MarketingAnalysis(宝洁市场营销案例分析英文版)
市场营销案例分析英文
Case One：Xiangjiang Wildlife Park1 Company IntroductionXiangjiang Wildlife Park, located in Guangzhou Province, is a comprehensive project for the development of the tourism resources in Pearl River Delta and promotion of the environmental protection and investment. It combines animal and plant protection, researching, culture, tourism, science education as a whole.1.1 Company Values:Adopt a customer-oriented mentality when providing serviceTreat everyone sincerely and passionatelyKeep moving in harmoniousEnjoy happiness together2 BackgroundXiangjiang Wildlife Park officially opened to the public when the Asian financial crisis had given a negative effect on China economy. The market of tourism is not optimistic during that time. However, in the first year it opened the park has created several miracles in tourism industry:Host more than 80000 tourists on the first day it opened, serve 30000 students on a spring trip and firstly achieve highest record of hosting more than 3000000 tourists by the first year it opened. The reason why Xiangjiang Wildlife Park can make such a big success is that the park has implemented proper “Integrated Marketing Communications”.Integrated Marketing Communications is the concept under which a company carefully integrates and coordinates its many communications channels to deliver clear, consistent and compelling message about organizationand its products.(Kotleret al.1999)3 The actions taken by Xiangjiang Wildlife Park3.1Establish “wild & interesting” scenery spotsEstablish “wild & interesting” scenery spots which are much different from others according to tourists’ mentality—seeking new, strange, special and interesting things.(1) Construct with high start and high standard. The park specialize on massive crocodile breeding and watching and characterize with large amount of free-roaming animals features, meanwhile combining with a variety of animal shows and unique flavor and style of food.(2)Highlight the slogan "return to nature". The park replace the traditional trench heavy iron cage with glass and ditch in order to minimize the distance between human and animal, man and nature.(3)Pay attention to environmental landscape. Build natural landscape perfectly combined with animals and plants.(4)Break the traditional monotony zoo exhibition mode and make full use of modern tourist attractions’ service and entertainment functions. The park sets up a parrot, elephant, beast performance field, as well as the world's largest Crocodile show field.(5)Follow the consumer-oriented rules, respect the consumer's expected cost and consumption habits, always pay attention to reach effective communication principle with consumers and d evelop the park according to consumers’ needs.The park employed professional advertising company into the park. With the help of professional assistance, the Marketing Department and Public Relations Department has done lots of market investigation and environmental design, and planned several integrated marketing communication activities which has brought positive sensational effects.3.2 Start from the environmentAccording to the idea "what consumers want, what we offer" ,the park try theirbest to meet consumers requirements. Because the wildlife park is not the place only for people to watch rare animals, but also the place which allow people to relax and entertainment. Walking into the park, you can not only watch a variety of rare animals, but also can see the flowers garden, fruit decorated branches, melons hanging scaffolding, waterside pavilions, springs forest, vegetation and trees. All these elegant scenery make urban people who have lived in reinforced concrete construction for a long time really appreciate the nature of the "Wild & Interesting".On the basis of the modern entertainment and services, the park give full play to the function of the modern tourist attractions: There are five animal performances for visitors taking turns every day, parrots, elephants, wild beasts, tigers and crocodiles, which make the tourists open their eyes. As a result of that, the park get one more function of a circus. Meanwhile there are also many styles of fast food restaurants, a food street, a dessert gallery, as well as the China's only crocodile restaurant.3.3 Focus on white tigerSeveral marketing studies show that locking the focus can lead to higher advertising effectiveness. So the park come up with the marketing idea "just say one thing". As a result of that, the park chose the sacred, powerful and rare white tiger as its image spokesman.The tiger-related activities have always attracted large amount of attention and aroused media’s coverage. Moreover the white tiger troupe from the United States makes the park even crowded of tourists.White Tiger image has left a deep impact on people. People will think of the XiangJiang Wildlife Park when talking about the white tiger. The park tickets and the largest outdoor post billboards among province both use the white tiger as main character.3.4 Draw support from media to do public relationshipThe park is good at capturing "golden opportunity" of advertising. The park carefully planned a series of public relations activities which attracted intense public attention and active participation In this way it can get help from the mass media toplay a strong influence on public opinion.When the park opened, the Miss China campaign was underway. The TV show is recorded in the park, in which the Miss China performed with several animals in the wildlife. The audience are deeply impressed by the beautiful natural scenery in the park. And thus the Xiangjiang Wildlife Park has become an overnight success.In addition, "the animal world in children’s eyes" drawing contest an d photography contest, held by the park on the International Children's Day, made a perfect combination of art and education. The activity is highly acclaimed by the mass media and people can not help focusing on the Xiangjiang Wildlife Park.3.5 Actively participate in public benefit activities to promote the image of the parkXiangjiang Wildlife Park has always stressed on financing and organizing various social welfare activities since it opened. The park has implemented the free ticket policy for the elderly, young children and people with disabilities into the park. So far there have been over 300 000 people who have enjoyed entering the park free of charge, and the number of teenagers who enter the park with half-price also exceeded 200 000.In addition, the park focused on animal protection, research, culture, science and education programs, for which the park equipped with a number of scientific and technical researchers and also invited foreign and domestic experts to come to the park giving people lectures. As a result of that, tourists who come to visit the park can learn more about the ecological balance and think more of our survival environment. Xiangjiang Wildlife Park start to establish their own long-term image at a high scale of level and win consumers’ heart by focusing on the public benefit activities.4 Analysis and conclusionThese are the values that guide our business, our product development, and our brand. They're what we look for in every employee. As our company continues to evolve and grow, these five values remain constant.The key of the park’s success lies in that the park stressed on as well as insistedon its company value and achieved efficient integrated communication.The company values serve as a compass for our actions and describe how we behave. They guide the way we work with our business partners, within our communities and with each other.Company values help companies in the decision-making processes. As the core value of the park is customer-oriented, all activities of the park are market-centered and consumer-centered. They use what consumer needs and desires as a starting point and try to meet their needs through relevant and efficient advertising, public relations, promotions and marketing, media and other means of communication and organically integration. In this way they have achieved long-term business interests. For example, according to tourists’ mentality—seeking new, strange, special and interesting things, the park establish “wild & interesting” scenery spo ts which are much different from others.Company values educate clients and potential customers about what the company is about and clarify the identity of the company. Especially in this competitive world, having a set of specific company values that speak to the public is definitely a competitive advantage.Xiangjiang Wildlife Park elaborately planned a series public activities that can cause intense public interest and active participation, which had a strong influence on public opinion. At the same time the company carried out "green marketing" and insisted on the principle of harmonious development. With the growing emphasis on a range of social and environmental problems such as ecological balance and environmental protection, "green business" will become increasingly popular among consumers. The park try to resonate with consumers by expressing the voices of consumers on a common issue.Company values are becoming primary recruiting and retention tools. As an energetic warm friendly company, the park attracts large quantities of skilled employers who hold the same value