caso shampoo - colombia final

FABRICANTE Jul - Ago 04 Set - Oct 04 Nov - Dic 04 Ene - Feb 05 Mar - Abr 05 WELLA 33,000 30,000 24,000 16,000 UNILEVER 657,000 621,000 541,000 539,000 626,000 COLGATE PALMOLIVE 144,000 177,000 137,000 117,000 135,000 JOHNSON & JOHNSON 199,000 186,000 165,000 167,000 172,000 RECAMIER 74,000 74,000 63,000 56,000 54,000 HENKEL 62,000 112,000 103,000 97,000 89,000 WHITEHALL ROBINS 37,000 35,000 35,000 35,000 33,000 FIAMME S.A 76,000 75,000 67,000 52,000 43,000 PROCTER & GAMBLE + CLA 600,000 564,000 555,000 559,000 548,000 CAPILL FRANCE CIA 31,000 29,000 23,000 24,000 21,000 ZAFARCO 11,000 10,000 7,000 7,000 7,000 PROPERSA 56,000 58,000 53,000 49,000 53,000 L'OREAL 33,000 30,000 29,000 35,000 41,000 BELLEZA EXPRESS 158,000 138,000 114,000 115,000 112,000 QUALA - 31,000 265,000 303,000 261,000 OTROS FABRICANTES 91,000 94,000 92,000 89,000 91,000 FAB. SUPERMERCADOS 39,000 38,000 33,000 44,000 42,000

TOTAL 2,301,000 2,304,000 2,312,000 2,312,000 2,344,000

INVERSIÓN EN TRADE MARKETINGFABRICANTE 1FABRICANTE 2FABRICANTE 3FABRICANTE 4FABRICANTE 5FABRICANTE 6FABRICANTE 7FABRICANTE 8FABRICANTE 9FABRICANTE 10FABRICANTE 11FABRICANTE 12FABRICANTE 13FABRICANTE 14FABRICANTE 15T. OTROS FABRICANTEST. FAB. SUPERMERCADOS

INCENTIVOS A FFVV $FABRICANTE 1FABRICANTE 2FABRICANTE 3FABRICANTE 4FABRICANTE 5FABRICANTE 6FABRICANTE 7

FABRICANTE 8FABRICANTE 9FABRICANTE 10FABRICANTE 11FABRICANTE 12FABRICANTE 13FABRICANTE 14FABRICANTE 15T. OTROS FABRICANTEST. FAB. SUPERMERCADOS

May - Jun 05 Jul - Ago 05 Set - Oct 05 Nov - Dic 05 Ene - Feb 06 Mar - Abr 06 May - Jun 06 13,000 10,000 9,000 7,000 9,000 7,000 5,000 615,000 643,000 638,000 616,000 604,000 586,000 547,000 128,000 138,000 131,000 121,000 118,000 120,000 114,000 155,000 176,000 162,000 161,000 162,000 157,000 149,000 52,000 58,000 64,000 58,000 56,000 62,000 57,000 86,000 84,000 87,000 92,000 87,000 86,000 78,000 31,000 31,000 30,000 30,000 29,000 28,000 28,000 36,000 42,000 45,000 47,000 49,000 39,000 40,000 574,000 622,000 646,000 663,000 662,000 652,000 634,000 13,000 10,000 5,000 4,000 4,000 3,000 3,000 6,000 5,000 4,000 4,000 4,000 3,000 4,000 46,000 49,000 46,000 45,000 50,000 51,000 40,000 36,000 43,000 43,000 45,000 49,000 52,000 49,000 99,000 108,000 102,000 86,000 93,000 110,000 95,000 250,000 236,000 188,000 172,000 157,000 152,000 154,000 88,000 89,000 88,000 83,000 83,000 84,000 86,000 54,000 38,000 63,000 38,000 56,000 54,000 62,000 2,282,000 2,382,000 2,351,000 2,272,000 2,272,000 2,246,000 2,145,000

Jul - Ago 06 Set - Oct 06 Nov - Dic 06 Ene - Feb 07 Mar - Abr 07 May - Jun 07 6,000 5,000 4,000 4,000 4,000 3,000 662,000 689,000 671,000 632,000 603,000 545,000 113,000 111,000 113,000 113,000 87,000 81,000 164,000 157,000 176,000 166,000 157,000 148,000 50,000 67,000 67,000 65,000 57,000 48,000 91,000 82,000 81,000 95,000 87,000 80,000 28,000 25,000 27,000 27,000 26,000 24,000 40,000 47,000 37,000 31,000 27,000 24,000 688,000 687,000 711,000 664,000 658,000 610,000 3,000 3,000 2,000 2,000 1,000 1,000 4,000 4,000 4,000 4,000 2,000 1,000 46,000 44,000 47,000 46,000 42,000 35,000 50,000 60,000 66,000 64,000 69,000 63,000 105,000 112,000 119,000 124,000 137,000 99,000 146,000 117,000 112,000 120,000 218,000 256,000 99,000 91,000 91,000 94,000 79,000 75,000 61,000 65,000 74,000 58,000 54,000 53,000 2,356,000 2,366,000 2,402,000 2,309,000 2,308,000 2,146,000

Jul - Ago 07 3,000 548,000 83,000 163,000 54,000 97,000 24,000 25,000 643,000 1,000 - 40,000 68,000 115,000 237,000 72,000 66,000 2,239,000

FABRICANTE Jul - Ago 04 Set - Oct 04 Nov - Dic 04 Ene - Feb 05 Mar - Abr 05 WELLA 221 211 186 145 114 UNILEVER 6,143 5,728 5,016 4,988 5,359 COLGATE PALMOLIVE 931 966 810 804 891 JOHNSON & JOHNSON 1,591 1,464 1,320 1,370 1,400 RECAMIER 492 487 416 393 406 HENKEL 293 641 607 600 531 WHITEHALL ROBINS 637 596 610 608 584 FIAMME S.A 261 267 239 188 166 PROCTER & GAMBLE + CLA 6,615 6,169 6,103 6,114 5,919 CAPILL FRANCE CIA 119 111 90 90 80 ZAFARCO 60 53 40 39 38 PROPERSA 339 343 307 299 306 L'OREAL 303 291 276 332 385 BELLEZA EXPRESS 556 530 444 449 460 QUALA - 220 1,718 1,949 1,661 OTROS FABRICANTES 1,159 1,176 1,134 1,136 1,094 FAB. SUPERMERCADOS 123 111 100 130 126

