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Sunsilk: Category DirectionsAugust 10, 2009
PROJECT SARAH: GREEN PLANOGRAM
For Sunsilk: Pink lang, that’s kulang! We need to build a strong core of more than just 1 variant.
Growth attained by the Sunsilk Pink variant off-set by large decline from other variants. Pink alone can not sustain Sunsilk run-rates and growth.
Sunsilk Pink vs Other Sunsilk Variants:average weekly sales / month 2009
14 15 16 15 17 19 16
27 2527
26 22 20
13
-
5
10
15
20
25
30
35
40
45
50
Jan Feb Mar April May June July
Sunsilk Pink Other Variants
Growth: P13 vs Q114%
Growth: P13 vs Q1-30%
Need to build strong Core variants, side by side with Pink.Maximize Sarah G. and the Green Campaign in-store.
1.2cm every month!cm every month!
Building the Core In-store.From Project Cotaoco to Project Sarah: Green Planogram
FROM: SOS spread across multiple variants
TO: SOS concentrated disproportionately
on Pink and Green
SUPERMARKET PRIMARY DISPLAY
Project Sarah: Green Planogram Implementation.Disproportionate SOS for Pink and Green within Sunsilk.
RTM / IDD PRIMARY DISPLAY
Project Sarah: Green Planogram Implementation.Disproportionate SOS for Pink and Green within Sunsilk.
Project Sarah: Green Planogram Implementation.Disproportionate SOS for Pink and Green within Sunsilk.
SUPERMARKET SECONDARY DISPLAY
RTM / IDD SECONDARY DISPLAY
Project Sarah: Green Planogram Implementation.Disproportionate SOS for Pink and Green within Sunsilk.
Thank you for your support.Let’s rebuild the core of our flagship shampoo brand.
PROJECT SARAH: GREEN PLANOGRAM