as the company to work for it. Different from most cases, parks are hard to attract talents due to the distant working location. With the help of the enthusiastic and talent workers, the Xiangjiang Wildlife Park stand asa giant and grow fast in his field.Case Two：Alibaba Group1 Company Introduction1.1 Alibaba Group introductionAlibaba Group is a privately owned company of Internet-based e-commerce business including business-to-business online web portals, online retail and payment services, a shopping services. In 2012, two of Alibaba’s portals together handled $170 billion in sales, more than competitor eBay and combined.The company began in 1999 with the website , a business-to-business portal to connect Chinese manufactures with overseas buyers. Its consumer-to-consumer portal Taobao, similar to eBay, features nearly a billion products and is one of the 20 most-visited websites globally. Alibaba Group’s sites account for over 60% of the parcels delivered in China. Alipay, an online payment escrow service, accounts for roughly half of all online payment transactions within China. The vast majority of these payments occure using Alibaba services.1.2 Dream, mission, vision and valuesDream: Create a different world through the development of new business modeMission: To make doing business easyVision: Through the development of IT, solve the problems of small-firm’s procurement, marketing, management and financingValues:Client is God. Provide the best service to the customers and maintain the images of the company.Collaborate together. Share resource together and take responsibility together so that many common people can do uncommon things.Hug with changes. When some changes happen we should adapt it and solve it rationally. When something always immutable and frozen we should create more changes bravely.Honesty. Honesty is a significant value in Chinese culture.Passion. Keep positive and never give up.Work dedicated, finish work on time, insist on learning to improve and use time properly.2 BackgroundAs Alibaba has launched various services systems it is hard to analyze them at the same time. We focus on studying the case of Tmall to see how company value and marketing communication strategy work for the success of Tmall. was introduced in April 2008 as a business-to-consumer online retail platform to complement the Taobao consumer-to-consumer portal and became a separate business in June 2011. As of October 2013 it was the eighth most visited web site in China, offering global brands to an increasingly affluent Chinese consumer base.3 The actions taken by Alibaba Group3.1 Public relationsPublic relations emphasize two-way communication between the enterprise and the public. The purpose is to establish mutual understanding between enterprise and public. Public relations can be distinguished from customer relations because its concerns go beyond the creation of mutually beneficial relationships with actual or potential customers.(1) Rename from “Taobao”to“Tmall”. Reestablish the brand.On January 11th, 2012, “Taobao” mall officially changed its name to “Tmall”. This words comes from Chinese homophonic cat. Cat was picky on quality, brand,environment, which represents fashion, sexy and quality. This is precisely what they want to build with the new brand. Meanwhile, the change of its name is to let the consumer be clearer about the positioning of this website. On this platform, consumers can shop more effectively and get good quality products.(2)Tmall annual festivalThe “Tmall annual festival” marked the start of Tmall independent brand. Since then, Tmall can show their best according to their own personal orientation. At the same time, with the aid of such a distinctive brand image, the brand influence was improved.(3) Adjust the relationship with the merchantsOn October 2011, taobao mall announced new rules for 2012, to increase the deposit from 10000 yuan to 50 000, 100 000, 150 000, three levels. The technical service fee raised from 6000 yuan a year to 30 000 and 60 000 yuan a year. With high deposit, the threshold of the enterprises is raised up so that product quality and consumers right are assured. At the same time, Tmall promised to offer the best platform and service, also to rule merchants to do legitimate business, without damaging the benefits of consumers. Otherwise merchants will be punished. A series of actions from the perspective of consumers will in exchange for consumers’ trust and loyalty. In this way, Tmall get double win with the consumers.3.2 AdvertisingAd is traditionally defined as any paid form of non-personal communication about a product, a service or a company with the intention to sell the product or service or to influence opinion on and attitudes towards the product, service or company. Each of the elements in this definition merits a brief explanation. Advertising marketing can greatly improve product popularity, promote the brand. Tmall, of course, made a lot efforts in advertising.(1)TV advertisingIn the television AD, Tmall utilize celebrity effect and promotion to push public. Especially during festivals, people will buy a lot discount products online, whichbrings billions of income.(2)Online advertisementOn the internet, Tmall is an intensive player. They take every opportunity in almost all network activities. Such practices, such as buffer advertisment sometimes have side effects on consumers. However, some other nicer advertisement, will stimulate consumers shopping enthusiasm.(3)SponsorTmall sponsored Hunan TV programs, such as soap series. The reason Tmall select Hunan TV as their sponsoring subject, is they have strong brand effect, which will definitely help promotion. On the other hand, with a big population watch Hunan TV, the brand will be known by more people. In addition, 20 o’clock is the time that most audience are housewives and youth chasing idol drama, also include some white-collar staffs. These people are the main force of online shopping. The directional, targeted advertisement to this group is an intelligent choice.3.3 Sales promotionSales promotion is a good way which uses incentives to attract consumers to buy the product of products. The marketing method works well for Tmall. Basically there are two following ways:(1) Holiday discounts. Such as 11th November is the shopping carnival of Tmall. All products are 50% discount off, which bring a lot of buyers coming online. This activity stimulated business transactions a lot.(2)MembershipYou can directly register as a free member of Tmall. In this way, consumers and shop owners are connected. Members can get credit (credits can used to buy certain products), return security, birthday gift bag and etc. Membership offers many preferential discounts, so that consumers will be loyalty. All of these plays a key role in the development of Tmall.4 Analysis and conclusionTmall, as China's most representative B2C website, leads businessmen to shift from store management to network operation. Most series of brands pay attention to the online trading platform, which is considered to be an important means and way to achieve strategic transformation, brand extension, channel expansion and to win customers. In my opinion, the main reason for the success of Tmaill are as following three points:（1）Accurate position of service“At first, the turnover of Tmall is not positive due to the reason that its service orientation is not clear and no one has taken the initiative to study what its strengths are, what are the customers' needs. Whereas, there will be a turnover of around 200 000RMB each month. But we need to give us a clear positioning of service, we need to know what we are selling, then what we can get. Through the data analysis, we made some changes of our products. Later based on the feedback of our customers, we clear the position of our services.The reason of Tmall’s success lies in the accurate position of its service: uphold the values of the company,----"customers come first, embrace change, teamwork, integrity, dedication and passion," with the whole new meaning to build a new B2C service platform, and to promote integrated, lively and efficient online trading culture. By integrating thousands of brands, manufacturers and building a one-stop solution bridge between businesses and consumers, Tmall try to upgrade the Taobao platform to "everywhere" win-win situation platforms between supply and demand of consumer. Try to create mutual assistance and lively, family-trading environment so that each person in the Tmall can not only conduct transactions more quickly but also to make more friends.（2）Positive enterprise cultureAnother reason of Tmall’s success is to own a group of like-minded talents to fight for it. Since its opening, the company has been constructing the organization around the company's corporate values for a long time. As a result of that Tmall has formed a clear efficient organizational structure with various departments cooperating and division.When facing of new opportunities and challenges, the company can response and react efficiently and sensitively, as well as figuring out solutions quickly. In human resource management, Tmall developed a strict management system and the rules of incentives and disincentives, while also giving a democracy liberal warm working atmosphere, as a result of that fully mobilize the enthusiasm of the staff work.