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    P&g P&g Presentation Transcript

    • Grooming Category Project in KARUSEL
    • Grooming Category Shoppers ...................................................................................................... In 60% cases consumers and shoppers are the same
    • General Male Shopping Habits ......................................................................................................  Men Hunt for Products, they tend to follow targeted shopping and want to buy specific product and not survey the aisle  They have difficulties finding the items they look for, therefore want in-store consultancy but would hesitate to ask  If a man can't find the section he's looking for, he'll wheel about once or twice, then give up and leave the store without ever asking for help. You can watch men just shut down.  Men Look for Orientation Guidance, therefore they try to build on learned pattern, they look for male color coding and well known brands and tend to look for Good, Better – Best Guidance  Men are very picky when they buy new products  Opportunity to test  On Shelf Guidance  Consultancy
    • Men shop focused HE SHE Preferred shop SHOPPING MALL Espresso-Pause Time: Time: 12 min. 199 min.
    • Some facts of B&R purchase decision making ......................................................................................................  93%- know whether they will buy B&R before going to store  90%- know which brand they will purchase  90%- know which variant they will purchase  84%- know which pack size they will purchase *Male H&P 2005
    • Shopping Behaviour Russia. . Male. .Shoppers. . tend. . to. .be. .more. . brand. .loyal. .than. .store. .loyal as .. ........ ................ ....... ... ... ........ .......... ....... ....... ........ . on the average 42% of them are willing to switch shops in order to buy the required brand. Retailer loss 66%, which is the biggest in B&R and Shave Care versus other categories
    • Based on clear Shopper Insights.... Ideal Shelf Principles
    • Shaving Products “core segment” for daily Men routine and clearly identify the area: All 3 steps of shave blocked together (drive cross purchasing) Men‟s Care Razors Wash Blades Bath Eau de Deodorants Post Shave Toilette / Hair Pre Shave Perfumes care Disposables Ideal Men‟s Care Layout Based on European Merchandising Study 2002; Virtual shopping simulation tool Confirmed and Updated with IRI Qualitative European Shopper Study 2005
    • Modern Trade Main Shelf in line with Shopper Based Design From defensive merchandising To shopper based design Re-invention Check out only Current Horizontal Optimization or locked Vertical Blocking Blocking Systems Total B&R Pre Post Shave Pre Post Shave Disposables Sales Index 50 100 120+ 130+
    • B&R specific characteristics 1. These products are prone to theft 2. High levels of SOOS are present: 60% of all OOS are a result of the goods present in store, but not on the shelves
    • Leanings from P&G On-Shelf Availability experience
    • Shrinkage Examples Process  Inventory Errors  Promotion Errors  Pricing Errors  Stock Going Out of Date Failure  Damage to Stock  Product Delivery/Scanning Errors Inter-Company  Deliberate Under/Over Delivery  Invoice Errors Fraud  Quality and Weight of Items Internal  Theft of Stock and Cash Theft  „Grazing‟  Collusion External  Shoplifting  Till Snatches Theft  Returning Stolen Goods  Burglary  „Grazing‟
    • Understanding Shrinkage Shrinkage Process Inter- Internal External company failures fraud theft theft % % % %
    • “Solutions” • Product • Process • Information • Personal
    • Product Highly Visible Locations – High Shopper Traffic – In line of sight of vigilant staff – Public view CCTV in aisle – Not in blind spots
    • Product – Safer boxes – Hard stickers – Soft stickers
    • Process Appropriate store order quantities • Secure Delivery in one case with one invoice Extra controls for highest shrink items • Careful Picking (by sales unit) • Fast tracking to secure area • Secure storage
    • Information Regular counting of highest shrink items – Put in the hands of the right people – Fast determination of shrinkage level – Determine the root causes – Track progress
    • Personal – Pre-employment screening – Contracts – Clear awareness of shrink and their duties – Hot Product Controllers
    • Project Objective • Create new Shave Care category - Open sales - Systems B&R – eye level - Brand blocking with Pre- & Postshave • Targets: Sales +30% Meet Shrinkage target!!!
    • Key actions • Road map analysis (Retailer & P&G joint investigation) • Shrinkage prevention actions development • Create Shave Category & test in 3 store during 2 months • Re-apply shave category in chain stores based on key leanings
    • Shave category creation in Karusel Before
    • After
    • Shave Care category in Karusel. Test • Growth index: - Blades & Razors +89% - Shave Category Total +50% • Shrinkage: - Decreased by 2 times (percentage)
    • Next steps • 61 stores with Shave Care category during Jan-Jun‟10 • To ensure proper execution of shrinkage prevention recommendations on store level • Regular monitoring of shrinkage and sales dynamics by store with customer • Production and installation navigation materials for Grooming Center