Caso Shampoo - Arequipa 2015

FABRICANTE
Jul - Ago 2011

WELLA
33,000
UNILEVER
657,000
COLGATE PALMOLIVE
144,000
JOHNSON & JOHNSON
199,000
RECAMIER
74,000
HENKEL
62,000
WHITEHALL ROBINS
37,000
FIAMME S.A
76,000
PROCTER & GAMBLE + CLA
600,000
CAPILL FRANCE CIA
31,000
ZAFARCO
11,000
PROPERSA
56,000
L'OREAL
33,000
BELLEZA EXPRESS
158,000
QUALA
OTROS FABRICANTES
91,000
FAB. SUPERMERCADOS
39,000
TOTAL
2,301,000
Set - Oct 2011

621,000
177,000
186,000
74,000
112,000
35,000
75,000
564,000
29,000
10,000
58,000
30,000
138,000
31,000
94,000
38,000
2,304,000
Nov - Dic 2011

30,000
541,000
137,000
165,000
63,000
103,000
35,000
67,000
555,000
23,000
7,000
53,000
29,000
114,000
265,000
92,000
33,000
2,312,000
Ene - Feb 2012

24,000
539,000
117,000
167,000
56,000
97,000
35,000
52,000
559,000
24,000
7,000
49,000
35,000
115,000
303,000
89,000
44,000
2,312,000
INVERSIN EN TRADE MARKETING

FABRICANTE 1
FABRICANTE 2
FABRICANTE 3
FABRICANTE 4
FABRICANTE 5
FABRICANTE 6
FABRICANTE 7
FABRICANTE 8
FABRICANTE 9
FABRICANTE 10
FABRICANTE 11
FABRICANTE 12
FABRICANTE 13
FABRICANTE 14
FABRICANTE 15
T. OTROS FABRICANTES
T. FAB. SUPERMERCADOS
INCENTIVOS A FFVV $
FABRICANTE 1
FABRICANTE 2
FABRICANTE 3
FABRICANTE 4
FABRICANTE 5
FABRICANTE 6
FABRICANTE 7
FABRICANTE 8
FABRICANTE 9
FABRICANTE 10
FABRICANTE 11
FABRICANTE 12
FABRICANTE 13
FABRICANTE 14
FABRICANTE 15
Mar - Abr 2012 May - Jun 2012

16,000
13,000
626,000
615,000
135,000
128,000
172,000
155,000
54,000
52,000
89,000
86,000
33,000
31,000
43,000
36,000
548,000
574,000
21,000
13,000
7,000
6,000
53,000
46,000
41,000
36,000
112,000
99,000
261,000
250,000
91,000
88,000
42,000
54,000
2,344,000
2,282,000
Jul - Ago 2012 Set - Oct 2012 Nov - Dic 2012 Ene - Feb 2013
10,000
9,000
7,000
9,000
643,000
638,000
616,000
604,000
138,000
131,000
121,000
118,000
176,000
162,000
161,000
162,000
58,000
64,000
58,000
56,000
84,000
87,000
92,000
87,000
###
30,000
30,000
29,000
42,000
45,000
47,000
49,000
622,000
646,000
663,000
662,000
10,000
5,000
4,000
4,000
5,000
4,000
4,000
4,000
49,000
46,000
45,000
50,000
43,000
###
45,000
49,000
108,000
102,000
86,000
93,000
236,000
188,000
172,000
157,000
89,000
88,000
83,000
83,000
38,000
63,000
38,000
56,000
2,382,000
2,351,000
2,272,000
2,272,000
Mar - Abr 2013 May - Jun 2013 Jul - Ago 2013

7,000
5,000
6,000
586,000
547,000
662,000
120,000
114,000
113,000
157,000
149,000
164,000
62,000
57,000
50,000
86,000
78,000
91,000
28,000
###
28,000
39,000
40,000
40,000
652,000
634,000
688,000
3,000
###
3,000
3,000
4,000
4,000
51,000
40,000
46,000
52,000
49,000
50,000
110,000
95,000
105,000
152,000
154,000
146,000
84,000
86,000
99,000
54,000
62,000
61,000
2,246,000
2,145,000
2,356,000
Set - Oct 2013

5,000
689,000
111,000
157,000
67,000
82,000
25,000
47,000
687,000
3,000
4,000
44,000
60,000
112,000
117,000
91,000
65,000
2,366,000
Nov - Dic 2013

4,000
671,000
113,000
176,000
###
81,000
27,000
37,000
711,000
2,000
###
47,000
66,000
119,000
112,000
###
74,000
2,402,000
Ene - Feb 2014

4,000
632,000
113,000
166,000
65,000
95,000
27,000
31,000
664,000
2,000
4,000
46,000
64,000
124,000
120,000
94,000
58,000
2,309,000
Mar - Abr 2014 May - Jun 2014 Jul - Ago 2014

4,000
3,000
3,000
603,000
545,000
548,000
87,000
81,000
83,000
157,000
148,000
163,000
57,000
48,000
54,000
87,000
80,000
97,000
26,000
24,000
###
27,000
24,000
25,000
658,000
610,000
643,000
1,000
1,000
###
2,000
1,000
42,000
35,000
40,000
69,000
63,000
68,000
137,000
99,000
115,000
218,000
256,000
237,000
79,000
75,000
72,000
54,000
53,000
66,000
2,308,000
2,146,000
2,239,000
TOTAL
159,000
10,305,000
1,960,000
2,757,000
988,000
1,502,000
491,000
691,000
10,776,000
123,000
70,000
782,000
862,000
1,845,000
3,344,000
1,474,000
915,000
0.8
FABRICANTE
UNILEVER
COLGATE PALMOLIVE
JOHNSON & JOHNSON
QUALA
TOTAL
Jul - Ago 2011

6,143
931
1,591
6,615
19,843
Set - Oct 2011

5,728
966
1,464
6,169
220
19,364
UNILEVER
2,011
2,012
2,013
2,014
2,015
2,016
2,017
2,018
2,019
2,020
16,887
31,580
31,940
20,782
28,309
29,513
26,095
26,440
28,959
27,331
Nov - Dic 2011

5,016
810
1,320
6,103
1,718
19,417
FABRICANTE 1
FABRICANTE 2
FABRICANTE 3
FABRICANTE 4
FABRICANTE 5
FABRICANTE 6
FABRICANTE 7
FABRICANTE 8
FABRICANTE 9
FABRICANTE 10
FABRICANTE 11
FABRICANTE 12
FABRICANTE 13
FABRICANTE 14
FABRICANTE 15
INCENTIVOS A FFVV $
FABRICANTE 1
FABRICANTE 2
FABRICANTE 3
FABRICANTE 4
FABRICANTE 5
FABRICANTE 6
FABRICANTE 7
FABRICANTE 8
FABRICANTE 9
FABRICANTE 10
FABRICANTE 11
FABRICANTE 12
FABRICANTE 13
FABRICANTE 14
FABRICANTE 15
proyeccion
TOTAL
16,887
2,706
4,376
18,886
1,937
QUALA
2,011
2,012
2,013
2,014
2,015
2,016
2,017
2,018
2,019
2,020
1,937
8,849
5,454
6,087
7,846
6,465
7,660
7,849
7,756
8,449
Ene - Feb 2012

4,988
804
1,370
6,114
1,949
19,633
Mar - Abr 2012

5,359
891
1,400
5,919
1,661
19,521
PROCTER & GAMBLE

2,011
2,012
2,013
2,014
2,015
2,016
2,017
2,018
2,019
2,020
May - Jun 2012

5,262
869
1,261
6,083
1,556
19,067
R & GAMBLE
18,886
37,811
41,977
26,630
38,176
32,585
30,684
33,662
29,916
30,455
Jul - Ago 2012