（3）Efficient integrated marketing communications strategyTmall combines public relations, advertising and sales promotion nicely, manages all the information resource about products and service, keeps the principle of “convey the same voice, establish outstanding image”, which help the consumers and potential consumers touch the integrated information, so that they want to buy and even keep buying. By renaming, brand carnival and the adjustment of relationship with merchants, Tmall has improved their brand image and status, got rid of the once cheap, low quality products image, and rebuilt fashion, sexy, quality as their new image. Secondly, they vigorously push forward the promotion to targeted consumers, with the aim of improving brand popularity and development. Thirdly, through the sales promotion, consumers are stimulated to buy, at the same time, through membership, further add weight for strengthen customer loyalty. In a word, all of these methods are used for the development and prosperous of Tmall.5 What I learn from this assignmentBy talking with the two sales staff, I realized that a long-term integrated marketing communications is a persuasive communication planning process to implement different strategies to customers and potential customers. The most important thing is to communicate. Communicate with customers, communicate with the team and other departments of the company, communicate with the media, communicate with the exhibition company and communicate with the relevant approval authorities, etc. In particular, the communication to a number of contact points should start at the same time, so that we should work hard and stress on the communication skills.Secondly, the range of integrated marketing communications can neither be simplistic nor single. We can never stay on the media integration "issue with one voice on different media".Meanwhile, we also shouldn’t extend it to the corporation planning, production, and so on all aspects of marketing. The so-called integrated marketing communication, much more than the establishment of an appropriate department, pick up a few people, change the name of the integration of marketing communications head. More importantly, we should know how to combine them.Thirdly, company values serve as the a core and spiritual pillar for a company. Once established and recognized by all members, it will have long-term stability, and even become a common belief in the faith of generations. When an individual's values consistent with the company values, employees will work for the enterprise just as for their dreams. If a company can make the values accepted by all employees, then the company will have the power to overcome various difficulties.6appendix5.1 Interviewee 1Name: Cheng LeePosition: Planning CommissionerDaily work: Be responsible for publicity and promotion of the brand of Xiangjiang Wildlife Park, develop marketing activity plan, write reports and activity summary. Plan and create radio, television and newspaper ads. Plan various promotional activities.5.1 Interviewee 2Name: Xiangkun ZhangPosition: Sales managerDaily work: Fully be responsible for the daily management of the Department of Sales.Develop and implement marketing plan according to the company the sales department task and annual sales targets. Ensure the monthly sales reaching plan combined with market conditions. Professional guidance to the departmental staff inorder to achieve individual performance.。
商务英语课件,宝洁公司市场营销战略演示课件
Target market
With so many cleaning products, feminine hygiene, personal and beauty care, baby and family, and pet nutrition and care products, the target markets seem to point to stay-at-home others with children. As for the products sold at Proctor and Gamble, Proctor and Gamble naturally targets those who own homes. These individuals are the ones that are most likely to use and need the P&G.
2
Purpose
an"dWvealuweillthpartoivmidperobvreanthdeedlivpersodouf ctthseawnodrlsde’rvicsescoonfsusumpeerrsi,ornoqwuaalnitdy for generations to come. As a result, consumers will reward us with leadership sales, profit and value creation, allowing our people, our shareholders and the communities in which we live and work to prosper."As P&G’s Purpose Statement, it articulates a common goal that inspires their employees every day.
市场营销案例分析英文
Case One：Xiangjiang Wildlife Park1 Company IntroductionXiangjiang Wildlife Park, located in Guangzhou Province, is a comprehensive project for the development of the tourism resources in Pearl River Delta and promotion of the environmental protection and investment. It combines animal and plant protection, researching, culture, tourism, science education as a whole.1.1 Company Values:Adopt a customer-oriented mentality when providing serviceTreat everyone sincerely and passionatelyKeep moving in harmoniousEnjoy happiness together2 BackgroundXiangjiang Wildlife Park officially opened to the public when the Asian financial crisis had given a negative effect on China economy. The market of tourism is not optimistic during that time. However, in the first year it opened the park has created several miracles in tourism industry:Host more than 80000 tourists on the first day it opened, serve 30000 students on a spring trip and firstly achieve highest record of hosting more than 3000000 tourists by the first year it opened. The reason why Xiangjiang Wildlife Park can make such a big success is that the park has implemented proper “Integrated Marketing Communications”.Integrated Marketing Communications is the concept under which a company carefully integrates and coordinates its many communications channels to deliver clear, consistent and compelling message about organization and its products.(Kotleret al.1999)3 The actions taken by Xiangjiang Wildlife Park3.1Establish “wild & interesting” scenery spo tsEstablish “wild & interesting” scenery spots which are much different from others according to tourists’ mentality—seeking new, strange, special and interesting things.(1) Construct with high start and high standard. The park specialize on massive crocodile breeding and watching and characterize with large amount of free-roaming animals features, meanwhile combining with a variety of animal shows and unique flavor and style of food.(2)Highlight the slogan "return to nature". The park replace the traditional trench heavy iron cage with glass and ditch in order to minimize the distance between human and animal, man and nature.(3)Pay attention to environmental landscape. Build natural landscape perfectly combined with animals and plants.(4)Break the traditional monotony zoo exhibition mode and make full use of modern tourist attractions’ service and entertainment functions. The park sets up a parrot, elephant, beast performance field, as well as the world's largest Crocodile show field.(5)Follow the consumer-oriented rules, respect the consumer's expected cost and consumption habits, always pay attention to reach effective communication principle with consumers and develop the park according to consumers’ needs.The park employed professional advertising company into the park. With the help of professional assistance, the Marketing Department and Public Relations Department has done lots of market investigation and environmental design, and planned several integrated marketing communication activities which has brought positive sensational effects.3.2 Start from the environmentAccording to the idea "what consumers want, what we offer" ,the park try theirbest to meet consumers requirements. Because the wildlife park is not the place only for people to watch rare animals, but also the place which allow people to relax and entertainment. Walking into the park, you can not only watch a variety of rare animals, but also can see the flowers garden, fruit decorated branches, melons hanging scaffolding, waterside pavilions, springs forest, vegetation and trees. All these elegant scenery make urban people who have lived in reinforced concrete construction for a long time really appreciate the nature of the "Wild & Interesting". On the basis of the modern entertainment and services, the park give full play to the function of the modern tourist attractions: There are five animal performances for visitors taking turns every day, parrots, elephants, wild beasts, tigers and crocodiles, which make the tourists open their eyes. As a result of that, the park get one more function of a circus. Meanwhile there are also many styles of fast food restaurants, a food street, a dessert gallery, as well as the China's only crocodile restaurant.3.3 Focus on white tigerSeveral marketing studies show that locking the focus can lead to higher advertising effectiveness. So the park come up with the marketing idea "just say one thing". As a result of that, the park chose the sacred, powerful and rare white tiger as its image spokesman. The tiger-related activities have always attracted large amount of attention and aroused media’s coverage. Moreover the white tiger troupe from the United States makes the park even crowded of tourists. White Tiger image has left a deep impact on people. People will think of the XiangJiang Wildlife Park when talking about the white tiger. The park tickets and the largest outdoor post billboards among province both use the white tiger as main character.3.4 Draw support from media to do public relationshipThe park is good