高露洁5p销售系统-全英文(ppt40)-销售管理(编辑修改稿)

高露洁5p销售系统-全英文(ppt40)-销售管理(编辑修改稿)内容摘要：

to b eco m e o r al car e d i sp l ay wh en eve r p o ssi b l e。 N ear h eav y tr affi c ar ea an d at th e en tr an ce o f to o th p aste sh el f。 C SW , T o tal to b e p l ace d i n eye l eve l an d to o ccu p y th e fi r st ver ti cal sh el f o f en tr an ce。 C D C to b e p l ace d n ext to C SW / T o tal (u p / d o wn / l eft/ r i g h t)。 M o r e faci n g fo r b i g si z e o n sh el f d i sp l ay。 A t l eas t 2 faci n g fo r eac h SK U . 2 3 5 6 11 4Driving the Business Through Shopper Insights 2020/9/18 19 5P Tactics : Placement Toothpaste S h o p p e r P u r c h a s e De c i s i o n P r o c e s sP r i c e T i e r S e g m e n t V a r i a n t S i zeBr a n dHighM ed i u mEco n o m yG l o b a lN a ti o n a lL o c a lA n ti cav i tyM u l t i f u n c t i o nW h i ten i n gH er b alKidsG R FI C MF r u i tJ a m b oF a m i l yR e g u l a rP e r s o n a lDriving the Business Through Shopper Insights 2020/9/18 20 5P Tactics : Placement Toothbrush H y p e r m a r k e tR EG I O N SO S O b j e c ti v eSo u thG u a n g zh o u 31%A C i t y 28%B C i t y 20%Ea s tSh a n g h a i 31%A C i t y 27%B C i t y 20%N o r thBe i j i n g 33%A C i t y 30%B C i t y 24%W e s tC h e n g d u 30% A C i t y 28%B C i t y 20%Driving the Business Through Shopper Insights 2020/9/18 21 5P Tactics : Placement Toothbrush Sh ar e o f Sh el f B y B r an d Str ateg ySO M SO M Mi x Su g g e s te d SO S Str a te g yPr e m i u m 5% 16% 30% Pr o m o teMe d i u m 1 3 . 3 0 % 42% 40% Ma i n ta i nEc o n o m y 1 3 . 4 0 % 42% 30% B a l a n c eT O T A L 32% 100% 100%R EMA R K : M ai n tai n : SOS = SOM。 Pr o m o te: SOS = SOM。 B al an ce: SOS = SOMH y p e rm a rk e tDriving the Business Through Shopper Insights 2020/9/18 22 5P Tactics : Placement Toothbrush Sh e l f Po s i ti o n i n g Str a te g y :Pl a c e C o l g a te T P a n d T B to g e th e r to b e c o m e o r a l c a r e d i s p l a y w h e n e v e r p o s s i b l eN e a r h e a v y tr a ffi c a r e a a n d a t th e T B s h e l f。 O c c u p a ti o n s e q u e n c e o f to o th b r u s h :T O P: N a v i g a to r / T o ta lMi d d l e : Se n s a ti o n / N o v a / J e w e l / J u n i o rB e l o w : Pr e m i e r / Pr e m i u m Yo u th 2 31 Driving the Business Through Shopper Insights 2020/9/18 23 5P Tactics : Placement Oral Care H y p e r m a r k e tSh a r e o f Sh e l f% Se e A tta c h m e n tSh e l f p o s i ti o n i n g Se e A tta c h m e n tT r a c k i n g Me th o d , Mo n th l y Me r c h a n d i s e r I n s to r e T r a c k i n gfr e q u e n c y s a m p l e ,% v o l u m e w i th C Pg e n e r a te d T a r g e t: 1 0 0 % c o m p l i a n c ep l a n o g r a m sPl a n o g r a m c o m p l i a n c e % T a r g e t: 1 0 0 % c o m p l i a n c eamp。 tr a c k i n g m e th o d , s a m p l e F o c u s o n SO S a n d b r a n d p o s i ti o n i n g% s h a r e o f o ffs h e l f d i s p l a y Sa m e a s Sh a r e o f Sh e l f%tr a c k i n g m e th o d , s a m p l e Mo n th l y Me r c h a n d i s e r I n s to r e T r a c k i n gDriving the Business Through Shopper Insights 2020/9/18 24 5P Tactics : Placement Fabric Softener H y p e r m a r k e tSh a r e o f Sh e l f% Se e A tta c h m e n tSh e l f p o s i ti o n i n g Se e A tta c h m e n tT r a c k i n g Me th o d , Mo n th l y Me r c h a n d i s e r I n s to r e T r a c k i n gfr e q u e n c y s a m p l e ,% v o l u m e w i th C Pg e n e r a te d T a r g e t: 1 0 0 % c o m p l i a n c ep l a n o g r a m sPl a n o g r a m c o m p l i a n c e % T a r g e t: 1 0 0 % c o m p l i a n c eamp。 tr a c k i n g m e th o d , s a m p l e F o c u s o n SO S a n d b r a n d p o s i ti o n i n g% s h a r e o f o ffs h e l f d i s p l a y Sa m e a s Sh a r e o f Sh e l f%tr a c k i n g m e th o d , s a m p l e Mo n th l y Me r c h a n d i s e r I n s to r e T r a c k i n gDriving the Business Through Shopper Insights 2020/9/18 25 5P Tactics : Placement Fabric Softener H y p e r m a r k e tR EG I O N SO S O b j e c ti v eSo u thG u a n g z h o u 42%A C i t y 33%B C i t y 33%Ea s tSh a n g h a i M a tc h i n g C o m fo r tA C i t y M a tc h i n g C o m fo r tB C i t y M a tc h i n g C o m fo r tN o r thBe i j i n g M a tc h i n g C o m fo r tA C i t y M a tc h i n g C o m fo r tB C i t y M a tc h i n g C o m fo r tW e s tC h e n g d u M a tc h i n g C o m fo r tA C i t y M a tc h i n g C o m fo r tB C i t y M a tc h i n g C o m fo r tDriving the Business Through Shopper Insights 2020/9/18 26 5P Tactics : Placement Fabric Softener SU M M A R Y OF SO F T L A N D I SP L A Y ST R A T EG Y:Pl a c e So ftl a n p r o d u c t i n e y e l e v e l。 N e i g h b o r i n g w i th C o m fo r tA l o n g w i th T r a ffi c fl o w , s e q u e n c e w i th C l a s s i c , F l o r a l , Sp r i n g , L i l y 2 3 1Driving the Business Through Shopper Insights 2020/9/18 27 H y p e r m a r k e tS h o p p i n g O c c a s i o n* L o o k i n g f o r h i g h q u a l i t y , p r e m i u m p r o d u c t s * H e a v y P u r c h a s e ( 2 t u b e s w i t h d i f f e r e n t b r a n d s o r v a r i e n t s )* B e t t e r S h o p p i n g E n v i r o n m e n t* M o r e P r o m o t i o n s* W i d e s t A s s o r t m e n tP rom o t i o n S t ra t e g y * P a n t r y L o a d i n g * L o y a l t y B u i l d i n g *I m a g e B u i l d i n gP rom o t i o n T a c t i c s A t t a c h m e n t i n D e t a i l% P rom o t i o n S O VP ri c e : T o b e d e f i n e dS p e c i a l P a c k :O t h e r% V o l . 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