日常品類管理案例

3、日常品類管理案例品

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踐FROM:

JOINT

INDUSTRYPROJECT

ON

EFFICIENT

CONSUMER

RESPONSE品類回顧婦女衛(wèi)生用品的定義

本次分析的婦女衛(wèi)生用品品類包括婦女用衛(wèi)生巾,衛(wèi)生護(hù)墊以及婦女用衛(wèi)生棉條三個(gè)子品類.不包括普通衛(wèi)生紙,婦女用衛(wèi)生清洗液等產(chǎn)品.子品類與小分類標(biāo)準(zhǔn)segmentation4大中小產(chǎn)品包裝—衛(wèi)生>=2010-20<10巾產(chǎn)品包裝—護(hù)墊>=6020-60<20標(biāo)準(zhǔn):RMB/10片segmentation5高中低產(chǎn)品價(jià)位—衛(wèi)生>=83.2-8<3.2巾產(chǎn)品價(jià)位—護(hù)墊>=32-3<2品類定義分類代碼中文表述中文描述segmentation1子品類衛(wèi)生巾護(hù)墊衛(wèi)生棉條segmentation2使用類型日用夜用組合式Segmentation3產(chǎn)品特質(zhì)絲薄纖巧segmentation4包裝大小大中小Segmentation5價(jià)位高中低segmentation6表面特質(zhì)干爽綿質(zhì)其他Segmentation7促銷裝促銷裝正常裝Segmentation8包裝數(shù)量品類的角色與策略品類角色:婦女衛(wèi)生品類在該客戶是常規(guī)性品類.

通過向目標(biāo)顧客市場(chǎng)提供穩(wěn)定的富有競(jìng)爭(zhēng)力的商品使該客戶成為該品類的優(yōu)先選擇對(duì)象.品類策略:增加交易量:提高沖動(dòng)購買率貢獻(xiàn)利潤:較高的毛利,較高的周轉(zhuǎn)次數(shù)強(qiáng)化顧客對(duì)商店印象:高頻率購買,大力度促銷保持市場(chǎng)份額:吸引目標(biāo)顧客群?jiǎn)纹房傮w分析ProductNameManufacturerBrandSegmentation1Consumer

UnitsConsumer

Units(%vs

cat)(%vs

seg)100.00%100.00%NT護(hù)舒寶日適潔衛(wèi)生護(hù)墊標(biāo)準(zhǔn)型廣州浩霖貿(mào)易有限公司護(hù)舒寶護(hù)墊xxxxxxNT護(hù)舒寶日適潔衛(wèi)生護(hù)墊標(biāo)準(zhǔn)型廣州浩霖貿(mào)易有限公司護(hù)舒寶護(hù)墊xxxxxxNT護(hù)舒寶日適潔丁字型衛(wèi)生護(hù)墊廣州浩霖貿(mào)易有限公司護(hù)舒寶護(hù)墊xxxxxx護(hù)舒寶日適潔黑色衛(wèi)生護(hù)墊廣州浩霖貿(mào)易有限公司護(hù)舒寶護(hù)墊xxxxxx護(hù)舒寶日適潔綠色透氣護(hù)墊廣州浩霖貿(mào)易有限公司護(hù)舒寶護(hù)墊xxxxxx8T資生堂衛(wèi)生巾（夜用）杭州華敏日化有限公司資生堂衛(wèi)生巾xxxxxx資生堂衛(wèi)生護(hù)墊杭州華敏日化有限公司資生堂護(hù)墊xxxxxx資生堂衛(wèi)生巾（日用）杭州華敏日化有限公司資生堂衛(wèi)生巾xxxxxx資生堂衛(wèi)生巾（日用）杭州華敏日化有限公司資生堂衛(wèi)生巾xxxxxx護(hù)舒寶瞬潔貼身日用護(hù)翼衛(wèi)生巾82052319廣州寶潔有限公司護(hù)舒寶衛(wèi)生巾xxxxxx護(hù)舒寶瞬潔貼身日用護(hù)翼衛(wèi)生巾82052320廣州寶潔有限公司護(hù)舒寶衛(wèi)生巾xxxxxx護(hù)舒寶瞬潔貼身日用護(hù)翼衛(wèi)生巾82052279廣州寶潔有限公司護(hù)舒寶衛(wèi)生巾xxxxxx護(hù)舒寶瞬潔貼身夜用護(hù)翼衛(wèi)生巾82052321廣州寶潔有限公司護(hù)舒寶衛(wèi)生巾xxxxxx護(hù)舒寶瞬潔絲薄量少日用護(hù)翼衛(wèi)生巾82052271廣州寶潔有限公司護(hù)舒寶衛(wèi)生巾xxxxxx護(hù)舒寶瞬潔絲薄日用護(hù)翼衛(wèi)生巾82052334廣州寶潔有限公司護(hù)舒寶衛(wèi)生巾xxxxxx護(hù)舒寶瞬潔絲薄日用護(hù)翼衛(wèi)生巾82052318廣州寶潔有限公司護(hù)舒寶衛(wèi)生巾xxxxxx護(hù)舒寶瞬潔絲薄日用護(hù)翼衛(wèi)生巾82052272廣州寶潔有限公司護(hù)舒寶衛(wèi)生巾xxxxxx護(hù)舒寶瞬潔絲薄夜用護(hù)翼衛(wèi)生巾82052317廣州寶潔有限公司護(hù)舒寶衛(wèi)生巾xxxxxx分類分析Segmentation1ReferencesReferencesConsumer

