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2003 AC Nielsen护垫调查PPT资源下载

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  • 2003 AC Nielsen护垫调查简介
  • 2003 AC Nielsen护垫调查

    Liner Category Overview
    Liner Sales & Price Trend, National Market Growth Rate Slow Down
    Liner Segment Importance & Growth, National Ultra Thin/Breathable More Welcome With Importance Increasing
    Liner Prod. Segment Importance, Nat.
    Liner Prod. Segment Importance, Nat.
    Liner, National Top Brands Share Carefree Leading Share Maintain; Small Locals Gained Share Yearly
    Liner Top Brand Vol. Share Trend, Nat. Carefree Maintain Leading Share Position And Share Stagnant In Latest Half Year
    Liner Top Brand Val.Share Trend, Nat. Same As Value
    Liner Top Brand Distribution Trend, Nat. Distribution Compete Head With Key Competitors
    Liner, Top Brand Price Trend-National Key Competitors Price Maintain Stable During Latest Year
    Carefree Variant Sales&Growth, Nat.
    Liner, Carefree Variant Share, National Variant Share Stable In Latest Half Year
    Carefree Variant Distribution & Price,Nat. Drapable High Price Could Be An Issue to Prevent Our Share Further Improvement
    Liner, Whisper Variant Share, National
    Whisper Variant Distribution & Price,Nat.
    Sofy Variant Share, National Share Decline On Reg. Which Stands For 70% Of Its Sales; Fresh Failed To Improve Share Yearly
    Sofy Variant Share, National Green Tea Price Position In Medium Range
    Liner Share By Price Tier, National Medium and Low Price Dominate the Market; While Premium Gained Importance Yearly
    Liner 0.20~0.25Rmb/pcs Share By Brand, Nat. Share Driven By MNB
    Liner Sales Growth By City
    Liner Key Brand Volume Share By City Carefree Share Stagnant Across City
    Liner, Key Brand Vol. Share by City Tier Carefree Share Stagnant All City Tier
    Liner Sales Growth By Region Size Grew Fast In West/South
    Liner, Key Brand Vol. Share by Region
    Liner Key Brand Volume Share By Region
    Market Share by Pack Share, National
    Category Overview, Liner
    Total category size came to stable in the past one year (Threat)
    Ultrathin Breathable product become more popular(Opportunity), size increased rapidly and gaining share continuously from others.(accounted 27%in volume and 30% in value)
    Low and Medium(0.20rmb/pcs below ) segment dominated market(Threat); while premium (0.2~0.25rmb/pcs) importance increasing, which was driven by MNB premium lines
    Category Overview, Liner
    Carefree leading position and share stable in year trend(Strength)
    Drapable launch cannibalize share on super esp Non Breathable suggesting upgrade Carefree user while not expand Carefree consumer group(challenge), price could be issue
    Share stagnant in all city tier(challenge)
    Sofy lose share to small local brands and struggled in No.2 in last year
    Fresh launch not help it share gain, while Regular share in declining trend(Opportunity)
    Green Tea new launch and was firstly captured in ON03 scored small share, and priced medium
    Issues
    How Carefree Can Further Improve In Developed City By Gaining On Sofy?

    Opportunity exploration in BCD market

    Sofy Green Tea Launch Review
    How Carefree Can Further Improve In Key City
    Liner, Key Brand Volume Share In 4+A Sofy Is Our Key Competitor In Developed City
    Liner Carefree vs Sofy Variant Share, Key City Opportunity To Grab Share From Sofy Reg.; Drapable Litter Further Improvement
    Carefree vs Sofy UT Price Comparison, 4+A Carefree Super NB Price Down Trend and Competitive vs Sofy Reg
    Carefree Super NB vs Sofy Reg. SKU Share & Price 4+A Cities Carefree Share Behind Sofy On SKU Level, While Price Competitive
    Carefree Super NB vs Sofy Reg. SKU Distribution 4+A Cities-ON03 Carefree Super NB In-store Performance Behind, Any Consumer Study Input on Why?
    Carefree Drapable SKU Sales & Share, 4+A 2X30pcs Significant Cannibalization On 30pcs, Suggesting Little Expansion On User
    Antibacterial Importance by Brand Group Anti.Bacterial Large Contributed By Regional Brand, Which Anti.prod. Highest Importance
    How Carefree Can Further Improve In Key City Food for Thinking
    By comparing With Sofy
    Sofy is our key competitor in developed cities, Regular is of its best seller
    Carefree Super NB share behind Sofy Reg., due to our less competitiveness of in-store performance
    Carefree Drapable 2X30pcs contributed little sales and share improvement for this line
    How Carefree Can Further Improve In Key City Food for Thinking
    Should understanding, why Sofy-Regular can achieve higher consumer acceptance?
    Any trade issue, e.g. Display /Facing …..
    Differentiation on product quality?

    Anti-bacteria could be consider for further product improvement
    Explore Opportunity In BCD City
    Explore Opportunity In BCD City Summary

    Opportunity exploration in BCD market
    How is market trend and brand competition in BCD market?

