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Total Mercado

CUOTA DE MERCADO, EN VALOR


Detergente Polvo
Detergente Liquido
Tabletas

2009
676,474
59.3
31.6
9.0

SEM1-4
52,888

SEM 5-9
51,098

59.2
31.3

58.9
31.8

9.4

9.3

CUOTAS DE MERCADO, EN VALOR


Total Mercado
COLON
ELENA
ARIEL
SKIP
WIPP
DIXAN
PL
OTHERS

676,474
8.4
4.5
24.9
9.0
9.8
4.6
26.2
12.8

52,888
9.2
4.5
24.1
8.3
10.8
4.8
25.9
12.5

51,098
7.6
4.4
27.5
8.5
9.4
4.2
26.2
12.2

Total DETERGENTE en POLVO


Det. Polvo (% de mercado)
COLON
ELENA
ARIEL
SKIP
WIPP
DIXAN
PL
OTHERS

396,615
59.3
10.7
6.4
28.2
9.2
11.0
6.0
20.7
7.8

30,859
59.2
12.0
6.5
27.5
7.8
12.5
6.4
20.3
7.1

29,607
58.9
9.6
6.5
31.7
8.6
10.7
5.5
20.4
6.9

TOTAL DETERGENTE LIQUID0


Det. Lquido ( % de mercado)
COLON
ELENA
ARIEL
SKIP
WIPP
DIXAN
PRIVATE LABEL
OTROS

211,687
31.6
5.7
1.7
24.3
5.2
10.3
3.1
32.8
16.7

16,304
31.3
5.8
1.8
23.5
5.4
10.9
3.1
32.4
17.0

15,982
31.8
5.2
1.4
26.4
5.3
9.6
3.1
32.5
16.5

SEM1-4

SEM 5-9

WEIGHTED DISTRIB.
2009

WEIGHTED DISTR. (Distribucin ponderada)


Total DETERGENTE en POLVO
COLON
ELENA
ARIEL
SKIP
WIPP
DIXAN
PL

99

99

TOTAL DETERGENTE LIQUID0

COLON
ELENA

99

94
85
97
75
92
78
90
68
41

92
73
97
73
85
76
89

99
92
72
96
73
83
75
89

62
40

99
60
39

99

ARIEL
SKIP
WIPP
DIXAN
PL

94
60
83
46
90

91
56
80
46
87

92
56
80
45
90

TOTAL OXI

57

51

49

SEM1-4

SEM 5-9

32
10
1
14
13
8
6
9

41
10
8
21
21
8
6
14

SEM1-4

SEM 5-9

49
8
3
17
18
18
8
15

49
9
4
18
21
22
8
14

SEM1-4

SEM 5-9

22
12
1
5
14
12
3
1

26
3
1
17
10
3
2
11

2009

WD FEATURING (Distribucin ponderada Folletos promocioanles)


