宝洁 英文报告

Analysis of P&G marketing strategy inChinaBrief introduction of companyCompany historyWilliam Procter and James Gamble, founded Procter and Gamble in 1837 ，in Cincinnati, Ohio. They started the business by making and selling their own soap and candles. On October 31, 1837, they formalized their relationship by signing a partnership agreement. The partnership flourished under the twofounders and family members became involved in the business. In 1879, James Norris Gamble, a son of James Gamble, and Harley Procter, a son of WilliamProcter, created a white soap equal to other high quality soaps in the marketplace, which they named Ivory. This product became a huge success for the company and remains one of their most recognized products. Procter and Gamble slowly started releasing different types of products such as laundry detergent, diapers and toothpaste. They have continued to be innovators in household products throughout the decades and today, Procter and Gamble has nearly 300 brands in over 160 countries. They are constantly researching and developing new products that range from Personal and Beauty, House and Home, Health and Wellness,Baby and family, to Pet Care and Nutrition. They are committed to helpingconsumers with health, hygiene, and convenience. The company is broken into three different segments: Health and Beauty, Household care, and Gillette.Their products are sold through merchandisers, grocery stores, clubs, and drug stores.Brief introductionProcter & Gamble (English Name: Procter & Gamble), referred to as P&G,founded in 1837, is one of the world's largest daily consumer company.The nature of the company is Share-holding system.Headquartered in the United States of Ohio, Cincinnati, and employs nearly110000 people worldwide.P&G Global HistoryIn 1837 October William Procter and James gamble signed a cooperation agreement officially.In 1879 the Ivory soap MarketIn 1885 the first Saturday afternoon not to go to work, employees may be paid welfare measures.In 1887 founded the first American profit sharing system and factory workers bonus.In early twentieth Century, in order to meet the increasing demand in the domestic market, Procter & Gamble began to set up a factory in Cincinnati.In 1901, King C. Gillette creates the KC Gillette Razor.In 1915, Procter & Gamble Company set up production plants in Canada, this is P & G's first investment in countries other than the United States plant.In 1924，Created market research department which is one of the pioneers of the global industrial history.In 1930, P & G bought Thomas Hedley Ltd in the UK, established the first overseas branch.In 1931 the P&G brand management system officially forming.From 1945 to 1980, to develop in new areas and the new brand was born.In 1946, launched the Tide, and the Crest toothpaste was launched in 1955.In 1960 launched the first liquid fabric softener: Downy.In 1963, purchase the Folger, expansion of food products business. Establish the business in Mexico, Europe and Japan.From 1980 to 1999, Multi-National Corporation in New PeriodIn 1980, P & G has become one of the largest nation's Multi-National Corporation, and expansion of the Cincinnati headquarters.In 1991, promote the use of new commercial mark.Purchase the Norwich Eaton pharmaceutical company (1982), Rechardson-Vicks (1985). Company active in personal care products industry, become the largest non-prescription medicine manufacturers retail.P&G further expansion of its global development plan: establish a research centre in the United States, Europe, Japan, Latin America and china.In fiscal year 2007, the company annual sales are nearly $76500000000, ranked 81 in the global "fortune five hundred". More than 300 brands in the business of selling products in more than 160 countries and regions, including the beauty salon, home care, home health supplies, health care, food and beverage etc..In 2008, Procter & Gamble is the sixth large company of market value among the world, profit of fourteenth big companies in the world. It is also the tenth most admired companies during the 500 fortune. In June, 4th, 2008, The J. M. Smucker Company and Procter & Gamble, the two sides signed a final agreement, shareholders of Procter & Gamble will have about a 53.5% stake in Smucker by tax-freestock-for-stock merger mode.The first in commercial operation1881-- Print advertising1890—Industrial Laboratory1911—Creat the firs kind of vegetable oil western1923-- Radio advertising1924-- Market Research1931-- The brand management1933-- Washing powder1955-- Fluoric Crest toothpaste1961-- The invention of the paper diaper1986-- Two-in-one shampoo; no fatty oil; household dry-cleaning series.P&G Chinese HistoryIn August 18, 1988, the establishment of Guangzhou P & G Procter & Gamble Co. Ltd is established in Guangzhou china.Head and shoulders listed in October 27, 1988.In May, 1989, Olay launched. In June to recruit 20 university graduates for the first time, launch 2-in-1 shampoo launched in October. In December, Whampoa factory started.In 1993, Procter & Gamble (China) Co., Ltd. was established.So far, P & G's total investment in China has exceeded $300000000 , has a staff of about 5000 people, since 1993, Procter & Gamble as tax most the national light industry enterprise for five consecutive years.Headquartered is in Guangzhou.Factory: Guangzhou, Beijing, Tianjin, Chengdu, Shaoguan.Technology center: Beijing.Distribution center: Guangzhou, Beijing, Shanghai, Chengdu, Changsha, Xi'an.In March 12, 2010 Guangzhou, - Procter & Gamble Company announced: since May 1, 2010, the western region as Procter & Gamble Vice president of cleaning, Shannon Stevenson will replaced Daniela Riccard, to took up the post of President of Procter & Gamble Greater China.