LIQUID BODY WASH Lauren Cochran Erica Moore. Category Definition.

LIQUID BODY WASHLauren Cochran

Erica Moore

Category Definition

101

Empty Nest Couples2+ person HHs, No Children, 55-64

Established Couples2+ person HHs, No Children, 35-54

Senior Singles1 person HHs, No Children, 65+

Independent Singles1 person HHs, No Children, 35-64

Young TransitionalsAny size HHs, No Children, < 35

Older Bustling FamiliesLarge HHs with Children (6+), HOH 40+

Younger Bustling FamiliesLarge HHs with Children (6+), HOH <40

Small Scale FamiliesSmall HHs with Older Children 6+

Start-Up FamiliesHHs with Young Children Only < 6

100100 116 102 97 96 90Total

Senior Couples2+ person HHs, No Children, 65+

133

145

78

57

52

103 128 112 116 114

109

109

114

116 114 108 121 107 96

111

123 122 102 116 107 95

58 59 51 56 62 56

54 57 50 41 49 59

170 153 147 122 150 127

77 80 71 82 94 54

100 104 110 99 95 100

123 171 138 138 114 120

TOTAL SOAP - LIQUID (PERS SOAP & BATH ADD) OZ. Total Consumption BehaviorScape Framework

LifeStyle

BehaviorStage

132 142 121 118 103 96 118

TotalPlain Rural

Living

Modest Working Towns

Struggling Urban Cores

Comfortable Country

Affluent Suburban Spreads

Cosmopolitan Centers

% Volume Index % Volume Index % Volume Index % Volume Index % Volume Index

60.3% 87 60.7% 88 65.0% 94 58.2% 84 65.8% 95

20.4% 170 12.1% 101 12.3% 102 23.8% 199 12.1% 101

15.0% 121 17.0% 137 15.5% 126 12.4% 100 15.6% 126

2.8% 66 7.7% 178 5.1% 118 3.3% 77 4.2% 97

1.6% 72 2.6% 122 2.1% 99 2.3% 104 2.3% 106

17.2% 64 14.5% 54 14.9% 55 15.6% 58 14.9% 55

31.0% 96 26.9% 83 33.3% 103 29.2% 90 33.3% 102

16.8% 104 19.4% 120 18.4% 114 20.2% 125 18.5% 114

18.8% 143 19.4% 147 17.4% 132 17.5% 132 17.2% 130

16.1% 145 19.8% 178 16.0% 144 17.5% 158 16.2% 146

6.3% 79 2.8% 35 5.2% 65 5.8% 73 5.7% 71

9.0% 78 10.6% 92 8.6% 74 12.8% 111 9.1% 78

10.2% 90 11.0% 97 9.6% 85 11.3% 100 10.5% 93

10.7% 102 9.8% 93 10.5% 100 11.8% 112 11.2% 106

10.6% 114 11.6% 126 9.8% 105 8.3% 89 10.1% 109

21.6% 119 19.8% 110 20.3% 112 19.7% 109 20.5% 113

12.5% 106 12.5% 107 13.5% 115 14.4% 123 13.1% 112

12.8% 112 13.7% 120 13.7% 120 11.6% 101 12.7% 111

6.4% 79 8.2% 101 8.8% 110 4.3% 53 7.2% 89

Private LabelDial Dove Tone

$50,000 - $74,999

$75,000 - $99,999

$100,000 - $149,999

$150,000 or More

5+ Persons

Household Income

Under $10,000

$10,000 - $19,999

$20,000 - $29,999

$30,000 - $39,999

Caress

$40,000 - $49,999

4 Persons

Demographic Variables

Race of Head of Household

White

Black

Hispanic

Asian

Other

Number of Persons

1 Person

2 Persons

3 Persons

ITEM $ (000)

DOLLAR SHARE

ITEM BUYERS

(000)

ITEM PENETRATION

ITEM $ PER ITEM BUYER

PURCHASE CYCLE (IN

ELAPSED DAYS)

% REPEAT BUYERS (% 2+ TIME BUYERS)

LOYALTY (SHARE OF $

REQ.)

