Marketing case analysis of Procter & Gamble Company

International marketing strategy is an important part of coping with fierce international market competition. P&G integrated international marketing strategies and applied them to actual marketing, forming its own unique marketing model. To this end, I will sort out the marketing case analysis of P&G for you. Please refer to.

A Case Study of Procter & Gamble's Marketing (1)

With the improvement of living standards and the awakening of outdoor hygiene awareness, the paper towel market is growing rapidly. In recent years, Hengan Group has launched 1998 in Chongqing by virtue of its brand advantage. Soul mate? With its high value and low price positioning and a series of positive brand promotion measures, series of paper towels are gradually loved by Chongqing consumers. 1998 Market research data shows? Soul mate? Paper towels have accounted for 1/3 of the high-grade paper towel market in Chongqing, occupying a leading position in the market.

After P&G launched dozens of powerful brands such as Rejoice, Head & Shoulders, Bilang and Tide, it decided to launch its German-made products in Hong Kong and Chongqing as a pilot in 1999? Debao? Series of paper towels come from behind with its consistent comprehensive, continuous, multi-level and large investment marketing model, which unifies the high-grade paper towel market. Market encounters are inevitable.

On August 7th, 1999, Debao Advertising held Debao Competition. In the prime time of Chongqing Satellite TV and Chongqing Channel 8, the advertisement tries to express Debao paper towels from the unique perspective of consumers' meticulous life experience through the different performances of the two kinds of paper towels in the same use environment. Particularly flexible? This unique sales proposition, so far? Debao? The horn that challenges Chongqing's high-grade towel market blows.

On Thursday, August 12, at? Debao? Tissue? Four layers of toughening agent are added, and the toughness is four times when wet? 、? Go out with a tissue? When the advertising slogan was still ringing in my ears, P&G launched the Chongqing Evening News with the largest circulation 1/4? Debao Live Activity: Are your tissues okay? Consumers are welcome to bring any brand of paper towels except Debao on the weekend of August1April-September 5 to participate in the activities of supermarkets in Chongqing? Debao contest? During the activity, we will see who can bear an extra coin after the paper towel is wet. All participants will receive a beautiful gift and participate in the in-store lucky draw. August 13, same layout, same location, same content? Consumers began to wait and see. Saturday, August 14, sunny, with the highest temperature of 38℃. Early in the morning, a large number of P&G field promoters began to get busy. When the shopping mall opens, people are presented with uniformed promotional image personnel and lined-up promotional booths. Debao? Standard color activity result recording board? This unified arrangement immediately attracted passers-by to watch, and everyone rushed to circulate small posters of product introductions and activities, and soon they flooded in. As a result, the on-site commercials began to be played repeatedly, and the promoters introduced them enthusiastically, and the contestants kept coming? Applause and cheers broke out from time to time at the event site.

In the morning 10, Huoshancheng began to show its true colors. 29℃-30℃-32℃-34℃, the temperature rises all the way, and a string of glittering and translucent sweat drops is more like a broken bead. After a busy week's work, citizens who are easy to go out complain about this fire-like weather. At this moment, suddenly handed me a paper towel to wipe the sweat, aunt? ,? Why don't you wipe your sweat, brother? It's too hot, please pay attention to the warm words of the body, sincere concern, and an inexplicable touch? Is this the soul mate organization of Hengan Group? Care about you? What's the difference between the same delivery, the same dress, the standard and friendly Chongqing dialect, polite behavior and thoughtful words? Not only participating, not only experiencing, not only being deeply moved, but also remembering an equally touching name? .

In the evening, CCTV 1, Chongqing Satellite TV, and Chongqing Radio 2 will broadcast in rolling mode during prime time? Soul mate? A series of advertisements convey their reliable quality with emotional appeal, and are the media of family affection, care and understanding. This advertisement is followed by advertisements for other products of Hengan Group. Hengan group, ten years of dedication? Run through the brand concept.

At that time? Debao? 、? Soul mate? It has become a hot topic for the public after dinner.

This time, P&G's elaborate marketing plan can be seen. In the combination of marketing strategies, it is divided into advertisements, on-site personnel promotions and other forms to let consumers know about the products. Particularly flexible? In addition to this unique selling point, the quality image is enhanced through packaging forms such as exceeding the general price and unique pull-ups, supplemented by consumer preferential measures such as lottery and small gifts, which accelerates the market launch. At the same time, at the channel level, we should unify the price system, provide advertising subsidies for terminal stores, subsidies for display tools, and special discounts during the development period. It also shows the charm of its middleman marketing combination.

