Neutrogena露得清年度营销总结及新品推广和市场促销支持策略VIP免费

目录05-06Q1Neutrogena生意回顾2006Q1新品及市场促销支持计划Neutrogena05-06年生意回顾完成全年BP的125％和AU的101％InvoiceSales(’000)YTDec达成比率全年BP4679658534125%AU5816458534101%2005Neutrogena整体生意概况全国平均单店产能增长了17%,已接近30k/店的要求Neutrogena生意回顾：分销、陈列和BA配备进度上海大连华南04上市城市05上市城市05年pre-launch城市TOTALdistributionpoint1031815727810426409-WU81181282279625349-BlockDisplay7018252027-ImageCounter0000112-Tray15011265031BAStore851413223111226369BANo.1602524743223552721BAStoreProductivity45,15019,12828,53832,54018,7121217027,26005年新上市城市仍有很大的增长潜力.Neutrogena生意回顾：分销、陈列和BA配备进度北京天津武汉长沙成都西安杭州南京苏州05上市城市distributionpoint26121861091094104-WU26121569969496-BlockDisplay0020000002-ImageCounter0010000001-Tray0000104005BAStore32141861091094112BANo.68284313211819178235BAStoreProductivity26,9945,81723,72815,84612,6764,85818,57317,829796218,71240532644494939153486350941534939926354485,0868,5079535020004000600080001000012000Jan-05Feb-05Mar-05Apr-05May-05Jun-05Jul-05Aug-05Sep-05Oct-05Nov-06Dec-06Jan-06CleanserBasicMoisturizerFFMaskT&UMaskNorwegianFormulaTotalNeutrogena线性(TotalNeutrogena)Neutrogena生意回顾：ShipmentShipment呈继续呈上升趋势01,000,0002,000,0003,000,0004,000,0005,000,0006,000,0007,000,0008,000,0009,000,00010,000,000Feb-05Mar-05Apr-05May-05Jun-05Jul-05Aug-05Sep-05Oct-05Nov-05Dec-05Jan-06FFMask2'sFacialCleanser50mlLipBalmFacialCleanser100mlAcneBar100gDCFC50gExtraGentle100mlMDLotion50mlEyeRadianceHandCreamLightNightCreamMDCream50gT&UMaskPRCleanser100gToner100mlDCFC100gFFMask5'sNeutrogena生意回顾：ShipmentFFMask,T&UMask,DCFC100g,PRCleanser100g,Toner&MDcream6SKU在冬季贡献超过60%Neutrogena生意回顾：Off-take挪威系列及润肤系列带动整体销售在冬季的快速成长.27683382476035284489486944625024816970056928.209604.62020004000600080001000012000JanFebMarAprMayJuneJulyAugSepOctNocDecTotalCleanserBasicMoisturizerFFMaskT&UMaskNorwegian线性(Total)Dec-04Jan-05Feb-05Mar-05Apr-05May-05Jun-05Jul-05Aug-05Sep-05Oct-05Nov-05Dec-05SH3.83.63.94.355.65.14.14.65.15.866.3GZ4.14.24.54.55.454.63.94.75.15.45.44.7PRD4.24.34.94.95.35.45.24.24.65.66.265.4SH0.30.50.60.81.21.21.31.31.81.81.30.91GZ0.40.70.811.41.51.922.22.31.71.21.1PRD0.60.711.21.11.51.72.12.22.52.11.51.3SH2.52.13.24.56.29.71413.820.119.78.64.43.6GZ0.92.22.65.49.811.311.914.118.819.610.85.34.5PRD2.12.64.16.25.999.812.222.922.617.17.46SHNA0.41.53.65.53.93.53.93.44.85.24.44.1GZNA1.42.34.85.93.84.344.44.34.23.94.1PRDNA0.83.444.43.44.73.64.95.54.94.34.6MaskSH7.56.75.75.35.44.96.711.211.811.9Neut.FacialMoisturizerNeut.EyeNeut.HandVALUESHAREvs.TOTALCATEGORY(%)Neut.FacialCleanserDatasource:ACNielsenRetailAuditNeutrogena生意回顾：市场份额从上市至今，Neutrogena各品类的市场份额均有不同程度的稳定增长。HandCreamTop10BrandsGrowthTrend05000100001500020000250003000035000Mar-05Apr-05May-05Jun-05Jul-05Aug-05Sep-05Oct-05Nov-05Dec-05MaxamNiveaSakulaVaselineLongLiQiValueTop6-10SHH/S’mkt6LyolanNANANANANANANA378251347197Self330172535313163161154441548Sakula(P)61653746065695877407361938899Neutrogena237023871657142910061068138420093859385110Softto4907179961113644435041016363176FacialMaskTop10BrandsGrowthTrend46.340.036.034.328.232.227.223.420.921.712.016.914.616.422.319.717.914.916.619.37.56.75.75.35.44.96.711.211.811.911.011.112.312.19.49.612.19.99.410.1051015202530354...