Marketing_Analysis(寶潔市場營銷案例分析英文版)

1、Marketing AnalysisMaker：# #P& G company and product introductionCorporate value Market segmentationbrand strategyadvertising strategy Cataloguemarketing strategyP &G company introduction Proctor and Gamble is the full name of Procter & Gamble Company (Procter & Gamble Company), was founded in 1837 b

2、y William Procter and James Gamble in the Midwest of Cincinnati. It is the worlds largest maker of washing and skincare and health products, is currently one of the worlds largest commodity companies. The P&G consists of over 135,000 employees working in over 80 countries worldwide. The P&G has one

3、of the largest and strongest trusted brands, including Pampers, Tide, Pantene, Pringles, Crest and Olay, and so roduction to productsProcter & gamble in 1988 set up joint ventures in China, guangzhou . Lets take shampoo for example:It is not taking Consumer demographic variable characteristics

4、（like ，age or sex），but according to the features of consumer hair to niche markets.Head and shoulders, it is need for dandruff hair;Pan ting, hair needs nutrition;Rejoice, is for those who want silky hair;VS，for professional hair care。Each brand has its specific market, and each brand products and h

5、ave more specific cter & gamble products market segmentation is a comprehensive and accurate, covering almost all markets.market segmentation P&Gs multiple-brand strategy, from the function, price, packing and so on various aspects divided into multiple markets, meet different levels, dif

6、ferent needs of various customer demand, and thus cultivate consumer brand preference to our enterprises, improve its loyalty, the company formed a strong impression in the customer heart, improved the market leadership and brand reputation of the procter & gamble. brand strategyCustomer propaganda

7、and accumulation of knowledgeOrdinary consumers lack of understanding of her hair and maintenance knowledge.Procter & gamble, make each product according to different hair, and have clear instructions on product packaging, make the customer in the choice of shampoo can according to their own situati

8、on to choose the right hair products.Procter & gamble printed 800 free phone number on all of the products , convenient customers consult related issues.Advertising strategyInnovatived advertising strategy Advertising positioning and brand positioning together.P&G existing including float soft, pant

9、ene and head & shoulders shampoo, vs and clairol five brand, each brand has its characteristics of market positioning.Advertising strategy Choosing spokesperson opportunely, show the brand image. Procter & gamble company, according to different brand style, choose the right agent, not only effective

10、ly show the brand image, and through celebrity effect, enhance the brand visibility.For example，Pantene,as hair care experts, always thought Chinese women created elegant, healthy, feminine hair as the goal.So pantenes agents must have elegant, healthy and feminine qualities, and is representative o

11、f the womens beautiful dream.Advertising strategy Exploring customers psychology, making the advertising deeply rooted in the hearts of everybody. experts and comparison is theTwo typical formula of P&gs advertising strategy.Experts is using experts to make the advertising more persuasive：Firstly P&

12、G will point out a question to attract your attention；And then an authoritative experts will tell you that P&G is the solution，F(xiàn)inally you may listen to the experts advice, your problem is solved.Comparison method is P& G put their products and competitors products together，by comparison，you can cle

13、arly find that the superiority of p&g products.Advertising strategy標準化與差異化策略的有機結(jié)合標準化與差異化策略的有機結(jié)合 首先，寶潔公司為了把握中國市場，組織了兩批市場首先，寶潔公司為了把握中國市場，組織了兩批市場調(diào)研隊伍，一批通過市場預測、定量研究、定性分析、座調(diào)研隊伍，一批通過市場預測、定量研究、定性分析、座談會、研討會以及商店調(diào)查等專業(yè)方式。另一批派出非專談會、研討會以及商店調(diào)查等專業(yè)方式。另一批派出非專業(yè)調(diào)研人員深入大江南北、窮鄉(xiāng)僻壤，不僅系統(tǒng)研究中國業(yè)調(diào)研人員深入大江南北、窮鄉(xiāng)僻壤，不僅系統(tǒng)研究中國百姓的衣、食、住

14、、行，而且詳細觀察他們?nèi)绾问釆y、清百姓的衣、食、住、行，而且詳細觀察他們?nèi)绾问釆y、清掃、換尿布、刷牙。在大量市場調(diào)研的基礎上，寶潔公司掃、換尿布、刷牙。在大量市場調(diào)研的基礎上，寶潔公司一方面把它的品牌換上十足中國化的名稱如玉蘭油、飄柔、一方面把它的品牌換上十足中國化的名稱如玉蘭油、飄柔、海飛絲、潘婷、舒膚佳、碧浪、汰漬等，另一方面針對中海飛絲、潘婷、舒膚佳、碧浪、汰漬等，另一方面針對中國民眾熱愛大自然，崇尚中草藥療效的普遍心理，在許多國民眾熱愛大自然，崇尚中草藥療效的普遍心理，在許多產(chǎn)品中加入了天然藥用植物成分。產(chǎn)品中加入了天然藥用植物成分。營銷策略營銷策略Promotion methods

15、with Chinese characteristics Procter & gamble carry out the oral health promotion activitiesin poor areas ，and give them lots of dental medical apparatus and oral protection products。marketing strategySeamless distribution strategy Seamless distribution strategy, refers to the 90 s between multinational companies and middlemen or wholesale and retailers to reduce distribution costs and improve the efficiency of distribution and use of a series of long-term mutu