5,446
926
1,461
6,367
1,448
19,767
Set - Oct 2012

5,369
905
1,376
6,532
1,164
19,449
Nov - Dic 2012

5,157
859
1,347
6,797
1,071
19,206
Ene - Feb 2013

5,041
845
1,368
6,928
985
19,317
Mar - Abr 2013

4,934
837
1,318
6,798
967
19,070
May - Jun 2013

4,731
818
1,308
6,726
1,001
18,611
Jul - Ago 2013

5,589
820
1,434
7,144
968
20,217
31,914
5,454
41,977
Set - Oct 2013

5,769
804
1,411
7,081
789
20,224
Nov - Dic 2013

5,851
862
1,519
7,301
744
20,698
Ene - Feb 2014

5,731
963
1,500
6,991
830
20,593
20,782
26,630
Mar - Abr 2014

5,296
736
1,381
6,710
1,620
20,047
May - Jun 2014

4,849
700
1,311
6,297
1,896
18,947
6,087
Jul - Ago 2014

4,906
733
1,451
6,631
1,741
19,536
TOTAL
118,050
18,783
30,969
144,191
24,264
372,529
0.8
FABRICANTE
Jul - Ago 2011 Set - Oct 2011 Nov - Dic 2011 Ene - Feb 2012 Mar - Abr 2012
WELLA
9
9
###
7
6
UNILEVER
78
79
###
78
###
COLGATE PALMOLIVE
51
51
50
47
46
JOHNSON & JOHNSON
35
35
33
33
###
RECAMIER
5
4
5
3
4
HENKEL
19
25
27
30
###
WHITEHALL ROBINS
44
46
44
43
41
FIAMME S.A
NA
NA
NA
NA
NA
75
74
73
73
72
CAPILL FRANCE CIA
1
1
###
1
###
ZAFARCO
1
1
###
1
###
PROPERSA
6
7
###
7
###
L'OREAL
1
1
###
1
###
BELLEZA EXPRESS
2
2
###
2
3
QUALA
NA
24
45
55
###
OTROS FABRICANTES
16
15
###
15
###
FAB. SUPERMERCADOS
NA
NA
NA
NA
NA
TOTAL
87
88
###
88
###
FABRICANTE
WELLA
65
64
61
59
###
UNILEVER
99
99
###
99
###
COLGATE PALMOLIVE
91
91
90
89
###
JOHNSON & JOHNSON
88
88
85
85
87
RECAMIER
60
61
60
59
61
HENKEL
71
77
###
79
80
WHITEHALL ROBINS
87
89
87
87
84
FIAMME S.A
52
51
50
50
51
98
98
###
98
###
CAPILL FRANCE CIA
48
48
47
46
44
ZAFARCO
42
42
41
41
40
PROPERSA
58
60
58
58
60
L'OREAL
50
51
52
52
53
BELLEZA EXPRESS
53
54
###
53
57
QUALA
NA
40
81
92
93
OTROS FABRICANTES
72
73
71
71
74
FAB. SUPERMERCADOS
32
32
30
30
31
TOTAL
100
100
###
100
###

FABRICANTE 1
FABRICANTE 2
FABRICANTE 3
FABRICANTE 4
FABRICANTE 5
FABRICANTE 6
FABRICANTE 7
FABRICANTE 8
FABRICANTE 9
FABRICANTE 10
FABRICANTE 11
FABRICANTE 12
FABRICANTE 13
FABRICANTE 14
FABRICANTE 15
INCENTIVOS A FFVV $
FABRICANTE 1
FABRICANTE 2
FABRICANTE 3
FABRICANTE 4
FABRICANTE 5
FABRICANTE 6
FABRICANTE 7
FABRICANTE 8
FABRICANTE 9
FABRICANTE 10
FABRICANTE 11
FABRICANTE 12
FABRICANTE 13
FABRICANTE 14
FABRICANTE 15
DISTRIBUCIN NUMERICA %
May - Jun 2012 Jul - Ago 2012 Set - Oct 2012 Nov - Dic 2012 Ene - Feb 2013 Mar - Abr 2013May - Jun 2013
6
5
5
4
###
4
###
78
77
75
77
###
76
###
44
53
54
55
56
56
55
32
31
31
32
31
33
35
4
4
4
4
###
4
###
29
30
31
32
34
36
37
40
39
40
41
42
41
40
NA
NA
NA
NA
NA
NA
NA
72
71
71
73
72
72
###
1
###
###
1
1
1
1
###
1
###
6
7
6
6
###
6
###
1
1
1
1
###
1
###
2
3
3
2
3
2
###
56
55
56
56
54
56
55
14
14
14
13
###
13
###
NA
NA
NA
NA
NA
NA
NA
87
87
87
89
###
89
###
May - Jun 2012 Jul - Ago 2012

59
59
99
99
89
92
85
86
61
63
79
80
84
83
50
52
98
98
43
43
39
39
59
61
53
54
56
58
94
94
73
72
30
32
100
100
DISTRIBUCIN PONDERADA %
Set - Oct 2012 Nov - Dic 2012 Ene - Feb 2013 Mar - Abr 2013May - Jun 2013
57
52
###
53
49
99
99
###
99
###
93
93
###
93
92
86
86
87
88
###
62
62
###
63
62
81
81
###
83
84
83
82
###
83
82
53
51
###
53
50
98
98
###
98
###
34
33
37
40
36
29
30
28
25
33
60
59
###
61
58
55
56
55
57
###
58
58
59
61
56
94
94
###
94
###
72
74
72
75
74
34
30
31
34
###
100
100
###
100
###
Jul - Ago 2013 Set - Oct 2013 Nov - Dic 2013 Ene - Feb 2014 Mar - Abr 2014 May - Jun 2014
4
3
3
3
3
2
77
76
77
77
74
75
54
52
53
51
47
51
35
33
33
31
30
###
4
3
4
4
4
###
38
38
39
40
39
###
40
38
37
37
35
###
NA
NA
NA
NA
NA
NA
72
73
72
73
71
72
1
1
1
1
1
###
6
5
5
5
4
###
1
1
1
1
2
1
2
2
2
2
2
###
56
52
52
51
53
54
12
13
13
12
11
###
NA
NA
NA
NA
NA
NA
88
87
88
89
87
###
48
45
38
33
31
29
99
99
99
99
99
###
92
93
92
90
90
###
88
89
88
87
86
85
63
65
65
63
65
###
84
84
84
83
84
83
86
87
86
85
87
86
52
56
55
52
54
50
98
99
99
98
98
###
37
41
38
36
28
21
36
37
34
31
31
25
60
61
62
60
62
57
59
61
60
59
60
58
58
62
62
59
61
58
94
92
91
91
93
###
75
77
76
75
75
74
37
41
39
35
39
35
100
100
100
100
100
###
Jul - Ago 2014

2
74
51
28
3
39
34
NA
72
4
1
2
53
11
NA
88
Jul - Ago 2014

21
99
91
86
65
84
85
51
98
14
13
58
58
58
93
74
35
100
Porcentaje de puntos de venta con

respecto al universo donde se
encuentra el producto del fabricante
Porcentaje de
puntos de venta con
respecto al universo
donde se encuentra
el producto del
fabricante,
ponderando el peso
de la importancia
cada canal
0.8
FABRICANTE
Jul - Ago 2011
WELLA
6,774
UNILEVER
9,350
COLGATE PALMOLIVE
6,443
JOHNSON & JOHNSON
7,983
RECAMIER
6,632
HENKEL
4,705
WHITEHALL ROBINS
17,257
FIAMME S.A
3,436
11,025
CAPILL FRANCE CIA
3,803
ZAFARCO
5,355
PROPERSA
6,037
L'OREAL
9,250
BELLEZA EXPRESS
3,520
QUALA
NA
OTROS FABRICANTES
12,739
FAB. SUPERMERCADOS
3,127
TOTAL
8,619
Set - Oct 2011

6,657
9,229
5,468
7,867
6,622
5,703
16,881
3,570
10,943
3,791
5,513
5,860
9,609
3,835
6,987
12,460
2,916
8,402
Nov - Dic 2011

6,299
9,267
5,931
8,010
6,640
5,903
17,308
3,574
10,986
3,902
5,797
5,797
9,484
3,904
6,487
12,370
3,066
8,404

FABRICANTE 1
FABRICANTE 2
FABRICANTE 3
FABRICANTE 4
FABRICANTE 5
FABRICANTE 6
FABRICANTE 7
FABRICANTE 8
FABRICANTE 9
FABRICANTE 10
FABRICANTE 11
FABRICANTE 12
FABRICANTE 13
FABRICANTE 14
FABRICANTE 15
INCENTIVOS A FFVV $
FABRICANTE 1
FABRICANTE 2
FABRICANTE 3
FABRICANTE 4
FABRICANTE 5
FABRICANTE 6
FABRICANTE 7
FABRICANTE 8
FABRICANTE 9
FABRICANTE 10
FABRICANTE 11
FABRICANTE 12
FABRICANTE 13
FABRICANTE 14
FABRICANTE 15
Ene - Feb 2012