at capturing "golden opportunity" of advertising. The park carefully planned a series of public relations activities which attracted intense public attention and active participation In this way it can get help from the mass media to play a strong influence on public opinion. When the park opened, the Miss Chinacampaign was underway. The TV show is recorded in the park, in which the Miss China performed with several animals in the wildlife. The audience are deeply impressed by the beautiful natural scenery in the park. And thus the Xiangjiang Wildlife Park has become an overnight success.In addition, "the animal world in children’s eyes" drawing contest and photography contest, held by the park on the International Children's Day, made a perfect combination of art and education. The activity is highly acclaimed by the mass media and people can not help focusing on the Xiangjiang Wildlife Park.3.5 Actively participate in public benefit activities to promote the image of the parkXiangjiang Wildlife Park has always stressed on financing and organizing various social welfare activities since it opened. The park has implemented the free ticket policy for the elderly, young children and people with disabilities into the park. So far there have been over 300 000 people who have enjoyed entering the park free of charge, and the number of teenagers who enter the park with half-price also exceeded 200 000.In addition, the park focused on animal protection, research, culture, science and education programs, for which the park equipped with a number of scientific and technical researchers and also invited foreign and domestic experts to come to the park giving people lectures. As a result of that, tourists who come to visit the park can learn more about the ecological balance and think more of our survival environment. Xiangjiang Wildlife Park start to establish their own long-term image at a high scale of level and win consumers’ heart by focusing on the public benefit activities.4 Analysis and conclusionThese are the values that guide our business, our product development, and our brand. They're what we look for in every employee. As our company continues to evolve and grow, these five values remain constant.The key of the park’s success lies in that the park stressed on as well as insisted on its company value and achieved efficient integrated communication.The company values serve as a compass for our actions and describe how we behave. They guide the way we work with our business partners, within our communities and with each other.Company values help companies in the decision-making processes. As the core value of the park is customer-oriented, all activities of the park are market-centered and consumer-centered. They use what consumer needs and desires as a starting point and try to meet their needs through relevant and efficient advertising, public relations, promotions and marketing, media and other means of communication and organically integration. In this way they have achieved long-term business interests. For example, according to tourists’ mentality—seeking new, strange, special and interesting things, the park establish “wild & interesting” scenery spots which are much different from others.Company values educate clients and potential customers about what the company is about and clarify the identity of the company. Especially in this competitive world, having a set of specific company values that speak to the public is definitely a competitive advantage.Xiangjiang Wildlife Park elaborately planned a series public activities that can cause intense public interest and active participation, which had a strong influence on public opinion. At the same time the company carried out "green marketing" and insisted on the principle of harmonious development. With the growing emphasis on a range of social and environmental problems such as ecological balance and environmental protection, "green business" will become increasingly popular among consumers. The park try to resonate with consumers by expressing the voices of consumers on a common issue.Company values are becoming primary recruiting and retention tools. As an energetic warm friendly company, the park attracts large quantities of skilled employers who hold the same value as the company to work for it. Different from most cases, parks are hard to attract talents due to the distant working location. With the help of the enthusiastic and talent workers, the Xiangjiang Wildlife Park stand as a giant and grow fast in his field.Case Two：Alibaba Group1 Company Introduction1.1 Alibaba Group introductionAlibaba Group is a privately owned company of Internet-based e-commerce business including business-to-business online web portals, online retail and payment services, a shopping service s. In 2012, two of Alibaba’s portals together handled $170 billion in sales, more than competitor eBay and combined.The company began in 1999 with the website , a business-to-business portal to connect Chinese manufactures with overseas buyers. Its consumer-to-consumer portal Taobao, similar to eBay, features nearly a billion products and is one of the 20 most-visited websites globally. Alibaba Group’s sites account for over 60% of the parcels delivered in China. Alipay, an online payment escrow service, accounts for roughly half of all online payment transactions within China. The vast majority of these payments occure using Alibaba services.1.2 Dream, mission, vision and valuesDream: Create a different world through the development of new business modeMission: To make doing business easyVision: Through the development of IT, solve the problems of small-firm’s procurement, marketing, management and financingValues:Client is God. Provide the best service to the customers and maintain the images of the company.Collaborate together. Share resource together and take responsibility togetherso that many common people can do uncommon things.Hug with changes. When some changes happen we should adapt it and solve it rationally. When something always immutable and frozen we should create more changes bravely.Honesty. Honesty is a significant value in Chinese culture.Passion. Keep positive and never give up.Work dedicated, finish work on time, insist on learning to improve and use time properly.2 BackgroundAs Alibaba has launched various services systems it is hard to analyze them at the same time. We focus on studying the case of Tmall to see how company value and marketing communication strategy work for the success of Tmall. was introduced in April 2008 as a business-to-consumer online retail platform to complement the Taobao consumer-to-consumer portal and became a separate business in June 2011. As of October 2013 it was the eighth most visited web site in China, offering global brands to an increasingly affluent Chinese consumer base.3 The actions taken by Alibaba Group3.1 Public relationsPublic relations emphasize two-way communication between the enterprise and the public. The purpose is to establish mutual understanding between enterprise and public. Public relations can be distinguished from customer relations because its concerns go beyond the creation of mutually beneficial relationships with actual or potential customers.(1) Rename from “Taobao”to“Tmall”. Rees tablish the brand.On January 11th, 2012, “Taobao” mall officially changed its name to “Tmall”. This words comes from Chinese homophonic cat. Cat was picky on quality, brand, environment, which represents fashion, sexy and quality. This is precisely what theywant to build with the new brand. Meanwhile, the change of its name is to let the consumer be clearer about the positioning of this website. On this platform, consumers can shop more effectively and get good quality products.(2)Tmall annual festivalThe “Tmall annual festival” marked the start of Tmall independent brand. Since then, Tmall can show their best according to their own personal orientation. At the same time, with the aid of such a distinctive brand image, the brand influence was improved.(3) Adjust the relationship with the merchantsOn October 2011, taobao mall announced new rules for 2012, to increase the deposit from 10000 yuan to 50 000, 100 000, 150 000, three levels. The technical service fee raised from 6000 yuan a year to 30 000 and 60 000 yuan a year. With high deposit, the threshold of the enterprises is raised up so that product quality and consumers right are assured. At the same time, Tmall promised to offer the best platform and service, also to rule merchants to do legitimate business, without damaging the benefits of consumers. Otherwise merchants will be punished. A series of actions from the perspective of consumers will in exchange for consumers’ trust and loyalty. In this way, Tmall get double win with the consumers.3.2 AdvertisingAd is traditionally defined as any paid form of non-personal communication about a product, a service or a company with the intention to sell the product or service or to influence opinion on and attitudes towards the product, service or company. Each of the elements in this definition merits a brief explanation. Advertising marketing can greatly improve product popularity, promote the brand. Tmall, of course, made a lot efforts in advertising.(1)TV advertisingIn the television AD, Tmall utilize celebrity effect and promotion to push public. Especially during festivals, people will buy a lot discount products online, which brings billions of income.