Marketing planning case of Procter & Gamble

International marketing strategy is an important part of coping with fierce international market competition. P&G integrates international marketing strategies and applies them to actual marketing to form its own unique marketing model. To this end, I will sort out the relevant content of Procter & Gamble’s marketing planning cases for everyone. You are welcome to read them. Procter & Gamble's marketing planning case part 1

With the improvement of living standards and the awakening of outdoor hygiene awareness, the paper towel market has grown rapidly. In recent years, Hengan Group took advantage of its brand advantages and launched the "Xinxiangyin" series of tissues in Chongqing in early 1998. With its high-value and low-price positioning and a series of active brand promotion measures, it has gradually become loved by Chongqing consumers. At the end of 1998, market survey data showed that "Xinxiangyin" paper towels accounted for one-third of Chongqing's high-end paper towel market, taking the leading position in the market.

After Procter & Gamble continued to launch dozens of strong brands such as Rejoice, Head & Shoulders, Blue Waves, and Tide, which are well-known to women and children, in 1999, it decided to use Hong Kong and Chongqing as pilots to launch its German company The "Depot" series of paper towels produced are intended to overtake the latecomers and unify the high-end paper towel market with its consistent integrated, continuous, multi-level and large-investment marketing model. Market encounters are inevitable.

On August 7, 1999, the Debot Advertising Competition was continuously broadcast during prime time on Chongqing Satellite TV and Chongqing Channel 8. The advertisements used a strong contrasting technique and were used in the same environment , the different performances of the two types of paper towels, starting from the unique perspective of consumers' certain detailed life experience, trying to express the unique sales proposition of Depot paper towels, which are particularly flexible. So far, Depot has challenged Chongqing's high-end facial tissue market. The trumpet sounded.

On Thursday, August 12, advertising slogans such as "Depot" paper towels, which are added with four layers of pliable element, are 4 times stronger when wet, "Be safe when going out, use more paper towels in Depot", are still there As the buzz continues, Procter & Gamble has launched the 1/4 edition of the "Chongqing Evening News" with the largest circulation in Chongqing? Depot competition live event chapter, Are Your Tissues Good? The event welcomes consumers from August 14 to September 5 During the weekends, bring your own paper towels of any brand except Depot, and go to the activity points of major shopping malls in Chongqing to participate in the "Depot Competition". In the event, wet the paper towels to see who can carry one more coin. All contestants You will receive an exquisite gift and participate in the lucky draw in the store. On August 13th, the same layout, the same location, the same content? Consumers began to wait and see. August 14, Saturday, sunny, with a maximum temperature of 38°C. Early in the morning, a large number of P&G on-site promotion staff began to get busy. When each shopping mall opens for business, what is displayed in front of people are uniformly dressed promotional image personnel, lined up promotional booths, and "Depot" standard color activity result record boards. Such a neat and uniform layout immediately attracted the attention of those who passed by. Passers-by, everyone rushed to pass around small posters with product introductions and event contents, and soon the crowd was filled with water. As a result, the on-site commercial video began to be played repeatedly, the promotion staff introduced enthusiastically, and there was an endless stream of contestants. The event site burst into bursts of applause and cheers from time to time.

At 10 a.m., Huolushan City began to reveal its true face. 29℃-30℃-32℃-34℃, the temperature keeps rising, and strings of crystal clear sweat droplets are falling like broken beads. Citizens who have been busy working for a week and have gone out to relax all complain about this. Damn weather. At this moment, a tissue was suddenly handed over from the side to wipe the sweat, aunt?, wipe the sweat, brother?, the day is too hot, please pay attention to the body. The warm words, sincere care, and an inexplicable touch were conveyed ?This is Hengan Group’s heart-to-heart tissue? Caring for you? Big delivery, the same uniform dress, standard and friendly Chongqing dialect, polite actions, caring words, the difference is the feeling of consumers? Not just participation, not It was just an experience, but I was deeply moved. At the same time, I also remembered an equally touching name.

During prime time in the evening, CCTV 1, Chongqing Satellite TV, and Chongqing TV 2 will broadcast the "Heart to Heart" series of commercials on a rolling basis. The advertisement uses emotional appeal to convey that its reliable quality is for the family. A medium of family affection, care and understanding, this commercial is immediately followed by advertisements for other products of Hengan Group. The sentence "Henggan Group, ten years of dedication" runs through the brand concept.

For a time, "Debao" and "Heart to Heart" became hot topics among the citizens after dinner.

