinedSH-H/S,XXLotionSKUDist.&SPPDMilk-200mlGainedDistributionWithGoodIn-storePerformance;UC200mlMaintainedOverallDistributionbutDeclinedinSPPDSH-H/S,BodyKeyBrandShare&PriceLowPriceProductGainedShare;NiveaGainedShareSlightlySH-H/S,KeyBrandsSKUValueShareNiveaFresh&IntensiveMilkBothContributedtoIt