Marketing Analysis
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Catalogue
P& G company and product introduction
Market segmentation brand strategy advertising strategy marketing strategy Corporate value
营销策略
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。
公司价值观
P&g brands and p&g people are the cornerstone of successful company.
Working to beautify consumers around the world and at the same time, p&g's people try to realize their own value。
marketing strategy
Promotion methods 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。
Advertising strategy
Choosing spokesperson opportunely, show the brand image. Procter & gamble company, according to different brand style, choose the right agent, not only effectively 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 pantene's agents must have elegant, healthy and feminine qualities, and is representative of the women's beautiful dream.
marketing strategy
Seamless 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 mutual trust cooperation pattern of team.
P &G company introduction
Proctor and Gamble is the full name of Procter & Gamble Company (Procter & Gamble Company), was founded in 1837 by William Procter and James Gamble in the Midwest of Cincinnati.
market segmentation
Let's take shampoo for example:It is not taking Consumer demographic variable characteristics（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 have more specific segment.procter & gamble products market segmentation is a comprehensive and accurate, covering almost all markets.
Advertising strategy
Customer propaganda and accumulation of knowledge Ordinary 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 situation to choose the right hair products.Procter & gamble printed 800 free phone number on all of the products , convenient customers consult related issues.
introduction to products
Procter & gamble in 1988 set up joint ventures in China, guangzhou .
The P&G has one of the largest and strongest trusted brands, including Pampers, Tide, Pantene, Pringles, Crest and Olay, and so on.
It is the world's largest maker of washing and skincare and health products, is currently one of the wodity companies. The P&G consists of over 135,000 employees working in over 80 countries worldwide.
brand strategy
P&G's multiple-brand strategy, from the function, price, packing and so on various aspects divided into multiple markets, meet different levels, different 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.
Advertising strategy
Exploring customer’s psychology, making the advertising deeply rooted in the hearts of everybody. "experts" and "comparison " is theTwo typical formula of P&g's advertising strategy."Experts" is using experts to make the advertising more persuasive：Firstly P&G will point out a question to attract your attention； And then an authoritative experts will tell you that P&G is the solution，Finally you may listen to the expert's advice, your problem is solved."Comparison method" is P& G put their products and competitors' products together，by comparison，you can clearly find that the superiority of p&g products.