Who can tell me what is the marketing strategy of Procter & Gamble?

I. Procter & Gamble's Product Innovation Strategy

P&G believes that in the face of today's extremely challenging and uncertain economic environment, if we want to maintain sustained growth, we must continue to innovate in all aspects of our business. Innovation is the soul of P&G's business, and it is the only way to meet customer expectations, create value for our retail partners, and create new business models that will enable P&G to grow consistently and sustainably, meeting or exceeding its goals.

P&G has many innovations that are industry firsts: Tide laundry detergent is the first detergent that removes stains powerfully; Crest toothpaste is the first fluoride toothpaste certified by the Dental Association as effective in preventing cavities, and the first to be patented for teeth whitening; and the shampoo brand line has PerthPlus, the first two-in-one shampoo and conditioner; and Hafex, the first shampoo that effectively removes dandruff, and the first to remove dandruff. The first shampoo that can effectively remove dandruff and so on. P&G continues to be one of the few companies in the industry that can develop new product categories, create new brands, set new performance standards and redefine customer value.

Procter & Gamble's brand operations are characterized by a wide range of categories. From soaps, toothpastes, mouthwashes, shampoos, conditioners, softeners, detergents, to coffee, orange juice, baking oils, cake mixes, potato chips, to toilet paper, make-up paper, tampons, cold remedies, stomach remedies, spanning a wide range of industries such as cleaning products, food, paper products, and pharmaceuticals. Secondly, many of the products are mostly multiple brands of one product. Take laundry detergent as an example, the brands they launched are "Tide", "Wash Good", "Ou Xiduo", "Porter", "Century", and "Tide". ", "Century" and so on nearly 10 kinds of brands. In the Chinese market, the soap is "comfortable good", toothpaste is "Jiajies", shampoo has "Piu Rou", "Panting", "Hai Ting", "Haikou", "Haikou", "Haikou", "Haikou", "Haikou", "Haikou", "Haikou" and so on. The company's shampoo has three brands: "Porou", "Pantene" and "Hafei Si".

Two, Procter & Gamble's product advertising strategy analysis

Procter & Gamble after years of development in the Chinese market, more and more recognized the importance of sales channels, and began to establish their own terminal sales force. P&G's products are full of shelves, it is the same as from the sales channel to reduce the possibility of rivals to attack. From the price, function and other aspects of the market segmentation, it is more difficult for competitors to insert. Procter & Gamble in the market does not leave a gap in the layout of the product, like building a solid line of defense, do not give competitors the opportunity to multiply, and consumers unknowingly live in the world of Procter & Gamble products. This high barrier to entry has undoubtedly greatly increased the cost of competitors' attacks, and is a shield against rivals for themselves.

In P&G's many product advertisements and packaging, will be marked with "Procter & Gamble, high-quality products," the words and "P & G" logo, indicating that the product is from the Procter & Gamble flag, in order to enhance the product's sense of authority to improve the consumer's trust. trust. L'Oreal's approach is different, in L'Oreal's many product brands, it is difficult to see the "L'Oreal" logo, L'Oreal intentionally watered down the relationship between L'Oreal's corporate brand and the product brand, so that the product brand to appear as an independent image, so that many consumers are not aware of the Hélène, Rancourt, BioSprings, Vivien and other well-known brands are also from L'Oreal. Many consumers do not realize that Hélène, Lanc?me, Biotherm, Vespa and other famous brands are also from L'Oreal. However, Unilever's premium brand Elizabeth Arden has intentionally severed its relationship with Unilever, and we can hardly see a trace of Unilever in Elizabeth Arden's brand promotion. Procter & Gamble's marketing strategy for its products, so that its product brands deep into the minds of consumers. Consumers tend to choose products that they know well when choosing products. P&G has successfully played the good card of branding in its product marketing strategy.

In many companies, obtaining patents is the yardstick by which to measure whether these companies are innovative. In P&G, however, research and development is indeed an important aspect of innovation, but innovation doesn't stop at the research and development stage; it is a P&G value that can be seen in every aspect of building and operating a brand.

From the point of view of LONGEVITY's advertising style, it focuses on the practical appeal of the product, emphasizing the function, principle and scientific nature of the product. It shows continuity and consistency in strategy, and is full of afterburners. P&G's advertising style fully embodies the characteristics of the big brother, focusing on rational appeal, combining scientific data argumentation and recommendation of the authority to emphasize the function, principle and effect of the product. In the strategy is manifested in persistence and repetition, which unconsciously influences consumers' purchasing choices and purchasing thoughts.

