寶潔分析-Marketing Planning Scheme.ppt

1、Marketing Planning Scheme,Contents,第 1 頁,2.Marketing Planning Purpose,4.P&G Hair Products Marketing Status In Current Chain Market,3.P&G Business Card,1.Abstract,7.P&G current marketing strategy analysis,8.Marketing Strategy Integration and Innovation,6.Competitors Analysis,5.The Internal optimizati

2、on and intrgration,9.Summary,DEVELOP HISTORY,第 2 頁,Growth,Start,Jump,today 1988 1980,1937 1937 1931,1915 1859 1837,Build foreign plant Sales of more than $1 million Establish,300 kinds of brands approximately The first Chinese joint venture To be the biggest multinational company of the United State

3、s,Laundry miracle- Tide One hundred anniversary Founded in special marketing organization,INFORMATION,第 3 頁,In World,In China,P&G, an American commodity manufacturer, founded in 1837,headquartered in the United States,which is currently one of the largest commodity corporations in the world, Its glo

4、bal employees nearly reaches 110000,its branches and agencies spreads over more than 80 countries, with 28 global technology centers and over 29,000 patents,and its products are distributed more than 100 countries with 300 kinds of brands approximately.,P&G Guangzhou Ltd ,the first Chinese joint ven

5、ture,was set up in Guangzhou in 1988. PGC has a lot of branches across China,such as in Guangzhou、Beijing、Shanghai、Chengdu、Tianjin and Dongguan with more than six thousand and three hundred employees .Whats more,it has invested over 1,000,000,000 dollars in China.,The current marketing conditions of

6、 P&G hair products in Chinese market,第 4 頁,Analysis on product market influence factors,第 5 頁,Consumers purchasing behavior,contact,1. consumption motives,2. consumption ability,3. consumer attention factors,4. Consumer buying convenience degree,The political environment：policy,Consumer group,You ha

7、ve ever used the shampoo of the brand?,SWOT Analysis:,第 7 頁,The companys tremendous strength Loyal Client Base Numerous brand Good Value For Money,S,W,O,T,The violent competition in market The union of time and economy,Firmly entrenched in international management experience The uniqueness of brand

8、effect weakened Advertising is not innovative enough,Filling in a gap Consumers living level is improving Meeting the need of special consumers The channels of information spread increasingly,Competitors Analysis,第 8 頁,Example : Some analysis about Unilever who is the biggest rival,Analysis on produ

9、ct strategy,The sales and marketing activity,Sales channels,Bill Customer,P&G current marketing strategy analysis,第 10 頁,Seeking Differences：Brand Individuation,1,2,3,Knowledge marketing：Efficacy deduces the brand concepts,Multi-article brand：Seize the Market,Shining Point,PGs purpose is to satisfy

10、different consumers different demand in different time. Therefore PG put out various brand in shampoo ,but every brand have their own shining point .Head-Shoulders personality is remove dandruff, pantens personality is the nutritional health protection for hair, VS Sassoon emphasizes specialty. In a

11、 word, marketing combination angle from certain selling point.,Seeking Differences：brand individuation,Baojie is deducing the brand concepts by focusing on interests demand and emotional appeal.For example，Crest united NCOH(the national organization of dental disease prevention)to spread an dental p

12、rotection idea that called tooth root moth-proofing.Whats more，Safeguard extend a health，sterilization，skin protectiontheory with Chinese Medical Association.Both of them are the representative interests demand.Besides，Baojie strengthen the emotional appeals For instance，recently few years，Baojie Re

13、joice showed the “confidence”，such as the ad about quarrel and confident college，which expressed confidence most incisively.By doing so，baojie had improved its cultural connotation a lot.,Knowledge marketing：Efficacy deduces the brand concepts,First of all，for the consumers，baojie adapted multi-arti

14、cle strategy，building an image of strength in their hearts. Moreover，prices on different levels meet all kinds of clients in different demands，so that consumers would like to use the products of baojie day by day and even would improve their loyalty index .As for the competitors，goods shelf are full

15、 of the products of baojie，thats to say，the competitor are defeated in sales channel.,Multi-article brand：Seize the market,第 14 頁,The shortcomings,Marketing strategy integration and innovation,第 15 頁,Marketing Elite theory,Long term investment,To strengthen the training,Marketing Staff and Sales Rep

16、resentatives have direct contacts with clients，so its essential to strengthen employees training in order to enhance their sense of belonging to the enterprises .Moreover, it is necessary for the sellers to be familiar with the products.In my opinion, it is cost- effective to send the marketing staf

17、f to vocational colleges to improve their various abilities. Generally speaking，training contents includes building up the enterprise culture，knowing well about commodities circulation and function ,etc. Furthermore，Baojie can put forward a set of incentive policies，like salary system and commission

18、 system.,The Clients Oriented,set up a information warehouse,Managing the client by classifying,set up a information warehouse,第 18 頁,According to the different need among clients ,we could classify them ,that is to say, we should focus on the most valuable clients and pay attention to the two stage

19、 clients.,Enterprise of loyal customers,Like of satisfied customers,Habitual buy customers,Price sensitive customer,Classification Management To Customers,企業(yè)標(biāo)志,The Marketing Competition Strategy,60%,Low Price With Best Value,The information strategy,Chain Store Management,Reclaim Business Strategy,t

20、he trademark popularization strategy,第 21 頁,the advertisement strategy,trademark,Quality win public praise,The better quality, the better reputation :the qualification is the trademark s life P&G should strengthen themselves so as to find a shinning point among other company.,William once said“ advertisement is a science ,it is persuasion. However, persuasion is an art. We could propaganda our trademark image by making advertisement passing various way.,trademark,the advertisement strategy,第 22 頁,advertise on television or magazine,adv