(Shannon Stevenson)Procter & Gamble Company Development in ChinaFor the nearly twenty years, Procter & Gamble has achieved rapid development in China, mainly in the:•Building a leading brandProcter & Gamble Company is the largest domestic consumer company in China. Rejoice, safeguard, Olay, Pampers, Tide, Gillette and so on, these brands are in a leading market position in their own respective products•Maintaining a strong growth businessChina P & G is one of the regional market which the P & G global business growth the fastest. At present, P & G Greater China have take the region sales volume and sales amount have been became the second one in P&G global regional market. •Establish the excellent organization structureAlong with the business development, P & G's Chinese employees had grown rapidly. Now, in the P & G Greater China, a growing number of Chinese staff who served asan important management positions, the Chinese staff accounted for more than 98% of the total number of employees, P & G China Talent output to other P & G markets. •Committed to being a good corporate citizenBeing a good corporate citizen, that make our employees, shareholders and where we live and work for the society of common prosperity is the important content of Procter & Gamble "purposes, values and principles.".Entered China 20 years, we have made great efforts in this respect. Up to now, a total of Procter & Gamble to the public welfare donations of China has exceeded two hundred million yuan, for all education, health and relief to disaster areas and other aspects.Looking to the futureUnit sales doubled within 10 years.To reach the increase marketing share in the great majority categories.To make the P&G total shareholder returns in the same company among the top 1/3. Provide products with high-quality indefatigably to the global consumers. Company purposeWe will provide branded products and services of superior quality and value that improve the lives of the world’s consumers, now and 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.Company values•IntegrityWe always try to do the right thing.We operate within the letter and spirit of the law.We are data-based and intellectually honest in advocating proposals, including recognizing risks.•LeadershipWe are all leaders in our area of responsibility, with a deep commitment to delivering leadership results.We focus our resources to achieve leadership objectives and strategies.We have a clear vision of where we are going.•OwnershipWe accept personal accountability to meet our business needs, improve our systems and help others improve their effectiveness.•Passion for winningWe are determined to be the best at doing what matters most.We have a healthy dissatisfaction with the status quo.•TrustWe respect our P&G colleagues, customers and consumers, and treat them as we want to be treated.We believe that people work best when there is a foundation of trust.Procter & Gamble productsP & G is quite high visibility in the daily chemical market, its products include shampoo, hair care, skin care products, cosmetics, baby care products, women's hygiene products, medicine, food, drinks, fabrics, home furnishing care, personal cleaning supplies and battery.•Product types:Shampoo: Head and shoulders, Rejoice, Pantene, VS, Clairol, Sebastian, Wella, Herbal essences, Clairol Professional,Home furnishing: Pampers, Tide, Ariel, DuracellPersonal hygiene: Safeguard, Crest, Oral-B, Whisper, Always, Braun, GilletteSkin care: OLAY, SK-II, Oceana, CamayEnvironmental analysis1.Economic environment analysisWith the development of economic globalization and the rapid increase ofpeople's consumption level, resulting in huge market demand for the commodities, which to create a good market environment for P&G, especially in China. In the past 20 years, China's cosmetics sales growth to an annual rate of 23.8%. But also appear the Chinese logistics is not just as one wishes, some local traffic is notvery convenient, and products transport cannot achieve the expectation.Information is not very common, rising prices of raw materials, and the influence of the financial crisis on the day of the industry, has also hindered thedevelopment of P & G's, Procter & Gamble to overcome these obstacles still need their own efforts.2.Technology analysis①Pursuit of sustainable development is the source of technological innovation.Environmental protection and energy saving also promoted the Procter &Gamble Company technology innovation; the innovation can not onlyimprove the profit, but also can increase sales revenue.