国际营销学案例分析Marketing Strategy---P&G以宝洁为例

Products:
Brand name
Pantene in Chinese is called ―潘婷‖. The Chinese name is made according to the similar articulation. It also sounds like a Chinese girl’s name which makes Chinese cFra Baidu bibliotekstomers easy to remember.
Fashion
The advertisement of Pantene The new image spokespersons of Pantene
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Pantene in China
Pantene entered Chinese market in 1992. It brought advanced hair science for millions of Chinese women, and helped every lady to show their beauty and elegance.
Some well-known brands
Procter &Gamble Co. , Ltd. Guangzhou
Background 1980-China Established special economic zones to promote free trade and opened local markets to foreign investments. 1988-P&G entered Beijing & Shanghai through ―FRIENSHIP STORES‖ Channel. 1988-P &G set up in Guangzhou in China's first joint venture - Procter &Gamble Co. , Ltd. Guangzhou.
组长：谢黄梦 组员：祝秀芳，林玉婷，葛晨霞
Introduction
Procter & Gamble (P&G) is a Fortune 500 (Fortune 100) American multinational corporation headquartered in downtown Cincinnati, Ohio and manufactures a wide range of consumer goods. It has a staff of 100,000 all over the world. in more than 80 countries and regions, it has its branch companies and factories. P&G has more than 300 brands which are well received in more than 160 countries and regions. Its business segments can be divided into beauty segment, grooming segment health care segment, snacks & pet care segment, fabric care & home care segment, baby care & family home care segment.
HR strategy in China
• P&G's HR strategy focused on superior recruiting and retention of its employees. In its initial years in China, P&G brought in experienced Americans to manage the country's operations. The company also hired Chinese at that time but gave them a set plan to follow. It trained these locals to think the American way. • With time, the locals gained experience and were absorbed into senior positions. P&G believed in promoting from within the organization and so the company recruited people who were starting their career or had little work experience. P&G was among the first multinationals to conduct campus placements in reputed Chinese universities and had gained strong awareness among university students.
Quality
Pantene is famous for a number of milestones in its long and illustrious history and has a long track record of extensive scientific expertise and research. The scientists at Pantene dedicate an enormous amount of time studying hair—its behavior, its quirks, and its response to experiments of all kinds—and what they learn is pretty fascinating! ● over 20,000 consumers around the globe. ● 500 lab tests using more than 26 methods to verify technical performance. ●15 stylists. ●17 PhDs.
localization strategy in china
Customized product packaging, product formulas and advertising campaigns to cater to the Chinese market. Pampers 帮宝适 Cloth Diapers worn by Babies (Contrast to Throw away in west) –1998- Pampers Market Flopped. Customized Diapers for Chinese Market Three parts: a leak-proof outer plastic shell, several absorbent layers, and a porous film that let moisture pass through into the absorbent layers. Crest 佳洁士 Reformulated Crest toothpaste Fruit, Tea Flavors with Herbal Elements and Salt Versions Chinese Belief: Salt promotes whiter teeth
P&G STRATEGIES INTO CHINA
Ⅰ. Multi-brand strategy
Ⅱ. localization strategy
Ⅲ. HR strategy in China
Multi-brand strategy
More than marking the single product with different brands, P&G takes the multi-brand strategy to pursuit the differences of various products ,such as in function, packing, promotion and so on. Each product will have its own conspicuous traits, which is bound to take up its own part in the market. If someone asks which company has the most brands in the world, of course, the answer is P&G.
Pantene
Pantene is a brand of hair care products owned by Procter & Gamble. The product line was first introduced in Europe in 1947 by Hoffman-LaRoche of Switzerland, which branded the name based on panthenol as a shampoo ingredient. It was purchased by Procter & Gamble (P&G) in 1985 in order for P&G to compete in the ―beauty product" market rather than only functional products.
Guarantees:
Pantene’s smart beauty guarantee: We appreciate you giving Pantene a chance! If you are not completely satisfied, we'll send you a refund for 2X your purchase price. Questions? Call 1-800-522-2106
Personal consultation
Want to know which Pantene collection is right for your hair? Simply answer a few questions and get a personal recommendation based on your hair structure, texture, and color.