6,170
9,250
6,847
8,188
7,022
6,210
17,521
3,643
10,939
3,785
5,774
6,124
9,466
3,909
6,424
12,735
2,947
8,494
PRECIO PROMEDIO $ X TN
Mar - Abr 2012 May - Jun 2012 Jul - Ago 2012 Set - Oct 2012 Nov - Dic 2012
7,111
7,298
7,317
7,434
7,389
8,564
8,555
8,464
8,412
8,377
6,617
6,801
6,733
6,899
7,090
8,137
8,149
8,294
8,504
8,341
7,475
7,220
6,765
6,732
6,761
6,001
5,976
6,138
6,171
6,361
17,465
17,658
17,619
17,585
17,801
3,890
4,342
4,374
4,232
4,177
10,811
10,606
10,242
10,107
10,258
3,789
3,981
3,952
4,091
4,461
5,260
5,726
5,211
4,757
5,282
5,802
6,216
6,120
6,243
6,387
9,316
9,594
9,158
8,771
8,866
4,101
4,093
3,974
4,127
4,191
6,360
6,231
6,128
6,179
6,223
12,086
12,200
12,321
11,910
12,060
3,020
2,748
3,012
2,773
2,879
8,332
8,356
8,294
8,267
8,445
$ X TN
Ene - Feb 2013 Mar - Abr 2013May - Jun 2013 Jul - Ago 2013 Set - Oct 2013 Nov - Dic 2013
7,300
7,395
7,307
7,513
7,506
7,581
8,341
8,419
8,641
8,445
8,374
8,716
7,147
6,986
7,199
7,225
7,230
7,617
8,431
8,393
8,792
8,732
8,961
8,634
6,974
6,682
6,563
7,346
6,850
7,004
6,697
6,634
7,322
6,902
7,136
7,103
18,006
18,239
18,372
18,231
18,242
18,203
4,279
4,488
4,523
4,835
4,740
4,749
10,470
10,429
10,607
10,382
10,312
10,262
4,784
5,064
5,163
4,969
4,971
4,956
5,710
5,862
5,636
5,946
6,077
5,795
6,374
6,253
6,532
6,468
6,563
6,384
9,330
9,387
9,332
9,240
9,118
8,818
4,087
4,088
4,257
4,208
4,181
4,114
6,282
6,378
6,506
6,640
6,718
6,671
12,440
12,351
12,075
11,305
11,981
11,758
2,698
2,741
2,567
2,683
2,630
2,626
8,504
8,484
8,679
8,580
8,546
8,611
Ene - Feb 2014 Mar - Abr 2014 May - Jun 2014 Jul - Ago 2014
7,636
6,633
7,098
6,179
9,072
8,777
8,900
8,960
8,501
8,426
8,630
8,788
9,014
8,794
8,876
8,890
7,488
7,706
7,868
7,621
7,344
7,359
7,409
7,214
18,662
18,944
19,161
19,334
5,020
4,974
4,841
4,661
10,524
10,200
10,317
10,312
4,914
5,000
4,965
4,144
6,384
6,676
5,833
4,677
6,426
6,446
6,487
6,538
9,081
8,631
8,616
8,594
4,205
4,144
4,327
4,029
6,900
7,448
7,402
7,335
11,707
12,253
12,816
12,264
2,843
2,978
2,829
2,489
8,913
8,686
8,825
8,724
0.8
FABRICANTE
WELLA
23,000
21,000
19,000
15,000
10,000
UNILEVER
343,000
336,000
284,000
279,000
334,000
COLGATE PALMOLIVE
93,000
117,000
84,000
72,000
87,000
JOHNSON & JOHNSON
131,000
125,000
112,000
114,000
119,000
RECAMIER
51,000
52,000
43,000
37,000
38,000
HENKEL
39,000
77,000
72,000
59,000
54,000
WHITEHALL ROBINS
11,000
12,000
11,000
11,000
###
FIAMME S.A
60,000
61,000
49,000
37,000
32,000
338,000
320,000
324,000
326,000
317,000
CAPILL FRANCE CIA
27,000
26,000
20,000
21,000
20,000
ZAFARCO
11,000
9,000
6,000
6,000
5,000
PROPERSA
46,000
46,000
43,000
40,000
45,000
L'OREAL
30,000
27,000
26,000
31,000
38,000
BELLEZA EXPRESS
144,000
122,000
94,000
97,000
95,000
QUALA
NA
6,000
109,000
126,000
105,000
OTROS FABRICANTES
49,000
53,000
47,000
47,000
42,000
FAB. SUPERMERCADOS
39,000
38,000
32,000
44,000
42,000
TOTAL
1,435,000
1,448,000
1,375,000
1,362,000
1,394,000
FABRICANTE
WELLA
4,000
6,000
###
4,000
3,000
UNILEVER
83,000
79,000
73,000
70,000
77,000
COLGATE PALMOLIVE
23,000
28,000
27,000
20,000
24,000
JOHNSON & JOHNSON
28,000
23,000
21,000
21,000
20,000
RECAMIER
14,000
12,000
11,000
11,000
10,000
HENKEL
9,000
12,000
13,000
15,000
13,000
WHITEHALL ROBINS
3,000
2,000
###
2,000
3,000
FIAMME S.A
15,000
14,000
18,000
15,000
11,000
77,000
70,000
67,000
68,000
71,000
CAPILL FRANCE CIA
2,000
2,000
1,000
3,000
1,000
ZAFARCO
###
1,000
###
PROPERSA
3,000
4,000
###
4,000
3,000
L'OREAL
1,000
1,000
###
1,000
###
BELLEZA EXPRESS
10,000
11,000
14,000
14,000
12,000
QUALA
NA
3,000
25,000
30,000
34,000
OTROS FABRICANTES
6,000
6,000
8,000
7,000
9,000
FAB. SUPERMERCADOS
NA
NA
NA
NA
NA
TOTAL
278,000
273,000
291,000
286,000
293,000
FABRICANTE
WELLA
UNILEVER
COLGATE PALMOLIVE
JOHNSON & JOHNSON
RECAMIER
HENKEL
1,000
1,000
###
1,000
###
157,000
142,000
131,000
134,000
158,000
16,000
20,000
16,000
14,000
15,000
12,000
11,000
9,000
8,000
10,000
1,000
1,000
1,000
6,000
11,000
8,000
10,000
8,000
WHITEHALL ROBINS
FIAMME S.A
CAPILL FRANCE CIA
ZAFARCO
PROPERSA
L'OREAL
BELLEZA EXPRESS
QUALA
NA
OTROS FABRICANTES
FAB. SUPERMERCADOS
NA
TOTAL
14,000
NA
112,000
1,000
7,000
13,000
106,000
1,000
3,000
1,000
21,000
7,000
NA
327,000
###
NA
105,000
###
###
1,000
1,000
99,000
###
NA
338,000
14,000
NA
102,000
1,000
1,000
111,000
4,000
NA
392,000
12,000
NA
100,000
###
###
###
###
2,000
94,000
8,000
NA
401,000
410,000
FABRICANTE
WELLA
5,000
3,000
###
4,000
3,000
UNILEVER
73,000
63,000
52,000
56,000
58,000
COLGATE PALMOLIVE
13,000
12,000
10,000
11,000
9,000
JOHNSON & JOHNSON
29,000
27,000
23,000
25,000
23,000
RECAMIER
8,000
9,000
8,000
6,000
###
HENKEL
8,000
12,000
11,000
13,000
14,000
WHITEHALL ROBINS
9,000
8,000
###
8,000
###
FIAMME S.A
1,000
###
74,000
68,000
59,000
63,000
59,000
CAPILL FRANCE CIA
1,000
1,000
###
ZAFARCO
###
###
PROPERSA
6,000
6,000
4,000
4,000
###
L'OREAL
2,000
2,000
1,000
2,000
###
BELLEZA EXPRESS
4,000
6,000
4,000
4,000
###
QUALA
NA
2,000
31,000
37,000
28,000
OTROS FABRICANTES
29,000
29,000
30,000
32,000
31,000
FAB. SUPERMERCADOS
###
###
TOTAL
261,000
248,000
245,000
265,000
249,000

FABRICANTE 1
FABRICANTE 2
FABRICANTE 3
FABRICANTE 4
FABRICANTE 5
FABRICANTE 6
FABRICANTE 7
FABRICANTE 8
FABRICANTE 9
FABRICANTE 10
FABRICANTE 11
FABRICANTE 12
FABRICANTE 13
FABRICANTE 14
FABRICANTE 15
INCENTIVOS A FFVV $
FABRICANTE 1
FABRICANTE 2
FABRICANTE 3
FABRICANTE 4
FABRICANTE 5
FABRICANTE 6
FABRICANTE 7
FABRICANTE 8
FABRICANTE 9
FABRICANTE 10
FABRICANTE 11
FABRICANTE 12
FABRICANTE 13
FABRICANTE 14
FABRICANTE 15
VENTAS CANAL SUPERMERCADOS KG