TOTAL MARKET
36
COLON
7
ELENA
2
ARIEL
16
SKIP
13
WIPP
11
DIXAN
6
PL
17

2009

WD DISPLAY
TOTAL MARKET
COLON
ELENA
ARIEL
SKIP
WIPP
DIXAN
PL

55
11
7
18
19
17
7
19

2009

WD DISPLAY+FEAT.
TOTAL MARKET
COLON
ELENA
ARIEL
SKIP
WIPP
DIXAN
PL

25
4
1
9
9
8
3
8

Acum.Sem31
SEM 28-31 2009

SEM 10-13

SEM 14-18

SEM 19-22

SEM 23-27

51,841

53,108

52,460

50,985

49,072

25,422

8.4

61.1
29.9
9.0

58.1
33.5
8.3

50,985
9.0
4.0
24.6
9.0
9.9
4.1
26.7
12.7

49,072
7.8
4.2
25.4
9.0
9.6
4.2
27.1
12.9

25,422
8.7
5.6
25.3
10.3
8.8
4.7
24.1
12.6

24,735
7.8
4.2
25.8
8.6
9.5
4.3
27.2
12.7

29,952
57.6
10.9
5.7
27.9
8.2
11.1
5.5
22.0
8.7

29,648
58.6
12.1
6.0
27.2
9.2
11.0
5.2
21.1
8.1

28,402
58.3
10.1
6.2
28.6
9.6
10.5
5.5
21.5
8.0

15,374
61.1
10.8
7.9
27.9
10.6
9.6
5.9
20.0
7.3

14,275
58.1
10.1
6.2
29.1
8.9
10.3
5.6
22.0
7.8

17,390
33.4
6.3
1.2
24.3
5.2
10.2
3.0
33.8
16.0

16,602
32.8
4.9
1.3
25.2
5.5
10.5
3.1
33.8
15.7

16,163
33.2
5.0
1.3
25.1
5.0
10.4
3.0
34.5
15.7

7,520
29.9
6.1
2.2
25.8
5.9
9.8
3.6
28.4
18.3

8,221
33.5
5.1
1.3
25.4
5.2
10.4
3.0
34.1
15.5

58.1
32.7

58.7
32.2

57.6
33.4

58.6
32.8

58.3
33.2

9.2

9.1

8.9

8.5

51,841
7.8
4.1
25.1
8.4
9.5
5.0
27.2
13.0

53,108
7.4
3.7
26.2
9.1
10.3
4.1
26.8
12.4

52,460
8.6
3.8
24.6
8.3
9.8
4.1
27.4
13.3

29,712
58.1
10.2
6.0
28.2
8.1
10.6
6.7
21.7
8.4

30,857
58.7
9.5
5.3
29.9
9.3
11.6
5.4
21.3
7.7

16,739
32.7
4.9
1.4
25.3
5.8
10.2
3.3
32.8
16.4

16,896
32.2
4.9
1.2
25.8
5.1
10.8
3.0
33.5
15.8

SEM 10-13

SEM 14-18

Acum.Sem31

99

99
92
73
95
73
91
75
89

99
62
38

SEM 19-22

99
92
71
96
73
92
72
90

99

SEM 23-27

99
93
77
95
72
91
72
90

99
66
37

Acum.Sem31
2010
24,735

91
77
95
73
83
72
90

92
81
97
75
82
74
90

66
36

60
40

99
91
77
95
73
82
72
89

99

99
68
37

Acum.Sem31
2010

99

99
93
76
96
72
83
71
90

99
67
36

SEM 28-31 2009

99
66
36

93
58
81
45
90

93
60
81
44
90

93
58
79
44
90

94
57
79
45
90

93
58
82
46
90

91
57
79
45
90

93
58
82
46
90

53

55

56

57

55

50

55

SEM 10-13

SEM 14-18

SEM 19-22

SEM 23-27

41
2
2
22
14
13
18
20

38
3
3
14
12
13
7
24

40
13
1
17
14
13
5
21

41
10
1
14
22
12
4
23

SEM 10-13

SEM 14-18

SEM 19-22

SEM 23-27

50
9
5
14
21
17
5
15

58
11
3
18
23
22
6
18

53
12
6
14
19
19
4
16

50
15
9
18
19
13
5
18

SEM 10-13

SEM 14-18

SEM 19-22

SEM 23-27

29
1
1
13
13
9
10
14

30
2
1
13
12
8
4
11

28
11
1
13
11
5
3
11

23
2
1
5
11
5
1
7

Acum.Sem31
SEM 28-31 2009

36
8
0
18
11
10
5
14

25
6
1
11
11
6
7
6

Acum.Sem31
SEM 28-31 2009

46
12
7
13
16
11
5
13

51
14
7
20
18
14
6
17

Acum.Sem31
SEM 28-31 2009

16
5
0
11
4
3
2
5

16
1
3
8
11
2
3
4

Acum.Sem31
2010

35
4
0
16
11
13
7
15

Acum.Sem31
2010

45
11
5
14
14
10
6
13

Acum.Sem31
2010

18
2
0
13
5
4
4
9

Evol.
-2.7%
-2.9
3.6
-0.7
-2.7%
0.8
1.5
0.5
1.6
0.7
0.4
3.1
0.0
-

-7.2%
2.9
0.7
1.7
1.1
1.7
0.8
0.3
2.0
0.5
-

9.3%
3.6
0.9
0.9
0.4
0.7
0.6
0.6
5.7
2.7

Evol.

-1
-4
-2
-2
0
-2
-1

6
-4

2
1
3
1
0

preguntas:

Qu ocurre con el mercado


Cul es el diagnstico de la

n el mercado de detergentes lquidos en el pe


nstico de las marcas Colon/Elena en este se

uidos en el perodo analizado?


na en este segmento de mercado?