Fabric Flashcards

1
Q

Attentes Consommateurs Lessive

A
  • Performance
  • Sensorialité
  • Ecologie
  • Peaux Sensibles
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2
Q

Bénéfices principaux adoucissants

A
  • Fraicheur longue durée
  • Douceur des fibres
  • Protège les couleurs
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3
Q

Valeur lessive

A

1,6 md € (-5% N-1)

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4
Q

Valeur adoucissants

A

270 m€ (-5,7% N-1)

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5
Q

Temps forts Lessives/adoucissants

A
  • Le Blanc
  • Back To School
  • Anniversaire
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6
Q

Tier 1, 2, 3 Lessives

A

Tier 1: Performance et protection
Tier 2: Sensorialité
Tier 3: Propreté et économies

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7
Q

Intervenants Lessive

A
  • Procter (35,5%): Ariel (24,6%), Dash 2en1 (9%), Ariel soft (1,8%)
  • Henkel (27,7%): Le Chat (9,3%), Super Croix (4,6%), X-Tra (10,4%)
  • Unilever (21,3%): Skip (11%), OMO (3,9%), Persil (6,3%)
  • MDD (8,8%)
  • Marques vertes (4,7%)
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8
Q

Segments marché lessive

A
  • Liquides (64%)
  • Ecodoses (28%)
  • Poudre (7%)
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9
Q

Intervenants adoucissants

A
  • Soupline (46%)
  • Lenor (32%)
  • Cajoline (11%)
  • MDD (8%)
  • Autres
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10
Q

Segments Adoucissants

A
  • Dilués (12%)
  • Concentrés (77%)
  • Parfums de linge (9%)
  • Autres (2%)
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11
Q

Tiers marché adoucissants

A
  • Basique
  • Premium
  • Ultra Premium
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12
Q

Poids NOS pour Procter du soin du linge

A

30%

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13
Q

Poids NOS de la marque Ariel

A

19%

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14
Q

Arbre de décision shopper - rayon lessive

A
1 - Spécifique/ Ecolo/ Généraliste
2 - Forme produit
3- Le tiers
4- La marque
5 - Taille du pack
6- Bénéfice additionnel
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15
Q

Arbre de décision shopper - Adoucissant

A

1 - Forme produit (liquide, parfum de linge)
2- Marque
3- Parfum
4- Taille du pack

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