fembpm演示amj乘勝追擊日夜都舒服一試噢耶

1日夜都舒服，一試噢耶Day

&

Night

Comfort

Beyond

ImaginationAMJ乘勝追擊–“日夜都舒服，一試噢耶”顛覆性

產(chǎn)品創(chuàng)新Disruptive

Innovation精分銷/新貨架/雙色堆SSKU/SBD/Co-displayHigher升值A(chǔ)MJ

Keep

fast

growing—”Day

and

Night

Comfort

BeyondImagination”每年提升品類增長+1pt引領(lǐng)品類在四年內(nèi)重回雙位數(shù)增長Accelerate

category

growth

+1pts

YOY,

turn

around

FEM

CARE

to

double

digits

growth

in

4

yearsNewer加新Prettier變美最優(yōu)越品牌建設(shè)愉悅

購物體驗(yàn)Delightful

ShoppingExperience2Restricted

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P&G

Proprietary復(fù)制或分發(fā)。本材料僅供列為接收者的個(gè)人或?qū)嶓w使用.Higher升值為什么要上市“考拉呼呼”Why

Koala

Ultra

OVN114%110%124%123%超高端SuperPremium超薄ultra超長OVN超柔軟Cotton消費(fèi)者未被滿足的需求Consumer

Needs

for

OVN

ProductsBr透氣性—清爽eathable-refreshing

morning舒適性—一夜安睡Comfort-relax

sound

sleep保護(hù)—安心Protection-Feel

Secure市場趨勢(shì)Market

Landscape品牌形象Brand

Image3Restricted

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P&G

Proprietary復(fù)制或分發(fā)。本材料僅供列為接收者的個(gè)人或?qū)嶓w使用.吸引年輕的消費(fèi)者Drive

YoungConsumers-

體驗(yàn)至上Buy

experience追求個(gè)性Buy

Unique

for

Me追求品質(zhì)產(chǎn)品Buy

Disruptive

innovation

andSmall

indulgences考拉呼呼Higher升值Koala

Huhu全球最長—425mm1st

Ever

the

Longest—425mm全球最薄—0.09cm1st

Ever

the

Thinnest—9mm全球最萌—考拉呼呼1st

Ever

the

cutest—Koala

Shaped超安心超透氣超舒服Secure,

breathable，comfortable4Restricted

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P&G

Proprietary復(fù)制或分發(fā)。本材料僅供列為接收者的個(gè)人或?qū)嶓w使用.毛利25%，對(duì)比競爭對(duì)手+5%25%

Margin,

+5%

vs.

Competitor全線整裝齊發(fā)！Complete

Whisper

Winning

Portfolio首單日：3月20日SOS

Day:

Mar.20th,20174

SKU425mm360mm4pc8pc5pc10pc10.819.810.819.8Higher升值日夜都舒服Day

&

Night

Comfort

Beyond

Imagination5Restricted

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P&G

Proprietary復(fù)制或分發(fā)。本材料僅供列為接收者的個(gè)人或?qū)嶓w使用.品牌建設(shè)BrandBuilding品牌知名度指數(shù)持續(xù)13個(gè)月增長，重回第一，達(dá)到33%，對(duì)比去年同 期增長5%，對(duì)比蘇菲高4%TOMA

keep

growing

13

months,

and

regained

#1

with

33%，+5%

VYA,

+4%

vs.

Sofy品牌建設(shè)驅(qū)動(dòng)力Key

drivers

of

brand

building1.

No.1媒體廣告No1.

media

investment2.升級(jí)品牌形象Anchor

Ivory

to

upgrade

brand

image3.玩轉(zhuǎn)社交媒體Fully

leverage

Social

MediaNewer加新6Restricted

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P&G

Proprietary復(fù)制或分發(fā)。本材料僅供列為接收者的個(gè)人或?qū)嶓w使用.第一次3個(gè)月實(shí)現(xiàn)SBD安裝1011家FIRST

TIME

WHISPER

1000

SBD

IN

CHINACRV南區(qū)在11月中旬是西安了127家門店100%安裝SBDCRVSouth127

stores100%SBDinstallation

by

mid

Nov粉色云感棉貨架生意增加19個(gè)點(diǎn)Pink

shelf

biz

+19pts液體衛(wèi)生巾份額為全國均值的3倍Ivory

share

3X

vs.

nationalPrettier變美7Restricted

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P&G

Proprietary復(fù)制或分發(fā)。本材料僅供列為接收者的個(gè)人或?qū)嶓w使用.AMJ

1500

SBD限量搶裝additional

1500

SBDPrettier變美8Restricted

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P&G

Proprietary復(fù)制或分發(fā)。本材料僅供列為接收者的個(gè)人或?qū)嶓w使用.精分銷黃金分銷雙面位Assortment新貨架產(chǎn)品展示能溝通Shelf雙色堆藍(lán)粉同堆選絲薄Dural