②Reportedly, Procter & Gamble Company plans to product at least$20000000000 accumulative production value of product with less relativelyenvironmental impact in present five years (2008-2012). In 2009, P & Gjoined the "Framework Convention on climate change in Copenhagen", draftthe 2012 global carbon footprint index, and that will released the period ofcarbon reduction results timely.3.Social and cultural analysis. Due to enhance the people's awareness ofenvironmental protection, P&G is also need to pay attention to these aspects of the production. Use of renewable resources, recycling products can once again.Due to the improvement of people's living level, consumption structure willchange daily chemical products from basic consumer to personalize, commonpeople's consumption will not be too much importance on the price of the product, and pay more attention to the quality of the products and the effect. Now, daily chemical market will change from city to town, P&G enhanced the publicity andpromotion of non City area, so that the products are well known constantly, has expanded its influence and market share. No matter in which country, P & G is enterprise to pay special attention of public welfare, which created a good public image, make people to accept their products easier, and also enhance thecompetitiveness of products and brand value.4.Political and legal environment analysis. In China, due to the development of thesocialist market economy, people's living level has improved greatly, and also brings the opportunity and a vast market for chemical industry. From 1, April2006, cancel of consumption tax of skin care and hair care products, consumption tax rate of high-grade skin care products is increased from 8% to 30%. The price of cleaning product has greater elasticity, and promotes consumption of theirproducts; overall, this policy is beneficial to Procter & Gamble.5.Natural factors analysis. In China, when it was in the 80's, the early Chinesereform and opening up. Guangdong Province as the first outward provinceprovides a number of preferential policies for foreign investment. The localgovernment set up industrial park, the foreign enterprises and joint ventures are putted into the park planning. To provide a unified property management,transport and other ancillary services, and give some preferential tax.Foreign-funded enterprises to establish a good reputation with good credit and transparent complete financial system in the local. Guangzhou as the capital of Guangdong Province and the center of the Pearl River Estuary, located on the natural geographical advantages, as the best position location of Procter &Gamble. Guangzhou is close to China's largest special economic zone --Shenzhen, and also has close ties with Hong Kong and Macao.Procter & Gamble Company successful marketing strategy1. Multi brand strategySingle brand extension strategy. Convenience for unified enterprise visual, can make funds and technology concentrated, reduce the marketing cost,easy to be accepted by customers, but single-brand products is not conduciveto the extension and expansion, and a single brand is all countries. Procter &Gamble Company did not become any kind of products and trademarks, butoperation each with a brand-centric according to market segmentationshampoo, skin care, oral and other categories. If you ask which company hasthe most brands around the world, I am afraid it’s Procter & Gamble.Multi-brand frequent attack, to establish the image of strength in the eyes ofthe customers.Procter & Gamble reach the destination through having four core businessand a number of well-known brands. Because of the positioning of P & G'sbusiness model, choice the scope of their business in Procter & Gamble isvery cautious. Now mainly focus on four business areas, namely the fabriccare, hair care, baby care and nursing females, with 10 leading brands in thefour business areas, each of which brand can produce annual sales of at least$1000000000.②The difference strategy. Procter & Gamble's pursuit the difference of thesimilar products of different brands, including function, packaging, publicity and other aspects, so that distinct the function form each brand. Some people think that the most important aspect is the capacity of washing and rinsing, and other people think that the most important is soft fabric, and one hopes of washing powder with fragrant smell, gentle alkaline characteristics. So P &G designed 9 different brands by the 9 segments of washing powder. Using amulti-product brand to meet the different levels, different needs of various customer needs from the aspects of function, price, packaging, , so as tocultivate consumer preferences for the enterprise a brand, improve theirloyalty.③Advertising pertinence forceful. Advertisings of foothpaste and soap choosethe children whom are more vulnerable to bacterial infections, need toprotect and like imitate, and make many advertisings become social popular language. While washing powder on a smart housewife with low price level and excellently quality. "Head and shoulders" advertising strategy is anall-star cast, to attract fans. "VS" selection of cool but not famous blonde,emphasizing style, personality, to the fashion is to attract the offbeatadolescents. "Rejoice" is smooth, "head and shoulders" is "dandruff,Pantene" is nutrition, "vs" is a professional hairdressing. "Clairol" is Procter & Gamble to beat Unilever, Germanic Henkel, Japanese Kao, spending huge money to buy the brand from Bristol-Myers Squibb Company, mainlylocated in the hair, the move to construct complete product line ofhairdressing method and hair coloring. P & G's market segmentation greatly not to distinguish by function and price, but by advertising.