TOTAL 19,843 19,364 19,417 19,633 19,521

1,000


INCENTIVOS A FFVV $FABRICANTE 1FABRICANTE 2FABRICANTE 3FABRICANTE 4FABRICANTE 5FABRICANTE 6FABRICANTE 7FABRICANTE 8FABRICANTE 9FABRICANTE 10FABRICANTE 11FABRICANTE 12FABRICANTE 13FABRICANTE 14FABRICANTE 15T. OTROS FABRICANTEST. FAB. SUPERMERCADOS

May - Jun 05 Jul - Ago 05 Set - Oct 05 Nov - Dic 05 Ene - Feb 06 Mar - Abr 06 May - Jun 06 92 75 66 54 63 55 39 5,262 5,446 5,369 5,157 5,041 4,934 4,731 869 926 905 859 845 837 818 1,261 1,461 1,376 1,347 1,368 1,318 1,308 377 394 433 393 393 417 374 516 517 539 587 580 572 572 551 543 522 541 527 516 510 158 183 190 197 208 177 182 6,083 6,367 6,532 6,797 6,928 6,798 6,726 53 41 22 19 20 17 13 36 27 19 19 21 19 21 285 301 287 288 317 320 262 345 393 378 403 461 492 454 406 429 423 362 379 450 406 1,556 1,448 1,164 1,071 985 967 1,001 1,069 1,102 1,051 1,004 1,027 1,034 1,035 149 114 174 110 151 147 159 19,067 19,767 19,449 19,206 19,317 19,070 18,611

Jul - Ago 06 Set - Oct 06 Nov - Dic 06 Ene - Feb 07 Mar - Abr 07 May - Jun 07 47 35 32 31 28 19 5,589 5,769 5,851 5,731 5,296 4,849 820 804 862 963 736 700 1,434 1,411 1,519 1,500 1,381 1,311 371 461 470 490 436 381 627 586 577 697 643 593 503 463 498 509 485 461 196 223 178 157 137 118 7,144 7,081 7,301 6,991 6,710 6,297 16 13 11 10 6 5 23 25 24 24 11 6 298 291 300 299 271 225 465 543 583 579 595 545 440 469 490 520 567 430 968 789 744 830 1,620 1,896 1,116 1,093 1,065 1,096 964 962 163 170 194 165 162 150 20,217 20,224 20,698 20,593 20,047 18,947

Jul - Ago 07 16 4,906 733 1,451 409 701 466 117 6,631 3 2 263 585 461 1,741 887 164 19,536

DISTRIBUCIÓN NUMERICA %FABRICANTE Jul - Ago 04 Set - Oct 04 Nov - Dic 04 Ene - Feb 05 Mar - Abr 05

WELLA 9 9 9 7 6 UNILEVER 78 79 79 78 78 COLGATE PALMOLIVE 51 51 50 47 46 JOHNSON & JOHNSON 35 35 33 33 33 RECAMIER 5 4 5 3 4 HENKEL 19 25 27 30 30 WHITEHALL ROBINS 44 46 44 43 41 FIAMME S.A NA NA NA NA NA PROCTER & GAMBLE + CLA 75 74 73 73 72 CAPILL FRANCE CIA 1 1 1 1 1 ZAFARCO 1 1 1 1 1 PROPERSA 6 7 7 7 7 L'OREAL 1 1 1 1 1 BELLEZA EXPRESS 2 2 2 2 3 QUALA NA 24 45 55 55 OTROS FABRICANTES 16 15 15 15 15 FAB. SUPERMERCADOS NA NA NA NA NA

TOTAL 87 88 88 88 88

DISTRIBUCIÓN PONDERADA %FABRICANTE Jul - Ago 04 Set - Oct 04 Nov - Dic 04 Ene - Feb 05 Mar - Abr 05

WELLA 65 64 61 59 59 UNILEVER 99 99 99 99 99 COLGATE PALMOLIVE 91 91 90 89 89 JOHNSON & JOHNSON 88 88 85 85 87 RECAMIER 60 61 60 59 61 HENKEL 71 77 77 79 80 WHITEHALL ROBINS 87 89 87 87 84 FIAMME S.A 52 51 50 50 51 PROCTER & GAMBLE + CLA 98 98 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 54 53 57 QUALA NA 40 81 92 93 OTROS FABRICANTES 72 73 71 71 74 FAB. SUPERMERCADOS 32 32 30 30 31

TOTAL 100 100 100 100 100

INVERSIÓN EN TRADE MARKETINGFABRICANTE 1FABRICANTE 2FABRICANTE 3

FABRICANTE 4FABRICANTE 5FABRICANTE 6FABRICANTE 7FABRICANTE 8FABRICANTE 9FABRICANTE 10FABRICANTE 11FABRICANTE 12FABRICANTE 13FABRICANTE 14FABRICANTE 15T. OTROS FABRICANTEST. FAB. SUPERMERCADOS


DISTRIBUCIÓN NUMERICA % May - Jun 05 Jul - Ago 05 Set - Oct 05 Nov - Dic 05 Ene - Feb 06 Mar - Abr 06 May - Jun 06 6 5 5 4 4 4 4 78 77 75 77 77 76 76 44 53 54 55 56 56 55 32 31 31 32 31 33 35 4 4 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 72 1 - - - - - - 1 1 1 1 1 1 1 6 7 6 6 6 6 6 1 1 1 1 1 1 1 2 3 3 2 3 2 2 56 55 56 56 54 56 55 14 14 14 13 13 13 13 NA NA NA NA NA NA NA 87 87 87 89 89 89 89

