个人清洁用品研究报告(尼尔森2003)(英文)(.ppt

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1、RetailAuditPresentationPreparedXXXUpdatedtoJan/Feb.2003CategoryOverviewPersonalWashAgendaCategoryOverviewWhyXX-BathLiquidLoseShareinSH/EA/SBCD/EBCDMilkYearlyPerformanceReviewExplore300~999mlPackSalesOpportunityTTTBagLaunchEvaluationCategoryOverviewSummaryCategoryOver

2、viewTotalPWmarketsizeincreasedcontinuouslydrivenbyBathLiquid,andHandWashsizeemergedinlatest2yearsacrosscities;Barsoapsizeincreasedincitiesaswellsofar,BarsoapmarketsizehaslittlesalesimpactfromthegrowthofHandWashandBathLiquidXXsalesgrewinlinewithtotalmarketyearlywhilebeh

3、indthegrowthrateinlatest6monthvsYA;andlosesharetracedtoSH/EA/SBCD/EBCDSummaryCategoryOverview(Con.)OverallMNBgainedshareinlatest6monthsvsYAlargelydrivenbyP&G;OlaygainedsharefastestfollowedwithDoveZici/AoxuecapturedsharegaincontinuouslyXXMilksharegainedanddistributioni

4、ncreasedvslastyearwhilefailedtorecoverthelosefromothervariantsProductSegmentAnnualGrowthTotalCategoryIncreasedWhileBarSoapSalesMaintainVolumeSales(Mil.Ton)ValueSales(Mil.Rmb)+12%+9%+100%+85%+49%+25%+2%+1%YearGrowthProductSalesMix&GrowthbyCityBarCapturedSizeGrowthInCity

5、,WhichIndicatingLittleImpactFromtheGrowthofBW/HW12249100-7-9155511041893614233156068VolumeBase-MATJF03YearGrowth38ProductSalesMix&GrowthbyRegionPWGrewTracedtoS/E/NWhereBarSizeIncreaseAsWellVolumeBase-MATJF03YearGrowth-5-92572151133106134501041905610512249100ProductSegm

6、entSalesGrowthIndexSoapSalesCapturedSlightlyDeclineInLatest2Periodsvs.YATotalPersonalWashVolumeGrowthIndexProductSegmentGrowthbyCityND02/JF03vsND01/JF02BarSoapSalesDeclineInBCD&TownVolumeGrowthTTLPWBarSoapBathLiquidHandWashNational6.4-3.639.175.24Cities26.31.367.159.6

7、ACities6.13.42.387.6BCDCities9.9-1.949.384.3Town-10.3-12.220.8-25.6ProductSegmentPriceTrend(JF01~JF03)BathLiquidSalesGrowthXXVs.TTLXXBehindMarketGrowthInJF03vsJF02VolumeBaseValueBaseVolumeBaseValueBaseMulti.NationalManufactureShare&ChgP&GDrovetheGrowthOfMNBInLastWinter

8、Season;XXLoseShare6MtoJF026MtoJF03+/-ChgSO01ND01JF02SO02ND02JF03+/-ChgJF03vs.02MNBBathLiq.1718.91.916.817.618.619.120