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189AC尼尔森--2003清洁用品市场.ppt

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RetailAuditPresentationPreparedXXXCategoryOverviewAgendaCategoryOverviewSummaryCategoryOverviewSummaryCategoryOverview(Con.)ProductSegmentAnnualGrowthTotalCategoryIncreasedWhileBarSoapSalesMaintainProductSalesMix&GrowthbyCityBarCapturedSizeGrowthInCityWhichIndicatingLittleImpactFromtheGrowthofBW/HWProductSalesMix&GrowthbyRegionPWGrewTracedtoS/E/NWhereBarSizeIncreaseAsWellProductSegmentSalesGrowthIndexSoapSalesCapturedSlightlyDeclineInLatest2Periodsvs.YAProductSegmentGrowthbyCityND02/JF03vsND01/JF02BarSoapSalesDeclineInBCD&TownProductSegmentPriceTrendBathLiquidSalesGrowthXXVs.TTLXXBehindMarketGrowthInJF03vsJF02Multi.NationalManufactureShare&ChgP&GDrovetheGrowthOfMNBInLastWinterSeason;XXLoseShareMNB&KeyLo.BrandValueShareOlayLeadingTheGrowthFollowedwithDoveMNBPriceTrackingNationalOlay/SFG/DovePriceGapNarrowingDownWithXXBathLiq.KeyBrandsDistributionGrowthCompetitorsCloseDistributionGapwithXXBathLiq.XX/MNB/Lo.ShareChangebyCityXXDeclinedNoticeableInSH/EA/EBCD/SBCDXXBathLiq.ShareTrendByVariantMilkFailedtoRecovertheLoseFromOldVariantsXXBathLiq.ShareTrendByVariantXXBathLiq.VariantDistributionTrendEachVariantDistributionIncreasingvs.YAWhyXXLoseShareInSH/EA/EBCD/SBCDXXShare&ChangebySKUSH-H/SShareDeclineAllVariantsExceptMilkXXSKUWeightedDistributionSH-H/SDist.IncreasingMostSKUs&ShelfChoiceIncreasingKeyBrandShare&DistributionSH-H/SDove/Olay/SFG/QingXingGainedShareSegmentShare&ChgbyBrandSH-H/SFresh/AntigermGainedImportanceWhileXXCoolingWeak;DoveSharePrompted&LeadingInMoist.DoveSKUShare&Distribution&PriceSH750mlGainedShareStronglyDoveSKUShare&Distribution&PriceSH720mlGainedRapidly;MoreShelfChoiceQingxinSKUShare&Distribution&PriceSHNewComerswithCompetitivePriceZestSKUsShare&Distribution&PriceSH750mlCapture