UnitsTurnoverGross

ProfitGross

Profit#(%)(%)(%)(%

total)(%

over

>0)Total361100.00%100.00%100.00%100.00%99.93%衛(wèi)生巾26974.52%73.73%74.34%72.47%72.42%衛(wèi)生棉條41.11%0.28%0.57%0.48%0.48%Segmentation3ReferencesReferencesConsumer

UnitsTurnoverGross

ProfitGross

ProfitPantiliner#(%)(%)(%)(%

total)(%

over

>0)Total88100.00%100.00%100.00%100.00%100.00%超薄2730.68%31.17%35.96%39.92%39.92%非超薄6169.32%68.83%64.04%60.08%60.08%Segmentation2ReferencesReferencesConsumer

UnitsTurnoverGross

ProfitGross

Profit#(%)(%)(%)(%

total)(%

over

>0)Total269100.00%100.00%100.00%100.00%99.90%夜用10639.41%34.25%36.92%35.93%35.89%日用12847.58%59.92%55.99%56.56%56.50%組合式3513.01%5.83%7.08%7.51%7.51%分類分析—品牌BrandReferencesReferencesConsumer

UnitsTurnoverGross

ProfitGross

Profit#(%)(%)(%)(%total)(%

over>0)Total269100.00%100.00%100.00%100.00%99.90%護(hù)舒寶3312.27%16.13%21.95%16.76%16.75%唯爾福124.46%11.88%3.31%5.84%5.83%蘇菲186.69%9.24%19.44%16.69%16.68%快樂女孩176.32%9.02%5.05%5.95%5.94%安爾樂155.58%7.28%4.86%5.53%5.52%詩蝶165.95%6.51%5.38%6.13%6.13%百潔使124.46%5.52%4.01%4.56%4.55%安樂82.97%4.70%3.27%4.05%4.05%雅妮娜93.35%4.69%2.02%4.93%4.92%舒而美145.20%3.65%3.60%3.53%3.53%燕之歡51.86%3.27%3.82%5.00%4.99%蕾迪絲103.72%3.02%2.63%1.86%1.86%姣蘭82.97%2.66%2.86%2.91%2.91%月滿好93.35%2.36%2.14%2.69%2.69%嬌爽103.72%1.77%3.96%2.07%2.07%潔婷176.32%1.60%3.92%4.27%4.27%佳人有約82.97%1.35%1.13%1.36%1.36%強(qiáng)生41.49%1.24%1.12%1.02%1.02%樂芙爽72.60%1.09%1.50%1.05%1.05%益母草62.23%1.02%0.95%1.11%1.10%安琦103.72%0.81%0.62%0.62%0.62%樂而雅82.97%0.73%1.32%0.53%0.53%伊倍爽93.35%0.33%0.45%0.51%0.51%資生堂31.12%0.10%0.66%0.95%0.95%無10.37%0.03%0.06%0.07%0.07%分類分析—供應(yīng)商ManufacturerReferencesReferencesConsumer