DISTRIBUCIÓN PONDERADA % May - Jun 05 Jul - Ago 05 Set - Oct 05 Nov - Dic 05 Ene - Feb 06 Mar - Abr 06 May - Jun 06 59 59 57 52 52 53 49 99 99 99 99 99 99 99 89 92 93 93 93 93 92 85 86 86 86 87 88 88 61 63 62 62 62 63 62 79 80 81 81 81 83 84 84 83 83 82 82 83 82 50 52 53 51 51 53 50 98 98 98 98 98 98 98 43 43 34 33 37 40 36 39 39 29 30 28 25 33 59 61 60 59 59 61 58 53 54 55 56 55 57 57 56 58 58 58 59 61 56 94 94 94 94 94 94 94 73 72 72 74 72 75 74 30 32 34 30 31 34 34 100 100 100 100 100 100 100

DISTRIBUCIÓN NUMERICA % Jul - Ago 06 Set - Oct 06 Nov - Dic 06 Ene - Feb 07 Mar - Abr 07 May - Jun 07 4 3 3 3 3 2 77 76 77 77 74 75 54 52 53 51 47 51 35 33 33 31 30 30 4 3 4 4 4 4 38 38 39 40 39 39 40 38 37 37 35 35 NA NA NA NA NA NA 72 73 72 73 71 72 - - - - - - 1 1 1 1 1 1 6 5 5 5 4 4 1 1 1 1 2 1 2 2 2 2 2 2 56 52 52 51 53 54 12 13 13 12 11 11 NA NA NA NA NA NA 88 87 88 89 87 87

DISTRIBUCIÓN PONDERADA % Jul - Ago 06 Set - Oct 06 Nov - Dic 06 Ene - Feb 07 Mar - Abr 07 May - Jun 07 48 45 38 33 31 29 99 99 99 99 99 99 92 93 92 90 90 90 88 89 88 87 86 85 63 65 65 63 65 65 84 84 84 83 84 83 86 87 86 85 87 86 52 56 55 52 54 50 98 99 99 98 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 93 75 77 76 75 75 74 37 41 39 35 39 35 100 100 100 100 100 100

DISTRIBUCIÓN NUMERICA % Jul - Ago 07 2 74 51 28 3 39 34 NA 72 - - 4 1 2 53 11 NA 88

DISTRIBUCIÓN PONDERADA % Jul - Ago 07 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

A1

Porcentaje de puntos de venta con respecto al universo donde se encuentra el producto del fabricante

A22

Porcentaje de puntos de venta con respecto al universo donde se encuentra el producto del fabricante, ponderando el peso de la importancia cada canal

PRECIO PROMEDIO $ X TNFABRICANTE Jul - Ago 04 Set - Oct 04 Nov - Dic 04 Ene - Feb 05 Mar - Abr 05

WELLA 6,774 6,657 6,299 6,170 7,111 UNILEVER 9,350 9,229 9,267 9,250 8,564 COLGATE PALMOLIVE 6,443 5,468 5,931 6,847 6,617 JOHNSON & JOHNSON 7,983 7,867 8,010 8,188 8,137 RECAMIER 6,632 6,622 6,640 7,022 7,475 HENKEL 4,705 5,703 5,903 6,210 6,001 WHITEHALL ROBINS 17,257 16,881 17,308 17,521 17,465 FIAMME S.A 3,436 3,570 3,574 3,643 3,890 PROCTER & GAMBLE + CLA 11,025 10,943 10,986 10,939 10,811 CAPILL FRANCE CIA 3,803 3,791 3,902 3,785 3,789 ZAFARCO 5,355 5,513 5,797 5,774 5,260 PROPERSA 6,037 5,860 5,797 6,124 5,802 L'OREAL 9,250 9,609 9,484 9,466 9,316 BELLEZA EXPRESS 3,520 3,835 3,904 3,909 4,101 QUALA NA 6,987 6,487 6,424 6,360 OTROS FABRICANTES 12,739 12,460 12,370 12,735 12,086 FAB. SUPERMERCADOS 3,127 2,916 3,066 2,947 3,020

TOTAL 8,619 8,402 8,404 8,494 8,332


INCENTIVOS A FFVV $FABRICANTE 1FABRICANTE 2FABRICANTE 3FABRICANTE 4FABRICANTE 5FABRICANTE 6FABRICANTE 7FABRICANTE 8FABRICANTE 9FABRICANTE 10FABRICANTE 11FABRICANTE 12

FABRICANTE 13FABRICANTE 14FABRICANTE 15T. OTROS FABRICANTEST. FAB. SUPERMERCADOS

PRECIO PROMEDIO $ X TN May - Jun 05 Jul - Ago 05 Set - Oct 05 Nov - Dic 05 Ene - Feb 06 Mar - Abr 06 May - Jun 06 7,298 7,317 7,434 7,389 7,300 7,395 7,307 8,555 8,464 8,412 8,377 8,341 8,419 8,641 6,801 6,733 6,899 7,090 7,147 6,986 7,199 8,149 8,294 8,504 8,341 8,431 8,393 8,792 7,220 6,765 6,732 6,761 6,974 6,682 6,563 5,976 6,138 6,171 6,361 6,697 6,634 7,322 17,658 17,619 17,585 17,801 18,006 18,239 18,372 4,342 4,374 4,232 4,177 4,279 4,488 4,523 10,606 10,242 10,107 10,258 10,470 10,429 10,607 3,981 3,952 4,091 4,461 4,784 5,064 5,163 5,726 5,211 4,757 5,282 5,710 5,862 5,636 6,216 6,120 6,243 6,387 6,374 6,253 6,532 9,594 9,158 8,771 8,866 9,330 9,387 9,332 4,093 3,974 4,127 4,191 4,087 4,088 4,257 6,231 6,128 6,179 6,223 6,282 6,378 6,506 12,200 12,321 11,910 12,060 12,440 12,351 12,075 2,748 3,012 2,773 2,879 2,698 2,741 2,567 8,356 8,294 8,267 8,445 8,504 8,484 8,679