8,000
6,000
6,000
4,000
6,000
5,000
3,000
327,000
348,000
351,000
320,000
301,000
303,000
263,000
83,000
91,000
80,000
72,000
71,000
73,000
68,000
108,000
123,000
111,000
111,000
###
108,000
97,000
36,000
40,000
45,000
39,000
38,000
46,000
39,000
51,000
48,000
48,000
51,000
42,000
47,000
34,000
10,000
10,000
10,000
10,000
9,000
9,000
8,000
28,000
35,000
34,000
36,000
###
31,000
32,000
346,000
378,000
395,000
403,000
396,000
392,000
370,000
11,000
9,000
5,000
4,000
###
3,000
2,000
6,000
5,000
3,000
3,000
###
3,000
###
38,000
39,000
38,000
37,000
38,000
41,000
33,000
33,000
39,000
40,000
41,000
44,000
47,000
43,000
82,000
91,000
87,000
72,000
77,000
93,000
80,000
91,000
86,000
68,000
63,000
58,000
60,000
62,000
43,000
46,000
46,000
42,000
46,000
43,000
44,000
54,000
38,000
63,000
38,000
56,000
54,000
62,000
1,355,000
1,432,000
1,430,000
1,346,000
1,336,000
1,358,000
1,243,000

2,000
1,000
68,000
71,000
21,000
22,000
18,000
20,000
11,000
13,000
13,000
15,000
3,000
3,000
8,000
7,000
70,000
81,000
2,000
1,000
1,000
1,000
3,000
3,000
2,000
1,000
12,000
12,000
30,000
29,000
10,000
11,000
NA
NA
274,000
291,000
VENTA CANAL MINIMERCADOS KG

1,000
1,000
###
1,000
2,000
69,000
74,000
72,000
67,000
64,000
24,000
22,000
21,000
24,000
20,000
20,000
21,000
###
21,000
22,000
14,000
13,000
14,000
12,000
###
14,000
14,000
16,000
11,000
9,000
2,000
2,000
###
3,000
###
11,000
11,000
12,000
8,000
###
82,000
89,000
86,000
87,000
92,000
1,000
###
1,000
###
5,000
5,000
7,000
5,000
4,000
2,000
2,000
###
2,000
###
12,000
10,000
###
10,000
11,000
23,000
22,000
20,000
17,000
19,000
11,000
10,000
9,000
12,000
13,000
###
###
290,000
297,000
294,000
280,000
281,000
VENTAS CANAL TRADICIONAL KG

1,000
###
###
163,000
169,000
164,000
163,000
168,000
159,000
167,000
14,000
16,000
20,000
18,000
###
16,000
17,000
9,000
8,000
9,000
8,000
###
7,000
8,000
###
###
10,000
12,000
15,000
16,000
18,000
17,000
23,000
11,000
NA
11,000
NA
98,000
1,000
1,000
103,000
7,000
NA
102,000
3,000
1,000
1,000
94,000
8,000
NA
417,000
11,000
NA
109,000
1,000
1,000
77,000
7,000
NA
426,000
11,000
NA
109,000
1,000
1,000
67,000
4,000
NA
414,000
11,000
NA
111,000
###
###
###
###
1,000
60,000
2,000
NA
398,000
10,000
NA
104,000
1,000
1,000
56,000
4,000
NA
399,000
###
NA
103,000
###
###
###
###
54,000
3,000
NA
375,000
386,000
VENTA CANAL ESPECIALIZADO KG

2,000
2,000
1,000
1,000
2,000
1,000
###
57,000
56,000
54,000
58,000
63,000
58,000
53,000
9,000
9,000
8,000
9,000
###
8,000
9,000
20,000
25,000
22,000
21,000
22,000
21,000
###
5,000
5,000
5,000
5,000
###
4,000
6,000
12,000
10,000
11,000
11,000
10,000
10,000
12,000
7,000
8,000
7,000
8,000
7,000
7,000
###
###
###
60,000
61,000
60,000
62,000
70,000
69,000
###
###
###
###
###
3,000
4,000
3,000
3,000
5,000
5,000
3,000
1,000
2,000
1,000
2,000
###
2,000
###
5,000
4,000
3,000
4,000
6,000
6,000
4,000
25,000
26,000
20,000
19,000
###
19,000
###
28,000
25,000
24,000
27,000
25,000
25,000
26,000
###
###
234,000
237,000
219,000
230,000
245,000
235,000
232,000
3,000
3,000
2,000
2,000
1,000
###
345,000
374,000
345,000
313,000
323,000
272,000
68,000
70,000
72,000
64,000
50,000
45,000
114,000
108,000
122,000
113,000
113,000
102,000
33,000
52,000
50,000
41,000
39,000
33,000
47,000
40,000
42,000
48,000
42,000
36,000
9,000
9,000
10,000
9,000
9,000
8,000
33,000
35,000
26,000
22,000
19,000
16,000
413,000
430,000
447,000
408,000
421,000
377,000
3,000
2,000
2,000
2,000
1,000
###
3,000
3,000
3,000
3,000
1,000
###
37,000
37,000
39,000
39,000
35,000
29,000
44,000
53,000
60,000
57,000
63,000
56,000
90,000
99,000
103,000
107,000
122,000
85,000
61,000
46,000
45,000
48,000
102,000
119,000
47,000
48,000
50,000
55,000
43,000
40,000
59,000
65,000
74,000
58,000
54,000
53,000
1,409,000
1,474,000
1,492,000
1,389,000
1,438,000
1,274,000
2,000
1,000
1,000
1,000
2,000
1,000
78,000
83,000
80,000
79,000
77,000
79,000
22,000
21,000
20,000
22,000
20,000
16,000
22,000
22,000
25,000
25,000
21,000
22,000
12,000
11,000
12,000
17,000
12,000
10,000
10,000
10,000
10,000
11,000
10,000
###
3,000
3,000
3,000
2,000
3,000
###
7,000
12,000
11,000
9,000
8,000
###
98,000
94,000
98,000
88,000
84,000
80,000
1,000
1,000
1,000
4,000
4,000
4,000
3,000
3,000
2,000
2,000
2,000
2,000
2,000
2,000
4,000
11,000
9,000
12,000
10,000
10,000
9,000
18,000
15,000
13,000
15,000
21,000
27,000
18,000
13,000
10,000
10,000
11,000
9,000
NA
NA
NA
307,000
301,000
302,000
295,000
284,000
280,000
1,000
177,000
172,000
187,000
178,000
150,000
143,000
16,000
12,000
13,000
18,000
12,000
13,000
8,000
7,000
8,000
8,000
6,000
###
23,000
22,000
20,000
25,000
26,000
24,000
9,000
NA
8,000
NA
110,000
1,000
2,000
51,000
5,000
NA
98,000
1,000
2,000
43,000
2,000
NA
403,000
8,000
NA
102,000
1,000
42,000
3,000
NA
367,000
10,000
NA
99,000
1,000
44,000
4,000
NA
384,000
9,000
NA
93,000
1,000
77,000
2,000
NA
387,000
8,000
NA
96,000
###
89,000
###
NA
376,000
382,000
Canal de drogueras o
Jul - Ago 2013 Set - Oct 2013 Nov - Dic 2013 Ene - Feb 2014 Mar - Abr 2014 May -farmacias
Jun 2014
1,000
1,000
1,000
1,000
1,000
62,000
59,000
60,000
61,000
53,000
51,000
8,000
8,000
9,000
10,000
6,000
7,000
20,000
20,000
21,000
22,000
17,000
18,000
5,000
4,000
5,000
8,000
6,000
5,000
11,000
9,000
9,000
10,000
9,000
10,000
7,000
6,000
7,000
7,000
5,000
###
67,000
65,000
65,000
69,000
60,000
57,000
4,000
3,000
3,000
4,000
4,000
3,000
2,000
2,000
2,000
4,000
3,000
2,000
3,000
3,000
4,000
6,000
5,000
###
16,000
14,000
11,000
14,000
17,000
21,000
29,000
28,000
27,000
25,000
23,000
24,000
2,000
237,000
222,000
224,000
241,000
209,000
208,000
Jul - Ago 2014

1,000
274,000
46,000
114,000
36,000
51,000
8,000
18,000
390,000
1,000
32,000
62,000
103,000
107,000
37,000
66,000
1,346,000
Jul - Ago 2014