In this discussion, P&G’s meticulous market development plan can be seen. In addition to the marketing strategy combination, in addition to advertising, on-site personnel promotion and other forms to make consumers aware of the unique selling point of the product, it is particularly flexible. , and also strengthened the quality image with packaging forms such as higher-than-average prices and unique small openings, and supplemented by consumer preferential measures in the form of lucky draws, small gifts, etc., accelerating the market launch. At the same time, at the channel level, the unified price system, provision of terminal store advertising subsidies, display tool subsidies, special discounts during the development period, etc. also demonstrate the charm of its intermediary marketing mix.

In the face of challenges, Hengan Group, as the leader in Chongqing’s high-end facial tissue market, quickly counterattacked in order to avoid losing its market advantage. Its defensive measures are also unique. It targets the rational demands of competitors, avoids their sharp edges, and uses emotions to penetrate Mainly; increase the intensity of advertising to fight against the enemy below, weakening the effect of rival advertising; under the scorching sun? Care for you? Big distribution, instant emotions, so that the brand is deeply rooted in people's hearts; increase packaging, buy ten and get two free for consumers, further highlight its high quality The low-price positioning relies on its mature channel advantages and the flexibility of the regional organization. It adopts the gift-matching method as a channel measure to further expand the share of paper towels, making the most of the resources owned by a leader.

In this debate, Debao can be regarded as a model for the successful introduction of new products into the market through comprehensive planning. Perhaps the only unexpected thing is that Hengan Group responded so quickly. It seems that domestic companies have begun to mature and become wealthy. combat effectiveness.

Heng'an Group's all-round response is also a successful example of a market leader's active defense in order to maintain its existing market share. The marketing of "Depot" is an exploratory pilot, and "Heart to Heart" draws on the experience of the American Harrell Company's "Prescription 409" spray cleaner defense grocery king Pocket Gamble Company's "Novelty" in the 1960s, ahead of schedule Blocking the intermediate channel to meet terminal consumption needs has extraordinary effects. You know, P&G attaches great importance to data management. Even if the data fed by the market will not affect its next investment portfolio, it will at least affect its judgment.

In late September, the battle between Hengan and Procter & Gamble in Chongqing came to an end. The sales volume of paper towels at Xinxiangyin has doubled compared with the previous month, and Debao can also reach consumers more quickly and conveniently. In the hands of the strong, competition does not mean death for the strong, but growth faster.

Passing by the Yangtze River Bridge, the street signs of Jiefang East Road are being painted with "DEPOTS" in dark blue; packages of "DEPOTS" trial packs have been distributed and appeared in citizens' homes; dark blue "DEPOTS" Treasure display racks have also been placed on the desks of terminal outlets. The next round of battle seems to be in full swing. Procter & Gamble's marketing planning case part 2

Procter & Gamble and disposable diapers In 1956, when Vic Mills, director of the development department of Procter & Gamble, was looking after his newly born grandson, he felt deeply that baskets of dirt were The troubles diapers bring to housewives. The responsibility of washing diapers inspired him. So Mills asked some of his most talented people to research and develop disposable diapers. The idea of ??disposable diapers is not new. In fact, there were already several brands on the American market at that time. But market research shows that for many years this type of diaper has only accounted for 1% of the U.S. market. The first reason is that the price is too high; secondly, parents think that this kind of diaper is not easy to use and is only suitable for use when traveling or when it is inconvenient to change diapers normally. Research results: The market potential of disposable diapers is huge. The United States and many countries around the world are in the midst of a postwar baby boom. Multiply the number of babies by the average number of diaper changes per day and you get a surprisingly large potential sales volume.

It took P&G product developers a year, and the initial prototype consisted of a pleated absorbent pad inside plastic pants. But field trials in the summer of 1958 yielded nothing except negative opinions from parents and prickly heat in babies. In March 1959, Procter & Gamble redesigned its disposable diapers, produced 37,000 designs in the laboratory, and brought them to New York State for field testing. This time, two-thirds of testers rated the product better than cloth diapers. Reducing costs and improving the quality of new products is more difficult than developing the product itself. By December 1961, the project entered the production process and product trial marketing stage that could pass acceptance. The company chose Peoria, the most central city in the United States, to test market the product, which was later named Pampers. Discovered that moms in Peoria love using "Girls" but don't like the 10 cents a diaper price. Test marketing in six locations further demonstrated that a price of 6 cents a piece would make the new product a hit. Procter & Gamble increased production capacity to a level that enabled the company to sell Baby diapers nationwide at that price. Angelica diapers were finally successfully launched and remain one of Procter & Gamble's flagship products to this day.