PRECIO PROMEDIO $ X TN Jul - Ago 06 Set - Oct 06 Nov - Dic 06 Ene - Feb 07 Mar - Abr 07 May - Jun 07 7,513 7,506 7,581 7,636 6,633 7,098 8,445 8,374 8,716 9,072 8,777 8,900 7,225 7,230 7,617 8,501 8,426 8,630 8,732 8,961 8,634 9,014 8,794 8,876 7,346 6,850 7,004 7,488 7,706 7,868 6,902 7,136 7,103 7,344 7,359 7,409 18,231 18,242 18,203 18,662 18,944 19,161 4,835 4,740 4,749 5,020 4,974 4,841 10,382 10,312 10,262 10,524 10,200 10,317 4,969 4,971 4,956 4,914 5,000 4,965 5,946 6,077 5,795 6,384 6,676 5,833 6,468 6,563 6,384 6,426 6,446 6,487 9,240 9,118 8,818 9,081 8,631 8,616 4,208 4,181 4,114 4,205 4,144 4,327 6,640 6,718 6,671 6,900 7,448 7,402 11,305 11,981 11,758 11,707 12,253 12,816 2,683 2,630 2,626 2,843 2,978 2,829 8,580 8,546 8,611 8,913 8,686 8,825

PRECIO PROMEDIO $ X TN Jul - Ago 07 6,179 8,960 8,788 8,890 7,621 7,214 19,334 4,661 10,312 4,144 4,677 6,538 8,594 4,029 7,335 12,264 2,489 8,724

A1

Alfonso Silva: Precio promedio en pesos colombianos mil por tonelada vendida

VENTAS CANAL SUPERMERCADOS KGFABRICANTE Jul - Ago 04 Set - Oct 04 Nov - Dic 04 Ene - Feb 05 Mar - Abr 05


TOTAL 1,435,000 1,448,000 1,375,000 1,362,000 1,394,000

VENTA CANAL MINIMERCADOS KGFABRICANTE Jul - Ago 04 Set - Oct 04 Nov - Dic 04 Ene - Feb 05 Mar - Abr 05

WELLA 4,000 6,000 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 2,000 3,000 FIAMME S.A 15,000 14,000 18,000 15,000 11,000 PROCTER & GAMBLE + CLA 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 1,000 PROPERSA 3,000 4,000 4,000 4,000 3,000 L'OREAL 1,000 1,000 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

VENTAS CANAL TRADICIONAL KGFABRICANTE Jul - Ago 04 Set - Oct 04 Nov - Dic 04 Ene - Feb 05 Mar - Abr 05

WELLA 1,000 1,000 1,000 1,000 1,000 UNILEVER 157,000 142,000 131,000 134,000 158,000 COLGATE PALMOLIVE 16,000 20,000 16,000 14,000 15,000 JOHNSON & JOHNSON 12,000 11,000 9,000 8,000 10,000 RECAMIER 1,000 1,000 - 1,000 - HENKEL 6,000 11,000 8,000 10,000 8,000

WHITEHALL ROBINS 14,000 13,000 13,000 14,000 12,000 FIAMME S.A - NA NA NA NA PROCTER & GAMBLE + CLA 112,000 106,000 105,000 102,000 100,000 CAPILL FRANCE CIA - 1,000 1,000 - - ZAFARCO - - - - - PROPERSA 1,000 3,000 1,000 1,000 1,000 L'OREAL - 1,000 - 1,000 1,000 BELLEZA EXPRESS - - 1,000 - 2,000 QUALA NA 21,000 99,000 111,000 94,000 OTROS FABRICANTES 7,000 7,000 7,000 4,000 8,000 FAB. SUPERMERCADOS NA NA NA NA NA

TOTAL 327,000 338,000 392,000 401,000 410,000

VENTA CANAL ESPECIALIZADO KGFABRICANTE Jul - Ago 04 Set - Oct 04 Nov - Dic 04 Ene - Feb 05 Mar - Abr 05

WELLA 5,000 3,000 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 6,000 HENKEL 8,000 12,000 11,000 13,000 14,000 WHITEHALL ROBINS 9,000 8,000 8,000 8,000 8,000 FIAMME S.A - - 1,000 - - PROCTER & GAMBLE + CLA 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 4,000 L'OREAL 2,000 2,000 1,000 2,000 2,000 BELLEZA EXPRESS 4,000 6,000 4,000 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

INVERSIÓN EN TRADE MARKETINGFABRICANTE 1FABRICANTE 2FABRICANTE 3FABRICANTE 4FABRICANTE 5FABRICANTE 6FABRICANTE 7FABRICANTE 8FABRICANTE 9

FABRICANTE 10FABRICANTE 11FABRICANTE 12FABRICANTE 13FABRICANTE 14FABRICANTE 15T. OTROS FABRICANTEST. FAB. SUPERMERCADOS


VENTAS CANAL SUPERMERCADOS KG May - Jun 05 Jul - Ago 05 Set - Oct 05 Nov - Dic 05 Ene - Feb 06 Mar - Abr 06 May - Jun 06 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 68,000 108,000 123,000 111,000 111,000 111,000 108,000 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 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 4,000 3,000 2,000 6,000 5,000 3,000 3,000 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