1,000
75,000
17,000
20,000
12,000
11,000
3,000
7,000
88,000
3,000
4,000
8,000
28,000
10,000
287,000
JulCanal
- Agocompuesto
2014
por
tiendas y puestos
de
mercado.
148,000
14,000
8,000
25,000
TOTAL
139,000
6,035,000
1,406,000
2,156,000
788,000
928,000
184,000
640,000
7,191,000
164,000
77,000
732,000
834,000
1,843,000
1,362,000
868,000
989,000
26,336,000
41,000
1,418,000
414,000
413,000
233,000
226,000
50,000
200,000
1,570,000
13,000
8,000
73,000
36,000
207,000
389,000
193,000
5,484,000
7,000
3,030,000
298,000
158,000
3,000
319,000
Canal de l
autoservic
no ms de
registrado
tienda.
8,000
NA
105,000
80,000
3,000
NA
391,000
Canal de drogueras o
farmacias Jul - Ago 2014
1,000
50,000
7,000
22,000
5,000
11,000
5,000
61,000
5,000
2,000
4,000
22,000
23,000
218,000
201,000
1,964,000
2,000
16,000
17,000
7,000
1,262,000
89,000
7,373,000
34,000
1,097,000
171,000
419,000
110,000
203,000
134,000
1,000
1,218,000
2,000
76,000
38,000
84,000
360,000
510,000
2,000
4,459,000
0.8
Canal de Grandes
Superficies
Canal de locales
autoservicios con mximo
no ms de dos cajas
registradoras y 100 m2 de
tienda.
FABRICANTE
WELLA
5,000
4,000
3,000
3,000
1,000
UNILEVER
130,000
107,000
100,000
101,000
106,000
COLGATE PALMOLIVE
21,000
25,000
18,000
14,000
17,000
JOHNSON & JOHNSON
22,000
19,000
17,000
18,000
###
RECAMIER
12,000
13,000
9,000
8,000
###
HENKEL
12,000
20,000
15,000
18,000
17,000
WHITEHALL ROBINS
7,000
8,000
###
8,000
6,000
FIAMME S.A
4,000
4,000
3,000
3,000
2,000
78,000
65,000
74,000
77,000
73,000
CAPILL FRANCE CIA
4,000
2,000
###
2,000
1,000
ZAFARCO
1,000
1,000
###
1,000
###
PROPERSA
4,000
5,000
4,000
4,000
3,000
L'OREAL
9,000
7,000
###
9,000
11,000
BELLEZA EXPRESS
20,000
17,000
14,000
14,000
13,000
QUALA
NA
5,000
42,000
47,000
39,000
OTROS FABRICANTES
11,000
10,000
11,000
13,000
11,000
FAB. SUPERMERCADOS
1,000
1,000
###
2,000
3,000
TOTAL
341,000
313,000
329,000
342,000
330,000
FABRICANTE
WELLA
5,000
6,000
5,000
4,000
3,000
UNILEVER
81,000
88,000
64,000
62,000
74,000
COLGATE PALMOLIVE
18,000
23,000
14,000
14,000
17,000
JOHNSON & JOHNSON
17,000
18,000
14,000
15,000
16,000
RECAMIER
13,000
16,000
11,000
10,000
###
HENKEL
5,000
13,000
11,000
9,000
7,000
WHITEHALL ROBINS
4,000
4,000
###
4,000
3,000
FIAMME S.A
7,000
8,000
4,000
5,000
3,000
61,000
65,000
59,000
62,000
61,000
CAPILL FRANCE CIA
4,000
6,000
2,000
3,000
4,000
ZAFARCO
1,000
1,000
###
1,000
PROPERSA
4,000
6,000
4,000
4,000
5,000
L'OREAL
4,000
5,000
3,000
4,000
5,000
BELLEZA EXPRESS
15,000
22,000
14,000
13,000
18,000
QUALA
NA
3,000
37,000
47,000
37,000
OTROS FABRICANTES
14,000
14,000
###
14,000
###
FAB. SUPERMERCADOS
7,000
7,000
6,000
9,000
7,000
TOTAL
260,000
305,000
267,000
280,000
284,000
FABRICANTE
WELLA
UNILEVER
COLGATE PALMOLIVE
JOHNSON & JOHNSON
RECAMIER
HENKEL
7,000
7,000
###
5,000
3,000
103,000
95,000
80,000
79,000
98,000
25,000
29,000
25,000
23,000
26,000
39,000
31,000
26,000
27,000
29,000
18,000
13,000
11,000
11,000
###
11,000
21,000
19,000
19,000
17,000
WHITEHALL ROBINS
FIAMME S.A
CAPILL FRANCE CIA
ZAFARCO
PROPERSA
L'OREAL
BELLEZA EXPRESS
QUALA
NA
OTROS FABRICANTES
FAB. SUPERMERCADOS
TOTAL
5,000
20,000
101,000
4,000
2,000
10,000
3,000
31,000
15,000
2,000
396,000
4,000
18,000
96,000
3,000
2,000
11,000
4,000
23,000
4,000
15,000
1,000
377,000
###
16,000
87,000
4,000
1,000
11,000
3,000
19,000
34,000
###
###
363,000
4,000
14,000
94,000
3,000
1,000
9,000
4,000
19,000
49,000
12,000
3,000
376,000
###
11,000
90,000
2,000
2,000
###
###
17,000
44,000
15,000
2,000
384,000
FABRICANTE
WELLA
7,000
7,000
###
5,000
3,000
UNILEVER
176,000
177,000
151,000
157,000
187,000
COLGATE PALMOLIVE
44,000
54,000
41,000
34,000
41,000
JOHNSON & JOHNSON
68,000
68,000
61,000
61,000
63,000
RECAMIER
12,000
13,000
12,000
10,000
9,000
HENKEL
18,000
30,000
26,000
26,000
24,000
WHITEHALL ROBINS
10,000
9,000
###
9,000
###
FIAMME S.A
35,000
35,000
34,000
23,000
20,000
203,000
190,000
196,000
185,000
###
CAPILL FRANCE CIA
14,000
12,000
10,000
10,000
9,000
ZAFARCO
4,000
4,000
2,000
2,000
###
PROPERSA
21,000
20,000
19,000
19,000
21,000
L'OREAL
9,000
7,000
###
9,000
10,000
BELLEZA EXPRESS
41,000
35,000
28,000
26,000
29,000
QUALA
NA
11,000
95,000
100,000
85,000
OTROS FABRICANTES
22,000
24,000
22,000
22,000
21,000
FAB. SUPERMERCADOS
24,000
22,000
17,000
21,000
###
TOTAL
708,000
718,000
737,000
719,000
739,000
FABRICANTE
WELLA
4,000
3,000
###
2,000
###
UNILEVER
72,000
65,000
66,000
62,000
65,000
COLGATE PALMOLIVE
14,000
22,000
19,000
14,000
15,000
JOHNSON & JOHNSON
18,000
18,000
17,000
16,000
15,000
RECAMIER
9,000
9,000
10,000
8,000
7,000
HENKEL
7,000
12,000
15,000
11,000
9,000
WHITEHALL ROBINS
4,000
4,000
###
4,000
###
FIAMME S.A
6,000
6,000
###
4,000
###
63,000
63,000
60,000
56,000
51,000
CAPILL FRANCE CIA
3,000
4,000
3,000
3,000
2,000
ZAFARCO
1,000
1,000
###
1,000
###
PROPERSA
8,000
9,000
10,000
9,000
8,000
L'OREAL
2,000
2,000
3,000
3,000
###
BELLEZA EXPRESS
20,000
16,000
17,000
17,000
12,000
QUALA
OTROS FABRICANTES
FAB. SUPERMERCADOS
TOTAL
NA
11,000
3,000
245,000
3,000
12,000
5,000
254,000
22,000
13,000
4,000
273,000
27,000
13,000
7,000
257,000
25,000
12,000
6,000
241,000
FABRICANTE
WELLA
5,000
5,000
4,000
3,000
###
UNILEVER
95,000
89,000
79,000
78,000
95,000
COLGATE PALMOLIVE
22,000
25,000
19,000
19,000
###
JOHNSON & JOHNSON
36,000
32,000
29,000
30,000
31,000
RECAMIER
10,000
10,000
9,000
9,000
###
HENKEL
9,000
17,000
###
14,000
###
WHITEHALL ROBINS
7,000
6,000
###
6,000
###
FIAMME S.A
5,000
5,000
4,000
3,000
###
94,000
85,000
81,000
84,000
86,000
CAPILL FRANCE CIA
2,000
2,000
###
2,000
###
ZAFARCO
2,000
1,000
###
1,000
###
PROPERSA
8,000
7,000
6,000
5,000
6,000
L'OREAL
6,000
6,000
5,000
6,000
8,000
BELLEZA EXPRESS
29,000
26,000
22,000
25,000
23,000
QUALA
NA
5,000
35,000
33,000
32,000
OTROS FABRICANTES
17,000
19,000
17,000
16,000
17,000
FAB. SUPERMERCADOS
3,000
3,000
###
3,000
###
TOTAL
350,000
343,000
339,000
337,000
358,000