Procter & Gamble Marketing Case

1. Cultivate and guide consumption

Products must not only meet demand, but also guide and cultivate demand, such as: Have you washed your hair? Let me wash it for you. ?Do you know how to wash your hair? I will teach you how to do it. ?Are you washing well? I will tell you how to wash better. P&G is like a gentle wife who sticks to her husband's side. She not only gives good advice but also practices it. She not only gives advice but also follows the good advice. Procter & Gamble not only teaches people to wash their hair, but also teaches generations of Chinese people to brush their teeth. While gaining economic benefits, it has also gained unprecedented social benefits, which are also long-term. From advocating new concepts of hair washing to guiding people to wash their hair more, from reasonable From brushing teeth to scientifically selecting toothpaste, from washing hands frequently to sterilizing, etc., we guide Chinese consumers to change their life concepts and habits, and provide healthy lifestyles, new health concepts and credible health products to consumers. The visitor first accepted it with some respect, and then worshiped with great piety.

2. Scientific naming and brand image

Procter & Gamble is very particular about brand naming. They understand that an appropriate and wonderful brand name can greatly reduce the consumption of the product. It can stimulate customers' beautiful associations, enhance customers' affinity and trust in the product, and greatly save the cost of product promotion. Procter & Gamble names its product brands through the precise selection or combination of English names (words), so that the Chinese names and English names can harmoniously and appropriately match each other in meaning and pronunciation, accurately reflecting the characteristics of the product and the brand image to be created. As well as consumer positioning, it enhances the image of the brand, such as Pampers, Safeguard, etc., which are all very appropriate. Of course, advertising is essential. Procter & Gamble's annual advertising expenses account for 1/8 of its total annual sales. On the one hand, it advertises on TV, the Internet, and magazines; on the other hand, it hires image spokespersons nationwide, sets up scholarships in colleges and universities, and cooperates with Relevant national departments conduct public welfare activities to increase brand awareness. At the same time, in order to capture the terminal consumer market, Procter & Gamble held nationwide roadshows in rural areas; in cities, Procter & Gamble's products are carefully displayed in supermarkets and shopping malls, occupying a large amount of shelf space and easily attracting consumers. the person’s attention. Through advertising, the brand's visibility and reputation are effectively improved.

3. Knowledge Marketing

Knowledge marketing means that enterprises inject knowledge content into the marketing process to help consumers increase their product knowledge and improve consumer quality, so as to sell products and develop new products. market purpose. P&G's knowledge marketing is very typical, creating a series of concepts in the marketing process. In shampoo and hair care products, this marketing concept has been applied to the extreme. Each brand is given a certain amount of knowledge and a concept is created, thereby giving each brand a personality.

For example, the specialty of "Head and Shoulders" is to remove dandruff; the specialty of "Pantene" is to nourish and care for hair; and the specialty of "Rejoice" is to make hair smooth and supple; "Vassoon" is positioned to regulate moisture and nutrition; Runyan is positioned to be darker and more vital. In advertising, the application of knowledge and concepts is also vividly displayed.

Take a look at Head & Shoulders’ advertisement: Head & Shoulders shampoo, with its sea-blue packaging, first reminds people of the blue sea, bringing a fresh and cool visual effect. It can eliminate dandruff without a trace and make your hair beautiful. The cleaner advertising slogan further establishes the belief in consumers that Head & Shoulders will eliminate dandruff; look at Pantene: It is rich in provitamin B5, which can penetrate from the hair roots to the ends of the hair to replenish nutrients. Makes hair healthy and shiny, highlighting the nutritional personality of Pantene; Rejoice: Contains silky moisturizer, shampooing and conditioning hair in one go, making hair elegant and supple. The advertising slogan is accompanied by a girl shaking her hair like silk. The picture of hair deepens consumers' impression of the elegant and smooth effect of "Rejoice". Through accurate market segmentation and positioning, it effectively blocks the entry of competitors; and the implementation of knowledge marketing gives the brand a distinctive personality and enhances the brand's core value.

IV. Interest appeal and emotional appeal

Interest appeal is to deduce the concept from the efficacy of the brand; emotional appeal is to deduce the concept from the emotional connection with consumers. Procter & Gamble's advertising appeals pay great attention to interests. For example, Crest and the National Dental Prevention Group promote the tooth prevention and tooth care concept of "root cavity prevention"; Safeguard and the Chinese Medical Association promote the concept of "health, sterilization, and skin care"; The concept of anti-dandruff, health, smoothness, etc. of hair water. This is all the interests of the brand. In addition, P&G's brand has also strengthened its emotional appeal. For example, in the past two years, Rejoice has promoted the concept of confidence, from "Rejoice Quarrel Chapter", "Rejoice Teacher Chapter" to the current "Rejoice Conductor" ?, Rejoice advertisements all use self-confidence as the brand's appeal. In addition, Rejoice has also successively launched a series of activities such as "Rejoice Confidence Academy", "Multiple Challenges", "Same Confidence", "Newcomers in the Workplace", "Speak Your Confidence", etc., to interpret the concept of "Confidence" to perfection. In terms of advertising communication, especially television advertising, P&G has a successful formula. First, P&G will first point out a problem you are facing to attract your attention. Then, the advertisement will quickly tell you that there is a solution, which is P&G's product. This product will usually be repeated several times throughout the advertisement. The focus of the advertisement is to clearly emphasize the benefits that P&G can bring to you. Through the organic combination of interest appeals and emotional appeals, the cultural connotation of the brand is greatly improved.

