2003 AC Nielsen护垫调查|Powerpoint模板

2003 AC Nielsen护垫调查

Liner Category Overview
Liner Sales & Price Trend, NationalMarket Growth Rate Slow Down
Liner Segment Importance & Growth, NationalUltra Thin/Breathable More Welcome With Importance Increasing
Liner Prod. Segment Importance, Nat.
Liner Prod. Segment Importance, Nat.
Liner, National Top Brands ShareCarefree 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-NationalKey Competitors Price Maintain Stable During Latest Year
Carefree Variant Sales&Growth, Nat.
Liner, Carefree Variant Share, NationalVariant 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, NationalShare Decline On Reg. Which Stands For 70% Of Its Sales; Fresh Failed To Improve Share Yearly
Sofy Variant Share, NationalGreen Tea Price Position In Medium Range
Liner Share By Price Tier, NationalMedium 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 CityCarefree Share Stagnant Across City
Liner, Key Brand Vol. Share by City TierCarefree Share Stagnant All City Tier
Liner Sales Growth By RegionSize 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+ASofy Is Our Key Competitor In Developed City
Liner Carefree vs Sofy Variant Share, Key CityOpportunity To Grab Share From Sofy Reg.; Drapable Litter Further Improvement
Carefree vs Sofy UT Price Comparison, 4+ACarefree Super NB Price Down Trend and Competitive vs Sofy Reg
Carefree Super NB vs Sofy Reg. SKU Share & Price4+A CitiesCarefree Share Behind Sofy On SKU Level, While Price Competitive
Carefree Super NB vs Sofy Reg. SKU Distribution4+A Cities-ON03Carefree Super NB In-store Performance Behind, Any Consumer Study Input on Why?
Carefree Drapable SKU Sales & Share, 4+A2X30pcs Significant Cannibalization On 30pcs, Suggesting Little Expansion On User
Antibacterial Importance by Brand GroupAnti.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 CityFood 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 CitySummary

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 CityFindings
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 CityFindings
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 CityThinking
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-BCDAnerle Leading In BCD Market And Share Maintain Stable
BCD Channel And Region Vol. Mix, BCDModern Channel Importance Increased; East BCD Most Important Followed With South
Key Brand Volume Share By Channel, BCDAnerle Leading In G/K, Which Protect Its Share In BCD Where We Are Weak
Key Brand Distribution By ChannelDistribution Gap Captured In G/K
Key Brand Volume Share by Region, BCDCarefree Relative Strong In South While Behind In Others
Carefree vs Sofy Weighted Distribution by RegionDistribution Competitive Vs Sofy
Carefree vs Anerle Weighted Distribution by RegionWhile Behind Anerle In South&West
Key Brand Share By Packsize, BCD-H/S/D20pcs Pack Dominated Anerle’s Sales, Vise Versa On Sofy and Carefree
Anerle Key SKU Share by Channel, BCDSmall 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/DBrand 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/DCarefree Price Competitive Than Anerle On 20pcs; While the Majority Of Small Pack Dominated By Locals Which Price Low
Anerle vs Carefree 20pcs Share By Market20pcs Share Gap With Anerle’s
Anerle vs Carefree 20pcs Distribution ComparisonAnerle 20pcs Wider Penetrated esp. In S/N/W
Anerle vs Carefree 20pcs SIH Comparison, Nat-H/S/DAnerle Win On In-store Performance As Well, ???
Carefree vs Sofy 40pcs/2X40pcs Share, BCD-H/S/DSofy Outperformed Bigpack Suggesting Higher Consumer Loyalty
Carefree vs Sofy 40pcs/2X40pcs SKU SIH Comparison, Nat-H/S/DBig 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 BCDIn North, Small Pack Highest Importance vs Other Regions
Sofy Green Tea Performance Monitor
New Launch Sales/Share/Distribution Comparison, Nat-H/SGreen Tea Launch With Single Pack; Consumer Off Take Is Not Bad
Green Tea Share&Distribution&Price by City-ON03Green Tea Share Gained Fast In BJ/CD