(2)Online advertisementOn the internet, Tmall is an intensive player. They take every opportunity in almost all network activities. Such practices, such as buffer advertisment sometimes have side effects on consumers. However, some other nicer advertisement, will stimulate consumers shopping enthusiasm.(3)SponsorTmall sponsored Hunan TV programs, such as soap series. The reason Tmall select Hunan TV as their sponsoring subject, is they have strong brand effect, which will definitely help promotion. On the other hand, with a big population watch Hunan TV, the brand will be known by more peopl e. In addition, 20 o’clock is the time that most audience are housewives and youth chasing idol drama, also include some white-collar staffs. These people are the main force of online shopping. The directional, targeted advertisement to this group is an intelligent choice.3.3 Sales promotionSales promotion is a good way which uses incentives to attract consumers to buy the product of products. The marketing method works well for Tmall. Basically there are two following ways:(1) Holiday discounts. Such as 11th November is the shopping carnival of Tmall. All products are 50% discount off, which bring a lot of buyers coming online. This activity stimulated business transactions a lot.(2)MembershipYou can directly register as a free member of Tmall. In this way, consumers and shop owners are connected. Members can get credit (credits can used to buy certain products), return security, birthday gift bag and etc. Membership offers many preferential discounts, so that consumers will be loyalty. All of these plays a key role in the development of Tmall.4 Analysis and conclusionTmall, as China's most representative B2C website, leads businessmen to shiftfrom store management to network operation. Most series of brands pay attention to the online trading platform, which is considered to be an important means and way to achieve strategic transformation, brand extension, channel expansion and to win customers. In my opinion, the main reason for the success of Tmaill are as following three points:（1）Accurate position of service“At first, the turnover of Tmall is not positive due to the reason that its service orientation is not clear and no one has taken the initiative to study what its strengths are, what are the customers' needs. Whereas, there will be a turnover of around 200 000RMB each month. But we need to give us a clear positioning of service, we need to know what we are selling, then what we can get. Through the data analysis, we made some changes of our products. Later based on the feedback of our customers, we clear the position of our services.The reason of Tmall’s success lies in the accurate position of its service: uphold the values of the company,----"customers come first, embrace change, teamwork, integrity, dedication and passion," with the whole new meaning to build a new B2C service platform, and to promote integrated, lively and efficient online trading culture. By integrating thousands of brands, manufacturers and building a one-stop solution bridge between businesses and consumers, Tmall try to upgrade the Taobao platform to "everywhere" win-win situation platforms between supply and demand of consumer. Try to create mutual assistance and lively, family-trading environment so that each person in the Tmall can not only conduct transactions more quickly but also to make more friends.（2）Positive enterprise cultureAnother reason of Tmall’s success is to own a group of like-minded talents to fight for it. Since its opening, the company has been constructing the organization around the company's corporate values for a long time. As a result of that Tmall has formed a clear efficient organizational structure with various departments cooperating and division.When facing of new opportunities and challenges, the company can responseand react efficiently and sensitively, as well as figuring out solutions quickly. In human resource management, Tmall developed a strict management system and the rules of incentives and disincentives, while also giving a democracy liberal warm working atmosphere, as a result of that fully mobilize the enthusiasm of the staff work.（3）Efficient integrated marketing communications strategyTmall combines public relations, advertising and sales promotion nicely, manages all the information resource about products and service, keeps the principle of “convey the same voice, establish outstanding image”, which help the consumers and potential consumers touch the integrated information, so that they want to buy and even keep buying. By renaming, brand carnival and the adjustment of relationship with merchants, Tmall has improved their brand image and status, got rid of the once cheap, low quality products image, and rebuilt fashion, sexy, quality as their new image. Secondly, they vigorously push forward the promotion to targeted consumers, with the aim of improving brand popularity and development. Thirdly, through the sales promotion, consumers are stimulated to buy, at the same time, through membership, further add weight for strengthen customer loyalty. In a word, all of these methods are used for the development and prosperous of Tmall.5 What I learn from this assignmentBy talking with the two sales staff, I realized that a long-term integrated marketing communications is a persuasive communication planning process to implement different strategies to customers and potential customers. The most important thing is to communicate. Communicate with customers, communicate with the team and other departments of the company, communicate with the media, communicate with the exhibition company and communicate with the relevant approval authorities, etc. In particular, the communication to a number of contact points should start at the same time, so that we should work hard and stress on the communication skills.Secondly, the range of integrated marketing communications can neither besimplistic nor single. We can never stay on the media integration "issue with one voice on different media". Meanwhile, we also shouldn’t extend it to the corporation planning, production, and so on all aspects of marketing. The so-called integrated marketing communication, much more than the establishment of an appropriate department, pick up a few people, change the name of the integration of marketing communications head. More importantly, we should know how to combine them.Thirdly, company values serve as the a core and spiritual pillar for a company. Once established and recognized by all members, it will have long-term stability, and even become a common belief in the faith of generations. When an individual's values consistent with the company values, employees will work for the enterprise just as for their dreams. If a company can make the values accepted by all employees, then the company will have the power to overcome various difficulties.6 appendix5.1 Interviewee 1Name: Cheng LeePosition: Planning CommissionerDaily work: Be responsible for publicity and promotion of the brand of Xiangjiang Wildlife Park, develop marketing activity plan, write reports and activity summary. Plan and create radio, television and newspaper ads. Plan various promotional activities.5.1 Interviewee 2Name: Xiangkun ZhangPosition: Sales managerDaily work: Fully be responsible for the daily management of the Department of Sales. Develop and implement marketing plan according to the company the sales department task and annual sales targets. Ensure the monthly sales reaching plan combined with market conditions. Professional guidance to the departmental staff in order to achieve individual performance.。
P G市场营销案例分析
h
12
（二）、市场微观环境分析
• 1.消费者
宝洁通过调查发现虽然同是洗衣粉，但消费者对洗衣粉 附加功效的不同以及消费者对消费品的心理预期将很大 程度上影响消费者购买哪件产品。
h
13
冬天 洗衣的周期相对较长污垢容易积 累冬天的衣服为棉状物这要求洗 衣粉能清洗棉织物并保护棉织物 同时需要有控制静电的功效
公司，世界利润第14大公司。同时是财富500强中第十大最受赞誉的 公司之一
h
2
二、旗下知名品牌
美容时尚 OLAY SK-II 伊奈美 潘婷 飘柔 海飞丝 沙宣 伊卡璐 威娜 舒肤佳 卡玫尔 健康 吉列 博朗 护舒宝 朵朵 佳洁士 欧乐-B 帮宝适 家居 汰渍 兰诺 金霸王 碧浪 品客 彩妆 ANNASUI安娜苏、Covergirl封面女郎 香水 Hugoboss、Locaste、Escada艾斯卡达 Valention、Lanvin朗万、PaulSmith保罗·史密斯 Dunhill登喜路、GUCCI、h Dolce&Gabbana杜嘉班纳 3
： 防 止 破 坏 棉 质 衣 服 ， 使
味自 的由 基汰 础渍 上： 达保 到证 去不 污着 目色 的和 。不
添 加 香
彩漂 色白 衣汰 服渍 光： 艳帮 如您 初的
衣 服 亮 白 如 新 ，
19
二、目标市场分析及选择
SWOT分析
• 优势：日化用品细分市场增长水平快，市场规模大，而宝洁市场细分 水平高，每种产品 差异性能够有效组合并且拥有强大的运作水平 ， 研发力度强。每种产品的差异都具有重要性，独占性，优越性，可感 觉性，以及可支付性和可盈利性。
h
18
下面以旗下品牌汰渍为例：
快 泡设高 气气山
【宝洁公司市场营销案例】 宝洁市场营销案例分析
【宝洁公司市场营销案例】宝洁市场营销案例分析国际市场营销策略是应对激烈的国际市场竞争的重要一环，宝洁将国际市场营销策略融会贯通，运用到实际营销中，形成自己独特的营销模式。
以下是小编为大家整理的关于宝洁公司市场营销案例，一起来看看吧!宝洁公司市场营销案例篇1随着生活水平的提高和户外卫生意识的觉醒，纸巾市场迅速成长。
近年来，恒安集团挟其品牌优势，于1998年初在重庆推出心相印系列纸巾，它以其高值低价的定位和一系列积极的品牌推广措施，逐渐为重庆消费者所钟爱，1998年末，市场调查资料显示，心相印纸巾已占重庆高档纸巾市场1/3强，居市场领先地位。
宝洁公司继续推出妇孺皆知的飘柔、海飞丝、碧浪、汰渍等数十个强势品牌后，于1999年决定以香港、重庆两地作为试点推出其由德国公司生产的得宝系列纸巾，意欲以其一贯整体、连续、多层面、大投入的行销模式，后来居上，一统高档纸巾市场。
市场遭遇战在所难免。
1999年8月7日，得宝广告得宝大比拼篇在重庆卫视、重庆八频道黄金时间连续滚动播出，广告以强烈的对比手法，通过在同一使用环境下，两种纸巾的不同表现，从消费者某种细致的生活体验这一独特视角入手，力图表达得宝纸巾特别柔韧这一独特的销售主张，至此得宝挑战重庆高档面巾市场的号角吹响。
8月12日星期四，在得宝纸巾加了四层柔韧素、湿的更坚韧4倍、出门要安心、得宝多用纸手巾等广告口号仍声声不绝于耳时，宝洁又在重庆发行量最大的《重庆晚报》推出1/4版得宝大比拼现场活动篇你的纸巾行吗?活动欢迎消费者于8月14日至9月5日期间的双休日自备除得宝以外的任一品牌纸巾，至重庆各大卖场活动点参加得宝大比拼活动，活动以纸巾沾湿后看谁能多承一枚硬币，所有参赛者皆可获赠精美礼品一份并可参加店内幸运大抽奖。
8月13日，同样的版面，同样的位置，同样的内容消费者开始拭目以待。
8月14日，星期六，晴，最高气温38℃。
一大早，一大批宝洁现场促销人员就开始忙碌了起来。
宝洁公司国际市场营销分析
In every country , the making standards of these Standard method laws are not the same.
