个人清洁用品研究报告(尼尔森)

Copyright 2002 ACNielsenRetail Audit Presentation Retail Audit Presentation Prepared Prepared XXXXXX Updated to Jan/Feb.2003Copyright 2002 ACNielsenCategory OverviewCategory OverviewPersonal WashCopyright 2002 ACNielsen3AgendaAgenda Category Overview Why XX-Bath Liquid Lose Share in SH/E A/S BCD/E BCD Milk Yearly Performance Review Explore 300~999ml Pack Sales Opportunity TTT Bag Launch EvaluationCopyright 2002 ACNielsenCategory OverviewCategory OverviewCopyright 2002 ACNielsen5SummarySummaryCategory OverviewCategory Overview Total PW market size increased continuously driven by Bath Liquid, and Hand Wash size emerged in latest 2 years across cities; Bar soap size increased in cities as well so far, Bar soap market size has little sales impact from the growth of Hand Wash and Bath Liquid XX sales grew in line with total market yearly while behind the growth rate in latest 6 month vs YA; and lose share traced to SH/E A/S BCD/ E BCD Copyright 2002 ACNielsen6SummarySummaryCategory Overview(Con.)Category Overview(Con.) Overall MNB gained share in latest 6 months vs YA largely driven by P&G; Olay gained share fastest followed with Dove Zici/Aoxue captured share gain continuously XX Milk share gained and distribution increased vs last year while failed to recover the lose from other variantsCopyright 2002 ACNielsen7Product Segment Annual GrowthProduct Segment Annual GrowthTotal Category Increased While Bar Soap Total Category Increased While Bar Soap Sales Maintain Sales Maintain 9597223324MAT JF02MAT JF03Bar SoapBath LiquidHand WashVolume Sales(Mil.Ton)2,5102,5309851,2314481MAT JF02MAT JF03Bar SoapBath LiquidHand WashValue Sales(Mil.Rmb)+12%+9%+100%+85%+49%+25%+2%+1%Year GrowthCopyright 2002 ACNielsen8Product Sales Mix & Growth by CityProduct Sales Mix & Growth by CityBar Captured Size Growth In City, Which Indicating Little Bar Captured Size Growth In City, Which Indicating Little Impact From the Growth of BW/HWImpact From the Growth of BW/HW171229342121223540394231232881TTL PWBar SoapBath LiquidHand Wash4 CitiesA CitiesBCD CitiesTown12249100-7-9155511041893614233156068Volume Base-MAT JF03Year Growth38Copyright 2002 ACNielsen10Product Segment Sales Growth IndexProduct Segment Sales Growth IndexSoap Sales Captured Slightly Decline In Latest 2 Soap Sales Captured Slightly Decline In Latest 2 Periods vs. YAPeriods vs. YA1011231369110495126173249154100432JF 01MA 01MJ 01JA 01SO 01ND 01JF 02MA 02MJ 02JA 02SO 02ND 02JF 03Bar SoapBath LiquidHand Wash100103108128124109102105128155145117107JF 01MA 01MJ 01JA 01SO 01ND 01JF 02MA 02MJ 02JA 02SO 02ND 02JF 03Total Personal WashVolume Growth IndexCopyright 2002 ACNielsen11Product Segment Growth by CityProduct Segment Growth by CityND02/JF03 vs ND01/JF02ND02/JF03 vs ND01/JF02Bar Soap Sales Decline In BCD&Town Bar Soap Sales Decline In BCD&Town Volume GrowthTTL PWBar SoapBath Liquid Hand WashNational6.4-3.639.175.24 Cities26.31.367.159.6A Cities6.13.42.387.6BCD...