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Liquid Body Wash

Liquid Body Wash. Lauren Cochran Erica Moore. Category Definition. Category Role . High. Flagship. Cash Machine. Maintain. Core Traffic. Under Fire. Rehab. Low. High. Medium. Low. Category Assessment . Demographics.

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Liquid Body Wash

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  1. Liquid Body Wash Lauren Cochran Erica Moore

  2. Category Definition

  3. Category Role High Flagship Cash Machine Maintain Core Traffic Under Fire Rehab Low High Medium Low

  4. Category Assessment

  5. Demographics • If the retailer is watching the demographics for their store and their categories, they should be trying to…

  6. Category Strategy

  7. Category Tactics High > 30% Low < 30 % Price Gap with Manufacturer Brands Low <12% Private Label Share High > 12%

  8. Category Review LAST YEAR THIS YEAR Up Body Wash Equate Image Essentials Studio 35 Dove Caress Nivea Olay Aveeno Equate Best Choice Personal Care Ology Studio 35 Up & UpAveenoNeutrogena Nivea Olay Ivory Caress Dove Suave St. Ives Lever2000 Axe Dial Tone Body Essence White Rain Zest Herbal Essences SoftsoapOrganixVitabathYardley Method

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