    Do we offer right product(packsize/variant) and at competitive price
    How is distribution gap versus Anerle and Sofy
    Explore Opportunity In BCD City Findings
    BCD market stands for about 38% for total China liner market, and yearly sales and importance growing(Opportunity)
    Small pack(1~25pcs) stands for 60% market volume importance in BCD market, and popular both modern and traditional channel; while bigger pack(>=40pcs) importance grew slightly
    Small pack crowded with a lot of small locals with lower price dominated(Challenge)
    In Bigger pack group,  Sofy and Carefree strong and leading among(Strength)
    In North, small pack higher importance than in other regions
    Slim market relative small and importance slightly decline(Threat)
    East BCD market the most important among followed with South BCD for liner
    Modern Channel importance increasing in BCD as well,  while traditional store stands for one third of that market still
    Explore Opportunity In BCD City Findings
    Anerle leading in BCD market and leading share maintain stable
    Noticeable distribution advantage comparing Carefree, which traced to traditional stores
    Anerle leading share in traditional stores while no advantage in modern channel
    20pcs contributed most its share and out-stand among all players, distribution should be one of the key facts
    20pcs pack also captured high in-store performance, ???
    Carefree and Sofy close share competition in BCD
    Both Carefree and Sofy focus in modern channel while few performance in traditional stores
    Both Carefree and Sofy strong play on 40pcs and 2X40pcs, which indicating high brand loyalty
    Sofy big pack (esp. 2X40pcs) outperformed same story as in 4+A(Threat)
    Explore Opportunity In BCD City Thinking
    To compete with Anerle 20pcs, we should understand the following points by further exploration
    How is its SOS
    Why consumer prefer Anerle
    Any trade issue
    ……
    As China market,  Carefree no share advantage with Sofy in BCD
    Ultra thin relative less performed than Sofy, same story as in 4&A
    Again, improving Ultra thin performance will be critical for us to strengthen our brand share
    For Slim
    Other than Anerle and Sofy, we are facing a number of small local brands priced relative low and in small pack form. 
    Do we any plan to compete with in this sizeable market
    Key Brand Share&Price In Nat-BCD Anerle Leading In BCD Market And Share Maintain Stable
    BCD Channel And Region Vol. Mix, BCD Modern Channel Importance Increased; East BCD Most Important Followed With South
    Key Brand Volume Share By Channel, BCD Anerle Leading In G/K, Which Protect Its Share In BCD Where We Are Weak
    Key Brand Distribution By Channel Distribution Gap Captured In G/K
    Key Brand Volume Share by Region, BCD Carefree Relative Strong In South While Behind In Others
    Carefree vs Sofy Weighted Distribution by Region Distribution Competitive Vs Sofy
    Carefree vs Anerle Weighted Distribution by Region While Behind Anerle In South&West
    Key Brand Share By Packsize, BCD-H/S/D 20pcs Pack Dominated Anerle’s Sales, Vise Versa On Sofy and Carefree
    Anerle Key SKU Share by Channel, BCD Small Pack Dominated its Line In All Channel
    Liner Packsize Importance by Channel <25pcs Most Popular In BCD and In Modern Channel As Well
    Top Brand Share By Big&Small Pack, BCD-H/S/D Brand Competition Environment Different: Lots of Locals Crowded In Small Pack, and Carefree Behind Anerle;  While Carefree Compete Head With Sofy In Bigpack
    Liner 20pcs Pack Key Brand Share&Price, BCD-H/S/D Carefree Price Competitive Than Anerle On 20pcs; While the Majority Of Small Pack Dominated By Locals Which Price Low
    Anerle vs Carefree 20pcs Share By Market 20pcs Share Gap With Anerle’s
    Anerle vs Carefree 20pcs Distribution Comparison Anerle 20pcs Wider Penetrated esp. In S/N/W
    Anerle vs Carefree 20pcs SIH Comparison, Nat-H/S/D Anerle Win On In-store Performance As Well, ???
    Carefree vs Sofy 40pcs/2X40pcs Share, BCD-H/S/D Sofy Outperformed Bigpack Suggesting Higher Consumer Loyalty
    Carefree vs Sofy 40pcs/2X40pcs SKU SIH Comparison, Nat-H/S/D Big Gap Between Carefree Super NB and Sofy Reg.; While JBX Performed Better
    Line, Slim vs UT Market Importance By City ‘Slim’ Market Size Small and Little Improvement Yearly
    Liner Packsize Importance, BCD
    Packsize Importance Region In BCD In North, Small Pack Highest Importance vs Other Regions
    Sofy Green Tea Performance Monitor
    New Launch Sales/Share/Distribution Comparison, Nat-H/S Green Tea Launch With Single Pack; Consumer Off Take Is Not Bad
    Green Tea Share&Distribution&Price by City-ON03 Green Tea Share Gained Fast In BJ/CD

     

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