VENTA CANAL MINIMERCADOS KG May - Jun 05 Jul - Ago 05 Set - Oct 05 Nov - Dic 05 Ene - Feb 06 Mar - Abr 06 May - Jun 06 2,000 1,000 1,000 1,000 1,000 1,000 2,000 68,000 71,000 69,000 74,000 72,000 67,000 64,000 21,000 22,000 24,000 22,000 21,000 24,000 20,000 18,000 20,000 20,000 21,000 21,000 21,000 22,000 11,000 13,000 14,000 13,000 14,000 12,000 12,000 13,000 15,000 14,000 14,000 16,000 11,000 9,000 3,000 3,000 2,000 2,000 2,000 3,000 3,000 8,000 7,000 11,000 11,000 12,000 8,000 8,000 70,000 81,000 82,000 89,000 86,000 87,000 92,000 2,000 1,000 - 1,000 - - - 1,000 1,000 - - 1,000 - - 3,000 3,000 5,000 5,000 7,000 5,000 4,000 2,000 1,000 2,000 2,000 2,000 2,000 2,000 12,000 12,000 12,000 10,000 10,000 10,000 11,000 30,000 29,000 23,000 22,000 20,000 17,000 19,000 10,000 11,000 11,000 10,000 9,000 12,000 13,000 NA NA - - - - - 274,000 291,000 290,000 297,000 294,000 280,000 281,000

VENTAS CANAL TRADICIONAL KG May - Jun 05 Jul - Ago 05 Set - Oct 05 Nov - Dic 05 Ene - Feb 06 Mar - Abr 06 May - Jun 06 - 1,000 - - - - - 163,000 169,000 164,000 163,000 168,000 159,000 167,000 14,000 16,000 20,000 18,000 18,000 16,000 17,000 9,000 8,000 9,000 8,000 8,000 7,000 8,000 - - - - - - - 10,000 12,000 15,000 16,000 18,000 17,000 23,000

11,000 11,000 11,000 11,000 11,000 10,000 10,000 NA NA NA NA NA NA NA 98,000 102,000 109,000 109,000 111,000 104,000 103,000 - - - - - - - - - - - - - - 1,000 3,000 1,000 1,000 1,000 - - 1,000 1,000 - 1,000 1,000 1,000 1,000 - 1,000 1,000 - 1,000 1,000 - 103,000 94,000 77,000 67,000 60,000 56,000 54,000 7,000 8,000 7,000 4,000 2,000 4,000 3,000 NA NA NA NA NA NA NA 417,000 426,000 414,000 398,000 399,000 375,000 386,000

VENTA CANAL ESPECIALIZADO KG May - Jun 05 Jul - Ago 05 Set - Oct 05 Nov - Dic 05 Ene - Feb 06 Mar - Abr 06 May - Jun 06 2,000 2,000 1,000 1,000 2,000 1,000 1,000 57,000 56,000 54,000 58,000 63,000 58,000 53,000 9,000 9,000 8,000 9,000 9,000 8,000 9,000 20,000 25,000 22,000 21,000 22,000 21,000 21,000 5,000 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 7,000 - - - - - - - 60,000 61,000 60,000 62,000 70,000 69,000 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 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 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

VENTAS CANAL SUPERMERCADOS KG Jul - Ago 06 Set - Oct 06 Nov - Dic 06 Ene - Feb 07 Mar - Abr 07 May - Jun 07 3,000 3,000 2,000 2,000 1,000 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 1,000 3,000 3,000 3,000 3,000 1,000 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

VENTA CANAL MINIMERCADOS KG Jul - Ago 06 Set - Oct 06 Nov - Dic 06 Ene - Feb 07 Mar - Abr 07 May - Jun 07 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 10,000 3,000 3,000 3,000 2,000 3,000 3,000 7,000 12,000 11,000 9,000 8,000 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

VENTAS CANAL TRADICIONAL KG Jul - Ago 06 Set - Oct 06 Nov - Dic 06 Ene - Feb 07 Mar - Abr 07 May - Jun 07 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 6,000 - - - - - - 23,000 22,000 20,000 25,000 26,000 24,000

9,000 8,000 8,000 10,000 9,000 8,000 NA NA NA NA NA NA 110,000 98,000 102,000 99,000 93,000 96,000 - - - - - - - - - - - - 1,000 1,000 - - - - 2,000 2,000 1,000 1,000 1,000 1,000 - - - - - - 51,000 43,000 42,000 44,000 77,000 89,000 5,000 2,000 3,000 4,000 2,000 2,000 NA NA NA NA NA NA 403,000 367,000 384,000 387,000 376,000 382,000

VENTA CANAL ESPECIALIZADO KG Jul - Ago 06 Set - Oct 06 Nov - Dic 06 Ene - Feb 07 Mar - Abr 07 May - Jun 07 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 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 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

VENTAS CANAL SUPERMERCADOS KG Jul - Ago 07 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

VENTA CANAL MINIMERCADOS KG Jul - Ago 07 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

VENTAS CANAL TRADICIONAL KG Jul - Ago 07 - 148,000 14,000 8,000 - 25,000

Canal de Grandes Superficies

Canal de locales autoservicios con máximo no más de dos cajas registradoras y 100 m2 de tienda.

Canal compuesto por tiendas y puestos de mercado.

A1

Canal de Grandes Superficies

A22

Canal de locales autoservicios con máximo no más de dos cajas registradoras y 100 m2 de tienda.

A43

Canal compuesto por tiendas y puestos de mercado.