Three, Procter & Gamble's product sales strategy

1. omitted on the query laundry skills, see personalized hairdressing introduction on Grest. omitted. Unilever, a competitor, and a company called iVillage signed a contract to invest $200 million in a company that would provide an online community for women. in August 2000, Unilever chose Compaq and IBM to provide computer equipment and services. In addition to this it also partnered with Ariba, the world's leading e-commerce solutions provider, to use its platform to build an online global-scale economic supply chain. In 2000, Unilever invested around ￡130 million in the initial construction of e-commerce, and this figure is set to grow. And by this time, P&G's sales network had moved into maturity.

2.*** Winning sales concept. P&G is very clear requirements, only in a clear consumer facts and figures based on the marketing department can begin to create persuasive advertising and develop a strong marketing plan, product development department can begin to develop new products to lead the trend, the sales department can begin to develop to meet the needs of customers sales plan.

Over the past 20 years, P&G has built one of the best sales networks in China through continuous change. In fact, no matter how the organizational structure of sales changes, P&G's emphasis has always been on a ****winning philosophy. Relying on the adherence to this philosophy, P&G's development strategy and execution have been realized. P&G in the decades of competition with rivals Unilever and L'Oreal Paris, they each provide different benefits to consumers, maintaining their own attraction to reach the ****-win philosophy.

From a corporate point of view, branding is a comprehensive expression of a company's business flow, both on a material level and on a psychological level. Competition to win, these two levels of a thing can not be less. From the consumer's point of view, it is the basis and experience of consumers' consumption of products and services, the method and tool of reflecting identity and personality, and the expectation and requirement of meeting higher needs. P&G has built its own brand and won its own business in China. P&G's multi-brand strategy 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. The purpose of P&G's multi-brand strategy is very clear, that is, to make P&G have a very high market share in the shelves of various industries. In order to realize this goal, P&G adopts the means of combining the brand management system with the marketing means, and sets up the starting point of taking the different needs of the consumers as the "axis", applies the unique sales method, develops the individual brand strategy, and makes a good use of the brand. P&G has adopted a brand management system combined with marketing means, and set up a unique sales method with consumers' different needs as the "axis" as the starting point, and formulated a personalized brand strategy, which has made P&G the dominant position of daily chemicals, and P&G has become the Whampoa Military School in the marketing field, and more and more "P&G people" are active in the marketing field in China.

Four, P&G product marketing strategy new initiatives

In the fierce market competition, enterprises in the continuous improvement of their product quality at the same time, more attention should be paid to maintaining customer relations, to provide customers with better service. P&G's breakthrough in management is to conceive and execute innovation as a program that can be integrated on the basis of consumer-centeredness. P&G selects innovation programs in a systematic way, allocates resources, and brings innovations to the market to ensure that all of P&G's businesses have a solid pipeline of new products. Not only does it systematically manage the analysis of consumer buying behavior, but it also manages innovation as a systematic process. This saves both management time and costs.

With the continuous expansion of P&G business in China and the development of e-commerce in the network era, P&G has launched a column of "New Product Trial" on its website to sell newly launched products, and at the same time, the website has also set up a column of "Participate in the Innovation of New Products" to guide consumers to participate in the innovation of new products. At the same time, the website also set up a "Participate in Innovative New Products" column to guide consumers to become the target group of virtual market research. Mark Sharp, vice president of Procter & Gamble, said, "Every company knows that consumers who are focused on communicating with the company are potentially the best consumers. If they are not utilized with care, they will be lost quickly." P&G's updated column changes the usual e-mail link approach used on other companies' Web sites and instead invites customers to enter a forum to voice their opinions about P&G products, while being able to comment on the opinions of other participants. P&G has built up a huge database of customer information over the years.

The most important point in P&G's century of glory lies in placing its future in the understanding and grasping of consumer value. P&G is well aware of a key point in the consumer goods industry, that is, the value of consumer goods is a very "subjective" or "personalized" concept, the concept of the connotation will change with the times. P&G does not base its sustained competitive advantage on products, but rather on consumer value outside of products. P&G is constantly innovating its products and creating its own brand value to meet the different needs of consumers. P&G faces the challenges with full courage, gains harvests with hundredfold efforts, chases the dream with thousands of passions, and gets customers' affirmation with ten thousands of sincerity! There is no need to be stunning, no need to be rich in learning, only need to research and develop products in an innovative way, only need to communicate with customers in their own way, only need to give customers convincing reasons, and then you will get your own applause and applause! I wish P&G will be more brilliant tomorrow!