UnitsTurnoverGrossProfitGrossProfit#(%)(%)(%)(%

total)(%

over

>0)Total269100.00%100.00%100.00%100.00%99.90%廣州寶潔有限公司3312.27%16.13%21.95%16.76%16.75%上虞市恒安衛(wèi)生用品公司杭州經(jīng)營部238.55%11.99%8.13%9.58%9.57%紹興唯爾福婦幼用品有限公司124.46%11.88%3.31%5.84%5.83%杭州奧菲斯衛(wèi)生用品有限公司176.32%9.02%5.05%5.95%5.94%杭州尤龍貿(mào)易有限公司165.95%6.51%5.38%6.13%6.13%杭州華飛紙業(yè)有限公司124.46%5.52%4.01%4.56%4.55%杭州錦大衛(wèi)生用品有限公司93.35%4.69%2.02%4.93%4.92%杭州三全貿(mào)易有限公司145.20%3.65%3.60%3.53%3.53%強(qiáng)生(中國)有限公司145.20%3.01%5.08%3.09%3.09%杭州可月衛(wèi)生用品有限公司93.35%2.36%2.14%2.69%2.69%杭州思美家化紙業(yè)有限公司2710.04%1.96%4.43%4.85%4.85%杭州順風(fēng)百貨有限公司82.97%1.35%1.13%1.36%1.36%杭州余宏衛(wèi)生用品有限公司103.72%0.81%0.62%0.62%0.62%花王(上海)產(chǎn)品服務(wù)有限公司82.97%0.73%1.32%0.53%0.53%杭州華敏日化有限公司31.12%0.10%0.66%0.95%0.95%20—80分析BrandConsumer

UnitsConsumer

UnitsTurnoverTurnover(cum%)(cum%)護(hù)舒寶xxxxx16.13%xxxxx21.95%唯爾福xxxxx28.01%xxxxx25.25%蘇菲xxxxx37.24%xxxxx44.69%快樂女孩xxxxx46.27%xxxxx49.74%安爾樂xxxxx53.55%xxxxx54.61%詩蝶xxxxx60.06%xxxxx59.99%百潔使xxxxx65.58%xxxxx64.00%安樂xxxxx70.29%xxxxx67.26%雅妮娜xxxxx74.97%xxxxx69.29%舒而美xxxxx78.63%xxxxx72.89%燕之歡xxxxx81.89%xxxxx76.71%蕾迪絲xxxxx84.91%xxxxx79.33%姣蘭xxxxx87.57%xxxxx82.19%月滿好xxxxx89.93%xxxxx84.33%嬌爽xxxxx91.70%xxxxx88.28%潔婷xxxxx93.30%xxxxx92.20%佳人有約xxxxx94.65%xxxxx93.33%強(qiáng)生xxxxx95.89%xxxxx94.45%樂芙爽xxxxx96.97%xxxxx95.95%益母草xxxxx98.00%xxxxx96.90%安琦xxxxx98.80%xxxxx97.52%樂而雅xxxxx99.53%xxxxx98.83%伊倍爽xxxxx99.87%xxxxx99.28%資生堂xxxxx99.97%xxxxx99.94%無xxxxx100.00%xxxxx100.00%衛(wèi)生巾品類分析--衛(wèi)生巾20/80分析占60%的15個(gè)品牌貢獻(xiàn)了90%的銷售量，占62%的16個(gè)品牌貢獻(xiàn)了90%的銷售額20—80分析0.00.10.20.30.40.50.60.70.80.91.01 2 3 4 5 6 7 89 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25小分類規(guī)格分析—衛(wèi)生巾Segmentation2ReferencesConsumer

UnitsConsumer

UnitsTurnoverTurnoverGross

ProfitGross

ProfitGross

Profit#(Avg

per

Prod.)(%Prod.for80%)(Avg

per

Prod.)(%Prod.for80%)(Avg

per

Prod.