Display贏在門店的執(zhí)行策略Win

in

store

GTM

plan9Restricted

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P&G

Proprietary復(fù)制或分發(fā)。本材料僅供列為接收者的個(gè)人或?qū)嶓w使用.GTM—精分銷超級(jí)市場Super-核心分銷增長15%PSKU

45%

60%-考拉新品4個(gè)SKUKOALA

NI

4

SKU10Restricted

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P&G

Proprietary復(fù)制或分發(fā)。本材料僅供列為接收者的個(gè)人或?qū)嶓w使用.大賣場Hyper-核心分銷保持90%PSKU

89.4%

Keep-策略分銷增長10%SSKU

80.2%

90%-考拉新品4個(gè)SKUKOALA

NI

4

SKU標(biāo)超Mini-繼續(xù)提升云感棉分銷Pink

distribution-考拉新品2個(gè)SKUKOALA

NI

2

SKU電商-打造考拉呼呼為Tier

2爆款+1

Tier

2

Bao

SKU

of

Koala-考拉新品4個(gè)SKUKOALA

NI

4SKUGTM—精分銷11Restricted

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P&G

Proprietary復(fù)制或分發(fā)。本材料僅供列為接收者的個(gè)人或?qū)嶓w使用.賣進(jìn)支持Sell-in

Enabler朵朵6個(gè)單品停產(chǎn)，包括Discontinue

6

Naturella

SKU,

include--朵朵棉舒超薄日用8+夜用4/朵朵棉舒柔巧日用8+夜用4Naturella

Ultra

Pad

12SX24

MIX

MP/Naturella

Slim

Pad

Mix

MP--朵朵棉舒超薄日用5/朵朵棉舒柔巧日用5NATURELLA

ULTRA

PAD

5SX36

S1

DAY/NATURELLA

ULTRA

PAD

4SX36

S3

NIGHT--朵朵棉舒超薄夜用4/朵朵棉舒柔巧夜用4NATURELLA

SLIM

PAD

5SX36

T1

DAY/NATURELLA

SLIM

PAD

4SX36

T3

NIGHT賣出支持Sell-through

Enabler考拉1片可賣試用裝1pc

KOALA

Sellable

Trial

PackDMC分銷計(jì)劃（討論中）DMC

Distribution

Plan

(not

confirmed)GTM—新貨架12電商1.前十搜索占據(jù)兩席-2

Bao

SKUin

top

10

Search,(1.1->2

)大賣場/超級(jí)市場Hyper/Super1.貨架邏輯：粉藍(lán)黑3:3:1-Vertical

POG:

Pink/Blue/Black=3:3:1

2.考拉陳列：甜睡區(qū)域，水平視線，從上到下425mm到360mm，-Koala:

Eye

level

within

black

block

賣進(jìn)支持：1500個(gè)SBD及貨架托盤/展板Enabler: SBD/Demo

board/shelf

tray標(biāo)超Mini

1.貨架邏輯：橫向陳列粉藍(lán)黑-Horizontal

POG:

Pink/Blue/Black粉色超凈棉位于水平視線-Pink

on

the

eye

level考拉位于甜睡系列首位-Koala

in

the

1st

facing

within

OVN

Segment極薄長考拉425

4片考拉425

4片考拉425

8片短考拉360

5片考拉360

5片考拉360

10片貼身長短支持：持續(xù)購買精準(zhǔn)營銷&增加1-3個(gè)露出Restricted

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Theinformation料僅供列為接收者的個(gè)人或?qū)嶓w使用.is

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P&eG

xPropproietasryu復(fù)制r或e分發(fā)s。l本o材tGTM—雙色堆促銷策略Promotion

Guidance1. 80%的促銷單品選擇16元以下單品80%

TrialSize

小于10元的促銷占比50%，吸引新消費(fèi)者10rmb,

attract

new

user

10-16元占比30%，拉動(dòng)忠誠度10-16rmb,

drive

loyalty雙色堆—粉藍(lán)；粉黑；絲薄/貼身Co-display—Pink/Blue;

Pink/OVN;

CDU/CDS通過第二重好禮拉動(dòng)考拉甜睡產(chǎn)出Drive

Koala

OVN

with

2nd

layer

promotion促銷建議Promotion

Calendar拉動(dòng)試用Trial云感棉絲薄16片&考拉425mm4片@9.8Pink

Day16

&

OVN4云感棉絲薄16片&瞬潔絲薄日10+2@9.8pink

Day

16

&

Blue

D12云感棉全系列25片&考拉425mm8片@15.8pink

M25

&

OVN

8pc云感棉絲薄16送4促銷裝@11.2Pink

Day16+4考拉促銷裝@17.9Pink

D10*2+ONV

425

413Restricted

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