FABRICANTE 1
FABRICANTE 2
FABRICANTE 3
FABRICANTE 4
FABRICANTE 5
FABRICANTE 6
FABRICANTE 7
FABRICANTE 8
FABRICANTE 9
FABRICANTE 10
FABRICANTE 11
FABRICANTE 12
FABRICANTE 13
FABRICANTE 14
FABRICANTE 15
INCENTIVOS A FFVV $
FABRICANTE 1
FABRICANTE 2
FABRICANTE 3
FABRICANTE 4
FABRICANTE 5
FABRICANTE 6
FABRICANTE 7
FABRICANTE 8
FABRICANTE 9
FABRICANTE 10
FABRICANTE 11
FABRICANTE 12
FABRICANTE 13
FABRICANTE 14
FABRICANTE 15
VENTAS REGIN ATLANTICO KG

1,000
1,000
1,000
1,000
###
1,000
114,000
115,000
104,000
106,000
103,000
93,000
97,000
15,000
20,000
19,000
17,000
15,000
16,000
15,000
16,000
19,000
14,000
17,000
16,000
15,000
16,000
8,000
9,000
10,000
9,000
8,000
9,000
###
18,000
17,000
15,000
18,000
###
20,000
###
6,000
5,000
5,000
7,000
6,000
6,000
5,000
2,000
3,000
3,000
3,000
###
2,000
3,000
76,000
83,000
83,000
85,000
90,000
85,000
84,000
1,000
1,000
1,000
1,000
###
1,000
1,000
1,000
1,000
1,000
1,000
###
3,000
6,000
4,000
4,000
###
4,000
###
10,000
11,000
9,000
10,000
12,000
12,000
###
13,000
14,000
12,000
9,000
11,000
12,000
###
40,000
37,000
27,000
23,000
21,000
20,000
19,000
10,000
10,000
9,000
9,000
###
9,000
8,000
4,000
2,000
5,000
2,000
3,000
4,000
6,000
338,000
354,000
322,000
321,000
322,000
310,000
311,000

2,000
1,000
73,000
75,000
17,000
17,000
14,000
16,000
9,000
10,000
7,000
7,000
3,000
3,000
2,000
3,000
68,000
73,000
2,000
1,000
1,000
3,000
2,000
4,000
5,000
13,000
13,000
37,000
37,000
13,000
13,000
10,000
8,000
278,000
284,000
VENTAS REGION ANTIOQUIA KG

1,000
1,000
###
1,000
###
87,000
72,000
69,000
83,000
67,000
16,000
14,000
###
14,000
16,000
18,000
13,000
14,000
17,000
14,000
12,000
9,000
###
12,000
10,000
10,000
10,000
9,000
11,000
9,000
4,000
3,000
###
3,000
###
4,000
3,000
###
2,000
###
78,000
72,000
71,000
76,000
72,000
1,000
1,000
###
###
###
###
4,000
3,000
###
5,000
3,000
7,000
6,000
###
8,000
6,000
17,000
10,000
###
18,000
11,000
32,000
29,000
26,000
23,000
24,000
11,000
10,000
###
11,000
###
15,000
8,000
14,000
13,000
15,000
317,000
264,000
263,000
297,000
264,000
VENTAS REGION ORIENTE KG

2,000
2,000
2,000
2,000
###
2,000
###
91,000
95,000
89,000
89,000
###
82,000
84,000
23,000
25,000
23,000
23,000
21,000
23,000
21,000
26,000
27,000
24,000
27,000
###
24,000
25,000
12,000
14,000
17,000
15,000
###
14,000
###
17,000
18,000
19,000
20,000
19,000
16,000
12,000
5,000
8,000
93,000
2,000
1,000
8,000
4,000
17,000
40,000
12,000
6,000
367,000
4,000
8,000
103,000
1,000
1,000
8,000
5,000
16,000
33,000
13,000
3,000
376,000
4,000
11,000
108,000
1,000
7,000
4,000
15,000
26,000
16,000
6,000
372,000
4,000
12,000
113,000
1,000
9,000
5,000
16,000
26,000
12,000
2,000
376,000
###
14,000
110,000
###
###
10,000
6,000
###
22,000
###
6,000
374,000
4,000
9,000
103,000
1,000
9,000
6,000
16,000
21,000
13,000
4,000
347,000
###
###
106,000
###
###
7,000
5,000
15,000
22,000
14,000
9,000
350,000
VENTAS REGION CUNDINAMARCA KG

3,000
2,000
2,000
1,000
2,000
2,000
1,000
184,000
195,000
195,000
188,000
189,000
182,000
159,000
36,000
37,000
38,000
32,000
37,000
35,000
32,000
58,000
66,000
63,000
56,000
58,000
56,000
51,000
9,000
10,000
11,000
10,000
###
12,000
10,000
21,000
19,000
21,000
22,000
19,000
21,000
20,000
7,000
8,000
8,000
8,000
###
7,000
###
18,000
21,000
22,000
22,000
21,000
21,000
###
189,000
203,000
216,000
215,000
221,000
221,000
212,000
4,000
1,000
1,000
###
1,000
###
2,000
2,000
1,000
1,000
###
1,000
###
18,000
18,000
17,000
16,000
17,000
21,000
15,000
9,000
11,000
13,000
14,000
15,000
16,000
14,000
24,000
28,000
25,000
20,000
24,000
32,000
23,000
77,000
72,000
59,000
54,000
52,000
52,000
###
25,000
24,000
22,000
20,000
25,000
24,000
25,000
23,000
17,000
26,000
19,000
22,000
22,000
20,000
707,000
736,000
740,000
699,000
722,000
726,000
664,000
VENTAS REGION PACIFICO KG
2,000
1,000
1,000
1,000
###
1,000
###
62,000
66,000
64,000
66,000
67,000
60,000
57,000
13,000
15,000
14,000
15,000
13,000
13,000
12,000
14,000
17,000
12,000
15,000
###
12,000
13,000
6,000
6,000
6,000
6,000
7,000
6,000
5,000
9,000
8,000
8,000
8,000
###
6,000
7,000
4,000
4,000
4,000
4,000
3,000
3,000
###
2,000
3,000
3,000
4,000
###
3,000
###
53,000
59,000
56,000
66,000
###
61,000
59,000
2,000
2,000
1,000
1,000
###
###
1,000
1,000
###
###
6,000
7,000
6,000
7,000
9,000
7,000
6,000
2,000
4,000
3,000
3,000
###
3,000
###
12,000
15,000
12,000
12,000
11,000
11,000
12,000
25,000
13,000
7,000
233,000
27,000
12,000
5,000
252,000
20,000
10,000
5,000
225,000
18,000
11,000
4,000
241,000
16,000
9,000
5,000
238,000
16,000
10,000
5,000
217,000
17,000
###
7,000
215,000
VENTAS REGION CENTRO KG