④Internal competition method. P & G's principle is: if a certain type of marketthere is space, the best products to those "other brands" is the Procter &gamble. So not only set up a brand in different types of products, but also in the same types of products to make a brand war. Shampoo sales in Chinahave "Rejoice", "head and shoulders", "Pantene", "Clairol", "VS" etc."Rejoice", "head and shoulders", "Pantene" have the similar effect andfunctions, advertising demands and price is basically the same except for its color, ordinary consumers could not distinguish them. If consider of thesegments of the market, there is no certainly need. But several major brand compete violently, that other companies are daunted. Its new brand"Clairol", with herbaceous signs, advertising does not emphasize is Procter & Gamble products, do not use of P & G brand advantage, because themarket for P & G has never been involved in, have a larger risk, a slip can be discarded without affecting the whole of Procter & gamble.⑤Unique selling proposition. Its core content is: ads should be based on thecharacteristics of the product to propose the unique plea to the consumers, and make consumers believe that this feature is not alike with the others. For example of Procter & Gamble launched a shampoo in China, "head andshoulders" function is to clear up the dandruff, Pantene’s function is lies inthe nutrition and health of the hair, and Rejoice function is to make hairsmooth and supple. Product advertising of launched in the Chinese market ismore extraordinary: "head and shoulders shampoo," the blue packaging, firstreminiscent of the blue sea, fresh and cool visual effects, "Dandruffdisappeared, the hair clean", the advertising language let consumers toestablish a "" head and shoulders antidandruff belief in the minds.2. With Chinese characteristics strategiesOn the one hand ,Procter & Gamble change its brand name in China such as Olay, rejoice, head and shoulders, Pantene, safeguard, Persil, Tide. On the other hand, the Chinese people love nature and advocate the curative effect of Chinese herbal medicine, so they joined the natural medicinal plant component in many products. For example, crest toothpaste with the Chinese herbal medicine and so on, and they changed spokesman from the national standard of the west "ocean gifted scholars and beautiful ladies" to the Chinese movie stars who Chinese people loved to see in advertising. Chinese characteristics of P & G are also reflected in the product promotion methods, for example, to actively participate in China's Ministry of health to promote "national dental prevention and treatment of new Long March". In 1998, Procter & Gamble supported "panda love project" commitment to Chinese customers, that as long as Chinese customers purchase a bag of washing powder of "Panda" ,the company will donated 1 Yuan to the Chinese wild animal protection association3. Seamless distribution strategyThe so-called "seamless distribution", refers to a series of team with long-term cooperation mode from 90s between Multi-National Corporation and brokers or wholesale and retailers, in order to reduce the cost and improve the efficiency of distribution channel. Procter & gamble with seamless distribution in China has the following characteristics: first, Procter & Gamble according to the special structure of distribution in China, from the scale, customer distribution, financial strength, sales, storage and transportation capacity and market reputation to selected intermediaries, wholesale and retail business carefully, and train them to become long-term team partners Procter & Gamble stable. Second, after determining wholesale and retail middleman, ,Procter & Gamble implement integrated marketing plan IBS (Integrated Business System) to assist the middlemen, wholesale and retail of organization to transform with the operation mode of P & G's, and conduct the complementary division on the basic of that. The company also helps distributors optimize ordering, receivables and inventory management process through the establishment of "distributor business system / efficient distributors replenishment system"(DBS/EDR) . Therefore, the distribution system has become a scientific and powerful network. A good partnership makes that P & G remain invincible in the fierce competition in the market.4. Pay attention to scientific research, continuous innovationPay attention to scientific research. April 1998, Procter & Gamble cooperate with Tsinghua University institutional, and establish the Beijing technologycenter. Two years, Beijing technology center has developed into the largesttechnology center in the global scope of Procter & Gamble. In the shampooproduction line, with Rejoice and Pantene put into the market, Procter &Gamble depth of shampoo brand has