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首页 191AC尼尔森-- 2003妇女卫生护垫市场

191AC尼尔森-- 2003妇女卫生护垫市场.ppt

191AC尼尔森-- 2003妇女卫生护垫市场

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2009-07-24 0人阅读 举报 0 0 暂无简介

简介:本文档为《191AC尼尔森-- 2003妇女卫生护垫市场ppt》,可适用于行业分析领域

LinerCategoryOverviewLinerCategoryOverviewLinerSalesPriceTrend,NationalMarketGrowthRateSlowDownLinerSalesPriceTrend,NationalMarketGrowthRateSlowDownSalesGrowth(MATONvsON)involumeinvalueLinerSegmentImportanceGrowth,NationalUltraThinBreathableMoreWelcomeWithImportanceIncreasingLinerSegmentImportanceGrowth,NationalUltraThinBreathableMoreWelcomeWithImportanceIncreasingVolumebaseMATGrowthValuebaseLinerProdSegmentImportance,NatLinerProdSegmentImportance,NatVolumebaseLinerProdSegmentImportance,NatLinerProdSegmentImportance,NatValuebaseLiner,NationalTopBrandsShareCarefreeLeadingShareMaintainSmallLocalsGainedShareYearlyLiner,NationalTopBrandsShareCarefreeLeadingShareMaintainSmallLocalsGainedShareYearlyVolumeShareValueShareMATONMATONShareDifferenceShareDifferenceMATONMATONCAREFREESOFYANERLECBWHISPERYIMUCAOSOFTLADYCAREBESTHAOSSOBRANDCAREFREESOFYANERLEWHISPERCBYIMUCAOLADYCAREABCSOFTHAOSSOBRANDLinerTopBrandVolShareTrend,NatCarefreeMaintainLeadingSharePositionAndShareStagnantInLatestHalfYearLinerTopBrandVolShareTrend,NatCarefreeMaintainLeadingSharePositionAndShareStagnantInLatestHalfYearTopAll(LinerBase)LinerTopBrandValShareTrend,NatSameAsValueLinerTopBrandValShareTrend,NatSameAsValueTopAll(LinerBase)LinerTopBrandDistributionTrend,NatDistributionCompeteHeadWithKeyCompetitorsLinerTopBrandDistributionTrend,NatDistributionCompeteHeadWithKeyCompetitorsWeightedDistributionLiner,TopBrandPriceTrendNationalKeyCompetitorsPriceMaintainStableDuringLatestYearLiner,TopBrandPriceTrendNationalKeyCompetitorsPriceMaintainStableDuringLatestYearRmbPcsONONDJFMAMJJASONCAREFREESOFYANERLECBWHISPERYIMUCAOSOFTLADYCAREBESTHAOSSObrandCarefreeVariantSalesGrowth,NatCarefreeVariantSalesGrowth,NatVolumeSalesValueSalesLiner,CarefreeVariantShare,NationalVariantShareStableInLatestHalfYearLiner,CarefreeVariantShare,NationalVariantShareStableInLatestHalfYearVolumeShare(LinerBase)ValueShareCarefreeVariantDistributionPrice,NatDrapableHighPriceCouldBeAnIssuetoPreventOurShareFurtherImprovementCarefreeVariantDistributionPrice,NatDrapableHighPriceCouldBeAnIssuetoPreventOurShareFurtherImprovementWeightedDistributionRmbPcsLiner,WhisperVariantShare,NationalLiner,WhisperVariantShare,NationalVolumeShare(LinerBase)ValueShareWhisperVariantDistributionPrice,NatWhisperVariantDistributionPrice,NatWeightedDistributionRmbPcsSofyVariantShare,NationalShareDeclineOnRegWhichStandsForOfItsSalesFreshFailedToImproveShareYearlySofyVariantShare,NationalShareDeclineOnRegWhichStandsForOfItsSalesFreshFailedToImproveShareYearlyVolumeShare(LinerBase)ValueShareSofyVariantShare,NationalGreenTeaPricePositionInMediumRangeSofyVariantShare,NationalGreenTeaPricePositionInMediumRangeWeightedDistributionRmbPcsLinerShareByPriceTier,NationalMediumandLowPriceDominatetheMarketWhilePremiumGainedImportanceYearlyLinerShareByPriceTier,NationalMediumandLowPriceDominatetheMarketWhilePremiumGainedImportanceYearlyVolumeBaseValueBaseNote,priceisjudgeddowntosubbrandlevelLiner~RmbpcsShareByBrand,NatShareDrivenByMNBLiner~RmbpcsShareByBrand,NatShareDrivenByMNBMATONMATONMATONMATON~rmbpcsANERLEWHISPERSOFYTOUQIFRESHROUMIANCarefreeDrapVolumeShareValueShareLinerSalesGrowthByCityLinerSalesGrowthByCityVolumebaseValuebaseMATGrowthLinerKeyBrandVolumeShareByCityCarefreeShareStagnantAcrossCityLinerKeyBrandVolumeShareByCityCarefreeShareStagnantAcrossCityCityACityBCDCityTownVolYAVolYAVolYAVolYACAREFREESOFYANERLEWHISPERCBYIMUCAOSOFTLADYCAREBESTHAOSSOBRANDLiner,KeyBrandVolSharebyCityTierCarefreeShareStagnantAllCityTierLiner,KeyBrandVolSharebyCityTierCarefreeShareStagnantAllCityTier(LinerBase)CityACityBCDCityTownCarefreeSofyWhisperAnerleCBLinerSalesGrowthByRegionSizeGrewFastInWestSouthLinerSalesGrowthByRegionSizeGrewFastInWestSouthVolumebaseValuebaseMATGrowthLiner,KeyBrandVolSharebyRegionLiner,KeyBrandVolSharebyRegion(LinerBase)SouthEastNorthWestCarefreeSofyWhisperAnerleCBLinerKeyBrandVolumeShareByRegionLinerKeyBrandVolumeShareByRegionSouthEastNorthWestVolYAVolYAVolYAVolYACAREFREESOFYANERLEWHISPERCBYIMUCAOSOFTLADYCAREBESTHAOSSOTHERSMarketSharebyPackShare,NationalMarketSharebyPackShare,NationalVolumeBaseValueBaseCategoryOverview,LinerCategoryOverview,LinerTotalcategorysizecametostableinthepastoneyear(Threat)UltrathinBreathableproductbecomemorepopular(Opportunity),sizeincreasedrapidlyandgainingsharecontinuouslyfromothers(accountedinvolumeandinvalue)LowandMedium(rmbpcsbelow)segmentdominatedmarket(Threat)whilepremium(~rmbpcs)importanceincreasing,whichwasdrivenbyMNBpremiumlinesCategoryOverview,LinerCategoryOverview,LinerCarefreeleadingpositionandsharestableinyeartrend(Strength)DrapablelaunchcannibalizeshareonsuperespNonBreathablesuggestingupgradeCarefreeuserwhilenotexpandCarefreeconsumergroup(challenge),pricecouldbeissueSharestagnantinallcitytier(challenge)SofylosesharetosmalllocalbrandsandstruggledinNoinlastyearFreshlaunchnothelpitsharegain,whileRegularshareindecliningtrend(Opportunity)GreenTeanewlaunchandwasfirstlycapturedinONscoredsmallshare,andpricedmediumIssuesIssuesHowCarefreeCanFurtherImproveInDevelopedCityByGainingOnSofyOpportunityexplorationinBCDmarketSofyGreenTeaLaunchReviewHowCarefreeCanFurtherImproveInKeyCityHowCarefreeCanFurtherImproveInKeyCityLiner,KeyBrandVolumeShareInASofyIsOurKeyCompetitorInDevelopedCityLiner,KeyBrandVolumeShareInASofyIsOurKeyCompetitorInDevelopedCityANERLECBYIMUCAOLADYCAREABCLinerCarefreevsSofyVariantShare,KeyCityOpportunityToGrabShareFromSofyRegDrapableLitterFurtherImprovementLinerCarefreevsSofyVariantShare,KeyCityOpportunityToGrabShareFromSofyRegDrapableLitterFurtherImprovementCarefreeSofyVolumeShare(LinerBase)CarefreevsSofyUTPriceComparison,ACarefreeSuperNBPriceDownTrendandCompetitivevsSofyRegCarefreevsSofyUTPriceComparison,ACarefreeSuperNBPriceDownTrendandCompetitivevsSofyRegCarefreeSofyRmbPcsCarefreeSuperNBvsSofyRegSKUSharePriceACitiesCarefreeShareBehindSofyOnSKULevel,WhilePriceCompetitiveCarefreeSuperNBvsSofyRegSKUSharePriceACitiesCarefreeShareBehindSofyOnSKULevel,WhilePriceCompetitiveVolumeShareRmbPcs(RmbPck)InA,*pcspackimportanceisaboutinvolumeandmaintainyearlyCarefreeSuperNBvsSofyRegSKUDistributionACitiesONCarefreeSuperNBInstorePerformanceBehind,AnyConsumerStudyInputonWhyCarefreeSuperNBvsSofyRegSKUDistributionACitiesONCarefreeSuperNBInstorePerformanceBehind,AnyConsumerStudyInputonWhyWeightedDistributionSIH(VolperDist)CarefreeDrapableSKUSalesShare,AXpcsSignificantCannibalizationOnpcs,SuggestingLittleExpansionOnUserCarefreeDrapableSKUSalesShare,AXpcsSignificantCannibalizationOnpcs,SuggestingLittleExpansionOnUserVolumeSales(pcs)VolumeShareAntibacterialImportancebyBrandGroupAntiBacterialLargeContributedByRegionalBrand,WhichAntiprodHighestImportanceAntibacterialImportancebyBrandGroupAntiBacterialLargeContributedByRegionalBrand,WhichAntiprodHighestImportanceAllNationalVolumeImportanceRegionalBrandNationalBrandMNBAnerleInAntibacterial,aboutvolumesalescontributedbyRB,anditsimportanceincreasingcontinuously(egYimucaoAnerle)HowCarefreeCanFurtherImproveInKeyCityFoodforThinkingHowCarefreeCanFurtherImproveInKeyCityFoodforThinkingBycomparingWithSofySofyisourkeycompetitorindevelopedcities,RegularisofitsbestsellerCarefreeSuperNBsharebehindSofyReg,duetoourlesscompetitivenessofinstoreperformanceCarefreeDrapableXpcscontributedlittlesalesandshareimprovementforthislineHowCarefreeCanFurtherImproveInKeyCityFoodforThinkingHowCarefreeCanFurtherImproveInKeyCityFoodforThinkingShouldunderstanding,whySofyRegularcanachievehigherconsumeracceptanceAnytradeissue,egDisplayFacing…Differentiationonproductquality…AntibacteriacouldbeconsiderforfurtherproductimprovementExploreOpportunityInBCDCityExploreOpportunityInBCDCityExploreOpportunityInBCDCitySummaryExploreOpportunityInBCDCitySummaryOpportunityexplorationinBCDmarketHowismarkettrendandbrandcompetitioninBCDmarketDoweofferrightproduct(packsizevariant)andatcompetitivepriceHowisdistributiongapversusAnerleandSofyExploreOpportunityInBCDCityFindingsExploreOpportunityInBCDCityFindingsBCDmarketstandsforaboutfortotalChinalinermarket,andyearlysalesandimportancegrowing(Opportunity)Smallpack(~pcs)standsformarketvolumeimportanceinBCDmarket,andpopularbothmodernandtraditionalchannelwhilebiggerpack(>=pcs)importancegrewslightlySmallpackcrowdedwithalotofsmalllocalswithlowerpricedominated(Challenge)InBiggerpackgroup,SofyandCarefreestrongandleadingamong(Strength)InNorth,smallpackhigherimportancethaninotherregionsSlimmarketrelativesmallandimportanceslightlydecline(Threat)EastBCDmarketthemostimportantamongfollowedwithSouthBCDforlinerModernChannelimportanceincreasinginBCDaswell,whiletraditionalstorestandsforonethirdofthatmarketstillExploreOpportunityInBCDCityFindingsExploreOpportunityInBCDCityFindingsAnerleleadinginBCDmarketandleadingsharemaintainstableNoticeabledistributionadvantagecomparingCarefree,whichtracedtotraditionalstoresAnerleleadingshareintraditionalstoreswhilenoadvantageinmodernchannelpcscontributedmostitsshareandoutstandamongallplayers,distributionshouldbeoneofthekeyfactspcspackalsocapturedhighinstoreperformance,CarefreeandSofyclosesharecompetitioninBCDBothCarefreeandSofyfocusinmodernchannelwhilefewperformanceintraditionalstoresBothCarefreeandSofystrongplayonpcsandXpcs,whichindicatinghighbrandloyaltySofybigpack(espXpcs)outperformedsamestoryasinA(Threat)ExploreOpportunityInBCDCityThinkingExploreOpportunityInBCDCityThinkingTocompetewithAnerlepcs,weshouldunderstandthefollowingpointsbyfurtherexplorationHowisitsSOSWhyconsumerpreferAnerleAnytradeissue……AsChinamarket,CarefreenoshareadvantagewithSofyinBCDUltrathinrelativelessperformedthanSofy,samestoryasinAAgain,improvingUltrathinperformancewillbecriticalforustostrengthenourbrandshareForSlimOtherthanAnerleandSofy,wearefacinganumberofsmalllocalbrandspricedrelativelowandinsmallpackformDoweanyplantocompetewithinthissizeablemarketKeyBrandSharePriceInNatBCDAnerleLeadingInBCDMarketAndShareMaintainStableKeyBrandSharePriceInNatBCDAnerleLeadingInBCDMarketAndShareMaintainStableVolYARmbPcsMATONJJASONMATONANERLESOFYCAREFREEYIMUCAOCBWHISPERSOFTHAOSSBESTANLEOBRANDVolBCDChannelAndRegionVolMix,BCDModernChannelImportanceIncreasedEastBCDMostImportantFollowedWithSouthBCDChannelAndRegionVolMix,BCDModernChannelImportanceIncreasedEastBCDMostImportantFollowedWithSouthKeyBrandVolumeShareByChannel,BCDAnerleLeadingInGK,WhichProtectItsShareInBCDWhereWeAreWeakKeyBrandVolumeShareByChannel,BCDAnerleLeadingInGK,WhichProtectItsShareInBCDWhereWeAreWeakVolYAVolYAVolYAANERLESOFYCAREFREEYIMUCAOCBWHISPERSOFTHAOSSBESTANLEOBRANDBCDGKBCDHSDBCDCityKeyBrandDistributionByChannelDistributionGapCapturedInGKKeyBrandDistributionByChannelDistributionGapCapturedInGK(WeightedDistribution)NationalGroceryKioskNationalHyperSuperDepartKeyBrandVolumeSharebyRegion,BCDCarefreeRelativeStrongInSouthWhileBehindInOthersKeyBrandVolumeSharebyRegion,BCDCarefreeRelativeStrongInSouthWhileBehindInOthersVolYAVolYAVolYAVolYAANERLESOFYCAREFREEYIMUCAOCBWHISPERSOFTHAOSSBESTANLEOBRANDEBCDCityNBCDCityWBCDCitySBCDCityInWest,traditionalchannelimportancerelativehigherthanotherregionswhichstandsforofthatmarketCarefreevsSofyWeightedDistributionbyRegionDistributionCompetitiveVsSofyCarefreevsSofyWeightedDistributionbyRegionDistributionCompetitiveVsSofyMarketImportance(VolumeBase)CarefreevsAnerleWeightedDistributionbyRegionWhileBehindAnerleInSouthWestCarefreevsAnerleWeightedDistributionbyRegionWhileBehindAnerleInSouthWestMarketImportance(VolumeBase)KeyBrandShareByPacksize,BCDHSDpcsPackDominatedAnerle’sSales,ViseVersaOnSofyandCarefreeKeyBrandShareByPacksize,BCDHSDpcsPackDominatedAnerle’sSales,ViseVersaOnSofyandCarefree(VolumeShare)AnerleCarefreeSofyAnerleKeySKUSharebyChannel,BCDSmallPackDominateditsLineInAllChannelAnerleKeySKUSharebyChannel,BCDSmallPackDominateditsLineInAllChannel(VolumeShare)LinerPacksizeImportancebyChannel<pcsMostPopularInBCDandInModernChannelAsWellLinerPacksizeImportancebyChannel<pcsMostPopularInBCDandInModernChannelAsWellBCDBCDHSDBCDGK(VolumeShare)TopBrandShareByBigSmallPack,BCDHSDBrandCompetitionEnvironmentDifferent:LotsofLocalsCrowdedInSmallPack,andCarefreeBehindAnerleWhileCarefreeCompeteHeadWithSofyInBigpackTopBrandShareByBigSmallPack,BCDHSDBrandCompetitionEnvironmentDifferent:LotsofLocalsCrowdedInSmallPack,andCarefreeBehindAnerleWhileCarefreeCompeteHeadWithSofyInBigpack(VolumeShare)MATONMATON~pcsPackOBRANDANERLEYIMUCAOKOTEXCBYAJIESHUCAREFREEYINFONGHAOSSWHISPERAIVFEELMATONMATON>=pcsPackSOFYCAREFREEYIMUCAOWHISPERANERLESOFTKOTEXCBCARNATIONOBRANDANLELinerpcsPackKeyBrandSharePrice,BCDHSDCarefreePriceCompetitiveThanAnerleOnpcsWhiletheMajorityOfSmallPackDominatedByLocalsWhichPriceLowLinerpcsPackKeyBrandSharePrice,BCDHSDCarefreePriceCompetitiveThanAnerleOnpcsWhiletheMajorityOfSmallPackDominatedByLocalsWhichPriceLowpcsRmbPckAccumulativevolumeShareIn~pcspack,pcsaccountvolumeshareoutofinBCDHSDAnerlevsCarefreepcsShareByMarketpcsShareGapWithAnerle’sAnerlevsCarefreepcsShareByMarketpcsShareGapWithAnerle’sAnerleCarefreeAnerleCarefreeSouthSSGDEastEENorthNNWestWWRmbPcsVolumeShareAnerlevsCarefreepcsDistributionComparisonAnerlepcsWiderPenetratedespInSNWAnerlevsCarefreepcsDistributionComparisonAnerlepcsWiderPenetratedespInSNWWeightedDistributionAnerlevsCarefreepcsSIHComparison,NatHSDAnerleWinOnInstorePerformanceAsWell,AnerlevsCarefreepcsSIHComparison,NatHSDAnerleWinOnInstorePerformanceAsWell,VolumeSharePerDistributionCarefreevsSofypcsXpcsShare,BCDHSDSofyOutperformedBigpackSuggestingHigherConsumerLoyaltyCarefreevsSofypcsXpcsShare,BCDHSDSofyOutperformedBigpackSuggestingHigherConsumerLoyaltypcsmostpopularinbigpackwhichaccountoutof,andpcspackstandsforMATONMATONMATONMATONCarefreepcsSofypcspcsJIBENXINSCpcsREGSCpcsJIBENXINUNSCpcsREGUNSCpcsSUPERBSCpcsROUMIANUNSCpcsSUPERBUNSCpcsTOUQIUNSCpcsSUPERNBSCpcsSUPERNBUNSCCarefreeXpcsSofyXpcsXpcsSUPERNBSCXpcsREGSCXpcsSUPERNBUNSCXpcsREGUNSCVolumeShareCarefreevsSofypcsXpcsSKUSIHComparison,NatHSDBigGapBetweenCarefreeSuperNBandSofyRegWhileJBXPerformedBetterCarefreevsSofypcsXpcsSKUSIHComparison,NatHSDBigGapBetweenCarefreeSuperNBandSofyRegWhileJBXPerformedBetterVolumeSharePerDistributionCarefreeSofyCarefreeSofypcsXpcsLine,SlimvsUTMarketImportanceByCity‘Slim’MarketSizeSmallandLittleImprovementYearlyLine,SlimvsUTMarketImportanceByCity‘Slim’MarketSizeSmallandLittleImprovementYearlyVolumeShareNATKeyCityACityBCDCityTownLinerPacksizeImportance,BCDLinerPacksizeImportance,BCDVolumeShareValueSharePacksizeImport

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191AC尼尔森-- 2003妇女卫生护垫市场

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