Potassium bromate
Case:
Accordingly, the International Agency for Research on Cancer(ARC) has listed the potassium bromate as carcinogen. At present many Europe countries have banned using it, which the United States, Japan and other countries also reduce using significantly. At the same time, China has banned the use of that in 2005. But in 2007, a batch of Pringles of the United States p&g company was check including potassium bromate.
So P & G to enter China, the first play of the Head & Shoulders products are expensive, so when the price for this is a luxury for people who come. Because the Chinese people "saving face", Head & Shoulders in the Chinese market with great success, so that P & G in China has made a good start.
宝洁案例分析(市场营销作业-张莹)
Micro-environment
The Company Suppliers Customers Competitors
The Company 公司环境
➢ 世界上最大的日用消费品公司之一 ➢ 全球雇员超过10万，全球80多个国家设有工厂及分公司 ➢ 经营300多个品牌产品畅销160多个国家和地区，种类繁多 ➢ 中国洗发水领域，推行多品牌差异化市场细分策略 ➢ 2012年4月取消了护肤护发用品的消费税
The Factors Effecting Consumer Behavior
Cultural
Social
Personal
Psychological
文化
Cultural Factorst
✓通过方式美化消费者每一天的生活 ✓众多深受信赖的优质领先品牌 ✓创新品牌适用于全球不同种类消费者，迎合各国与地 区之间文化差异，对待生活的态度。
产品销售超过160个国家。产品种类，织物及家居护理、美发美容 ，婴儿及家 庭护理、健康护理、食品及饮料等约300个品牌。
Market Environment
Macro-environment
GO
SWOT
GO
Micro-environment
GO
Macro-environment
Political/Legal Factors Economic Factors Technological Factors Sociocultural Factors Others Factors
Technological Factors 技术因素
➢ 环保节能推动技术创新，提高利润，增加销售收入 ➢ 生产对环境影响比较小得产品。 ➢ 加入《哥本哈根气候变化框架公约》 ➢ 零售：反应快，效率高和持续性强
国际营销学案例分析Marketing Strategy---P&G以宝洁为例
Quality
Pantene is famous for a number of milestones in its long and illustrious history and has a long track record of extensive scientific expertise and research. The scientists at Pantene dedicate an enormous amount of time studying hair—its behavior, its quirks, and its response to experiments of all kinds—and what they learn is pretty fascinating! ● over 20,000 consumers around the globe. ● 500 lab tests using more than 26 methods to verify technical performance. ●15 stylists. ●17 PhDs.
Personal consultation
Want to know which Pantene collection is right for your hair? Simply answer a few questions and get a personal recommendation based on your hair structure, texture, and color.
Guarantees:
Pantene’s smart beauty guarantee: We appreciate you giving Pantene a chance! If you are not completely satisfied, we'll send you a refund for 2X your purchase price. Questions? Call 1-800-522-2106
宝洁营销策略研究 英文版
Study on Procter & Gamble Company's MarketingCommunications MixExecutive SummaryThis article mainly discusses Procter & Gamble Company's (P & G) marketing communications mix strategy. This paper first analyzes P & G's high-quality, high price product positioning and its advertising strategies which P & G formulates according to the USB theory to meet customers’ rational appeals. Then it figures that, in order to achieve the purpose of promoting its high-quality products and satisfy customers’ rational a ppeals, P & G takes advantages of the marketing communications mix strategy, such as television advertising, Internet marketing and PR (Public Relations) activities. Finally, it makes a conclusion that, P & G's marketing communications mix strategy help it with achieving its product positioning strategy and meeting customer rational appeals, but P & G's adoption of marketing communications mix strategy has also increased advertising investment, causing increased costs.Key words: Procter & Gamble Company's (P & G); positioning strategy; rational appeals; marketing communications mixChapter I IntroductionNondurable consumer goods belong to an important industry of fast moving consumer goods, for the world market which has billions of people, its consumption potentiality grows sostenuto, which will result in the fierce competition in daily chemical products for a long time, however, it also provides a broad stage for marketing in this area. With the development of modern mediatechnology and network technology development, it can be predicted that advertising will be a new bright spot that the marketing of international manufacturers of daily use chemicals compete for.Procter & Gamble (P & G) is the world's largest company which produces nondurable consumer goods. It was founded in 1837 in the United States. From 2001 to 2008 fiscal year, the company’s sales was 86.5 billion U.S. dollars. Among the latest world's 500 largest industrial and service enterprises which were named by the ‘Fortune’ magazine, P & G has ranked No. 93 in the word and the nation's No. 35, it was also elected as the industry's most well-thought-of company. Having been founded for more than 150 years, it has scored brilliant achievements, relying on its high-quality products, its right advertising strategy which has been formulated through targeting its products, markets and consumers is also an important factor which can not be overlooked. P & G used a long study to determine the most effective advertising strategy, in determining the correctness of this strategy, it never changes this successful strategy. Much strategies of its products has experienced several decades without changes. This study will analyze and evaluate the company's advertising communication mix strategy.Chapter II Body2.1 P & G's positioning strategy and product appeals2.1.1 Positioning strategyThe decision-making of product positioning strategy is one of the core links, whether product positioning is reasonable is directly related to the final results of the advertising campaign, while the content of the product positioning determines the ad's focus of appeals (Boulding & Staelin, 1994). The Procter & Gamble Company, which has always pursued the purpose of producing and providing world-class products and services as well as beautifying consumers' life always advocates the principles of customer focus, paying attention to talented people, a people-oriented guidance and continuous innovation. This is also P & G's long-lasting foundation for 150 years.Their products can always guarantee quality to consumers, so that people are satisfied with the products in the process of using and produce a pleasant mood, thereby being ready to buy again (Huston & Sakkab, 2006). Good products produce a good base for advertising, which also provides a wide space for advertising. P & G's products are always known with its high price and high quality. P & G’s a senior adviser once said that P & G would never be willing to be the second, its goal is to strive for the first.2.1.2 Product appealsTo achieve this purpose, it has widely used Unique Selling Proposition (The USP Theories). USP strategy was put forward by Reeves and Rosser (1961), this theory is starting from products and emphasizes on products’ specific effects and interests,what it has brought forward can not be provided by its competitors, showing a strong sales force. It starts from the product itself to develop a functional appeal point and as the connection point with consumers, so that consumers feel the benefits of products really. P & G as a follower of USP strategy has long-term adherence and effective implementation of this strategy. Rejoice specializes in maintain hair, Head & Shoulders aims at getting rid of dandruff, Pantene's the nursing specialist of hair, Sassoon is known as a professional hairdressing product and Safeguard has the effect of sterilization, they have all promised cons umers an important point of interest and gained consumers’ recognition at the same time.Many people think that, with the improvement of production technology as well as the increasing homogenization of products, the USP theory gradually declines, however, in the days when brands of daily necessaries become more complex, why P & G which still uses the USP theory is able to continue its success is first inseparable with P & G's brand positioning. P & G's positioning is high-quality and high price, which gives customers a trusted feeling, followed. Second, it is related to P & G's products, as household detergent products, what consumers are most concerned about is the effect of the product, using USP strategy is able to promise consumers tangible benefits, which is in line with the psychology of consumers (YSakkab, 2002).2.2P & G's communications mixThrough reviewing relevant literature and reports, it has found that P & G's marketing communications mix includes television advertising, Internet marketing and public relations activities.2.2.1. Television advertising2.2.1 .1 The dissemination principles of P & G's taking television ads as the most important mediaLeaving aside the two factors that