Personal Care Reinvention
...le shopping in HL. Assortment is another weakness, hot SKU for famous brand is essential to meet assortment needs, but HL still not full distribute. On the other hand, a large number of low tier and slow moving products crowed the shelving resource. ƒæ Stretch for P&G to deliver 33% annual index. Although P&G¡¦s share is continual growing in the past 12 months, from 26% to 28%, yet it¡¦s still very stretch for P&G to deliver 33% index base on customer¡¦s down trend. On the other hand, we still have gap for fundamentals due to no solution way on assortment before, category equity is not high and abnormal lost issue. Project Target ƒæ Win P&G category share/off-take growth together with customer overall store¡¦s growth. ƒæ Fix P&G fundamental gap: Distribution, share of shelving via trade up the category¡¦s product from low tier to mid/high tier. ƒæ Strategic co-operation to improve SHHL store image based on Camp, FGD findings. What we have done ƒæ Successful conceptual selling: In SHHL VITO Meeting July 9th 2004, We prepared a presentation to review FY0304 business, combining with Camp and shopper data, to find out key opportunities and discuss with customer CEO Mr. Tang Qi on how to develop Mini Market business in SH. Customer all agreed on the potential for Mini Market development and define HL¡¦s key opportunities are: assortment, store layout and shelving arrangement. We envisioned and convinced SHHL join in the pilot test on Personal Care Centre re-invention. As a shopper based Joint Business Venture, Personal Care Centre can address HL¡¦s key opportunities in one solution. 3 typical outlets were selected as pilot stores, the test period is from Oct¡¦04 to Dec¡¦04. ƒæ : We applied CBA of hypermarket personal care reinventions from Lotus case¡XOne themed area for the five categories, adjacency, in ƒæ Adjacent layout and regiment display: We reapplied the shopper-based CBA from hypermarket and did ad-hoc pre studies (FGD and 48 hour) for HL as a supermarket chain. Adjacency and regimen display came out as the key priorities for us. Before test, the five categories are separated in store. Fem was defined as ¡§Paper¡¨ and positioned in tissue area. High tier Skin Care, such as Olay was displayed in service counter since abnormal lost issue. Hair care, Oral care and PCC were also separated in store. But FDG shows the 5 categorie...