寶潔公司中英文介紹實(shí)用教案

1、第1頁(yè)/共14頁(yè)第一頁(yè)，共15頁(yè)。 寶潔公司（Procter & Gamble），簡(jiǎn)稱P&G，是一家美國(guó)消費(fèi)日用品生產(chǎn)商，也是目前全球最大的日用品公司之一?？偛课挥?wiy)美國(guó)俄亥俄州辛辛那堤，全球員工100,000多人。是財(cái)富500強(qiáng)中第十大最受贊譽(yù)的公司。P&G (Procter & Gamble), hereinafter referred to as P&G, is a U.S. consumer commodity producers, is currently the worlds largest commodity one of comp

2、anies. Headquartered in Ohio, USA. 30 dike, staff more than 100000 people around the world. Is the tenth largest in the fortune 500 most admired companies. 第2頁(yè)/共14頁(yè)第二頁(yè)，共15頁(yè)。始創(chuàng)于1837年的寶潔公司，是世界(shji)最大的日用消費(fèi)品公司之一。寶潔公司全球雇員10多萬(wàn)人，在全球80多個(gè)國(guó)家設(shè)有工廠及分公司，所經(jīng)營(yíng)的300多個(gè)品牌的產(chǎn)品暢銷160多個(gè)國(guó)家和地區(qū)，其中包括織物及家居護(hù)理、美發(fā)美容、嬰兒及家庭護(hù)理、健康護(hù)理、食品

3、及飲料等。Was founded in 1837, procter & gamble company, is one of the worlds largest consumer goods company. Procter & gamble company employees more than 10 ten thousand people worldwide, more than 80 countries around the world with factories and branches, operating more than 300 brands of produ

4、cts sold more than 160 countries and regions, including fabric and home care, beauty salon, baby and family care, health care, food and beverage, etc. 第3頁(yè)/共14頁(yè)第三頁(yè)，共15頁(yè)。公司(n s)形式：寶潔公司(n s)是股份制公司(n s)The company form Procter & gamble company is a joint-stock company. 第4頁(yè)/共14頁(yè)第四頁(yè)，共15頁(yè)。式來(lái)統(tǒng)一策劃和統(tǒng)一運(yùn)作。T

5、he marketing strategyP&g is the worlds top 500 enterprises, daily chemical industry in China accounted for half of its marketing and brand strategy will be written to the various textbooks, investigate its successes, mainly displays in the following aspects: many kinds of strategy from the soap,

6、 toothpaste, mouthwash, and to the toilet paper, facial tissue, across the cleaning supplies, food, paper products, medicine and other industries. With sufficient working capital to date in the form of a joint venture to unified planning and unified operation. 第5頁(yè)/共14頁(yè)第五頁(yè)，共15頁(yè)。寶潔公司產(chǎn)品定價(jià)方法(fngf)和策略：P&

7、amp;g company product pricing methods and strategies 寶潔公司運(yùn)用了多種定價(jià)的方法和策略：比如：需求導(dǎo)向定價(jià)、競(jìng)爭(zhēng)導(dǎo)向定價(jià)、低價(jià)滲透(shntu)策略、組合定價(jià)策略、適時(shí)調(diào)整價(jià)格策略等。 Using a variety of pricing methods and strategies of procter & gamble, for example: demand-based pricing, competition oriented pricing, low penetration strategy, pricing strate

8、gy, adjust price strategy, etc.第6頁(yè)/共14頁(yè)第六頁(yè)，共15頁(yè)。銷售渠道銷售渠道(qdo) Sales channels分銷渠道分銷渠道(qdo) The retail channel 零售渠道零售渠道(qdo) The distribution channels 第7頁(yè)/共14頁(yè)第七頁(yè)，共15頁(yè)。寶潔的品牌宣傳(xunchun)策略品牌宣傳策略重在制造概念，而寶潔的廣告策略就是典型的概念營(yíng)銷。在寶潔的廣告策略中，這一營(yíng)銷理念被應(yīng)用到了極致，每個(gè)品牌都賦予(fy)了一個(gè)獨(dú)特的概念。 Branding strategy focuses on manufacturi

9、ng concept, and the concept of p&gs advertising strategy is a typical marketing. In p&gs advertising strategy, the marketing concept is applied to perfection, each brand is endowed with a unique concept. 第8頁(yè)/共14頁(yè)第八頁(yè)，共15頁(yè)。 比如：海飛絲的廣告：海藍(lán)色的包裝，首先讓人聯(lián)想到尉藍(lán)色的大海，帶來(lái)清新涼爽的視覺效果，一貫由名人代言的“頭屑去無(wú)蹤，秀發(fā)更干凈”的廣告語(yǔ)，更

10、進(jìn)一步在消費(fèi)者心目中樹立起“海飛絲”去頭屑的信念。 寶潔產(chǎn)品定位于高檔品，寶潔的品牌定位于高檔品品牌。寶潔廣告的品牌定位是明確和一貫的：飄柔關(guān)于自信的品牌精神定位，沙宣主導(dǎo)(zhdo)時(shí)尚。 Such as: head and shoulders of advertising: the packing of the navy, first of all, reminiscent of the commandant blue sea, bring pure and fresh and cool visual effects, always by the celebrity endorsement

11、 scurf going we know not how, the hair is more clean slogan, further in the consumer mind set up head & shoulders dandruff belief. P&g product positioning in the high-end products, procter & gambles brand positioning in the high-end products. P&g advertising brand positioning is clea

12、r and consistent: rejoice about confidence spirit of the brand positioning, vs dominant fashion. 第9頁(yè)/共14頁(yè)第九頁(yè)，共15頁(yè)。 未來(lái)(wili)發(fā)展趨勢(shì)The future development trend第10頁(yè)/共14頁(yè)第十頁(yè)，共15頁(yè)。二十年來(lái)，寶潔向中國(guó)的各項(xiàng)公益事業(yè)捐款的總額已超過(guò)五千四百萬(wàn)元人民幣，用于教育、衛(wèi)生及救災(zāi)等各個(gè)方面。例如(lr)：寶潔在1996-2005年期間向希望工程累計(jì)捐款兩千四百萬(wàn)元人民幣，在全國(guó)27個(gè)省、自治區(qū)興建了100所希望小學(xué)，是在華跨國(guó)公司中希望小學(xué)

13、數(shù)目最多的公司。Twenty years, the total amount of the procter & gamble in all kinds of public welfare donations to China has more than fifty-four million yuan, used in various aspects such as education, health and disaster relief. Procter & gamble, for example, during the period of 1996-2005 to the

14、project hope donation of RMB twenty-four million yuan, in the national 27 provinces, autonomous regions built 100 hope primary schools, hope primary school in multinational corporations in China is the highest number of the company. 第11頁(yè)/共14頁(yè)第十一頁(yè)，共15頁(yè)。展望未來(lái)，寶潔將秉承公司(n s)的根本宗旨，成為并被公認(rèn)為全球最優(yōu)秀的日用消費(fèi)品公司(n s)。寶潔將以“親近生活，美化生活”為本，努力向中國(guó)的消費(fèi)者提供更多、更好的品牌產(chǎn)品及服務(wù)，使他們的生活越來(lái)越完美。Looking forward to the future, p&g will uphold the companys fundamental purpose, be and is recognized as the worlds most excellent consumer goods company. P&g will be based on close to life, beautification life, to the Chinese consu