国际营销学案例分析Marketing Strategy---P&G以宝洁为例

组长：谢黄梦组员：祝秀芳，林玉婷，葛晨霞IntroductionProcter&Gamble(P&G)isaFortune500(Fortune100)AmericanmultinationalcorporationheadquarteredindowntownCincinnati,Ohioandmanufacturesawiderangeofconsumergoods.Ithasastaffof100,000allovertheworld.inmorethan80countriesandregions,ithasitsbranchcompaniesandfactories.P&Ghasmorethan300brandswhicharewellreceivedinmorethan160countriesandregions.Itsbusinesssegmentscanbedividedintobeautysegment,groomingsegmenthealthcaresegment,snacks&petcaresegment,fabriccare&homecaresegment,babycare&familyhomecaresegment.Somewell-knownbrandsBackground1980-ChinaEstablishedspecialeconomiczonestopromotefreetradeandopenedlocalmarketstoforeigninvestments.1988-P&GenteredBeijing&Shanghaithrough“FRIENSHIPSTORES”Channel.1988-P&GsetupinGuangzhouinChina'sfirstjointventure-Procter&GambleCo.,Ltd.Guangzhou.Procter&GambleCo.,Ltd.GuangzhouP&GSTRATEGIESINTOCHINAⅠ.Multi-brandstrategyⅡ.localizationstrategyⅢ.HRstrategyinChinaMulti-brandstrategyMorethanmarkingthesingleproductwithdifferentbrands,P&Gtakesthemulti-brandstrategytopursuitthedifferencesofvariousproducts,suchasinfunction,packing,promotionandsoon.Eachproductwillhaveitsownconspicuoustraits,whichisboundtotakeupitsownpartinthemarket.Ifsomeoneaskswhichcompanyhasthemostbrandsintheworld,ofcourse,theanswerisP&G.Customizedproductpackaging,productformulasandadvertisingcampaignstocatertotheChinesemarket.Pampers帮宝适ClothDiaperswornbyBabies(ContrasttoThrowawayinwest)–1998-PampersMarketFlopped.CustomizedDiapersforChineseMarketThreeparts:aleak-proofouterplasticshell,severalabsorbentlayers,andaporousfilmthatletmoisturepassthroughintotheabsorbentlayers.Crest佳洁士ReformulatedCresttoothpasteFruit,TeaFlavorswithHerbalElementsandSaltVersionsChineseBelief:Saltpromoteswhiterteethlocalizationstrategyinchina•P&G'sHRstrategyfocusedonsuperiorrecruitingandretentionofitsemployees.InitsinitialyearsinChina,P&GbroughtinexperiencedAmericanstomanagethecountry'soperations.ThecompanyalsohiredChineseatthattimebutgavethemasetplantofollow.IttrainedtheselocalstothinktheAmericanway.•Withtime,thelocalsgainedexperienceandwereabsorbedintoseniorpositions.P&Gbelievedinpromotingfromwithintheorganizationandsothecompanyrecruitedpeoplewhowerestartingtheircareerorhadlittleworkexperience.P&GwasamongthefirstmultinationalstoconductcampusplacementsinreputedChineseuniversitiesandhadgainedstrongawarenessamonguniversitystudents.HRstrategyinChinaPantenePanteneisabrandofhaircareproductsownedbyProcter&Gamble.TheproductlinewasfirstintroducedinEuropein1947byHoffman-LaRocheofSwitzerland,whichbrandedthenamebasedonpanthenolasashampooingredient.ItwaspurchasedbyProcter&Gamble(P&G)in1985inorderforP&Gtocompeteinthe“beautyproductmarketratherthanonlyfunctionalproducts.PanteneinChinaPanteneenteredChinesemarketin1992.ItbroughtadvancedhairscienceformillionsofChinesewomen,andhelpedeveryladytoshowtheirbeautyandelegance.Products:BrandnamePanteneinChineseiscalled“潘婷”.TheChinesenameismadeaccordingtothesimilararticulation.ItalsosoundslikeaChinesegirl’snamewhichmakesChinesecustomerseasytoremember.QualityPanteneisfamousforanumberofmilestonesinitslongandillustrioushistoryandhasalongtrackrecordofextensivescientificexpertiseandresearch.ThescientistsatPantenededicateanenormousamountoftimestudyinghair—itsbehavior,itsquirks,anditsresponsetoexperimentsofallkinds—andwhattheylearnisprettyfascinating!●over20,000consumersaroundtheglobe.●500labtestsusingmorethan26methodstoverifytechnicalperformance.●15stylists.●17PhDs.PersonalconsultationWanttoknowwhichPantenecollectionisrightforyourhair?Simplyanswerafewquestionsandgetapersonalrecommendationbasedonyourhairstructure,texture,andcolor.Guarantees:Pantene’ssmartbeautyguarantee:WeappreciateyougivingPanteneachance!Ifyouarenotcompletelysatisfied,we'llsendyouarefundfor2Xyourpurchaseprice.Questions?Call1-800-522-2106FashionTheadvertisementofPanteneThenewimagespokespersonsofPanteneTrustPantene