-

total)(Avg

per

Prod.

-

>0)(%Prod.

for

80%)Total2690.37%33.09%0.37%36.06%0.37%0.37%33.46%夜用1060.32%36.79%0.35%37.74%0.34%0.34%35.85%日用1280.47%26.56%0.44%32.03%0.44%0.44%28.13%組合式350.17%45.71%0.20%45.71%0.21%0.21%45.71%Segmentation3ReferencesConsumer

UnitsConsumer

UnitsTurnoverTurnoverGross

ProfitGross

ProfitGross

Profit#(Avg

per

Prod.)(%Prod.for80%)(Avg

per

Prod.)(%Prod.for80%)(Avg

per

Prod.

-

total)(Avg

per

Prod.

-

>0)(%Prod.

for

80%)Total2690.37%30.48%0.37%34.57%0.37%0.37%32.34%絲薄1030.35%33.01%0.44%33.98%0.42%0.41%32.04%纖巧1660.39%28.92%0.33%34.94%0.34%0.34%32.53%Segmentation4ReferencesConsumer

UnitsConsumer

UnitsTurnoverTurnoverGross

ProfitGross

ProfitGross

Profit#(Avg

per

Prod.)(%Prod.for80%)(Avg

per

Prod.)(%Prod.for80%)(Avg

per

Prod.

-

total)(Avg

per

Prod.

-

>0)(%Prod.

for

80%)Total2690.37%37.17%0.37%38.66%0.37%0.37%36.80%中1510.28%38.41%0.36%37.09%0.34%0.34%37.75%大350.15%45.71%0.39%42.86%0.37%0.37%40.00%小830.63%31.33%0.39%39.76%0.43%0.43%33.73%segmentation5ReferencesConsumer

UnitsConsumer

UnitsTurnoverTurnoverGross

ProfitGross

ProfitGross

Profit#(Avg

per

Prod.)(%Prod.for80%)(Avg

per

Prod.)(%Prod.for80%)(Avg

per

Prod.

-

total)(Avg

per

Prod.

-

>0)(%Prod.

for

80%)Total2690.37%33.46%0.37%37.17%0.37%0.37%34.57%中1560.32%34.62%0.31%37.18%0.30%0.30%35.26%低390.78%25.64%0.31%41.03%0.51%0.51%33.33%高740.26%35.14%0.53%35.14%0.44%0.44%33.78%segmentation6ReferencesConsumer

UnitsConsumer

UnitsTurnoverTurnoverGross

ProfitGross

ProfitGross

Profit#(Avg

per

Prod.)(%Prod.for80%)(Avg

per

Prod.)(%Prod.for80%)(Avg

per

Prod.

-

total)(Avg

per

Prod.

-

>0)(%Prod.

for

80%)Total2690.37%30.86%0.37%35.69%0.37%0.37%34.20%其他900.32%37.78%0.28%46.67%0.23%0.23%43.33%干爽20.19%100.00%0.17%100.00%0.18%0.18%100.00%棉質(zhì)1770.40%26.55%0.42%29.38%0.45%0.45%28.81%segmentation7ReferencesConsumer

UnitsConsumer

UnitsTurnoverTurnoverGross

ProfitGross

ProfitGross

Profit#(Avg

per

Prod.)(%Prod.for80%)(Avg

per

Prod.)(%Prod.for80%)(Avg

per

Prod.

-

total)(Avg

per

Prod.

