Consumer product retailing category management
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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

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

  • 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 Experience

John Frieda Hair Care Inc.

Western Regional Sales Manager

JOHN FRIEDA


Retail Sales & Marketing Strategy“Category Management”


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

+ %

- %

Volume

Winners

Retailer's Fair Share of Market (% ACV)

Losers

Opportunity


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

(MM)

Dollar Sales

(MM)

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


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 IndexesSafeway Comparative Market - Food

Source: IRI


Hair Care Section

After

Before


New Alpha Hydrox

“…still the one that works…”


Anti-Aging Skin Care is the Fastest Growing Segment in the Total Skin Care Category

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

-.3% Change

-.3% Change

-.3% change

+23.4%

change

+5.3%

change

+2.2%

change

- .3%

change

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

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


Annual Sales & Marketing Funds Projected


Financial Impact

  • 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


New Alpha Hydrox Introductory Success!

TOP NATIONAL CUSTOMERS

IN 1ST 4 MONTHS OF INTRODUCTION:

Walgreen’s End Display

with $3.00 Off Promotional Offer


Keys of Effective Retail Marketing

  • 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”


2006 Civil War Prediction …

VS

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

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


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