Facing the challenge, Hengan Group, as the market leader of high-grade facial tissues in Chongqing, aimed at the rational demands of competitors and avoiding their sharp edges, focused on emotional penetration, took unique defensive measures to avoid the loss of market advantages and quickly counterattacked; Intensify advertising, meet the following challenges and weaken the advertising effect of opponents; Under the scorching sun? Care about you? Big launch, that is, the situation is immediate, so that the brand is deeply rooted in the hearts of the people; The preferential treatment for consumers to buy ten and get two free further highlights its positioning of high quality and low price, and relies on its mature channel advantages and the flexibility of regional organizations to take the form of giving as a channel measure to further expand the share of paper towels? Use the resources owned by leaders to the extreme.

This debate, Debao? It is a model for new products to successfully enter the market in all directions. Perhaps the only unexpected thing is that Hengan Group responded so quickly. It seems that domestic enterprises have begun to mature and full of fighting capacity.

Hengan Group's all-round challenge is also a successful example for market leaders to take the initiative to defend and maintain the existing market share. ? Debao? Our marketing is an exploratory pilot, and? Soul mate? Learn from Harrell Company in the United States in the 1960s? Prescription 409? Spray cleaner defends the grocery store king Pokkai Gambo Company? Novel experience, blocking the intermediate channel in advance to meet the terminal consumption demand, the effect is extraordinary. We should know that Procter & Gamble attaches great importance to data management, and the data fed back by the market will at least affect its judgment, even if it will not affect its next investment portfolio.

In late September, the dispute between Chongqing Hengan and Procter & Gamble came to an end. Soul mate? Compared with last month, the sales of paper towels have doubled. Debao? It can also reach consumers faster and more conveniently. For the strong, competition has not disappeared, but has grown faster.

Passing the Yangtze River Bridge, the signpost of Jiefang East Road is being brushed? Debao? Dark blue dress; A bag? Debao? The fitting has appeared in the citizens' homes by express delivery; Dark blue? Debao? Is the display shelf also placed on the table of the end net? The next round of war seems to be in full swing.

A Case Study of Procter & Gamble's Marketing (Ⅱ)

Vic diapers 1956, director of development department of P&G company and P&G company? While looking after her newborn grandson, Mills deeply felt the troubles brought by baskets of dirty diapers to housewives. The responsibility of washing diapers inspired him. Therefore, 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 in the American market at that time. However, market research shows that this kind of diapers only accounts for 1% of the American market for many years. The first reason is that the price is too high; Secondly, parents think that this kind of diaper is not easy to use, and it is only suitable for traveling or when it is inconvenient to change diapers normally. Survey results: The market potential of diapers is huge. The United States and many countries in the world are at the peak of baby birth after the war. Multiply the number of babies by the average number of diapers to be changed every day, and you can get an amazing potential sales. The product developers of Procter & Gamble spent a year, and the initial sample was to put a pleated absorbent pad in plastic underwear. However, in the summer of 1958, the results of the field test were nothing but the negative opinions of parents and the prickly heat on the baby. 1959 In March, Procter & Gamble redesigned its disposable diapers, and produced 37,000 models in the laboratory and took them to New York State for field testing. This time, two-thirds of the testers think this product is better than cloth diapers. It is more difficult to reduce the cost and improve the quality of new products than to develop the products themselves. By 196 1 year 65438+February, the project has entered the stage of production technology and product trial sale that can pass the acceptance. The company chose Peoria, a city in the central United States, to try this product, which was later named? Jiaowa? (Pampers) products. Found that Pioria's mother likes to use it? Jiaowa? But I don't like the price of a diaper 10 cents. Trial sales in six places further show that this new product can sell well at a price of 6 cents per piece. Procter & Gamble has raised its production capacity to the level that it can sell baby diapers nationwide at this price. Jiaowa diapers have finally been successfully listed and are still one of P&G's fist products today.

P&G marketing case

First, cultivate and guide consumption.