8,000 NA 105,000 - - - - - 80,000 3,000 NA 391,000

VENTA CANAL ESPECIALIZADO KG Jul - Ago 07 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

Canal de droguerías o farmacias

A64

Canal de droguerías o farmacias

VENTAS REGIÓN ATLANTICO KGFABRICANTE Jul - Ago 04 Set - Oct 04 Nov - Dic 04 Ene - Feb 05 Mar - Abr 05


TOTAL 341,000 313,000 329,000 342,000 330,000

VENTAS REGION ANTIOQUIA KGFABRICANTE Jul - Ago 04 Set - Oct 04 Nov - Dic 04 Ene - Feb 05 Mar - Abr 05

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 10,000 HENKEL 5,000 13,000 11,000 9,000 7,000 WHITEHALL ROBINS 4,000 4,000 4,000 4,000 3,000 FIAMME S.A 7,000 8,000 4,000 5,000 3,000 PROCTER & GAMBLE + CLA 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 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 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

VENTAS REGION ORIENTE KGFABRICANTE Jul - Ago 04 Set - Oct 04 Nov - Dic 04 Ene - Feb 05 Mar - Abr 05

WELLA 7,000 7,000 7,000 5,000 3,000 UNILEVER 103,000 95,000 80,000 79,000 98,000 COLGATE PALMOLIVE 25,000 29,000 25,000 23,000 26,000 JOHNSON & JOHNSON 39,000 31,000 26,000 27,000 29,000 RECAMIER 18,000 13,000 11,000 11,000 11,000 HENKEL 11,000 21,000 19,000 19,000 17,000

WHITEHALL ROBINS 5,000 4,000 4,000 4,000 4,000 FIAMME S.A 20,000 18,000 16,000 14,000 11,000 PROCTER & GAMBLE + CLA 101,000 96,000 87,000 94,000 90,000 CAPILL FRANCE CIA 4,000 3,000 4,000 3,000 2,000 ZAFARCO 2,000 2,000 1,000 1,000 2,000 PROPERSA 10,000 11,000 11,000 9,000 9,000 L'OREAL 3,000 4,000 3,000 4,000 4,000 BELLEZA EXPRESS 31,000 23,000 19,000 19,000 17,000 QUALA NA 4,000 34,000 49,000 44,000 OTROS FABRICANTES 15,000 15,000 15,000 12,000 15,000 FAB. SUPERMERCADOS 2,000 1,000 1,000 3,000 2,000

TOTAL 396,000 377,000 363,000 376,000 384,000

VENTAS REGION CUNDINAMARCA KGFABRICANTE Jul - Ago 04 Set - Oct 04 Nov - Dic 04 Ene - Feb 05 Mar - Abr 05


TOTAL 708,000 718,000 737,000 719,000 739,000

VENTAS REGION PACIFICO KGFABRICANTE Jul - Ago 04 Set - Oct 04 Nov - Dic 04 Ene - Feb 05 Mar - Abr 05

WELLA 4,000 3,000 3,000 2,000 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 4,000 4,000 FIAMME S.A 6,000 6,000 6,000 4,000 4,000 PROCTER & GAMBLE + CLA 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 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 3,000 BELLEZA EXPRESS 20,000 16,000 17,000 17,000 12,000

QUALA NA 3,000 22,000 27,000 25,000 OTROS FABRICANTES 11,000 12,000 13,000 13,000 12,000 FAB. SUPERMERCADOS 3,000 5,000 4,000 7,000 6,000

TOTAL 245,000 254,000 273,000 257,000 241,000

VENTAS REGION CENTRO KGFABRICANTE Jul - Ago 04 Set - Oct 04 Nov - Dic 04 Ene - Feb 05 Mar - Abr 05


TOTAL 350,000 343,000 339,000 337,000 358,000

INVERSIÓN EN TRADE MARKETINGFABRICANTE 1FABRICANTE 2FABRICANTE 3FABRICANTE 4FABRICANTE 5FABRICANTE 6FABRICANTE 7FABRICANTE 8FABRICANTE 9FABRICANTE 10FABRICANTE 11FABRICANTE 12FABRICANTE 13FABRICANTE 14

FABRICANTE 15T. OTROS FABRICANTEST. FAB. SUPERMERCADOS


VENTAS REGIÓN ATLANTICO KG May - Jun 05 Jul - Ago 05 Set - Oct 05 Nov - Dic 05 Ene - Feb 06 Mar - Abr 06 May - Jun 06 1,000 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 9,000 18,000 17,000 15,000 18,000 18,000 20,000 20,000 6,000 5,000 5,000 7,000 6,000 6,000 5,000 2,000 3,000 3,000 3,000 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 1,000 1,000 3,000 6,000 4,000 4,000 4,000 4,000 4,000 10,000 11,000 9,000 10,000 12,000 12,000 12,000 13,000 14,000 12,000 9,000 11,000 12,000 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 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

VENTAS REGION ANTIOQUIA KG May - Jun 05 Jul - Ago 05 Set - Oct 05 Nov - Dic 05 Ene - Feb 06 Mar - Abr 06 May - Jun 06 2,000 1,000 1,000 1,000 1,000 1,000 1,000 73,000 75,000 87,000 72,000 69,000 83,000 67,000 17,000 17,000 16,000 14,000 14,000 14,000 16,000 14,000 16,000 18,000 13,000 14,000 17,000 14,000 9,000 10,000 12,000 9,000 9,000 12,000 10,000 7,000 7,000 10,000 10,000 9,000 11,000 9,000 3,000 3,000 4,000 3,000 3,000 3,000 3,000 2,000 3,000 4,000 3,000 3,000 2,000 2,000 68,000 73,000 78,000 72,000 71,000 76,000 72,000 2,000 1,000 1,000 1,000 1,000 - - 1,000 - - - - - - 3,000 2,000 4,000 3,000 3,000 5,000 3,000 4,000 5,000 7,000 6,000 6,000 8,000 6,000 13,000 13,000 17,000 10,000 10,000 18,000 11,000 37,000 37,000 32,000 29,000 26,000 23,000 24,000 13,000 13,000 11,000 10,000 10,000 11,000 11,000 10,000 8,000 15,000 8,000 14,000 13,000 15,000 278,000 284,000 317,000 264,000 263,000 297,000 264,000

VENTAS REGION ORIENTE KG May - Jun 05 Jul - Ago 05 Set - Oct 05 Nov - Dic 05 Ene - Feb 06 Mar - Abr 06 May - Jun 06 2,000 2,000 2,000 2,000 2,000 2,000 2,000 91,000 95,000 89,000 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 27,000 24,000 25,000 12,000 14,000 17,000 15,000 15,000 14,000 14,000 17,000 18,000 19,000 20,000 19,000 16,000 12,000