2,000
2,000
2,000
2,000
###
1,000
###
91,000
98,000
100,000
95,000
88,000
85,000
84,000
24,000
24,000
22,000
21,000
18,000
18,000
17,000
27,000
31,000
30,000
33,000
32,000
32,000
30,000
8,000
10,000
8,000
9,000
8,000
9,000
8,000
14,000
15,000
14,000
14,000
###
12,000
11,000
6,000
6,000
5,000
5,000
###
5,000
###
3,000
3,000
3,000
3,000
###
2,000
###
96,000
101,000
104,000
112,000
105,000
106,000
101,000
2,000
2,000
2,000
1,000
###
1,000
###
1,000
1,000
1,000
1,000
###
1,000
###
7,000
8,000
8,000
6,000
###
6,000
5,000
6,000
7,000
7,000
7,000
8,000
8,000
###
21,000
22,000
22,000
20,000
###
22,000
###
30,000
31,000
24,000
21,000
20,000
20,000
###
16,000
17,000
19,000
20,000
17,000
17,000
18,000
4,000
3,000
6,000
3,000
6,000
6,000
###
358,000
381,000
377,000
373,000
354,000
351,000
340,000
Ventas
Jul - Ago 2013 Set - Oct 2013 Nov - Dic 2013 Ene - Feb 2014 Mar - Abr
2014 por
Mayregin
- Jun 2014
geogrfica
1,000
1,000
115,000
112,000
121,000
106,000
101,000
94,000
13,000
11,000
14,000
11,000
8,000
11,000
17,000
15,000
19,000
16,000
16,000
17,000
9,000
10,000
11,000
10,000
8,000
###
23,000
21,000
22,000
23,000
24,000
21,000
6,000
5,000
5,000
6,000
5,000
###
3,000
2,000
3,000
3,000
2,000
###
84,000
79,000
98,000
87,000
87,000
84,000
1,000
1,000
1,000
1,000
1,000
4,000
4,000
5,000
4,000
3,000
###
15,000
14,000
16,000
14,000
20,000
18,000
13,000
12,000
17,000
13,000
13,000
12,000
15,000
12,000
12,000
13,000
31,000
36,000
11,000
10,000
12,000
10,000
9,000
###
8,000
6,000
13,000
8,000
9,000
6,000
339,000
315,000
369,000
325,000
336,000
326,000
82,000
93,000
84,000
82,000
89,000
75,000
16,000
16,000
15,000
15,000
13,000
11,000
16,000
18,000
15,000
16,000
18,000
14,000
8,000
11,000
10,000
9,000
11,000
8,000
11,000
13,000
10,000
13,000
11,000
9,000
3,000
3,000
3,000
3,000
3,000
###
3,000
3,000
2,000
2,000
1,000
###
80,000
85,000
80,000
80,000
87,000
77,000
4,000
3,000
4,000
4,000
4,000
2,000
6,000
9,000
9,000
8,000
10,000
7,000
14,000
20,000
15,000
22,000
28,000
16,000
26,000
22,000
21,000
24,000
42,000
43,000
13,000
11,000
11,000
12,000
11,000
9,000
15,000
16,000
15,000
12,000
13,000
14,000
297,000
323,000
294,000
302,000
341,000
289,000
1,000
1,000
1,000
1,000
1,000
###
108,000
104,000
104,000
98,000
90,000
92,000
23,000
21,000
20,000
19,000
16,000
15,000
29,000
26,000
29,000
28,000
24,000
###
13,000
17,000
15,000
20,000
15,000
12,000
15,000
14,000
13,000
14,000
14,000
16,000
4,000
8,000
112,000
1,000
9,000
5,000
17,000
22,000
17,000
5,000
389,000
4,000
13,000
103,000
1,000
7,000
5,000
16,000
17,000
14,000
5,000
368,000
4,000
12,000
103,000
1,000
7,000
6,000
18,000
16,000
14,000
7,000
370,000
4,000
10,000
96,000
1,000
6,000
6,000
18,000
17,000
14,000
5,000
357,000
4,000
9,000
97,000
5,000
6,000
17,000
30,000
12,000
3,000
343,000
###
###
87,000
4,000
7,000
14,000
35,000
11,000
###
334,000
1,000
1,000
1,000
1,000
187,000
204,000
197,000
181,000
175,000
152,000
34,000
34,000
34,000
34,000
25,000
24,000
57,000
54,000
65,000
58,000
54,000
50,000
9,000
15,000
14,000
12,000
10,000
9,000
21,000
18,000
17,000
23,000
19,000
15,000
7,000
6,000
7,000
6,000
6,000
###
22,000
24,000
16,000
13,000
13,000
11,000
237,000
249,000
255,000
230,000
232,000
210,000
1,000
1,000
1,000
1,000
1,000
1,000
1,000
16,000
18,000
18,000
20,000
18,000
15,000
14,000
17,000
20,000
21,000
19,000
17,000
24,000
27,000
30,000
31,000
37,000
25,000
47,000
39,000
37,000
40,000
68,000
85,000
26,000
24,000
27,000
25,000
20,000
23,000
22,000
26,000
27,000
24,000
21,000
22,000
726,000
758,000
767,000
720,000
717,000
664,000
1,000
1,000
1,000
1,000
1,000
###
69,000
68,000
72,000
71,000
63,000
58,000
12,000
12,000
13,000
15,000
11,000
9,000
15,000
14,000
16,000
15,000
15,000
###
5,000
5,000
7,000
6,000
5,000
###
9,000
6,000
6,000
6,000
6,000
5,000
3,000
3,000
3,000
3,000
3,000
###
3,000
3,000
3,000
2,000
1,000
###
63,000
64,000
69,000
63,000
56,000
57,000
1,000
1,000
1,000
1,000
7,000
7,000
8,000
6,000
5,000
###
3,000
3,000
4,000
3,000
3,000
###
12,000
12,000
16,000
14,000
15,000
13,000
16,000
12,000
5,000
235,000
13,000
11,000
6,000
230,000
11,000
9,000
6,000
245,000
10,000
11,000
4,000
231,000
18,000
10,000
3,000
215,000
22,000
8,000
###
208,000
1,000
1,000
1,000
1,000
1,000
###
101,000
108,000
92,000
93,000
87,000
75,000
16,000
17,000
17,000
18,000
14,000
12,000
31,000
30,000
32,000
33,000
31,000
29,000
7,000
9,000
10,000
9,000
8,000
7,000
11,000
11,000
13,000
16,000
13,000
###
5,000
5,000
5,000
5,000
5,000
###
2,000
2,000
2,000
2,000
1,000
###
112,000
107,000
106,000
108,000
98,000
96,000
1,000
1,000
1,000
1,000
1,000
6,000
6,000
6,000
6,000
5,000
###
8,000
10,000
10,000
11,000
11,000
10,000
24,000
25,000
23,000
25,000
26,000
20,000
20,000
14,000
15,000
16,000
28,000
35,000
20,000
21,000
18,000
22,000
17,000
15,000
7,000
6,000
6,000
6,000
5,000
###
373,000
373,000
357,000
372,000
350,000
329,000
regin
Jul - Ago 2014

97,000
11,000
19,000
8,000
28,000
5,000
2,000
89,000
5,000
17,000
13,000
34,000
8,000
9,000
345,000
Jul - Ago 2014

73,000
11,000
16,000
8,000
13,000
3,000
1,000
80,000
NA
3,000
9,000
19,000
41,000
9,000
16,000
302,000
Jul - Ago 2014

1,000
91,000
14,000
26,000
14,000
13,000
total
24,000
2,022,000
291,000
326,000
176,000
370,000
114,000
52,000
1,561,000
21,000
12,000
77,000
233,000
254,000
473,000
189,000
93,000
6,288,000
31,000
1,473,000
291,000
299,000
196,000
188,000
62,000
59,000
1,387,000
25,000
5,000
70,000
121,000
308,000
551,000
225,000
220,000
5,511,000
50,000
1,761,000
415,000
518,000
271,000
307,000
4,000
7,000
96,000
6,000
7,000
14,000
33,000
11,000
5,000
342,000
Jul - Ago 2014

151,000
25,000
56,000
9,000
20,000
5,000
13,000
214,000
16,000
20,000
32,000
74,000
21,000
24,000
680,000
Jul - Ago 2014

1,000
62,000
10,000
16,000
6,000
6,000
3,000
2,000
65,000
6,000
4,000
15,000
78,000
218,000
1,898,000
19,000
19,000
152,000
95,000
334,000
491,000
257,000
78,000
6,961,000
46,000
3,387,000
671,000
1,123,000
206,000
400,000
142,000
405,000
4,063,000
67,000
27,000
343,000
262,000
541,000
1,099,000
442,000
420,000
13,647,000
29,000
1,235,000
261,000
288,000
124,000
152,000
66,000
63,000
1,150,000
23,000
10,000
136,000
57,000
264,000
23,000
8,000
5,000
232,000
Jul - Ago 2014

74,000
12,000
29,000
8,000
18,000
4,000
1,000
99,000
5,000
11,000
21,000
32,000
16,000
7,000
337,000
329,000
205,000
95,000
4,487,000
38,000
1,707,000
354,000
588,000
165,000
260,000
102,000
50,000
1,881,000
21,000
17,000
117,000
153,000
438,000
431,000
339,000
91,000
6,752,000
0.8
FABRICANTE
BOTELLA
TUBO
COJIN
BOLSA
TOTAL
Jul - Ago 2011

Set - Oct 2011 Nov - Dic 2011 Ene - Feb 2012
1,998,000
1,982,000
1,818,000
1,778,000
15,000
12,000
10,000
9,000
290,000
305,000
367,000
390,000
6,000
115,000
135,000
2,303,000
2,305,000
2,310,000
2,312,000
1
2,303,000
2
2,305,000
3
2,310,000
4
2,312,000