Products should not only meet the demand, but also guide and cultivate the demand, such as? Did you wash your hair? Let me help you. ? Can you wash your hair? I'll teach you how to wash it. ? Did you wash well? I'll tell you how to wash it. Procter & gamble is like a gentle wife, attached to her husband's side, not only to coax, but also to practice; You not only pay attention to your life, but also take good advice. P&G not only teaches people to wash their hair, but also teaches generations of people in China to brush their teeth. At the same time, it has achieved unprecedented and long-term social benefits. From advocating a brand-new shampoo concept to instructing more people to shampoo, from brushing their teeth reasonably to choosing toothpaste scientifically, from washing their hands frequently to sterilizing, we will guide China consumers to change their life concepts and habits, and jointly give them a healthy lifestyle, a brand-new health concept and credible health products. Consumers first accept them with some respect.

Second, scientific naming and brand image.

Procter & Gamble is very particular about brand naming. They know a proper and wonderful brand name, which can greatly reduce the resistance of products being recognized by consumers, stimulate customers' beautiful associations, enhance customers' affinity and trust in products, and greatly save the cost of product promotion. Procter & Gamble Company names its product brands through the precise choice or combination of English names (words), so that Chinese names and English names can be well coordinated in meaning and pronunciation, accurately reflecting the characteristics of products, the brand image to be molded and the consumption orientation, and enhancing the brand image, such as Pampers and Shufujia. Of course, advertising is indispensable. Procter & Gamble's annual advertising expenses account for 1/8 of the total annual sales. On the one hand, through advertisements on TV, Internet and magazines; On the other hand, brand awareness can be improved by hiring image spokespersons nationwide, setting up scholarships in colleges and universities, and engaging in public welfare activities with relevant state departments. At the same time, in order to occupy the terminal consumer market, in rural areas, P&G has engaged in nationwide roadshows. In cities, P&G's products are well displayed in supermarkets and shopping malls, occupying a lot of shelf space and easily attracting consumers' attention. Through advertising, the brand's popularity and reputation have been effectively improved.

Third, knowledge marketing.

Knowledge marketing means that enterprises inject knowledge into the marketing process to help consumers increase their understanding of goods and improve their quality, so as to achieve the purpose of selling goods and opening up markets. P&G's knowledge marketing is typical and has created a series of concepts in the marketing process. In shampoo and hair care products, this marketing concept has been applied to the extreme, and each brand has been given certain knowledge to create a concept, thus giving each brand a personality. For example,? Head and shoulders Personality is to remove dandruff; ? Pan Ting? Personality lies in the nutrition and health care of hair; And then what? Soft? Personality is to make hair smooth and supple; ? Sassoon? Its orientation is to regulate water and nutrition; ? Run Yan? It is positioned to be darker and more energetic. In advertising, the application of knowledge and concepts is also incisive.

Look at the advertisement of Head & Shoulders: Head & Shoulders shampoo and sea blue packaging, which first reminds people of the blue sea and brings fresh and cool visual effects. Dandruff disappears and hair is cleaner? Advertising language has further established its position in the minds of consumers? Head and shoulders The belief of removing dandruff; Look at Pan Ting:? Rich in provitamin B5, it can penetrate from the hair roots to the hair tips, replenish nutrition and make the hair healthy and shiny? Outstanding? Pan Ting? Nutritional personality; Rejoice: Moisturize hair with silk, shampoo and protect hair at one time, and make hair elegant and supple? The advertising slogan with a picture of a girl shaking her silky hair deepened consumers' understanding of it. Soft? Elegant and supple effect. Through accurate market segmentation and positioning, effectively block the entry of competitors; The implementation of knowledge marketing will make the brand have distinct personality and enhance the core value of the brand.

Fourth, interests and emotional demands.

Interest appeal is to deduce the concept from the efficacy of the brand; Emotional appeal derives the concept from the emotional connection with consumers. Procter & gamble's advertising appeal pays great attention to interests, such as? Crest? Promote it with the National Dental Prevention Team? Root borer control? The concept of tooth prevention and protection; ? Where's Shu Promotion with Chinese Medical Association? Health, sterilization, skin care? The concept of; Shampoo? Dandruff removal, healthy and supple? Ideas, etc. This is all the interests of the brand. In addition, the brand of P&G has also strengthened its emotional appeal. For example, in the last two years, Rejoice has played a banner of self-confidence. Happy quarrel? 、? Miss Rejoice? Up to now? Floppy command? Rejoice advertising takes self-confidence as the appeal point of the brand. Besides, Rejoice has been launched one after another? Rejoice confidence college? 、? Multiple challenges? 、? Equally confident? 、? Newcomers in the workplace? 、? Tell me about your confidence? What will happen after a series of activities? Confidence? This concept has been perfectly interpreted. In advertising communication, especially TV advertising, P&G has a set of successful formulas. First, P&G will point out a problem you are facing to attract your attention. Then, the advertisement will soon tell you that there is a solution, that is, P&G products, which usually appear several times in the whole advertisement. Advertising focuses on clearly emphasizing what benefits P&G can bring to you, and through the organic combination of appeal and emotional appeal, the cultural connotation of the brand is greatly enhanced.