TV has formed strong position in advertising and online advertising has not yet matured, P & G pays much attention to TV ads, which is closely related to its characteristics of the product itself, the dissemination characteristics of brand image and the dissemination characteristics of TV. Daily necessaries are different from real estate, automobiles, household appliances, cameras and other durables consumable. In general, they are not suitable for print media advertising. First of all, it usually lacks the stunning and unexpected appearance, the products are consumed faster, what people have valued is the efficacy and the experience in the process of using the products, and the packaging and is disposable, so to advertise these products through the print media will not eye-catching. Second, the difference between the functions and brands of daily chemical products can hardly be displayed, nor can it be written through a few simple words clearly and convincing, and it usually requires a combination of description of continuous pictures (detail), and plot, more language (including text) to express it clearly. Third, the differences between daily chemicals products and brand images of different products are often difficult to be felt from the product itself, while it needs people’s clear expression and a vivid image in a specific scenario to let it form a deep feeling of and awareness easily. In contrast with print media, television can resolve such problems in the information dissemination of daily chemical supplies and brand image, in terms of the current status quo of means of communication, through TV advertising to convey its brand image is the best choice for daily chemical products (Tang Ying, 2007).2.2.1.2 Advantages of television advertisingAs far as the current situation is concerned, in many sub-area of the field of business communication, TV is an important technical means to promote the communication development of this, so far as today, it still the most important technical means. As mentioned above, daily chemical products should through advertising to display products efficacy, define brand positioning and show brand personality, it needs more details and a certain length for the plot, which is difficult for the print ads to do this in general, while TV ads can. For one reason, the contents of the symbol and language system which television dissemination contains is very rich, television advertising can take full advantage of a variety of languages to disseminate information; for the second, TV ads can make full use of lenses shooting techniques, all kinds of sound playback skills, a variety of screen editing techniques and a variety of sound and picture combination of techniques, which make it rich in scenes and emotional expressiveness; for the third reason, television advertisements have certain amount of time depth, which is relatively easy to create a complete plot. Taking Safeguard’s Loving Mother for example. The entire advertising is around the Love Mother and bath and sterilization can protect the family as the theme, which has vividly demonstrated its excellent brand positioning and brand personality, P & G’s brand culture atmosphere is also implied in that, namely, customers first, constant innovation and providing high-quality products. This overall effect is generally difficult to be completed by print ads.2.2.2 The Internet2.2.2.1 The important significance the Internet for dissemination of brand imageA.G. Lafley, who is the CEO of P & G has a deep understanding for the significance of the Internet for the spread of brand. He said that P & G has realized the potential role of the Internet for a brand a long time ago. Internet not only exists as an alternative channel of marketing industry, but also builds a more powerful tool for P & G to dialogue with consumers. Through this dialogue, it can better understand customers’ needs and provide more convenient solutions for their daily lives. In fact, the effect is not only a potential, it has already become a living reality. In 1998, the investigation report of the U.S. Cyber Dialogue, Online Branding: The Impact of The Internet onBrand Building has shown that, web is affecting people's initial impression of the brand. Survey found that 36% of Internet users have changed their view for one or more one kinds of products in using the Internet, survey has also found that the users who has been impressed by brands may purchase online or offline, the investigation also shows that the Internet can increase store sales (Meyerson & Scarborough, 2007).In the Internet Age, any enterprise which would like to extend their brands should consider how to make use of the Internet to spread brand image. How to use the Internet to enhance their brands has become an important topic for the top companies, P & G has also attached a great importance to its web site building. As early as the middle 20th century, P & G began the exploration of building its brand web sites, since then, its determination of continuing to increase web site building has never wavered. At present, P & G has established a global total of 72 web sites, the 72 web sites have covered almost more than 300 P & G's brands.2.2.2.2 The basic characteristics of P & G’s web site building and the dissemination theory of brand imageThe basic characteristic of P & G’s web site building is that, when it makes use of the web site to transmit its brand image, it make full use of the ‘3I’ theory.1) InformationP & G's web site has rich information which has a practical feature, it can provide as much information as possible about the brand to fully display its distinct brand positioning, personality and rich culture.2) InteractionP & G's web site attaches great importance to the interaction with consumers. In order to achieve the purpose of fully interacting with consumers, when designs web pages, P & G is really in every possible way to think about what consumers may concern. In this way, by mobilizing the enthusiasm of the visitor's interaction, P & G’s brand image has been deepened, through meticulous advice and services, it also enhances the visitors’ good impression for the brand. Ininteraction, visitors have been unknowingly involved in the building P & G’s brand.3) InstinctP & G's web site has its very special characteristics, which has clearly differ it from web sites of other similar brands.2.2.3 Public relations activitiesThe importance of public relations and its relationship with the dissemination of brand imageIn real life, public relations has been everywhere. Public relations has become a powerful tool, which can complete a number of business-critical work in today's global competitive business environment. For enterprises, public relations is a kind of dissemination activities which is through integrating an enterprise’s internal and external information resources, relations resources, image resources and dissemination resources to achieve a good public image and build its brand, thereby enhancing an enterprise’s intangible assets ( Wang Nan, 2007).An enterprise’s brand image dissemination sh ould be the core content of such dissemination activities. In enterprises in the 21st century, public relations is more important than advertising, through such dissemination activities as public relations, enterprises can be more comprehensive, more durable and more effective to disseminate its own brand image.Through a variety of public relations activities, P & G has established different ways of relations with government departments, social organizations, research institutions, schools, the medias, the general public or certain target groups, etc. These public relations activities reflect P & G’s sophisticated strategies and superb skill of brand image dissemination. In May 1999, the Fleishman-Hillard Company was commissioned by P & G to early to plan activities of news release conference for its new product- ‘Whisper’, a breathable winged sanitary napkin. The event attracted extensive media coverage and made a sensational effect. Through these activities, P & G not only allowed many participants of the activities, especially those journalists acquire an in-depth understanding of P & G’s products, but also achieved widespread media coverage. It has expanded the company's influence through the form of news reports, which has also successfullyspread its brand image - fashion, leading the trend and advocating a healthy idea, thereby spreading P & G's brand image.2.3 Costs for P & G’s marketing communications mixP & G's advertising is conducted