FABRICANTE 1
FABRICANTE 2
FABRICANTE 3
FABRICANTE 4
FABRICANTE 5
FABRICANTE 6
FABRICANTE 7
FABRICANTE 8
FABRICANTE 9
FABRICANTE 10
FABRICANTE 11
FABRICANTE 12
FABRICANTE 13
FABRICANTE 14
FABRICANTE 15
INCENTIVOS A FFVV $
FABRICANTE 1
FABRICANTE 2
FABRICANTE 3
FABRICANTE 4
FABRICANTE 5
FABRICANTE 6
FABRICANTE 7
FABRICANTE 8
FABRICANTE 9
FABRICANTE 10
FABRICANTE 11
FABRICANTE 12
FABRICANTE 13
FABRICANTE 14
FABRICANTE 15
VENTA POR PRESENTACIN KG

Mar - Abr 2012 May - Jun 2012 Jul - Ago 2012 Set - Oct 2012 Nov - Dic 2012 Ene - Feb 2013 Mar - Abr 2013
1,827,000
1,763,000
1,862,000
1,851,000
1,776,000
1,780,000
1,773,000
7,000
6,000
5,000
4,000
3,000
###
2,000
388,000
377,000
379,000
379,000
379,000
385,000
369,000
121,000
136,000
138,000
118,000
116,000
104,000
104,000
2,343,000
2,282,000
2,384,000
2,352,000
2,274,000
2,272,000
2,248,000
5
2,343,000
6
2,282,000
7
2,384,000
8
2,352,000
9
2,274,000
10
2,272,000
11
2,248,000
May - Jun 2013 Jul - Ago 2013 Set - Oct 2013 Nov - Dic 2013 Ene - Feb 2014 Mar - Abr 2014
1,667,000
1,879,000
1,922,000
1,952,000
1,853,000
1,877,000
2,000
2,000
2,000
2,000
2,000
2,000
375,000
375,000
362,000
374,000
388,000
368,000
101,000
100,000
80,000
76,000
68,000
62,000
2,145,000
2,356,000
2,366,000
2,404,000
2,311,000
2,309,000
12
2,145,000
13
2,356,000
14
2,366,000
15
2,404,000
16
2,311,000
17
2,309,000

1,708,000
1,786,000 1794035.087719
2,000
2,000 -1298.245614035
361,000
370,000 385017.5438596
76,000
82,000 77869.28104575
2,147,000
2,240,000
18
2,147,000
19
2,240,000
20
total
16,417,000
18,000
3,342,000
749,000
20,526,000
Participacin
80.0%
0.1%
16.3%
3.6%
100.0%
0.8
FABRICANTE
WELLA
UNILEVER
COLGATE PALMOLIVE
JOHNSON & JOHNSON
RECAMIER
HENKEL
WHITEHALL ROBINS
FIAMME S.A
PROCTER & GAMBLE + CLAIROL
CAPILL FRANCE CIA
ZAFARCO
PROPERSA
L'OREAL
BELLEZA EXPRESS
QUALA
OTROS FABRICANTES
FAB. SUPERMERCADOS
TOTAL
INVERSIN EN PUBLICIDAD ULTIMO AO $

TV
RADIO
Err:522
6,268,318
183,842
56,208
169,946
906,592
6,515
129,137
648,289
31,092
273,398
###
7,804,364
886
73,623
150,521
82,922
532,939
17,142
5,296,180
9,095
760
5,696
22,332,772
393,041
ICIDAD ULTIMO AO $
PROD
50,842
1,049
6,412
226
58,529
REVISTAS
413,012
389
12,511
109,725
85,961
96
162,629
472
167,530
11,740
59,392
236
1,023,693
TOTAL
78,348
6,916,014
226,543
926,667
238,862
765,342
273,398
96
7,974,291
73,623
150,521
83,620
700,469
17,142
5,307,920
69,247
5,932
23,808,035
S.O.I.
0.33%
29.05%
0.95%
3.89%
1.00%
3.21%
1.15%
0.00%
33.49%
0.31%
0.63%
0.35%
2.94%
0.07%
22.29%
0.29%
0.02%
100.00%
FABRICANTE
WELLA
UNILEVER
COLGATE PALMOLIVE
JOHNSON & JOHNSON
RECAMIER
HENKEL
WHITEHALL ROBINS
FIAMME S.A
PROCTER & GAMBLE + CLAIROL
CAPILL FRANCE CIA
ZAFARCO
PROPERSA
L'OREAL
BELLEZA EXPRESS
QUALA
OTROS FABRICANTES
FAB. SUPERMERCADOS
TOTAL
INVERSIN EN TRADE MKT ULTIMO AO $

FFVV
MERCHANDISING
78,348
52,232
4,322,509
4,322,509
528,600
226,543
463,334
1,853,334
358,293
836,017
109,335
984,011
546,796
196,457
12,815,825
1,423,981
73,623
100,347
401,389
95,566
23,891
300,201
700,469
6,857
10,285
2,653,960
10,615,840
161,576
69,247
5,932
21,994,750
22,342,556
TOTAL
130,580
8,645,018
755,143
2,316,668
1,194,310
1,093,346
546,796
196,457
14,239,805
73,623
501,737
119,457
1,000,670
17,142
13,269,800
230,823
5,932
44,337,307
ESTRATEGIA DE DISTRIBUCION
FABRICANTE
ESTRATEGIA
WELLA
CO DISTRIBUIDORES
UNILEVER
DISTRIBUIDORES EXCLUSIVOS
COLGATE PALMOLIVE
SATURACIN
JOHNSON & JOHNSON
FFVV PROPIA
RECAMIER
FFVV PROPIA
HENKEL
FFVV PROPIA
WHITEHALL ROBINS
FFVV PROPIA
FIAMME S.A
FFVV PROPIA
PROCTER & GAMBLE + CLAIROL SATURACIN
CAPILL FRANCE CIA
FFVV PROPIA
ZAFARCO
FFVV PROPIA
PROPERSA
CO DISTRIBUIDORES
L'OREAL
FFVV PROPIA
BELLEZA EXPRESS
FFVV PROPIA
QUALA
SATURACIN
OTROS FABRICANTES
CO DISTRIBUIDORES
FAB. SUPERMERCADOS
NA

Caso Shampoo - Arequipa 2015

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FABRICANTE

Jul - Ago 2011

Set - Oct 2011

Nov - Dic 2011

Ene - Feb 2012

INVERSIN EN TRADE MARKETING

Mar - Abr 2012 May - Jun 2012

Mar - Abr 2013 May - Jun 2013 Jul - Ago 2013

Set - Oct 2013

Nov - Dic 2013

Ene - Feb 2014

Mar - Abr 2014 May - Jun 2014 Jul - Ago 2014

Jul - Ago 2011

Set - Oct 2011

Nov - Dic 2011

INVERSIN EN TRADE MARKETING

Ene - Feb 2012

Mar - Abr 2012

PROCTER & GAMBLE

May - Jun 2012

Jul - Ago 2012

Set - Oct 2012

Nov - Dic 2012

Ene - Feb 2013

Mar - Abr 2013

May - Jun 2013

Jul - Ago 2013

Set - Oct 2013

Nov - Dic 2013

Ene - Feb 2014

Mar - Abr 2014

May - Jun 2014

Jul - Ago 2014

INVERSIN EN TRADE MARKETING

May - Jun 2012 Jul - Ago 2012

Jul - Ago 2014

Jul - Ago 2014

Porcentaje de puntos de venta con

Set - Oct 2011

Nov - Dic 2011

INVERSIN EN TRADE MARKETING

Ene - Feb 2012

INVERSIN EN TRADE MARKETING

VENTAS CANAL SUPERMERCADOS KG

May - Jun 2012 Jul - Ago 2012

VENTA CANAL MINIMERCADOS KG

VENTAS CANAL TRADICIONAL KG

VENTA CANAL ESPECIALIZADO KG

Jul - Ago 2014

Jul - Ago 2014

INVERSIN EN TRADE MARKETING

VENTAS REGIN ATLANTICO KG

May - Jun 2012 Jul - Ago 2012

VENTAS REGION ANTIOQUIA KG

VENTAS REGION ORIENTE KG

VENTAS REGION CUNDINAMARCA KG

VENTAS REGION CENTRO KG

Jul - Ago 2014

Jul - Ago 2014

Jul - Ago 2014

Jul - Ago 2014

Jul - Ago 2014

Jul - Ago 2014

Jul - Ago 2011