联合利华品类管理

联合利华品类管理UNILEVERMODERNTRADEACADEMYEAPCBG2001REFAPLANGRIDGE35WL4商务文库网，精品资料下载，助您迅速完成工作CATEGORYMANAGEMENTCASESTUDYBASEDONECRTAIWANCATEGORYMANAGEMENTPILOTPROJECTUNILEVERMODERNTRADEACADEMYEAPCBG2001REFAPLANGRIDGE35WL商务文库网，精品资料下载，助您迅速完成工作CASESTUDYAGENDAOBJECTIVESOFTHECASESTUDYCATEGORYMANAGEMENTMODELWORKTHROUGHTHECATMANPROCESS,SCORECARDTACTICSWRITEACATEGORYPLANUNILEVERMODERNTRADEACADEMYEAPCBG2001REFAPLANGRIDGE35WL商务文库网，精品资料下载，助您迅速完成工作OBJECTIVESOFTHECASESTUDYUNDERSTANDTHECATEGORYMANAGEMENTMODELUNDERSTANDTHELINKAGEBETWEENTHESTEPSINTHEMODELBYWORKINGTHROUGHCATMANPROCESSUNDERSTANDPRACTICALAPPLICATIONOFCATEGORYMANAGEMENTBYAGREEINGACATEGORYPLANUNILEVERMODERNTRADEACADEMYEAPCBG2001REFAPLANGRIDGE35WL商务文库网，精品资料下载，助您迅速完成工作THISCASESTUDYISTHEINTERNATIONALPROCESSISBASEDONREALSKUSANDMARKET,BUTDATADETAILISCHANGEDFORCONFIDENTIALITYUNILEVERMODERNTRADEACADEMYEAPCBG2001REFAPLANGRIDGE35WL商务文库网，精品资料下载，助您迅速完成工作INTERNATIONALCATEGORYMANAGEMENTMODELUNILEVERMODERNTRADEACADEMYEAPCBG2001REFAPLANGRIDGE35WL商务文库网，精品资料下载，助您迅速完成工作HANDOUTMATERIALPAGES34CATEGORYDEFINITIONCATEGORYROLETHESEAREGENERALLYAGREEDBYSUPPLIERRETAILERMANAGEMENTINADVANCEUNILEVERMODERNTRADEACADEMYEAPCBG2001REFAPLANGRIDGE35WL商务文库网，精品资料下载，助您迅速完成工作CATEGORYDEFINITIONSTRUCTUREFABRICCAREUNILEVERMODERNTRADEACADEMYEAPCBG2001REFAPLANGRIDGE35WL商务文库网，精品资料下载，助您迅速完成工作CASESTUDYFOCUSFABRICSCONCENTRATEFABRICSCAREFABRICSCLEANSERFABRICSCONDITIONERBLEACHPRETREATERMAINWASHDELICATEWASHRINSESOFTENERIRONINGAIDSNORMALCOLORCLEANSERCONVENTIONALCONCENTRATEHEAVYDUTYLIQUIDLIGHTDUTYLIQUIDUNILEVERMODERNTRADEACADEMYEAPCBG2001REFAPLANGRIDGE35WL商务文库网，精品资料下载，助您迅速完成工作CATEGORYROLESIGNATURE/DESTINATIONPRIORITYBASIC/ROUTINEOCCASIONAL/SEASONALFILLIN/CONVENIENCEUNILEVERMODERNTRADEACADEMYEAPCBG2001REFAPLANGRIDGE35WL商务文库网，精品资料下载，助您迅速完成工作CATEGORYROLETHECATEGORYISPRIORITYBECAUSEOFITSIMPORTANCETOSALESANDPROFIT,PLUSITSCOMPETITIVEIMPORTANCEUNILEVERMODERNTRADEACADEMYEAPCBG2001REFAPLANGRIDGE35WL商务文库网，精品资料下载，助您迅速完成工作CATEGORYROLEMOSTCATEGORIESAREBASICORPRIORITYVERYFEWARESIGNATUREBECAUSEOFTHEHIGHINVESTMENTCOSTTOMAINTAINTHATPOSITIONSEEPAGE4FORADETAILEDDESCRIPTIONOF“PRIORITY”UNILEVERMODERNTRADEACADEMYEAPCBG2001REFAPLANGRIDGE35WL商务文库网，精品资料下载，助您迅速完成工作CATEGORYASSESSMENTWHATISTHECURRENTPERFORMANCEOFTHECATEGORYANDSEGMENTSHOWDOESTHEPERFORMANCECOMPARETOTHEMARKETWHATARETHEOPPORTUNITIESFORIMPROVEMENTUNILEVERMODERNTRADEACADEMYEAPCBG2001REFAPLANGRIDGE35WL商务文库网，精品资料下载，助您迅速完成工作CATEGORYASSESSMENTPAGE5LOSSOFSHAREWORSETHANTOTALRETAILERSALESPROFITMAINTAINEDTOTALCATEGORYLASTYEARTHISYEARNEXTYEARSHAREPOINTGAPMARKETSALES7449770278020GROWTH340013RETAILERSALES42833851RETAILERSHARE57550RETAILERFAIRSHARE5303CASHPROFIT343350MARGIN801909UNILEVERMODERNTRADEACADEMYEAPCBG2001REFAPLANGRIDGE35WL商务文库网，精品资料下载，助您迅速完成工作CATEGORYSEGMENTASSESSMENTSALESUNDERPERFORMINGSEGMENTSSALESFAIRSHARE53SUBCATLASTYEARTHISYEARMARKETSHAREPOINTGAPOPPORTUNITYGAP000,000SMKTRETMKTRETLYTYCONCENTRATE21561403224211646515190112426CONVENTIONAL1904978198190151445507514893HDL1639657173762840136216829261SOFTENER5612615942644714440865082LDL4802334322194855070230996SOAP21229120625813712572014882PRETREAT1031531081101481024905276BLEACH3943074023077797642349394TOTAL744942837702385157550003023106EXCLUDINGDECLINES,GROWTHOPPORTUNITY136752658MUNILEVERMODERNTRADEACADEMYEAPCBG2001REFAPLANGRIDGE35WL商务文库网，精品资料下载，助您迅速完成工作CATEGORYSEGMENTASSESSMENTPROFITCLEAROPPORTUNITIESFORIMPROVEMENTPROFITAVERAGEDEPTMARGIN10SUBCATLASTYEARTHISYEARPOINTGAPOPPORTUNITYGAP000SCASHMGNCASHMGNPOINTGAP091OPPGAP3,512CONCENTRATE4924035149000421CONVENTIONAL4498946044600495HDL10183515501074751711SOFTENER2375191024825940LDL270281160301751378EXCLUDINGDECLINES,MARGINIMPROVEMENTOPPORTUNITY11,447SOAP416131430418251621PRETREAT235621540183251666BLEACH310681012337501099TOTAL343086801349975909UNILEVERMODERNTRADEACADEMYEAPCBG2001REFAPLANGRIDGE35WL商务文库网，精品资料下载，助您迅速完成工作CATEGORYASSESSMENTRETAILERPERFORMANCEINMARKETWINNERSHHSLEEPERSHLOPPORTUNITYGAPSLHQUESTIONABLELLSIZEOFBUBBLEEQUALSSIZEOFSEGMENTONLYONECLEAR“WINNER”SEGMENT,ANDITSSMALLCHART1224219811737594432206108402CONCENTRATECONVENTIONALHDLSOFTENERLDLSOAPPRETREATBLEACHRETAILERSHAREMARKETGROWTHRETAILERSHAREVSMARKETGROWTHSHEET1SEGMENTMARKETWELLCOMEMARKETSIZEGROWTHGROWTHCONCENTRATE224281238CONVENTIONAL19815249HDL1737934SOFTENER5942846LDL432510SOAP206113PRETREAT108172BLEACH40216192TOTAL771510014249242MARKETWELLCOMEWELLCOMESIZEGROWTHSHARECONCENTRATE224281164CONVENTIONAL19815242HDL17379144SOFTENER5942843LDL4325222SOAP20611458PRETREAT10817339BLEACH40216288TOTAL771510204WELLCOMESHARE979899CONC26207232CONV206182174HDL16144144FSOFT1861772LDL194203222SOAP548499458PRETREAT592406339BLEACH313306288TOTAL232282WELLCOMESALES979899CONC561534650450280CONV391443600234216HDL262652509227338FSOFT104391052613516LDL93287589156SOAP11641102959187PRETREAT614243753627BLEACH12341229312091TOTAL17177154553160287SHEET1224219811737594432206108402CONCENTRATECONVENTIONALHDLSOFTENERLDLSOAPPRETREATBLEACHRETAILERSHAREMARKETGROWTHRETAILERSHAREVSMARKETGROWTHSHEET2APAGEP979899VOLUMESCATEGORYGROWTH000000000000000000000000000979899MARKETSHARECATEGORYSHARE224219