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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
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
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
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!
2006 Civil War Prediction … VS OSU ........... 24 U of O .........17