Pnp - jabones- colgate v2.ppt

Regular & Promo Price Model Toilet Soap
Analytic Consulting

Preliminary Presentation Specially Prepared for: Interdisiplinary team Mexico, September 2011

• Category Overview • Research Design and

Contents

Methodology • Business Needs Assessment • Detailed Findings Regular/Promo price
– Brand and Items Results – Simulations

• Key Insights and Recommendations

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Copyright ©2011 The Nielsen Company. Confidential and proprietary.

Regular & Promo Price Model Toilet Soap

Category Overview

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Copyright © 2011 The Nielsen Company. Confidential and proprietary.

•Bar Soaps make 92.7% of category’s volume and 91.2% of its value (T. Mex)

•Bar Soaps make 98.4% of CP’s volume and 96.7% of its value (T. Mex)

•Bar Soaps make 90.4% of category’s volume and 87.8%of its value (SS)

•Bar Soaps make 98.2% of CP’s volume and 96% of its value (SS)

Source: Retail Index, RY11 (JJ)
Copyright © 2011 The Nielsen Company. Confidential and proprietary.

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With a healthy relationship value-volume, CP is winning SOM in the most important market: Self Services
VOLUME SALES (‘000 KG/LITS.) Sales Structure RY 11 % VAR. RY 11 VS. RY 10 Sales Structure RY 11VALUE SALES (‘000 PESOS) % VAR. RY 11 VS. RY 10

T. Bar Soaps

CP

P&G

T. Bar Soaps

CP

P

+3.5% +6.8% -12.4% +13%

+8.5% +7.6% -12.1%

+2.9% +7.4% -18.9%

+7.1% +11.3% -9.1% +15.1%

+11%

+5.2%

+12% +12.8% -11.2% -21.3% +23.2% +13%

+21.6% +12.8%

+1.9%

+8.7%

+0.3%

+5%

+11%

+0.6%

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Copyright © 2011 The Nielsen Company. Confidential and proprietary.Source: Retail Index, JJ 11

CP’s main brands are growing over the market
SOM

Source: Scantrack, T. Bar Soaps, T. Scanning SS Mexico, SOM (kg), P7
Copyright © 2011 The Nielsen Company. Confidential and proprietary.

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Promopacks have been the main driver of our growth
ASP
41.8 37.0 35.8

+4.3% +4.3% +4.7%

43.6 46.3 38.6 37.5 42.6 40.4

+6.7% +5.7% -5.2%

49.4 42.7 40.438.4 32.9 29.6

+2.1% +2.4% +10.5%

39.2 33.7 32.7

46.0 37.9

43.5

+0.2% +12.7% +15.3%

-1.1% -13.7% +24.4%

45.5 36.2 37.2 36.7 30.8

43.6 40.8 35.5

29.5

Palmolive Naturals

Neutro Balance

Zest Natura

Zest Aqua

Escudo

11. 0

15 . 0

9.0

0

SOM
17.6 0.9

20.1 1.9 9.0
9.0 13 . 0

13.7 0.2

14 . 0

13.0
8.0

12.7 7.4 0.0 6.3 0.1 4.05.0 12 . 0

0

8.4 0.2

0.7
7.0

0.9 10.5 0.6 3.5

1.4

11. 0

10 . 0

6.8
7.0 9.0

6.0

4.5

0

9.2

10.5 5.0
5.0

6.8 3.1
4.0

8.0

4.7

7.0 6.0

5.0

3.0

0 3.0 4.0

7.5

7.7
1. 0

3.0

6.7

7.4

2.0

3.2

5.5
1. 0

2.9
1. 0

3.1

3.3
2.0

6.3

0

0.0

0.0

RY 10

RY 11

- 1. 0

RY 10

RY 11

- 1. 0

RY 10RY 11

RY 10

RY 11

RY 10

RY 11

0

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Copyright © 2011 The Nielsen Company. Confidential and proprietary.

Source: Scantrack, T. Bar Soaps, T. Scanning SS Mexico, P7

In an opposite way to the category, CP increased sales under promotion
Share of Sales with Promotion
T. Bar Soaps

% Sales Under Promotion RY 11
30.5

% GR
-0.4%

34.3

+17.2%

32.1

-2.9%23.4

-18.9%

Source: Scantrack, T. Bar Soaps, T. Scanning SS VDM + GDL + MTY, Volume (kg), P7
Copyright © 2011 The Nielsen Company. Confidential and proprietary.

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Key Findings
• CP growing over the market in the most important market: SS • CP’s main brands with an outstanding performance, due specially to promopacks growth • Meanwhile, our competition is losing SOM with most of theirbrands, however multipacks (promotional and regular) are also growing for them • In an opposite way to category, CP increased sales under promotion (+17.2%) • CP’s growth is depending on items with special price: it becomes essencial to define a wise price strategy for our regular items to defend profit while supplies increase in cost

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Copyright © 2011 The Nielsen Company. Confidential and...