5,000 4,000 4,000 4,000 4,000 4,000 4,000 8,000 8,000 11,000 12,000 14,000 9,000 9,000 93,000 103,000 108,000 113,000 110,000 103,000 106,000 2,000 1,000 - - - - - 1,000 1,000 1,000 1,000 1,000 1,000 1,000 8,000 8,000 7,000 9,000 10,000 9,000 7,000 4,000 5,000 4,000 5,000 6,000 6,000 5,000 17,000 16,000 15,000 16,000 16,000 16,000 15,000 40,000 33,000 26,000 26,000 22,000 21,000 22,000 12,000 13,000 16,000 12,000 12,000 13,000 14,000 6,000 3,000 6,000 2,000 6,000 4,000 9,000 367,000 376,000 372,000 376,000 374,000 347,000 350,000

VENTAS REGION CUNDINAMARCA KG May - Jun 05 Jul - Ago 05 Set - Oct 05 Nov - Dic 05 Ene - Feb 06 Mar - Abr 06 May - Jun 06 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 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 8,000 7,000 7,000 18,000 21,000 22,000 22,000 21,000 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 1,000 1,000 2,000 2,000 1,000 1,000 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 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 May - Jun 05 Jul - Ago 05 Set - Oct 05 Nov - Dic 05 Ene - Feb 06 Mar - Abr 06 May - Jun 06 2,000 1,000 1,000 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 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 8,000 6,000 7,000 4,000 4,000 4,000 4,000 3,000 3,000 3,000 2,000 3,000 3,000 4,000 4,000 3,000 3,000 53,000 59,000 56,000 66,000 66,000 61,000 59,000 2,000 2,000 1,000 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 3,000 3,000 12,000 15,000 12,000 12,000 11,000 11,000 12,000

25,000 27,000 20,000 18,000 16,000 16,000 17,000 13,000 12,000 10,000 11,000 9,000 10,000 10,000 7,000 5,000 5,000 4,000 5,000 5,000 7,000 233,000 252,000 225,000 241,000 238,000 217,000 215,000

VENTAS REGION CENTRO KG May - Jun 05 Jul - Ago 05 Set - Oct 05 Nov - Dic 05 Ene - Feb 06 Mar - Abr 06 May - Jun 06 2,000 2,000 2,000 2,000 2,000 1,000 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 14,000 12,000 11,000 6,000 6,000 5,000 5,000 5,000 5,000 5,000 3,000 3,000 3,000 3,000 3,000 2,000 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 1,000 1,000 1,000 1,000 7,000 8,000 8,000 6,000 6,000 6,000 5,000 6,000 7,000 7,000 7,000 8,000 8,000 8,000 21,000 22,000 22,000 20,000 20,000 22,000 22,000 30,000 31,000 24,000 21,000 20,000 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 6,000 358,000 381,000 377,000 373,000 354,000 351,000 340,000

VENTAS REGIÓN ATLANTICO KG Jul - Ago 06 Set - Oct 06 Nov - Dic 06 Ene - Feb 07 Mar - Abr 07 May - Jun 07 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 8,000 23,000 21,000 22,000 23,000 24,000 21,000 6,000 5,000 5,000 6,000 5,000 5,000 3,000 2,000 3,000 3,000 2,000 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 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 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

VENTAS REGION ANTIOQUIA KG Jul - Ago 06 Set - Oct 06 Nov - Dic 06 Ene - Feb 07 Mar - Abr 07 May - Jun 07 - - - - - - 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 3,000 2,000 2,000 1,000 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

VENTAS REGION ORIENTE KG Jul - Ago 06 Set - Oct 06 Nov - Dic 06 Ene - Feb 07 Mar - Abr 07 May - Jun 07 1,000 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 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 4,000 4,000 4,000 4,000 4,000 8,000 13,000 12,000 10,000 9,000 9,000 112,000 103,000 103,000 96,000 97,000 87,000 - - - - - - 1,000 1,000 1,000 1,000 - - 9,000 7,000 7,000 6,000 5,000 4,000 5,000 5,000 6,000 6,000 6,000 7,000 17,000 16,000 18,000 18,000 17,000 14,000 22,000 17,000 16,000 17,000 30,000 35,000 17,000 14,000 14,000 14,000 12,000 11,000 5,000 5,000 7,000 5,000 3,000 3,000 389,000 368,000 370,000 357,000 343,000 334,000

VENTAS REGION CUNDINAMARCA KG Jul - Ago 06 Set - Oct 06 Nov - Dic 06 Ene - Feb 07 Mar - Abr 07 May - Jun 07 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 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

VENTAS REGION PACIFICO KG Jul - Ago 06 Set - Oct 06 Nov - Dic 06 Ene - Feb 07 Mar - Abr 07 May - Jun 07 1,000 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 15,000 5,000 5,000 7,000 6,000 5,000 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 3,000 2,000 1,000 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 5,000 3,000 3,000 4,000 3,000 3,000 3,000 12,000 12,000 16,000 14,000 15,000 13,000

16,000 13,000 11,000 10,000 18,000 22,000 12,000 11,000 9,000 11,000 10,000 8,000 5,000 6,000 6,000 4,000 3,000 3,000 235,000 230,000 245,000 231,000 215,000 208,000

VENTAS REGION CENTRO KG Jul - Ago 06 Set - Oct 06 Nov - Dic 06 Ene - Feb 07 Mar - Abr 07 May - Jun 07 1,000 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 13,000 5,000 5,000 5,000 5,000 5,000 5,000 2,000 2,000 2,000 2,000 1,000 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 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 5,000 373,000 373,000 357,000 372,000 350,000 329,000

VENTAS REGIÓN ATLANTICO KG Jul - Ago 07 - 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

VENTAS REGION ANTIOQUIA KG Jul - Ago 07 - 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

