Colgate's 5p

5P Tactics : Oral-Care Subsidiary: China Channel: Hypermarket Shopper Profile * Middle-high income, HH mediocre income RMB2,310 * shop clerk/Managerial person/student, 62% of works people in JV or public municipal company * bestride from 20~40 year-old(Average 33 y-old) * unify Female * more loyal brand buyer obtain Habit * purchasing frequency: Every 4 weeks * draw more(RMB7.20 above) * Buy 2 brands/varients per purchase * Seek for Function/ sense of taste/Quality 2012/10/8 1 thrust the assembly line through and through Shopper Insights 5P Tactics : miscellany - Toothpaste Hypermarket Shopping tie in - Widest form - High quality & premium product - strong purchase ( 2 tubes, different brand/ variants, large coat ) - Better shopping environment - More promotion expend Strategy -Traffic Building - Image Building Prioritized Assortment figure % dispersion Measurement: % of total category SKU % of SKUs on safety valve Tracking see attached see a ttached stupefy 35% ( match to CP Value Share ) 100% merchandiser in-store Tracking 2012/10/8 2 driving the stage business Through Shopper Insights 5P Tactics : Assortment - Toothpaste Hypermarket No.

of SKU Anti-cavity Fresh breathing place Natural Ingredients Multi-benefit Whitening Sensitive Others original CP 23 14 8 7 7 6 5 70 18 Value Share 35% 11% 14% 7% 11% 6% 2% 86% 35% Share of SKU 33% 20% 11% 10% 10% 9% 7% 100% 24% Remarks delist non-selling SKU list stark naked SKU delist non-selling SKU * source of information : Consumer Panel 2012/10/8 3 Driving the Business Throu gh Shopper Insights 5P Tactics : Assortm! ent - Toothpaste Prioritized Assortment Brand SKU fall 120g 165g 40g * CSW 100g 150g 40g * Hypermarket CDC LPP 120g 105g 250g 175g 50g * ( both GRF/ ICM ) No. of SKU 3 3 8 1 1 2 HERBAL 150g JY 120g 180g * lower priority for leaning (where Crest 40g present) 2012/10/8 4 Driving the Business Through Shopper Insights 5P Tactics : Assortment - Toothpaste Distribution Target Hypermarket Brand Numeric %...If you motivation to get a full essay, order it on our website: OrderCustomPaper.com

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