Marketing_Analysis(宝洁市场营销案例分析英文版)

MarketingAnalysisMaker：############P&GcompanyandproductintroductionCorporatevalueMarketsegmentationbrandstrategyadvertisingstrategyCataloguemarketingstrategyP&GcompanyintroductionProctorandGambleisthefullnameofProcter&GambleCompany(Procter&GambleCompany),wasfoundedin1837byWilliamProcterandJamesGambleintheMidwestofCincinnati.Itistheworld'slargestmakerofwashingandskincareandhealthproducts,iscurrentlyoneoftheworld'slargestcommoditycompanies.TheP&Gconsistsofover135,000employeesworkinginover80countriesworldwide.TheP&Ghasoneofthelargestandstrongesttrustedbrands,includingPampers,Tide,Pantene,Pringles,CrestandOlay,andsoon.introductiontoproductsProcter&gamblein1988setupjointventuresinChina,guangzhou.Let'stakeshampooforexample:ItisnottakingConsumerdemographicvariablecharacteristics（like，ageorsex），butaccordingtothefeaturesofconsumerhairtonichemarkets.Headandshoulders,itisneedfordandruffhair;Panting,hairneedsnutrition;Rejoice,isforthosewhowantsilkyhair;VS，forprofessionalhaircare。Eachbrandhasitsspecificmarket,andeachbrandproductsandhavemorespecificsegment.procter&gambleproductsmarketsegmentationisacomprehensiveandaccurate,coveringalmostallmarkets.marketsegmentationP&G'smultiple-brandstrategy,fromthefunction,price,packingandsoonvariousaspectsdividedintomultiplemarkets,meetdifferentlevels,differentneedsofvariouscustomerdemand,andthuscultivateconsumerbrandpreferencetoourenterprises,improveitsloyalty,thecompanyformedastrongimpressioninthecustomerheart,improvedthemarketleadershipandbrandreputationoftheprocter&gamble.brandstrategyCustomerpropagandaandaccumulationofknowledgeOrdinaryconsumerslackofunderstandingofherhairandmaintenanceknowledge.Procter&gamble,makeeachproductaccordingtodifferenthair,andhaveclearinstructionsonproductpackaging,makethecustomerinthechoiceofshampoocanaccordingtotheirownsituationtochoosetherighthairproducts.Procter&gambleprinted800freephonenumberonalloftheproducts,convenientcustomersconsultrelatedissues.AdvertisingstrategyInnovativedadvertisingstrategyAdvertisingpositioningandbrandpositioningtogether.P&Gexistingincludingfloatsoft,panteneandhead&shouldersshampoo,vsandclairolfivebrand,eachbrandhasitscharacteristicsofmarketpositioning.AdvertisingstrategyChoosingspokespersonopportunely,showthebrandimage.Procter&gamblecompany,accordingtodifferentbrandstyle,choosetherightagent,notonlyeffectivelyshowthebrandimage,andthroughcelebrityeffect,enhancethebrandvisibility.Forexample，Pantene,ashaircareexperts,alwaysthoughtChinesewomencreatedelegant,healthy,femininehairasthegoal.Sopantene'sagentsmusthaveelegant,healthyandfemininequalities,andisrepresentativeofthewomen'sbeautifuldream.AdvertisingstrategyExploringcustomer’spsychology,makingtheadvertisingdeeplyrootedintheheartsofeverybody.expertsandcomparisonistheTwotypicalformulaofP&g'sadvertisingstrategy.Expertsisusingexpertstomaketheadvertisingmorepersuasive：FirstlyP&Gwillpointoutaquestiontoattractyourattention；AndthenanauthoritativeexpertswilltellyouthatP&Gisthesolution，Finallyyoumaylistentotheexpert'sadvice,yourproblemissolved.ComparisonmethodisP&Gputtheirproductsandcompetitors'productstogether，bycomparison，youcanclearlyfindthatthesuperiorityofp&gproducts.Advertisingstrategy标准化与差异化策略的有机结合首先，宝洁公司为了把握中国市场，组织了两批市场调研队伍，一批通过市场预测、定量研究、定性分析、座谈会、研讨会以及商店调查等专业方式。另一批派出非专业调研人员深入大江南北、穷乡僻壤，不仅系统研究中国百姓的衣、食、住、行，而且详细观察他们如何梳妆、清扫、换尿布、刷牙。在大量市场调研的基础上，宝洁公司一方面把它的品牌换上十足中国化的名称如玉兰油、飘柔、海飞丝、潘婷、舒肤佳、碧浪、汰渍等，另一方面针对中国民众热爱大自然，崇尚中草药疗效的普遍心理，在许多产品中加入了天然药用植物成分。营销策略PromotionmethodswithChinesecharacteristicsProcter&gamblecarryouttheoralhealthpromotionactivitiesinpoorareas，andgivethemlotsofdentalmedicalapparatusandoralprotectionproducts。marketingstrategySeamlessdistributionstrategySeamlessdistributionstrategy,referstothe90sbetweenmultinationalcompaniesandmiddlemenorwholesaleandretailerstoreducedistributioncostsandimprovetheefficiencyofdistributionanduseofaseriesoflong-termmutualtrustcooperationpatternofteam.marketingstrategy公司价值观P&gbrandsandp&gpeoplearethecornerstoneofsuccessfulcompany.Workingtobeautifyconsumersaroundtheworldandatthesametime,p&g'speopletrytorealizetheirownvalue。