been expanding. Chinese also paysclose attention in hair care.Continuous innovation. Enterprises from R & D to development--contact and development--is to strengthen the link among the interdisciplinary, across theregion and across business during the development process. It has completelychanged the innovation process of P & G, promote the successfuldevelopment of a number of new products. Open innovation and 360innovation, namely around customer needs all-round innovation.Strategic direction in China1, insist on the business philosophy of everything for the customers"P & G" companies in product promotion commonly used words, "we produce and provide high - class products, to beautify the lives of consumers. In return, we will get a leading market position and growing profits, so that our employees, shareholders and the society where we live and work have common prosperity." This sentence also is a concrete manifestation of which Procter & Gamble adhere to the "consumer first, advocating quality, scientific innovation, talent" business philosophy. Procter & Gamble Company adhere to treat people with sincerity, adhere to the consumers in the first place, and vigorously defend their products not be imitated so that harm the interests of consumers.2, to meet the market demand, and constantly create unique new products Successful application of P & G brand strategy to continue stable market, many of these practices are known for. Procter & Gamble boldly implement "a multi-product brand" strategy, display the benefit of “have more children will have more benefits”in the international market. Especially only good at finding differences in products market which general people think there is no gap, and produce distinctive personality commodity.3, to create high-quality, high-priced brand imageTo win -- the brand positioning of P & G. Procter & Gamble products in the international market has always been known for high price, high quality. A senior adviser to the Procter & Gamble once said: "P & G brand never willingly be located in second position, our goal is to strive for the first one." This kind of traditional inheritance of Procter & Gamble, the positioning of Guangzhou P & G in the market is very clear, that the "first-class", "luxury". Guangzhou P & G set up a product development department, specifically on how to improve the quality of the products, packaging and process technology. And strive to do better than competitors to meet the needs of Chinese consumers.4 the unique charm of the Procter & Gamble advertisingTo adapt with its huge consumer product family and yield, Procter & Gamble put advertising in newspapers, magazines, television, radio and other major media. In view of the main production of bulk use of home supplies, it puts much advertising on television which is the most popular media and advertising. Emphasis on product advantages, attractive leading, emphasizing the problem solved, put brand integrate into advertising, these are four major characteristics of the brand advertisingmarketing strategy of Procter & gamble.5 Pay attention to brand packagingBrand visual is a combination of the brand logo and packaging design elements. Packaging is like TV and print ads signature, and also is the product which consumers go to the store and understanding. P & G product packaging has a unique, easily, recognizable, and clean characteristicsCompetitorUnileverUnilever is merged by the Holland Margrine Unie margarinecompany and British Lever Brothers soap company in 1929.Headquartered in Holland, Rotterdam and London, British, areresponsible for the food and detergent supplies business. Witha large business network in 75 countries around the world, has500 subsidiaries, the total number of employees nearly 300000.It is the world's second largest consumer goods manufacturer,the annual turnover is more than $40000000000.ProductsHair care: Hazeline, lux, DoveSkin care products: Pond's, Vaseline,Dental care: Chinese, Jie ConnaughtFood: wall's, Lipton black teaHome furnishing: mystery, comfortBusiness philosophyProcter & Gamble Company's business philosophy is to produce and providefirst-class products in the world, to beautify the lives of consumersUnilever is making life more dynamic, enjoy a perfect lifeMarketing strategy of Unilever• focus strategyThe enterprises centralization, products centralization, brand centralization, the site centralized, marketing link centralization•,Difference StrategyUnilever's Pond's, LUX, Hazeline, mystery, Chinese, Lipton, wall's and other brands belonging to the family and personal care products, ice cream, food and other three series of products, which in China with Unilever label products already available for the creation of a good shop, and all aspects links people's daily lives.• MergeOne of the key factors of Unilever business empire expansion is ongoing and merger implementation.ConclusionProcter & Gamble more accurate in brand positioning and market segmentation,1.P & G take an accurate segmentation of the shampoo market, its own Shampoobrandscover almost the entire market, and the position of each brand is very accurate and clear. However, Unilever have well-known brands such as Hazeline, LUX, but far less。