宝洁公司系列产品市场战略英文教学 Marketing Strategy.
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Rejoice's pursuit of the confident and elegant lifestyle has made it a popular brand among consumers. was voted “The Most Popular Foreign Trademark in China” by 250,000 consumers and experts nationwide.
Awarded "Global Top Companies for Leaders" Ranked at 15th of the "World's Most Admired Companies" "40 Best Companies for Leaders"
Products
Products including： pet foods, cleaning agents, and personal care products. Prior to the sale of Pringle to the Kellogg Company, its product line included foods and beverages.
H aird ressin g Salo n
P ro cter & G am b le (1985) En g lan d 1954 w orld sasso o n .co m
Foreign rival and indigenous rival
The price of Rejoice and Hazeline tends to be same
Rejoice/Slek/Lux<Pantene<Head & Shoulders
Place
Beijing
Chengdu
Distribution regions
Guangzhou
Shanghai
P&G
Distribution
Regions
Traditional channel
5%Biblioteka Baidu
95%
Important Clients
The price of Slek is lower than that
of Rejoice.
Pricing strategy
➢ Skimming pricing（撇脂定价）
(Head & Shoulders, VS) high-end market
➢ Low price permeability strategy
Customers
Promotion
1. Discount Strategy
First Distributors
2-3%
Secondary Wholesalers
>5%
Tertiary Wholesalers (Countryside
)
3-5%
Convenience
Stores,
Department
Supermarkets Stores
Small Stores
kiosks
Big stores
Birf Introduction
➢Procter & Gamble
➢American multinational consumer goods company
➢William Procter and James Gamble
➢October 31, 1837
➢Headquartered in Cincinnati, Ohio, USA
PANTENE CAMAY Rejoice Herbal Essences VS ......
Rejoice
Rejoice is the most successful international brand at P&G.
In 2007, Rejoice astonished customers with its numerous breakthroughs in hair technology.
Leading position on the market
Top products
sales
Market share and profit level
Price rivalry
Pricing Method
Demand-oriented pricing
Customers' understanding of the products’ values Customers’ cognition level of the products
Unilever
Lux, Clear, Hazeline
LaFang, Raclen, Hao Di, DIHUAZHIXIU
P&G
Head &Shoulders, Pantene, Sassoon, Rejoice
Slek
Pricing Objective
Maintain current situation Maintain income rate of investment
Advertisments
① Ads ② Posters ③ Celebrity endorsement
Price
1. Environmental Analysis 2. Pricing Objective 3. Pricing Objective 4. Pricing strategy
Environmental Analysis
(Pantene) middle-level market
➢ Products combination strategy
for families and couples
➢ Psychological pricing strategy
(integer, mantissa, reputation)
➢ Satisfying price strategy
Competition-oriented pricing
The price of rivalry products
Demand of social peychology
P ro d u ct typ e O w ner
C o u n try In tro d u ced M arkets w eb site
Awarded "Global Top Companies for Leaders" Ranked at 15th of the "World's Most Admired Companies" "40 Best Companies for Leaders"
Products
Products including： pet foods, cleaning agents, and personal care products. Prior to the sale of Pringle to the Kellogg Company, its product line included foods and beverages.
H aird ressin g Salo n
P ro cter & G am b le (1985) En g lan d 1954 w orld sasso o n .co m
Foreign rival and indigenous rival
The price of Rejoice and Hazeline tends to be same
Rejoice/Slek/Lux<Pantene<Head & Shoulders
Place
Beijing
Chengdu
Distribution regions
Guangzhou
Shanghai
P&G
Distribution
Regions
Traditional channel
5%Biblioteka Baidu
95%
Important Clients
The price of Slek is lower than that
of Rejoice.
Pricing strategy
➢ Skimming pricing（撇脂定价）
(Head & Shoulders, VS) high-end market
➢ Low price permeability strategy
Customers
Promotion
1. Discount Strategy
First Distributors
2-3%
Secondary Wholesalers
>5%
Tertiary Wholesalers (Countryside
)
3-5%
Convenience
Stores,
Department
Supermarkets Stores
Small Stores
kiosks
Big stores
Birf Introduction
➢Procter & Gamble
➢American multinational consumer goods company
➢William Procter and James Gamble
➢October 31, 1837
➢Headquartered in Cincinnati, Ohio, USA
PANTENE CAMAY Rejoice Herbal Essences VS ......
Rejoice
Rejoice is the most successful international brand at P&G.
In 2007, Rejoice astonished customers with its numerous breakthroughs in hair technology.
Leading position on the market
Top products
sales
Market share and profit level
Price rivalry
Pricing Method
Demand-oriented pricing
Customers' understanding of the products’ values Customers’ cognition level of the products
Unilever
Lux, Clear, Hazeline
LaFang, Raclen, Hao Di, DIHUAZHIXIU
P&G
Head &Shoulders, Pantene, Sassoon, Rejoice
Slek
Pricing Objective
Maintain current situation Maintain income rate of investment
Advertisments
① Ads ② Posters ③ Celebrity endorsement
Price
1. Environmental Analysis 2. Pricing Objective 3. Pricing Objective 4. Pricing strategy
Environmental Analysis
(Pantene) middle-level market
➢ Products combination strategy
for families and couples
➢ Psychological pricing strategy
(integer, mantissa, reputation)
➢ Satisfying price strategy
Competition-oriented pricing
The price of rivalry products
Demand of social peychology
P ro d u ct typ e O w ner
C o u n try In tro d u ced M arkets w eb site