5. Brand Manager

P&G's brand strategy not only gives the company a good image and high reputation in society, but also cultivates a large number of loyal customers. Achieving high customer satisfaction has gained a competitive advantage for the company's sustainable development. Procter & Gamble is the first company in the world to launch the brand manager system, that is, "one person is responsible for one brand". Brand managers must know the brands they are responsible for better than anyone in the company. By implementing the business strategy of one brand, multiple brands, and category management, P&G creates competition within its own products, allowing P&G products to occupy an absolute leadership position in the daily consumer goods market.

6. Corporate Citizens

Over the past 19 years, P&G has been playing the role of a qualified corporate citizen in China, and has donated a total of more than 60 million to various public welfare undertakings in China. RMB is used in various aspects such as education, health and disaster relief. For example, P&G donated a total of 24 million yuan to the Hope Project from 1996 to 2005 and built 100 Hope Primary Schools in 27 provinces and autonomous regions across the country. It has the largest number of Hope Primary Schools among Chinese multinational companies; for example, in April 1998, when the former chairman of P&G visited China, P&G donated RMB 10.7 million to Tsinghua University to introduce the most advanced experimental instruments in the world to help improve The school's teaching and experimental facilities are used to undertake scientific research projects jointly cooperated by P&G and Tsinghua University. At the same time, it donated 7 million yuan to the Ministry of Education to support adolescent health education in primary and secondary schools; for example, P&G donated to the Wildlife Conservation Fund P&G will donate 1.5 million yuan to protect the national treasure giant panda, etc. Through charity activities, event marketing, etc., P&G continues to strive to improve corporate economic benefits while fulfilling corresponding social responsibilities, paying attention to the satisfaction of stakeholders, and then achieving higher reputation and popularity.

In short, successful companies have their own core competitiveness. As a well-known company in daily chemical products, Procter & Gamble has achieved success in China through innovative localized marketing strategies, shaping an excellent image and guiding and cultivating market demand. With the rapid development, as the competition in the external environment becomes increasingly fierce, P&G is advancing with the times and the market to win greater market and development space. Procter & Gamble's Marketing Planning Case Part 3

Procter & Gamble has always been regarded as a teacher by Chinese daily chemical companies. Not to mention the advantage of scale, P&G's global sales in 2000 were US$39 billion. In the same year, the sales of Naisi, the largest company in China's daily chemical industry, were RMB 2.5 billion. Just talking about the series of practices adopted by P&G after it established a joint venture in China in 1988 is worth learning from Chinese companies for a long time. It first implemented a multi-brand strategy in China. At that time, people couldn't understand: Why does a company have to have so many brands? Isn't it fighting against itself? But they have a way to put more than ten brands on the market. At the top of the share rankings, it was only then that Chinese companies as challengers understood that they had also taken into account market segments, and their different brands played different roles in occupying different groups of people. ; College students couldn’t figure it out at first, why P&G didn’t look at their own test scores, and what exactly did its set of recruitment test questions want to test? Only later did it become clear that P&G’s idea was that no matter what the students’ test scores were, the key was their To find the people it needs: team spirit and communication skills are what it needs most.

There are many things like this. P&G's in-depth distribution plan, its channel cultivation, and its logistics and distribution are traditional things in P&G, and some people are still wondering why it does what it does.

Procter & Gamble, the teacher, is not just talking the talk. While bringing a series of international standard practices, he has also put a large share of the Chinese market into his own pocket with a smile. It accounts for 60% of the shampoo market; 36% of the soap market; 14% of the washing powder market; and toothbrushes, toothpaste, skin care products, etc.? For a long time, it also froze several companies like Beijing Panda. , Guangzhou Jiehua, a brand that was originally famous in China.

However, the life of the teacher P&G may be a bit sad recently, and the eyes surrounding it are no longer as high as before: Blue Moon is in a lawsuit with P&G, and P&G is accused of infringement; Procter & Gamble's sanitary napkins, Hushu Bao, suffered from mildew; Procter & Gamble laid off employees; a large-scale price war emerged in the laundry detergent market, and P&G was forced to fight; domestic brands that had been frozen by P&G for many years have come back one after another.