VENTAS REGION ORIENTE KG Jul - Ago 07 1,000 91,000 14,000 26,000 14,000 13,000

Ventas por región geográfica

A1

Ventas por región geográfica

4,000 7,000 96,000 - - 6,000 7,000 14,000 33,000 11,000 5,000 342,000

VENTAS REGION CUNDINAMARCA KG Jul - Ago 07 - 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

VENTAS REGION PACIFICO KG Jul - Ago 07 1,000 62,000 10,000 16,000 6,000 6,000 3,000 2,000 65,000 - - 6,000 4,000 15,000

23,000 8,000 5,000 232,000

VENTAS REGION CENTRO KG Jul - Ago 07 - 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

VENTA POR PRESENTACIÓN KGFABRICANTE Jul - Ago 04 Set - Oct 04 Nov - Dic 04 Ene - Feb 05 Mar - Abr 05

BOTELLA 1,998,000 1,982,000 1,818,000 1,778,000 1,827,000 TUBO 15,000 12,000 10,000 9,000 7,000 COJIN 290,000 305,000 367,000 390,000 388,000 BOLSA - 6,000 115,000 135,000 121,000

TOTAL 2,303,000 2,305,000 2,310,000 2,312,000 2,343,000

VENTA POR PRESENTACIÓN KG May - Jun 05 Jul - Ago 05 Set - Oct 05 Nov - Dic 05 Ene - Feb 06 Mar - Abr 06 May - Jun 06 1,763,000 1,862,000 1,851,000 1,776,000 1,780,000 1,773,000 1,667,000 6,000 5,000 4,000 3,000 3,000 2,000 2,000 377,000 379,000 379,000 379,000 385,000 369,000 375,000 136,000 138,000 118,000 116,000 104,000 104,000 101,000 2,282,000 2,384,000 2,352,000 2,274,000 2,272,000 2,248,000 2,145,000

VENTA POR PRESENTACIÓN KG Jul - Ago 06 Set - Oct 06 Nov - Dic 06 Ene - Feb 07 Mar - Abr 07 May - Jun 07 1,879,000 1,922,000 1,952,000 1,853,000 1,877,000 1,708,000 2,000 2,000 2,000 2,000 2,000 2,000 375,000 362,000 374,000 388,000 368,000 361,000 100,000 80,000 76,000 68,000 62,000 76,000 2,356,000 2,366,000 2,404,000 2,311,000 2,309,000 2,147,000

VENTA POR PRESENTACIÓN KG Jul - Ago 07 1,786,000 2,000 370,000 82,000 2,240,000

INVERSIÓN EN PUBLICIDAD ULTIMO AÑO $FABRICANTE TV RADIO PROD

WELLA 78,348 - - UNILEVER 6,268,318 183,842 50,842 COLGATE PALMOLIVE 56,208 169,946 - JOHNSON & JOHNSON 906,592 6,515 1,049 RECAMIER 129,137 - - HENKEL 648,289 31,092 - WHITEHALL ROBINS 273,398 - - FIAMME S.A - - - PROCTER & GAMBLE + CLAIROL 7,804,364 886 6,412 CAPILL FRANCE CIA 73,623 - - ZAFARCO 150,521 - - PROPERSA 82,922 - 226 L'OREAL 532,939 - - BELLEZA EXPRESS 17,142 - - QUALA 5,296,180 - - OTROS FABRICANTES 9,095 760 - FAB. SUPERMERCADOS 5,696 - - TOTAL 22,332,772 393,041 58,529

INVERSIÓN EN PUBLICIDAD ULTIMO AÑO $REVISTAS TOTAL S.O.I.

- 78,348 0.33% 413,012 6,916,014 29.05% 389 226,543 0.95% 12,511 926,667 3.89% 109,725 238,862 1.00% 85,961 765,342 3.21% - 273,398 1.15% 96 96 0.00% 162,629 7,974,291 33.49% - 73,623 0.31% - 150,521 0.63% 472 83,620 0.35% 167,530 700,469 2.94% - 17,142 0.07% 11,740 5,307,920 22.29% 59,392 69,247 0.29% 236 5,932 0.02% 1,023,693 23,808,035 100.00%

INVERSIÓN EN TRADE MKT ULTIMO AÑO $FABRICANTE FFVV MERCHANDISING

WELLA 78,348 52,232 UNILEVER 4,322,509 4,322,509 COLGATE PALMOLIVE 528,600 226,543 JOHNSON & JOHNSON 463,334 1,853,334 RECAMIER 358,293 836,017 HENKEL 109,335 984,011 WHITEHALL ROBINS - 546,796 FIAMME S.A - 196,457 PROCTER & GAMBLE + CLAIROL 12,815,825 1,423,981 CAPILL FRANCE CIA - 73,623 ZAFARCO 100,347 401,389 PROPERSA 95,566 23,891 L'OREAL 300,201 700,469 BELLEZA EXPRESS 6,857 10,285 QUALA 2,653,960 10,615,840 OTROS FABRICANTES 161,576 69,247 FAB. SUPERMERCADOS - 5,932 TOTAL 21,994,750 22,342,556

INVERSIÓN EN TRADE MKT ULTIMO AÑO $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 DISTRIBUCIONFABRICANTE ESTRATEGIA

WELLA CO DISTRIBUIDORES UNILEVER DISTRIBUIDORES EXCLUSIVOS COLGATE PALMOLIVE SATURACIÓN JOHNSON & JOHNSON FFVV PROPIA RECAMIER FFVV PROPIA HENKEL FFVV PROPIA WHITEHALL ROBINS FFVV PROPIA FIAMME S.A FFVV PROPIA PROCTER & GAMBLE + CLAIROL SATURACIÓN CAPILL FRANCE CIA FFVV PROPIA ZAFARCO FFVV PROPIA PROPERSA CO DISTRIBUIDORES L'OREAL FFVV PROPIA BELLEZA EXPRESS FFVV PROPIA QUALA SATURACIÓN OTROS FABRICANTES CO DISTRIBUIDORES FAB. SUPERMERCADOS NA

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