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Consumer Product Retailing & Category Management

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

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  1. Consumer Product Retailing& Category Management Presented by: Dan Jones

  2. JOHN FRIEDA Consumer Product Sales Career

  3. Career Experience • McNeil Consumer Products • Division of Johnson & Johnson Inc. • Territory Manager • Sales Trainer • District Manager

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

  5. Career Experience Marketing Specialists Inc.. Specialty Food Regional Business Manager

  6. Career Experience John Frieda Hair Care Inc. Western Regional Sales Manager JOHN FRIEDA

  7. Retail Sales & Marketing Strategy“Category Management”

  8. 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

  9. Quadrant Analysis + % - % Volume Winners Retailer's Fair Share of Market (% ACV) Losers Opportunity

  10. JOHN FRIEDA london € paris € new york

  11. Safeway CorporateMarket Share Quadrant John Frieda & Physique are the only clearWinnersin the category. Source: AC Nielsen “Account Planner” 52 Weeks Ending 1/26/02

  12. 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

  13. 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

  14. Category / Brand Development IndexesSafeway Comparative Market - Food Source: IRI

  15. Hair Care Section After Before

  16. New Alpha Hydrox “…still the one that works…”

  17. 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

  18. 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

  19. Annual Sales & Profits Projection

  20. Annual Sales & Marketing Funds Projected

  21. 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

  22. Suggested Planogram

  23. New Alpha Hydrox Introductory Success! TOP NATIONAL CUSTOMERS IN 1ST 4 MONTHS OF INTRODUCTION: Walgreen’s End Display with $3.00 Off Promotional Offer

  24. 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!

  25. Speaking of Successful Results …“ A Prediction”

  26. 2006 Civil War Prediction … VS OSU ........... 24 U of O .........17

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