perennially without interruption. The advertising for its products can be found on television almost every day, which is different from other brands, such as Unilever. Other brands commonly use advertising by leaps and bounds or conduct advertising campaign in market introduction stage or when busy season comes. P & G's advertising strategy without interruption is connected with its products. As a household detergent products which are consumables used by common families’ in daily lives and belong to goods which consumers buy frequently. Such as soap, washing powder, shampoo, etc, consumers often purchase every certain periods. Long-term advertising first enables consumers recognize P & G's brands, long-term advertising also gives rise to the desire of consumers’ trying to purchase, combined with products of high quality which makes consumers accept the brands and gradually become P & G's fixed consumer group, P & G's market share has also been further enhanced.When a new product is in launched, P & G’s advertising will become rich, its costs for advertising has also been significantly increased. In the early stages of new products’ entering into the market, P & G invests a lot for advertising in order to achieve a high advertising coverage. P& G is the world's largest advertiser, its annual expenditure for it is no less than 10% of its sales revenue (Larry Huston, Nabil Sakkab ,2006), the cost for it is considerable. Most of its advertising costs are used in television advertising, the costs for television advertising are mainly used for the purchase of the period of time for broadcasting television advertising, which is too expensive, the prime-time price is even astronomical, which is tens of millions or even hundreds of millions. Followed by are the costs for shooting advertising, including costs for staff related to advertising and costs for advertisement originality.When consumer know and accept the new brand, P & G then turns its strong advertising campaign into a combination of advertising and other promotional methods to continue to make consistently effort in order to enable consumers form a buying habit and improve brand loyalty. Networkingmarketing and public relation activities are the methods that it frequently uses: building web sites, online advertising, public relations activities and direct-mail advertising are also methods that it commonly uses. The advantages of promotion through the Internet lie in its new, potential characteristics, its costs include the costs of establishing and maintaining web sites, as well as advertising expenses through the Internet. The costs for network marketing are far less than for television advertising. The costs for public relation activities are mainly embodied in the cost of hired public relations firms, site costs and expenses for gifts and so on. These costs are also less than the costs for television advertising. The costs for public relation activities are mainly embodied in the cost of hired public relations firms, site costs and expenses for gifts and so on. These costs are also less than the costs for television advertising. Adoption of such publicity can be said the characteristics of P & G's advertising. When introducing new products or before the advent of busy season, to send merchandises directly to consumers and allow them use to have some evaluation of whether to buy, the forms of the two methods are also relatively cost-effective.Chapter III ConclusionP & G's advertising has always had a commitment of the important interests to consumers, that is, an USP, its ad is close around this USP to develop. The USP is often proceeds from the function of the products, emphasizing the special effects of a product. For example, Safeguard soap emphasizes its sterilization and prolonged suppression of bacteria. The means of P & G's appeal emphasizes on the rational appeal. Rational appeals refers to advertising targets at audience's intellectual motivation, through true, accurate, reasoning and other thinking processes to make a rational decision. P & G's ad is in this way to tell consumers if they purchase P & G’s products, what kinds of interest they would acquire, so as to achieve the purpose of persuading consumers to buy. Because of its unique advantages in the dissemination of brand image, TV advertising becomes the first choice of method for P & G’s advertising to satisfy customers’ rational appeals. And as network coverage can provide customers with large volumes of information and interact with consumers, as well as it has a unique personality, which enables it become the other methodthat P& G adopts to meet customers rational appeals. Public relations’ advantag es in establishing brand image and enhancing consumer experience also make it become and important method of advertising that P & G choose to meet customers’ rational appeals.P& G’s making a wide use of rational appeals which target at the functions of it s products has certain relation with its multi-brand strategy. The various brands of P & G’s products have been carried out independent accounting fees to encourage competition among brands, in management, it also implements independent brand management, using different brand positioning for each brand, thereby creating the own brand personality of each product’s. When implements its advertising promotion, it focuses on this brand personality-USP in advertising. For example, Head & Shoulders shampoo takes to get rid of dandruff as its brand personality, P & G's other brands are also through this means to build their own brand personality, respectively and effectively, thereby achieving a certain degree of market position. At the same time, the competition among a number of brands on the market does not affect the sales volume of P & G products, on the contrary, it helps to improve the company's overall market share and reduces the risk of a single brand.Looking at P & G’s advertising for products, it is almost a process, it seems that there are different products which come from the same production line. Its performance of advertising is even more identical, each product firmly grasps a same USP to conduct its advertising. P & G's advertisement originality is not recognized by the advertisement industry, because there is really nothing special, they almost all state the products' features directly to consumers. However, it can not deny that it is admit that it is relying on this kind of advertising strategy that makes P & G achieve such great success in the United States, China and the world. It can be said that such advertising strategy reflects P & G's wisdom and stubbornness.Multiple brands and a large number of advertising have caused great advertising investment, P & G has always been spared no expense on advertising. The long-term advertising and sales promotion for every product are not a small sum of expenditure. What’s more, its investment for the introduction of new products is unm atched by other companies’. In addition, the competition between its multi-brand strategy of multiple brands also result in a large advertising investment.References[1] Boulding W, Lee E, Staelin R. (1994). Mastering The Mix: Do Advertising, Promotion, And Sales Force Activities Lead to Differentiation .Journal of Marketing Research, 31(2):159-172.[2] Larry Huston, Nabil Sakkab. (2006). Connect and Develop: Inside Procter & Gamble‘s New Model for Innovation. Harvard Business Review, (3): 58-66 .[3] Mitch Meyerson, Mary Eule Scarborough. (2007). Mastering Online Marketing.Entrepreneur Press, November 2.[4] Nabil YSakkab. (2002). Connect & Develop Complements Research & Develop at P & G. Research Technology Management, (3-4):38-45.[5] Reeves & Rosser. (1961). Reality in Advertising, New York: Alfred A. Knopf, LCCN 61007118.[6] Wang Nan. (2007). The Linkage Effects of Advertising and Public Relations [D]. Full Text Database of China's Outstanding Master's Degree Thesis.11。
Marketing_Analysis(宝洁市场营销案例分析英文版)
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。
Advertising strategy
Innovatived advertising strategy Advertising positioning and brand positioning together.P&G existing including float soft, pantene and head & shoulders shampoo, vs and clairol five brand, each brand has its characteristics of market positioning.
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.
- 1、下载文档前请自行甄别文档内容的完整性，平台不提供额外的编辑、内容补充、找答案等附加服务。
- 2、"仅部分预览"的文档,不可在线预览部分如存在完整性等问题,可反馈申请退款(可完整预览的文档不适用该条件!)。
- 3、如文档侵犯您的权益，请联系客服反馈,我们会尽快为您处理(人工客服工作时间：9:00-18:30)。
Maker：###### ######
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.