-

>0)(%Prod.

for

80%)Total2690.37%30.11%0.37%34.57%0.37%0.37%31.97%華潤萬家溫嶺店衛(wèi)生巾品類分析--衛(wèi)生巾子分類規(guī)格分析魚骨圖分析Fempro100%衛(wèi)生巾中73.73%42.45%其他26.14%干爽0.57%大棉質(zhì)5.20%其他73.29%31.14%小棉質(zhì)52.35%其他68.86%31.22%干爽0.26%衛(wèi)生棉條N0.28%棉質(zhì)100.00%68.52%N100.00%護(hù)墊中25.99%52.48%其他45.16%大棉質(zhì)2.80%其他54.84%48.64%小棉質(zhì)44.72%51.36%0.40%其他40.99%棉質(zhì)58.62%婦女衛(wèi)生市場(chǎng)份額數(shù)據(jù)-銷售量-2003.8Nat

Town-Total16% Nat

CityTown-H/S'mkt/Dept50%WTDWTDVol.

SYA(Val.)YAVol.

SYA(Val.)YA1 MEI

JIE6.55.218151SOFY12.516.286922 ANLE4.37.345472CAREFREE10.413.885953 ANERLE4.32.840413ANERLE7.56.689904 NISHUANG4.13.112134WHISPER7.27.291975 SHUSHUANG2.92.1885ANLE4.83.586866 CAREFREE2.21.230276KOTEX

C

&

B3.01.455557 SOFY2.11.530267SAN

WU2.50.72578 BBB2.02.1448LADY

CARE2.34.272859 WHISPER1.71.135359YIMUCAO2.21.3362010 WEIERFU1.52.2141110BEST2.23.25150E

Town-Total4%

E

CityTown-H/S'mkt/Dept21%WTDWTDVol.

SYA(Val.)YAVol.

SYA(Val.)YA1 BBB7.38.415161SOFY15.520.485932 SOFY6.35.055412CAREFREE9.212.083943 WEIERFU5.58.651433WHISPER7.35.990954 CAREFREE5.42.443404SAN

WU5.71.956165 SHUSHUANG4.03.1565ANLE4.74.194916 YOUNGERSISTER3.55.78136ANERLE4.23.490827 HU

LI

JIA3.410.16157WEIERFU4.04.860648 ANLE2.54.342318YUE

YUE

SHU3.92.540389 LOVESOME1.81.2759YINFONG2.80.00211310 WHISPER1.70.9464110BEST2.76.06970婦女衛(wèi)生市場(chǎng)份額數(shù)據(jù)-銷售額-2003.8Nat

Town-Total12% Nat

CityTown-H/S'mkt/Dept56%Val.

SYAWTD(Val.)YAVal.

SYAWTD(Val.)YA1 ANERLE6.55.340411 SOFY16.618.386922 WHISPER5.34.335352 WHISPER12.713.791973 MEI

JIE5.04.318153 CAREFREE10.213.385954 SOFY4.93.830264 ANERLE8.67.989905 NISHUANG3.84.212135 LADY

CARE3.65.972856 ANLE3.55.745476 ANLE3.01.786867 CAREFREE2.92.230277 KOTEX

C

&

B2.61.055558 HAO

SHU

SHUANG1.82.915248 LAURIER2.42.849709 SHUSHUANG1.71.3889 ABC2.32.3241810 LAURIER1.51.9232210 YIMUCAO2.11.03620E

Town-Total3%

E

CityTown-H/S'mkt/Dept23%WTDWTDVal.

SYA(Val.)YAVal.

SYA(Val.)YA1 SOFY15.112.855411SOFY21.924.685932 CAREFREE7.35.943402WHISPER13.712.690953 WHISPER5.53.646413CAREFREE9.512.883944 BBB4.65.215164ANERLE5.03.890825 WEIERFU4.57.551435SAN

WU3.31.256166 LOVESOME2.61.8756ANLE3.02.294917 YUE

YUE

SHU2.11.435297LADY

CARE2.94.871728 HAO

SHU

SHUANG2.15.015418YUE

YUE

SHU2.72.140389 HU

LI

JIA2.05.66159KOTEX

C

&

B2.31.2596510 SHUSHUANG1.91.55610YIMUCAO2.31.05132購物者調(diào)查數(shù)據(jù)Demographic%of

city

HHs%of

city

spendingCitizencontributionIndex%of

storeHH%of