% ITEM $ ON DEAL

% DOLLARS WITH MANUFACTURER

COUPON

AVEENO - SOAP - SPECIALTY 15,312.3 1.8 1,270.8 1.1 12.1 70.6 30.6 42.7 16.3 6.6

AVEENO POSITIVELY RADIANT - SOAP - SPECIALTY 1,820.2 0.2 271.1 0.2 6.7 71.7 7.0 20.1 31.6 11.0

BODY ESSENCE - SOAP - SPECIALTY 11,691.7 1.4 1,612.0 1.4 7.3 79.6 35.7 31.0 2.0 0.1

BODYCOLOGY - SOAP - SPECIALTY 2,111.7 0.2 336.2 0.3 6.3 58.8 11.0 30.5 5.8 0.0

BRECK - SOAP - SPECIALTY 313.5 0.0 212.7 0.2 1.5 45.7 12.6 8.8 0.9 0.0

CARESS - SOAP - SPECIALTY 37,423.0 4.3 6,308.6 5.4 5.9 76.1 29.1 25.4 20.6 11.7

CETAPHIL - SOAP - SPECIALTY 15,876.3 1.8 994.3 0.9 16.0 102.2 24.4 60.0 26.0 6.0

CTL BR - SOAP - SPECIALTY 70,100.4 8.1 12,047.3 10.4 5.8 74.7 32.9 32.0 8.8 0.1

DOVE - SOAP - SPECIALTY 83,384.4 9.6 8,853.9 7.6 9.4 79.2 31.4 39.6 28.6 14.6

DOVE PRO- AGE - SOAP - SPECIALTY 8,527.7 1.0 1,288.9 1.1 6.6 73.5 16.3 23.7 38.1 23.0

IVORY - SOAP - SPECIALTY 8,229.3 1.0 1,325.1 1.1 6.2 69.4 24.6 21.8 21.6 7.7

JOHNSON'S SOFTWASH - SOAP - SPECIALTY 8,150.8 0.9 1,319.3 1.1 6.2 71.8 19.7 22.1 29.2 14.6

JOHNSON'S SOOTHING NATURALS - SOAP - SPECIALTY 1,821.2 0.2 424.7 0.4 4.3 80.3 15.7 23.3 38.0 20.3

NEUTROGENA - SOAP - SPECIALTY 18,244.5 2.1 885.7 0.8 20.6 107.2 29.7 61.6 24.8 5.1

OLAY - SOAP - SPECIALTY 4,166.6 0.5 525.6 0.5 7.9 92.2 12.3 35.6 17.5 11.1

OLAY BODY - SOAP - SPECIALTY 68,347.1 7.9 7,679.2 6.6 8.9 73.6 34.1 35.3 31.0 18.2

OLAY BODY QUENCH - SOAP - SPECIALTY 4,648.9 0.5 604.9 0.5 7.7 74.5 15.4 23.3 16.7 13.6

OLAY COMPLETE - SOAP - SPECIALTY 20,181.7 2.3 1,636.1 1.4 12.3 107.3 24.4 42.7 23.4 5.5

PERSONAL CARE - SOAP - SPECIALTY 670.9 0.1 335.8 0.3 2.0 55.2 14.0 17.3 6.3 1.2

PURE & NATURAL - SOAP - SPECIALTY 936.9 0.1 286.8 0.3 3.3 47.4 19.9 13.4 17.0 0.0

SIMPLE PLEASURES - SOAP - SPECIALTY 1,002.8 0.1 137.2 0.1 7.3 91.7 3.7 35.8 59.6 0.0

SOFTSOAP - SOAP - SPECIALTY 32,686.1 3.8 5,808.0 5.0 5.6 76.3 24.5 23.7 34.3 15.1

SOFTSOAP CLEAN ACTION - SOAP - SPECIALTY 1,250.0 0.1 335.9 0.3 3.7 44.2 11.6 15.2 29.7 14.1

SOFTSOAP NATURALS - SOAP - SPECIALTY 3,633.2 0.4 758.7 0.7 4.8 65.7 13.9 15.9 38.4 19.1

SOFTSOAP NUTRA- OIL - SOAP - SPECIALTY 13,904.3 1.6 2,920.1 2.5 4.8 82.6 21.0 20.6 58.5 34.4

SOFTSOAP PURE CASHMERE - SOAP - SPECIALTY 11,188.7 1.3 2,425.0 2.1 4.6 75.5 18.3 20.0 53.6 29.1

Category Role H

igh

Low

High Medium Low

Flagship Cash Machine Maintain

Core Traffic Under Fire Rehab

Category Assessment Store # of SKUs % of Category

Walmart Express– Garland 18 8.6%

Walmart – MLK 73 34.9%

Walmart – Neighborhood Mkt.

85 40.6%

Walgreens – School 66 31.5%

Walgreens – Joyce 82 39.2%

Harps – Garland 37 17.7%

Harps – Wedington 63 30.1%

Aldi – MLK 1 0.4%

Walgreens – College 95 45.4%

Target – Shiloh 68 32.5%

Total 209

Demographics

• If the retailer is watching the demographics for their store and their categories, they should be trying to…

Category Strategy

Top Suppliers Brands Stores

Private Label Equate, Best Choice, Studio 35, Up & Up

-

Unilever Dove, Caress, Suave, St. Ives ALL

Proctor and Gamble Olay, Ivory 9/10

Colgate-Palmolive Softsoap 9/10

“Good losers”Snacks and confectionaryCosmeticsBaby foodAlcoholic beverages

“Success!”Paper, plastic, and wipesRefrigerated foodFrozen foodShelf stable juices

“Bad stuff”Home careNonalcoholic beveragesPersonal care

“Bad winners”Pet foodHealthcareDiapers and feminine hygiene

Low <12% Private Label Share High > 12%

Hig

h >

30

%

Low

< 3

0

%Pri

ce G

ap w

ith M

anufa

cture

r B

rands

Category Tactics

Category Review

Up Body Wash Equate Image Essentials Studio 35 Dove Caress Nivea Olay Aveeno

Equate Best Choice Personal Care Ology Studio 35 Up & UpAveeno Neutrogena Nivea Olay Ivory Caress Dove Suave St. Ives

Lever2000 Axe Dial Tone Body Essence White Rain Zest Herbal Essences Softsoap Organix Vitabath Yardley Method

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