189AC尼尔森--2003清洁用品市场.pptVIP免费

Copyright2002ACNielsenRetailAuditPresentationRetailAuditPresentationPreparedPreparedXXXXXXUpdatedtoJan/Feb.2003Copyright2002ACNielsenCategoryOverviewCategoryOverviewPersonalWashCopyright2002ACNielsen3AgendaAgendaCategoryOverviewWhyXX-BathLiquidLoseShareinSH/EA/SBCD/EBCDMilkYearlyPerformanceReviewExplore300~999mlPackSalesOpportunityTTTBagLaunchEvaluationCopyright2002ACNielsenCategoryOverviewCategoryOverviewCopyright2002ACNielsen5SummarySummaryCategoryOverviewCategoryOverviewTotalPWmarketsizeincreasedcontinuouslydrivenbyBathLiquid,andHandWashsizeemergedinlatest2yearsacrosscities;Barsoapsizeincreasedincitiesaswellsofar,BarsoapmarketsizehaslittlesalesimpactfromthegrowthofHandWashandBathLiquidXXsalesgrewinlinewithtotalmarketyearlywhilebehindthegrowthrateinlatest6monthvsYA;andlosesharetracedtoSH/EA/SBCD/EBCDCopyright2002ACNielsen6SummarySummaryCategoryOverview(Con.)CategoryOverview(Con.)OverallMNBgainedshareinlatest6monthsvsYAlargelydrivenbyP&G;OlaygainedsharefastestfollowedwithDoveZici/AoxuecapturedsharegaincontinuouslyXXMilksharegainedanddistributionincreasedvslastyearwhilefailedtorecoverthelosefromothervariantsCopyright2002ACNielsen7ProductSegmentAnnualGrowthProductSegmentAnnualGrowthTotalCategoryIncreasedWhileBarSoapTotalCategoryIncreasedWhileBarSoapSalesMaintainSalesMaintain9597223324MATJF02MATJF03BarSoapBathLiquidHandWashVolumeSales(Mil.Ton)2,5102,5309851,2314481MATJF02MATJF03BarSoapBathLiquidHandWashValueSales(Mil.Rmb)+12%+9%+100%+85%+49%+25%+2%+1%YearGrowthCopyright2002ACNielsen8ProductSalesMix&GrowthbyCityProductSalesMix&GrowthbyCityBarCapturedSizeGrowthInCity,WhichIndicatingLittleBarCapturedSizeGrowthInCity,WhichIndicatingLittleImpactFromtheGrowthofBW/HWImpactFromtheGrowthofBW/HW171229342121223540394231232881TTLPWBarSoapBathLiquidHandWash4CitiesACitiesBCDCitiesTown12249100-7-9155511041893614233156068VolumeBase-MATJF03YearGrowth38Copyright2002ACNielsen10ProductSegmentSalesGrowthIndexProductSegmentSalesGrowthIndexSoapSalesCapturedSlightlyDec...