811737594402CONCENTRATECONVENTIONALHDLSOFTENERBLEACHRETAILERSHAREMARKETGROWTHRETAILERSHAREVSMARKETGROWTH0053SALESLASTYEARTHISYEARNEXTYEARGROWTHSHARETYSHARENYOPPORTUNITYGAPMKTRETMKTRETMKTRETMKTRETMKTRETCONCENTRATE215614032242116439917036515190112426CONVENTIONAL1904978198190140478751445507514893HDL1639657173762859844140136216829261SOFTENER5612615942645881154654440865082LDL48023343221910006014855070230996SOAP21229120625828311341373125272214882PRETREAT103153108114852810148510194895276BLEACH3943074023072030007797642349394TOTAL7449428377023851340100957550003023106CASHMARGINCASHMARGIN1052658CONCENTRATE4924035149000421674CONVENTIONAL4498946044600495455HDL1018351550107475171144675SOFTENER237519102482594001575LDL27028116030175137808275SOAP41613143041825162116025PRETREAT23562154018325166607325BLEACH3106810123375010990305TOTAL34308680134997590935125114475UNILEVERMODERNTRADEACADEMYEAPCBG2001REFAPLANGRIDGE35WL商务文库网，精品资料下载，助您迅速完成工作CATEGORYASSESSMENTFOURLARGESTSEGMENTSBUT,CLEAROPPORTUNITIESTOINCREASESALESOPPORTUNITYGAPSLHWINNERSHHSLEEPERSHLQUESTIONABLELLCHART2224219811737594402CONCENTRATECONVENTIONALHDLSOFTENERBLEACHRETAILERSHAREMARKETGROWTHRETAILERSHAREVSMARKETGROWTHSHEET1SEGMENTMARKETWELLCOMEMARKETSIZEGROWTHGROWTHCONCENTRATE224281238CONVENTIONAL19815249HDL1737934SOFTENER5942846LDL432510SOAP206113PRETREAT108172BLEACH40216192TOTAL771510014249242MARKETWELLCOMEWELLCOMESIZEGROWTHSHARECONCENTRATE224281164CONVENTIONAL19815242HDL17379144SOFTENER5942843LDL4325222SOAP20611458PRETREAT10817339BLEACH40216288TOTAL771510204WELLCOMESHARE979899CONC26207232CONV206182174HDL16144144FSOFT1861772LDL194203222SOAP548499458PRETREAT592406339BLEACH313306288TOTAL232282WELLCOMESALES979899CONC561534650450280CONV391443600234216HDL262652509227338FSOFT104391052613516LDL93287589156SOAP11641102959187PRETREAT614243753627BLEACH12341229312091TOTAL17177154553160287SHEET1224219811737594432206108402CONCENTRATECONVENTIONALHDLSOFTENERLDLSOAPPRETREATBLEACHRETAILERSHAREMARKETGROWTHRETAILERSHAREVSMARKETGROWTHSHEET2APAGEP979899VOLUMESCATEGORYGROWTH979899MARKETSHARECATEGORYSHARE224219811737594402CONCENTRATECONVENTIONALHDLSOFTENERBLEACHRETAILERSHAREMARKETGROWTHRETAILERSHAREVSMARKETGROWTH0053SALESLASTYEARTHISYEARNEXTYEARGROWTHSHARETYSHARENYOPPORTUNITYGAPMKTRETMKTRETMKTRETMKTRETMKTRETCONCENTRATE215614032242116439917036515190112426CONVENTIONAL1904978198190140478751445507514893HDL1639657173762859844140136216829261SOFTENER5612615942645881154654440865082LDL48023343221910006014855070230996SOAP21229120625828311341373125272214882PRETREAT103153108114852810148510194895276BLEACH3943074023072030007797642349394TOTAL7449428377023851340100957550003023106CASHMARGINCASHMARGIN1052658CONCENTRATE4924035149000421674CONVENTIONAL4498946044600495455HDL1018351550107475171144675SOFTENER237519102482594001575LDL27028116030175137808275SOAP41613143041825162116025PRETREAT23562154018325166607325BLEACH3106810123375010990305TOTAL34308680134997590935125114475UNILEVERMODERNTRADEACADEMYEAPCBG2001REFAPLANGRIDGE35WL商务文库网，精品资料下载，助您迅速完成工作CATEGORYSCORECARDWHATARETHEOVERALL“TOPLINE”TARGETSFORTHECATEGORYTHESEMUSTBEDISCUSSEDANDAGREEDWITHTHESENIORMANAGEMENTUNILEVERMODERNTRADEACADEMYEAPCBG2001REFAPLANGRIDGE35WL商务文库网，精品资料下载，助您迅速完成工作CATEGORYSCORECARDPAGE84486M53350M78THISIS165GROWTH,BUTTHISRETAILERWANTSGROWTHMARKETSHAREOBJECTIVEREGAINMARKETSHAREANDMAINTAINCASHPROFITABILITYTOTALCATEGORYLASTYEARTHISYEARNEXTYEARSHAREPOINTGAPMARKETSALES7449770278020GROWTH340013RETAILERSALES42833851RETAILERSHARE57550RETAILERFAIRSHARE5303CASHPROFIT343350MARGIN801909UNILEVERMODERNTRADEACADEMYEAPCBG2001REFAPLANGRIDGE35WL商务文库网，精品资料下载，助您迅速完成工作SEGMENTSCORECARDPAGE9REPEATTHEEXERCISEFOREACHSEGMENT1200M5349M41SHOULDWETRYANDRETAINSHAREINSEGMENTSWITHMORETHAN“FAIRSHARE”DEFINITELYYESBUTNOTATTHEEXPENSEOFMARGINCONCENTRATELASTYEARTHISYEARNEXTYEARSHAREPOINTGAPMARKETSALES215622422264GROWTH399098RETAILERSALES14031164RETAILERSHARE651519RETAILERFAIRSHARE53011CASHPROFIT49244900MARGIN351421UNILEVERMODERNTRADEACADEMYEAPCBG2001REFAPLANGRIDGE35WL商务文库网，精品资料下载，助您迅速完成工作CATEGORYSTRATEGIESPAGE11WEASSIGNDIFFERENTSTRATEGIESTOEACHSEGMENTTOENSUREWEHAVEABALANCEDBUSINESSPLANSTRATEGYDEFINITIONTRAFFICBUILDINGFOCUSESONDRAWINGCONSUMERTRAFFICTOTHESTOREAND/ORINTOTHECATEGORYANDAISLETRANSACTIONBUILDINGFOCUSONINCREASINGTHESIZEOFTHEAVERAGETRANSACTIONINTHECATEGORY,AISLEORTOTALSTORECASHGENERATIONFOCUSUSINGPARTSOFTHECATEGORYTOGENERATECASHFLOWFORTHERETAILERPROFITGENERATIONFOCUSONUSINGPARTSOFTHECATEGORYTOGENERATEABOVECATEGORYAVERAGEPROFITSTURFDEFENDINGAGGRESSIVELYUSEPARTSOFTHECATEGORYTOPROTECTTHERETAILERSBUSINESSINTHECATEGORYFROMTARGETEDCOMPETITORSEXCITEMENTCREATIONUSETOCOMMUNICATEASENSEOFURGENCYOROPPORTUNITYTOTHECONSUMERIMAGEENHANCEMENTUSEINACATEGORYTOHELPTHERETAILERCOMMUNICATEITSDESIREDIMAGETOTHECONSUMERINONEORMOREOFTHEFOLLOWINGAREASPRICE,SERVICE,QUALITY,VARIETYUNILEVERMODERNTRADEACADEMYEAPCBG2001REFAPLANGRIDGE35WL商务文库网，精品资料下载，助您迅速完成工作CATEGORYSTRATEGIESPAGE11WEUSEADIFFERENTMIXOFSTRATEGIES,FOREACHCATEGORYROLESTRATEGYMATRIXCATEGORYROLESDESTINATIONPRIORITYBASICSEASONALCONVENIENCECATEGORYSTRATEGIESTRAFFICBUILDINGXXXTRANSACTIONBUILDINGXXXXCASHGENERATIONXPROFITGENERATIONXXXXTURFDEFENDINGXEXCITEMENTCREATIONXXIMAGEENHANCEMENTXUNILEVERMODERNTRADEACADEMYEAPCBG2001REFAPLANGRIDGE35WL商务文库网，精品资料下载，助您迅速完成工作ASSIGNSTRATEGIESTOSEGMENTSPAGE12SEGMENTSWITHHIGHSHARESAREUSEDFORPROFITGENERATIONHIGHUNITPRICEAND“RELATEDSALE”SEGMENTSAREUSEDFORTRANSACTIONBUILDINGCATEGORYSEGMENTSTRATEGIESCONCENTRATETRAFFICBUILDINGCONVENTIONALTRANSACTIONBUILDINGHDLCASHGENERATIONSOFTENERTRANSACTIONBUILDINGLDLPROFITGENERATIONSOAPPROFITGENERATIONPRETREATTRANSACTIONBUILDINGBLEACHPROFITGENERATIONUNILEVERMODERNTRADEACADEMYEAPCBG2001REFAPLANGRIDGE35WL商务文库网，精品资料下载，助您迅速完成工作CATEGORYTACTICSBASEDONTHEROLE,SCORECARDANDTHESTRATEGIES,WENOWCONFIRMTHETACTICSTOUSEINEACHAREARANGINGPRICINGPROMOTIONSHELVINGUNILEVERMODERNTRADEACADEMYEAPCBG2001REFAPLANGRIDGE35WL商务文库网，精品资料下载，助您迅速完成工作RANGINGTACTICSASAPRIORITYCATEGORY,WESHOULDSTOCKABROADRANGEOFSKUSROLERANGINGTACTICSDESTINATIONCOMPLETERANGEWIDESTINTHEMARKET,EVERYTHINGTHECONSUMERWOULDEXPECTTOFINDISAVAILABLE,PLUSSOMEADDITIONALITEMSALLSUBCATEGORIES,SEGMENTS,BRANDSANDSKUSREPRESENTEDPRIORITYBROADRANGEATLEASTASWIDEASTHECOMPETITOR,WITHSOMEADDITIONALITEMSALLSUBCATEGORIES,SEGMENTSANDBRANDSREPRESENTEDBASICBASICRANGECOMPETITIVEWIDTH,THEMAJORITYOFITEMSTHECONSUMERWOULDEXPECTISAVAILABLEALLSUBCATEGORIES,MAJORBRANDSANDMAJORSKUSREPRESENTEDSEASONALTIMELYRANGEALLSUBCATEGORIESANDSEGMENTSREPRESENTEDCONVENIENCESELECTRANGEMAJORBRANDSANDSKUSONLYUNILEVERMODERNTRADEACADEMYEAPCBG2001REFAPLANGRIDGE35WL商务文库网，精品资料下载，助您迅速完成工作PRICINGTACTICSASAPRIORITYCATEGORY,WESHOULDADOPTSTRONGLYCOMPETITIVEPRICINGROLEPRICINGTACTICSDESTINATIONAGGRESSIVEVALUELEADERSHIPINTHEMARKETMUSTOFFERTHEBESTVALUE,PERPACK,FORTHEWHOLECATEGORYPRIORITYSTRONGLYCOMPETITIVEPRICINGMUSTOFFERBESTVALUECOMPAREDTOCOMPETITORS,PERPACK,FORALLMAJORCOMPONENTSOFTHECATEGORYEQUALWITHCOMPETITORFORMINORCOMPONENTSBASICCOMPETITIVEPRICINGSHOULDBEEQUALTOCOMPETITORS,PERPACK,FORALLMAJORCOMPONENTSOFTHECATEGORYMINORCOMPONENTSATAPREMIUMSEASONALCOMPETITIVE,SEASONALLYSHOULDBECLOSETOCOMPETITORINSOMECOMPONENTSOFTHECATEGORYCONVENIENCEACCEPTABLEPRICINGSHOULDBEWITHIN15OFTHECOMPETITION,PERPACKUNILEVERMODERNTRADEACADEMYEAPCBG2001REFAPLANGRIDGE35WL商务文库网，精品资料下载，助您迅速完成工作SHELVINGTACTICSASAPRIORITYCATEGORY,WESHOULDADOPTQUALITYLOCATION,WITHASLIGHTLYHIGHERTHANAVERAGESPACEALLOCATIONROLESHELVINGTACTICSDESTINATIONBESTSTORELOCATIONHIGHTRAFFICFLOW,HIGHTIMEEXPOSURE,HIGHSPACEALLOCATIONPRIORITYQUALITYSTORELOCATIONMEDIUMTRAFFICFLOW,AVERAGETOHIGHSPACEALLOCATIONBASICAVERAGESTORELOCATIONAVERAGETRAFFICFLOW,AVERAGETOMINIMUMSPACEALLOCATIONSEASONALGOODSTORELOCATIONHIGHTRAFFICFLOW,AVERAGESPACEALLOCATIONCONVENIENCEAVAILABLELOCATIONLOWSPACEALLOCATIONUNILEVERMODERNTRADEACADEMYEAPCBG2001REFAPLANGRIDGE35WL商务文库网，精品资料下载，助您迅速完成工作PROMOTIONTACTICSASAPRIORITYCATEGORY,WESHOULDBUILDSALESVOLUMES,USINGMAJORBRANDSANDSKUSROLEPROMOTIONTACTICSDESTINATIONAGGRESSIVEHIGHLEVELOFACTIVITY,HIGHFREQUENCY,VARIABLEPROMOTIONTYPES,CUSTOMISEDPROMOTIONSFORTHECATEGORYPRIORITYBUILDHIGHLEVELOFACTIVITY,HIGHFREQUENCY,VARIABLEPROMOTIONTYPES,CUSTOMISEDPROMOTIONSFORMAJORBRANDSANDSKUSBASICMAINTAINAVERAGELEVELOFACTIVITY,AVERAGEFREQUENCY,REGULARPROMOTIONTYPESSEASONALSEASONALPROMOTIONACTIVITYCUSTOMISEDPROMOTIONSFORTHECATEGORYCONVENIENCELOWLEVELOFACTIVITYUNILEVERMODERNTRADEACADEMYEAPCBG2001REFAPLANGRIDGE35WL商务文库网，精品资料下载，助您迅速完成工作STRATEGICSUMMARYPAGE15INTHEHANDOUTSUMMARISESWHATISAGREEDSOFARTHISISTHEBLUEPRINTFORMANAGINGTHECATEGORYTHISISTHEREFERENCEFORALLACTIONSANDDECISIONSASWEWORKTHROUGHTHEOPERATIONALDETAILOFTHEPLANUNILEVERMODERNTRADEACADEMYEAPCBG2001REFAPLANGRIDGE35WL商务文库网，精品资料下载，助您迅速完成工作SEGMENTRANGINGREVIEWCONCENTRATESPAGE16DETAILSTHESKUSAVAILABLEINTHEMARKET,WHATISSTOCKEDINTHERETAILERSCHANNEL,THERETAILER,ANDHISCOMPETITORSNOTETHATCOMPETITOR1HAS19SKUSISTHISTOOBROADHOWMUCHOFTHEMARKETISCOVEREDBYTHEEXISTING14SKUSUNILEVERMODERNTRADEACADEMYEAPCBG2001REFAPLANGRIDGE35WL商务文库网，精品资料下载，助您迅速完成工作SEGMENTRANGINGREVIEWCONCENTRATESPAGE17RANKSTHESKUSBYSALESSHAREFORCOMPARISONBETWEENTHERETAILERANDTHEMARKETAVERAGENOTETHAT15SKUSCOVERS95OFTHEMARKET3SKUS,9,11,12ARENOTSTOCKEDTHERETAILERLOWEST2SKUSAREPOORPERFORMERSINTHEMARKETUNILEVERMODERNTRADEACADEMYEAPCBG2001REFAPLANGRIDGE35WL商务文库网，精品资料下载，助您迅速完成工作RANGINGRECOMMENDATION309M190M178M047M011M619MADDITIONALANNUALSALESOF619M,53INCREASEONTHISYEAR,546MARKETSHARERANGINGRECOMMENDATIONANDIMPACTSKUSHARESEGMENTSIZERETAILERFAIRSHAREIMPACTADDITIONS2,242M532,242M532,242M53SKUSHARESEGMENTSIZEIMPACTDELETIONS1164M1164M1164MTOTALSALESIMPACTUNILEVERMODERNTRADEACADEMYEAPCBG2001REFAPLANGRIDGE35WL商务文库网，精品资料下载，助您迅速完成工作SEGMENTPROMOTIONREVIEWFREQUENCYPAGE18DETAILSTHEPROMOTIONFREQUENCY,TYPEANDPRICEPOINTFORTHERETAILERANDHISCOMPETITORSNOTETHEDIFFERENCEINFREQUENCYANDMIXSUMMARYRETAILERCOMP1COMP2TOTALNOOFPROMOS262122MIX,STDVSDEEP853355UNILEVERMODERNTRADEACADEMYEAPCBG2001REFAPLANGRIDGE35WL商务文库网，精品资料下载，助您迅速完成工作PROMOTIONFREQUENCY44836224182241811291151151129THEREISNO“PERFECT”ANSWERCLEARLYTHE“MIX”NEEDSADJUSTINGTOBECOMPETITIVEALIGNINGBRANDFREQUENCYTOMARKETSHAREISAGOODSTARTSUMMARYRETAIL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