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Consumer Product Retailing & Category Management. Presented by: Dan Jones. JOHN FRIEDA. Consumer Product Sales Career. Career Experience. McNeil Consumer Products Division of Johnson & Johnson Inc. Territory Manager Sales Trainer District Manager. Career Experience.

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Consumer product retailing category management

Consumer Product Retailing& Category Management

Presented by:

Dan Jones


Consumer Product Sales


Career experience
Career Experience

  • McNeil Consumer Products

  • Division of Johnson & Johnson Inc.

  • Territory Manager

  • Sales Trainer

  • District Manager

Career experience1
Career Experience

  • Helene Curtis Industries Inc.

  • Division of Unilever Corp.

  • National Account Manager

  • Regional Retail Sales Manager

  • West Coast Director of Customer Business

Career Experience

Marketing Specialists Inc..

Specialty Food

Regional Business Manager

Career experience2
Career Experience

John Frieda Hair Care Inc.

Western Regional Sales Manager


Retail sales marketing strategy category management

Retail Sales & Marketing Strategy“Category Management”

The 4 p s still work
The 4 P’s Still Work!

  • PRICE – Hi/ Low or EDLP

  • PROMOTION– Feature Ads, Displays

  • PLACE – Shelf Placement

  • PRODUCT– Gain New Item Distribution

All Impact Brand Sales & Performance

Quadrant Analysis

+ %

- %



Retailer's Fair Share of Market (% ACV)



John frieda

london € paris € new york

Safeway CorporateMarket Share Quadrant

John Frieda & Physique are the only clearWinnersin the category.

Source: AC Nielsen “Account Planner” 52 Weeks Ending 1/26/02

John Frieda US Sales Estimated to Continue at a Growth Rate of 22%!

Dollar Sales


Dollar Sales


Source: IRI; Total US FDM, 52 Wks Ending Sept. 2001

John frieda is a major contributor to the positive growth dollars
JOHN FRIEDA is a major contributor to the positive growth Dollars!!

Major Brands are showing negative growth.

Source: AC Nielsen “Account Planner” 52 Weeks Ending 1/26/02

Category brand development indexes safeway comparative market food
Category / Brand Development Indexes Dollars!!Safeway Comparative Market - Food

Source: IRI

Hair care section
Hair Care Section Dollars!!



New Alpha Hydrox Dollars!!

“…still the one that works…”

Anti aging skin care is the fastest growing segment in the total skin care category
Anti-Aging Skin Care is the Dollars!!Fastest Growing Segment in the Total Skin Care Category

Skin Care Category % Share and (+/- ) % Change

-.3% Change

-.3% Change

-.3% change







- .3%


Source: IRI 26 week US Food, Drug, & Mass – period ending 12/26/04

New alpha hydrox will outsell the category average grow your skin care category
New Alpha Hydrox Will Outsell the Category Average & Grow Your Skin Care Category

Note: New Alpha Hydrox Sales per SKU based on historical sales data and & current category trends

Source: IRI US Drug 26 week- period ending- 12/26/04

Annual Sales & Profits Projection Your Skin Care Category

Financial Impact Your Skin Care Category

  • Alpha Hydrox Nourishing Cleanser

  • Vitamin A & E Micro beads & AHA

  • Soap-free, fragrance-free

  • Gently & effectively removes all makeup

  • Rinses Clean

  • Vitamins A & E micro beads to cleanse and nourish

  • Specially formulated to maximize the effectiveness of the entire Alpha Hydrox skincare line by prepping the skin with a proper pH level

Supported by:

  • Aggressive Marketing Campaign

  • Upscale Eye-Catching Packaging

  • Unique Formulas for Specific Needs

  • Strong Impulse Sales & Profits

  • Strong $ Profits with High GMROI

Suggested Planogram Your Skin Care Category

New alpha hydrox introductory success
New Alpha Hydrox Your Skin Care Category Introductory Success!



Walgreen’s End Display

with $3.00 Off Promotional Offer

Keys of effective retail marketing
Keys of Effective Retail Marketing Your Skin Care Category

  • Know Your Retail Customer – business model, goals, key business drivers, marketing plan (4 P’s), merchandising process

  • Practice Effective Presentation & Communication Skills

  • Know Your Products Features/ Benefits > Important to Retailer

  • Understand “Fact Based” Category Management & Analysis

  • Know Your Product’s Features & Benefits > Key to Retailer

  • Plan Your Business & Work Your Plan

  • Prioritize Your Efforts for Successful Results!

Speaking of successful results a prediction
Speaking of Successful Results … Your Skin Care Category“ A Prediction”

2006 civil war prediction
2006 Civil War Prediction … Your Skin Care Category


OSU ........... 24

U of O .........17