Verb (abbreviation for verb) brand manager

The brand strategy of Procter & Gamble not only makes the company have a good image and high reputation in the society, but also cultivates a large number of loyal customers, obtains high customer satisfaction and wins a competitive advantage for the company's sustainable development. P&G is the first in the world to introduce the brand manager system, namely? One person is responsible for a brand? Brand managers must know the brand they are responsible for better than anyone else in the company. By implementing the business strategy of multi-brand and category management, P&G forms competition within its own products, making P&G products occupy an absolute leading position in the consumer goods market.

Intransitive verb corporate citizen

In the past 19 years, P&G has been playing the role of a qualified corporate citizen in China. The total donation to various public welfare undertakings in China has exceeded 60 million RMB, which is used for education, health and disaster relief. For example, during 1996-2005, P&G donated RMB 24 million to Project Hope, and built 100 primary schools in 27 provinces and autonomous regions, which is a multinational company in China. For example, during P&G's visit to China in April, 1998, P&G donated RMB107,000 to Tsinghua University, introduced the most advanced international experimental instruments, helped improve the teaching and experimental facilities of the school, undertook scientific research projects jointly undertaken by P&G and Tsinghua University, and donated RMB 7 million to the Ministry of Education to support the health education of adolescents in primary and secondary schools; For example, Procter & Gamble donated 6.5438+0.5 million yuan to the Wildlife Conservation Foundation to protect the national treasure giant panda. Through public welfare activities and event marketing, Procter & Gamble Company continuously strives to improve the economic benefits of the enterprise while fulfilling its corresponding social responsibilities and paying attention to the satisfaction of stakeholders, thus gaining a high reputation and popularity.

In short, successful enterprises have their own core competitiveness. As a well-known enterprise of daily chemical products, P&G has achieved rapid development in China by innovating local marketing strategy, shaping excellent image, guiding and cultivating market demand. With the increasingly fierce competition in the external environment, P&G is advancing with the times and winning more market and development space.

The third marketing case analysis of Procter & Gamble Company

P&G has always been regarded as a teacher by daily chemical enterprises in China. Needless to say, the global sales of P&G in 2000 was $39 billion, and the sales of Ness, the largest daily chemical company in China, was RMB 2.5 billion in the same year. From 65438 to 0988, a series of practices of P&G after establishing a joint venture company in China are worth learning from China for a long time. First, it implemented a multi-brand strategy in China. At that time, people couldn't understand: why did a company build so many brands? Aren't you fighting yourself? However, people just have a way to make more than a dozen brands top the market share list. At this time, China Company, as a challenger, realized that people had taken the subdivided market into consideration, and its different brands played different roles in occupying different groups of people. At first, college students didn't understand why P&G didn't look at its exam results. What did it want to test in the recruitment exam? It was not until later that I realized that P&G's idea was that no matter what the students' test scores were, the key was to find the people it needed: team spirit and communication skills were what it needed most.

There are many such things. P&G's deep distribution plan, channel cultivation and logistics distribution are the traditions of P&G, and some people still want to know why.

As a teacher, P&G can not only speak, but also do. While bringing a series of international standard practices, it also happily pocketed most of the market share in China. 60% of the shampoo market; It accounts for 36% of the soap market; Accounting for 0/4% of the washing powder market/kloc-; There are toothbrushes, toothpaste, skin care products and so on? For a long time, it also froze several famous brands in China, such as Beijing Panda and Guangzhou Jiehua.

However, the life of teacher P&G may be a little sad recently, and the eyes around him are no longer as upward as before. Blue moon? Litigation with Procter & Gamble, Procter & Gamble was accused of infringement; P&G sanitary napkins? Where is Hu? A mildew event occurred; P&G layoffs; A large-scale price war broke out in the washing powder market, and P&G was forced to participate in the war. Domestic brands frozen by P&G for many years are back.

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