DEFINITION OF TERMS for Supermarket Channel No.

1 Parameters Shopper Profile (SEC) WEIGHT 40% DEFINITION Who shops in the store based on SEC?

Competitor Assortment

40%

Range of sku's carried by relevant competitors?

Category Look in the Store

20%

Aesthetically, how does the category look like ?

Total

100%

* Super Channel has wide range of SKU's (2,000-25,000sku's), thus Competitor Assortment plays a relevant weight * Super Channel, channel for Pantry Loading Classification Range

D C B A

0 1.5 2.5 3.5

1 DE

2 C2

Rating 3 C1

Predominantly Sachets

Predominantly Small bottles / sizes

Big and Small bottles / sizes

Very unorganized: No distinct category displays

Not so neat

Organized: Neat but not sophisticated

g 4 AB

Full / Complete Assortment

Very Organized: Updated POS Materials Sophisticated: CATMAN; Experiencial and Engaging Shopping Trip

Remarks See worksheet "Shopper Profile" for details and reference LPI's Point of View Competitor's Point of View

Competitor's Point of View

Shopper Profile
Indicators

for Supermarket
Rating SEC % Cont. Monthly Income

High income class 1.2%

AB
Upper Middle class 4%

P100,000 and up

C1
Middle class 6.1%

P50,000-P100,000

C2
Low income class 55.4%

P20,000-P50,000

D
Very low income; below poverty line 33.5%

P10,000-P20,000

P10,000 and below

Indicators
Example of Living Standard Mode of Transportation

Private Vehicle

Private Vehicle

Private / Public Vehicle

Public Vehicle

Public Vehicle

Indicators
Location

Inside a mall within highly commercialized area (i.e. Makati CBD, Ortigas CBD); Not in a mall but within highly commercialized area (i.e. office buildings; Makati CBD, Ortigas CBD); Near very upscale residential areas (Alabang, Greenhills, Makati)

Near medium-scale residential area (i.e. gated / secured villages in Pasig, Timog)

Near main thoroughfare

Near public markets; Near very public streets

Average Basket Size

Php 1,800 and above per shopping trip

Php 1,200 per shopping trip

Php 800 per shopping trip

Php 500 and below per shopping trip

CHANNEL CLASSIFICATION RATING SHEET Supermarket No. STORE / DOOR CHANNEL Shopper Profile 40% 4 2 2 1 4 4 3 3 4 2 3 3 4 3 2 4 4 3 4 4 2 3

1 2 3 4 5 6 7 8 9 10 11 1 2 3 4 5 6 7 8 9 10 11

Loreal paris shampoo and conditioner NCX- roxas davao city convenience store NCCC - Matina Pangi Supermarket Felcris - along Toril road Supermarket L.A grocers Mart- public market Toril Supermarket Sunscor Grocerama- Saavedra St. Toril Supermarket Toril Savers Plaza- public Market Toril Supermarket St. Ana Multi-Purpose Coop- Uyanguren road Supermarket Greatwall Trading- monteverde st. Davao Supermarket MVP Lopsons- Ponciano Bangoy Road Davao Supermarket Park n'Shop- Victoria mall plaza Supermarket Market basket -Damosa Gateway lanang Supermarket
GARNIER PRODUCTS

NCX- roxas davao city NCCC - Matina Pangi

Felcris - along Toril road L.A grocers Mart- public market Toril Sunscor Grocerama- Saavedra St. Toril Toril Savers Plaza- public Market Toril St. Ana Multi-Purpose Coop- Uyanguren road Greatwall Trading- monteverde st. Davao MVP Lopsons- Ponciano Bangoy Road Davao Park n'Shop- Victoria mall plaza Market basket -Damosa Gateway lanang LIST OF NON-EXISTING STORES S. Guerra store- Bangkerohan Sonic Ventures- royal valley bangkal RLG Grocers- along Toril road Padillo supermart- Davao Bueno Commercial

convenience store Supermarket Supermarket Supermarket Supermarket Supermarket Supermarket Supermarket Supermarket Supermarket Supermarket

1 2 3 4 5

1 2 3 4 5 6 7 8 9

LIST OF UNVISITED STORES DUE TO NO EXACT ADDRESS AND CAN'T BE FOUND ALSO AT THE INTERNET Tolosa Store Unabia enterprise RJ store She-Ai -Che Enterprise AJL Store ABA-A store 3K store Pioneer Ventures BL General Commercial

Competitor Assortment 40% 3 4 4 2 4 3 3 3 3 2 4 3 4 4 2 4 2 2 4 3 3 3

Category Look 20% 3 2 4 1 1 2 3 3 3 3 3 3 3 2 1 2 1 2 3 2 1 2

TOTAL 100% 3.4 2.8 3.2 1.4 3.4 3.2 3 3 3.4 2.2 3.4 0 3 3.8 3.2 1.8 3.6 2.6 2.4 3.8 3.2 2.2 2.8 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0

CLASSIFICATION

AT THE INTERNET

0 0 0 0 0 0 0