寶潔公司英文介紹

P&GBriefintroductionTargetmarketstrategyMarketingmix(4ps)SummaryBriefintroductionFoundedin1837OneofthelargestconsumerproductscompaniesUS$68.2billionRanked74thI.CompanyDescriptionWilliamProcterandJamesGamble,inCincinnati,Ohio,foundedProcterandGamblein1837.Theystartedthebusinessbymakingandsellingtheirownsoapandcandles.OnOctober31,1837,theyformalizedtheirrelationshipbysigningapartnershipagreement.Thepartnershipflourishedunderthetwofoundersandfamilymembersbecameinvolvedinthebusiness.In1879,JamesNorrisGamble,asonofJamesGamble,andHarleyProcter,asonofWilliamProcter,createdawhitesoapequaltootherhighqualitysoapsinthemarketplace,whichtheynamedIvory.Thisproductbecameahugesuccessforthecompanyandremainsoneoftheirmostrecognizedproducts.ProcterandGambleslowlystartedreleasingdifferenttypesofproductssuchaslaundrydetergent,diapersandtoothpaste.Theyhavecontinuedtobeinnovatorsinhouseholdproductsthroughoutthedecadesandtoday,ProcterandGamblehasnearly300brandsinover160countries.TheyareconstantlyresearchinganddevelopingnewproductsthatrangefromPersonalandBeauty,HouseandHome,HealthandWellness,Babyandfamily,toPetCareandNutrition.Theyarecommittedtohelpingconsumerswithhealth,hygiene,andconvenience.Thecompanyisbrokenintothreedifferentsegments:HealthandBeauty,Householdcare,andGillette.Theirproductsaresoldthroughmerchandisers,grocerystores,clubs,anddrugstores.P&G80countriesMorethan300brandsin160countries.BeautycareHouseholdcareGilletteThreebilliontimesadayP&GChinaP&GenteredMainlandChinain1988byestablishingitsfirstjointventureinGuangzhouBeijingChengduGuangzhouDongguanTianjinShanghaiNanpingAchievements17%11%14%8%Skincare15%Babycare33%Others Safeguard,TideandGillettearecurrentlyNo.1brandsinpersonalcleansing,powerdetergentandmalegroomingmarket.P&GBriefintroductionTargetmarketstrategyMarketingmix(4ps)SummaryTargetmarketstrategyBeingthatProctorandGamblehassuchlargediverseproductlines,theirtargetmarketismorethanjustonedefinedmarket.ProctorandGamblehasgonetogreatlengthstorecoverdatatodeterminetheirtargetmarketwithsomeindividualproducts.Fromonlinesurveys,P&Gfoundthat80percentofthepotentialbuyerswerewomanbetweentheagesof35-54.Thisinformationfurtherhelpedthemnarrowdowntoaspecificbuyerwithoneproduct.Also,ProctorandGamblewentasfarasvideotapingconsumersathome,basicallytheirownrealityTV,tolearnabouttheconsumersandtorevealmoreaboutwhatthesurveysdidn’tshow.AsfortheproductssoldatProctorandGamble,thetargetmarketseemstopointtostay-at-homeparents,morespecificallymotherswithchildren.ProctorandGambleusesthismotherlytargetmarketinthesetupoftheirwebsite,,basingpictures,captionsandarrangementaroundthefemaleattraction.P&GbrandsusethesametargetmarketsastheP&GwebsiteintheirTVcommercials,magazineadsandotheradvertisements().Mostoftheirproductsareusedforhomepurposes.P&Gusetargetmarketing,buttheirproductsaresowellknownandusedthatnotverymuchtargetmarketingisneeded,duetobrandrecognition.Whilenotasbigasthehomeownermarket,ProcterandGamblealsooffersbusiness-to-businessselling.P&Ghasbuiltastrongbrandnamerecognitionfortheirproductsandknowthatemployeesandcustomersofthesebusinesseswillfeelmorecomfortablewiththesegoodsbecausetheyusethesameproductsathome.Business-to-BusinesssellingisanothertargetmarketforProcterandGamble.P&GBriefintroductionTargetmarketstrategyMarketingmix(4ps)Summary

Advantages:setupthebrandandthecompany’simagesuccessfullyhighqualityandlocalizationoftheproductsupdateproductscontinuouslythediversityofproductDisadvantages:toomanybrandcausebrandconfusionalargenumberR&DinvestmentmakethecosthigherProductstrategyPlace/distributionP&Gisthefirstmarketestablishedacompletesenseofthedistributionmarketsystem,includinghowtodistribution,howtoputproductsontheshelf,howtohelpsale,postersandsoon.Inthechoiceofdealers,P&Gusuallychoose2dealersinoneregionearly.Becausetheycanproducecompetitionbetweenthem.Thereby,theywouldbetterperformedintheserviceoftheendcustomer.ithasestablishedasetofbusinesssystemcalleddistributornetworkinformationtradingplatform.,Thisisinordertoimprovetheefficiencyofdistribution.P&Gbeganrelyonbigdistributors,andimprovetheabilityofdistributors,andstarttoreducethenumberofdistributors,washoutthosewhocouldn’tkeepupwiththedevelopmentofthesituations.寶潔促銷活動圖片[源文件,PSD]寶潔促銷活動圖片[源文件,PSD]

PromotionProctorandGamblehastheirownpromotionsloganwhileeachoftheirbrandshastheirownuniquemarketingplangearedtowardtheirtargetmarket.P&G’ssoapandbodywashessegmentisnodifferent.Eachbranddirectlytargetstheirproductstowardsaspecificgroup.Ivoryfocusesonthefamily.Theyviewfamiliesasthekeyconsumersoftheirproducts.WhileOlayproductsaremarketedtowardwomen,particularlywomenintheir30sandolder.Theyofferproductsthathelpwomenhavehealthier,youngerlookingskin.ProcterandGamblebrandseachhavetheiruniquepromotionplantoattracttheconsumerswithintheirtargetmarket.ButeachofthesebrandsandtheirpromotionalplanfallsunderP&G’svaluesandprinciples.P&Gwantsalltheirbrandsandproductstobetterthecustomersby“touchinglives,improvinglife”.Price

DuetoProcterandGamble’slargearrayofproducts,thepricesoftheseproductsarevaried.WecouldnotfindanyinformationontheexactpricesofsomeoftheP&Gbrandsofsoapsandbodywashes.Butbaseduponwheretheproductsaresold,thepricescanbeconsideredtobeofthelowerend.Theirpriceswouldbereasonablesothateveryonecouldaffordtheirproducts.P&Gproductsarenotup-scaled,topofthelineintheirproductcategoriesbutareratheraproductthatwillmeettheneedsofthoseconsumersinP&G’stargetmarketsatapricethattheconsumerwouldbewillingtospendontheproduct.

Thepricefactorhasagreatinfluenceonconsumers;therefore,thenewpricingstrategywillbeaturningpointforP&GtodevelopintheChinesemarket.P&Gbeginstoadjustitsretailpriceoftheproducts,followingunderthreeprinciples:First,theproductpricingsupportmarketingstrategy.Secondly,thepriceadjustmentmustensurethatthecompany’sfinancialtargetswillbecometrue.Third,theretailpricemustadapttothecurrentstageofthemarketenvironment.Inthewashingpowderfield,inordertodealwithUnilever'scompetition,inearly2001theTide'sandBiLangdepreciate40%~50%,and,intheend,thepopularpackagingTidekeepsinthesamepricewithdomesticbrandNice‘sDiaoandJiJiang.BothSafeguardandOlayjointhecam