以寶潔為例研究市場細分和市場定位

1、Segmentation, Targeting and Positioning 李杰 顧煒 張偉然 王志芳 張麗 李佳翼 趙莎莎 李姣Outline The definition of segmentation, targeting and positioning The brief introduction of P&G The analysis of the case What we have learned from P&G Market segmentation: How to divide up markets into meaningful customer gro

2、ups. Target marketing: Choose which customer groups to serve. Positioning: Create marketing offers that best serve targeted customers.The brief introduction of P&G寶潔公司Procter & Gamble，簡稱P&G，是一家美國消費日用品生產(chǎn)商，也是目前全球最大的日用品公司之一。總部位于美國俄亥俄州辛辛那堤。在?財富?雜志最新評選出的全球500家最大工業(yè)/效勞業(yè)企業(yè)中，排名第86位。寶潔公司全球雇員近10萬，在

3、全球80多個國家設有工廠及分公司，所經(jīng)營的300多個品牌的產(chǎn)品暢銷160多個國家和地區(qū)，其中包括織物及家居護理、美發(fā)美容、嬰兒及家庭護理、健康護理、食品及飲料等。 寶潔目前在中國的品牌包括：飄柔、潘婷、海飛絲、沙宣、伊卡璐、舒膚佳、玉蘭油、SK-II、護舒寶、封面女郎、幫寶適、佳潔士、歐樂-B、汰漬、碧浪、品客、吉列、鋒速3、博朗、金霸王。視頻The various products categories Seven brands of laundry detergent Six brands of hand soap Five brands of shampoo Four brands of

4、 dishwashing detergent Three brands each of tissues and towels Three brands of deodorant Two brands each of fabric softener, cosmetics, skin care potions and disposable diapers. Why would P&G introduce several brands in one category instead of concentrating its resources on a single leading bran

5、d?The answer lines in the fact that different people want different mixes of benefits from the products they buy.Take laundry detergents as an example:People use laundry detergents to get their clothes clean. But they also want other things from their detergents-such as economy, bleaching power, fab

6、ric softening, fresh smell, strength or mildness, and lots of suds or only a few.We all want some of every one of these benefits from our detergent, but we may have different priorities for each benefit. To some pople, cleaning and bleaching power are most important; to others, fabric softening matt

7、ers most; still others want a mild, fresh-scented detergent. Thus, there are groups or segmentsof laundry detergent buyers, and each segment seeks a special combination of benifits.Seven important laundry detergent segments 1 Gain 2 Cheer3 Bold4 Tide 5 Era6 Ivory7 Dreft1 Tide with Bleach2 Tide Liqui

8、d with Bleach Alternative3 Tide Rapid Action Tabs4 Tide High Efficiency5 Tide Clean Breeze6 Tide Mountain Spring7 Tide FreeEven narrower niches1 Gain 2 Cheer3 Bold4 Tide 5 Era6 Ivory7 DreftAnother question: Why does this surperb marketer compete with itself on supermarket shelves by marketing seven

9、different brands of laundry detergent?By segmenting the market and having several detergent brands, P&G has an attractive offering for consumers in all important preference groups. As a result, P&G is really cleaning up in the $4 billion U.S. laundry detergent market. Tide, by itself, captur

10、es a whopping 38 percent market share. All P&G brands combined take a 60 percent share of the U.S. marketmore than three times that of nearest rival Unilever and much more than any single brand could obtain by itself.What we have learned from P&G A company must identify the parts of the market that it can serve bes Itt and most profitably. It needs to design strategies to build the right relationships with the right customers. A company should move away from mass marketing and toward