Consumer Product Retailing

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Consumer Product Retailing Category Management

• Presented by
• Dan Jones

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JOHN FRIEDA
Consumer Product Sales Career
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Career Experience

• McNeil Consumer Products
• Division of Johnson Johnson Inc.
• Territory Manager
• Sales Trainer
• District Manager

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Career Experience

• Helene Curtis Industries Inc.
• Division of Unilever Corp.
• National Account Manager
• Regional Retail Sales Manager
• West Coast Director of Customer Business

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Career Experience
Marketing Specialists Inc.. Specialty Food
Regional Business Manager
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Career Experience
John Frieda Hair Care Inc. Western Regional
Sales Manager
JOHN FRIEDA
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Retail Sales Marketing StrategyCategory
Management
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The 4 Ps Still Work!

• PRICE Hi/ Low or EDLP
• PROMOTION Feature Ads, Displays
• PLACE Shelf Placement
• PRODUCT Gain New Item Distribution

All Impact Brand Sales Performance
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Quadrant Analysis

-
Winners
Volume
Retailer's Fair Share of Market ( ACV)
Losers
Opportunity
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JOHN FRIEDA
london paris new york
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Safeway CorporateMarket Share Quadrant
John Frieda Physique are the only clear Winners
in the category.
Source AC Nielsen Account Planner 52 Weeks
Ending 1/26/02
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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
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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
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Category / Brand Development IndexesSafeway
Comparative Market - Food
Source IRI
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Hair Care Section
After
Before
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New Alpha Hydrox
still the one that works
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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
- .3 change
2.2 change
Source IRI 26 week US Food, Drug, Mass
period ending 12/26/04
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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
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Annual Sales Profits Projection
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Annual Sales Marketing Funds Projected
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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

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Suggested Planogram
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New Alpha Hydrox Introductory Success!
TOP NATIONAL CUSTOMERS IN 1ST 4 MONTHS OF
INTRODUCTION
Walgreens End Display with 3.00 Off
Promotional Offer
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Keys of Effective Retail Marketing

• Know Your Retail Customer business model,
  goals, key business drivers, marketing plan (4
  Ps), merchandising process
• Practice Effective Presentation Communication
  Skills
• Know Your Products Features/ Benefits gt Important
  to Retailer
• Understand Fact Based Category Management
  Analysis
• Know Your Products Features Benefits gt Key to
  Retailer
• Plan Your Business Work Your Plan
• Prioritize Your Efforts for Successful Results!

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Speaking of Successful Results A Prediction
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2006 Civil War Prediction
VS
OSU ........... 24
U of O .........17