Product Lifecycle Management of Procter & Gamble Company (Marketing Problem)

1. Brand is the cornerstone of P&G's success, and the so-called packaging strategy is included in the management concept of FMOT (the first critical moment). Through research and years of experience, Procter & Gamble believes that consumers' desire to buy in stores is driven by brands, followed by FMOT (mainly appearance, packaging, feel, etc. ) and SMOT (the second critical moment).

2. The brand management of P&G mainly revolves around WHO, what and how. Its core is WHO, that is, consumer research. What and how are means, what is the grasp of one's own products, and what is the means of management, strategy and implementation.

3. P&G mainly has four channels, one is DMC, which is a distributor channel, and the other is HSC, which is a hypermarket channel, as well as professional and counter channels. The strategy of each channel is different. The development direction now is to cultivate the ability of dealers, improve their logistics and sales management level, and increase the scope and intensity of coverage. HSC is the biggest driving force for P&G's future growth, and it is also the channel that P&G is good at. This channel focuses on brand management and sales management, and the shelf strength of P&G products is one of the biggest advantages of this channel.

4。 Procter & Gamble's promotion management is very complicated, mainly divided into two categories, one is new product management, and the other is promotion management. You can search Baidu Library. I put some materials for reference.