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Market segmentation
----Procter & Gamble（宝洁公司）
The Outline
The
introduction of P&G
Market segmentation Market segmentation by geographic variables Market segmentation by humanities variables Market segmentation by psychological variables Market segmentation by Behavioral variables Conclusgions, P& G’s main push of the products are also different, such as in the remote mountain village areas, launched cheap cleaning products, such asTide. Shampoo Rejoice has affordable products-family pack. The main push for the international metropolis of Beijing, Shanghai, Hong Kong are high-end products such as Oil of Olay, Pantene.
1, social class Social class refers to the relative nature and persistence in a particular social group. A member of a different class will be very different. Procter & Gamble well use the characteristics of different sectors with the marketing strategy of the social strata. Purchase of higher social status can find personal tastes from the product, while purchaser in the bottom of society more focus on its value. Such as: Procter & Gamble internationally renowned skincare brand SK-II for the higher social status of the purchaser. Essence ranging from 800-1200 Price. OLAY products are faced with lower consumer.
Market segmentation
by humanities variables
Demographic factors this standard market segmentation, the main factors are age, gender, family life cycle, income, occupation, education level and other factors. Consumer's age and level of education have a negative impact on the price level of tolerance. Young consumers have a novelty, curiosity, overdraft consumption, they’re in the pursuit of the brand, focusing on more personality, guiding the spending habits . Older consumers, pay attention to the usefulness of goods. The male consumer ‘s price tolerance level is higher than that of female consumers, female consumers are more price sensitive.
P & G brands in China include: Rejoice, Pantene, Head & Shoulders, Sassoon, Clairol, Safeguard,Olay, SK-II, Whisper, Cover Girl, Pampers, Crest and Oral-B, Tide, Bristol The waves Gillette, Mach3, Braun, Duracell, nanfu.
Gender. men and women are very different in product demand and preferences, then the product should also cater to these differences in order to better meet the needs of consumers. Such as Procter & Gamble's Gillette brand razors, blades and other shaving aids .The overall market is segmented by gender factors for men and women market, which specifically designed for men front-speed, super-induction , sensing, ultra-smooth rotation and other products, specifically designed for Ms. Gillette special knife, blade Venus, Ms. Gillette Super induction series and other products, which are loved by consumers.
Market Segmentation
by geographic variables
According to the geographical location of consumers, the natural environment market segments. Such as country, region, city size, climate, population density, topography, etc.. After careful laboratory tests ，for exampie Procter & Gamble found that Easterners and Westerners have different hair and Chinese hair are rather hard and dry, so P & G has developed a nutritional Pantene, to meet the needs of Asian consumers.
The market is broken down as follows: Ariel targeted at the high-priced market, a market share of 5%, Tide positioned in the mid-priced market, a market share of 15%, the local brand acquisitions and joint ventures in China ,Panda Gaofuli, blue Hong located in the low-cost market.
男士吉列锋速三
吉列女用剃毛器
Market segmentation
by psychological variables
The psychological variables segment market according to the consumer's social class, lifestyle, personality, buying motives and other psychological factors. Psychographic segmentation is based on social class, lifestyle, or personality characteristics of the purchaser, the purchaser is divided into different groups, groups of people in the same humanistic statistics showed a greater psychological characteristics. Interests of the people of various commodities are often subject to the influence of their way of life, their consumption of goods is also reflected in their way of life.
Age: Procter & Gamble's advertising screen use the image of the young men and women, such as to select teen idols Ekin Cheng, Michael Chang as an advertising model. P & G's market aim at the young consumer groups, and its high share of the market share fully proved the correctness of the position. Sassoon is mainly for young white collar family who pay attention to personality
Income is one of common demographic variables of market segmentation, income levels affect consumer demand and determine their ability to buy. P & G's detergent early to enter the Chinese market, the research found that Chinese consumers are less demanding on the effectiveness of the detergent, the amount is 1/10 of the Western countries.
The introduction of P&G
Procter & Gamble was founded in 1837，it is one of the world‘s largest consumer products producers. The company is headquartered in Cincinnati, Ohio, United States, with nearly 110,000 employees worldwide. P & G is very high profile in the daily chemicals marke. Its products, include shampoo, hair care, skin care products, cosmetics, baby care products, feminine hygiene products, pharmaceutical, food, beverage, textile, home care, personal care and battery and so on. Company slogan: Procter & Gamble, high-quality production.
----Procter & Gamble（宝洁公司）
The Outline
The
introduction of P&G
Market segmentation Market segmentation by geographic variables Market segmentation by humanities variables Market segmentation by psychological variables Market segmentation by Behavioral variables Conclusgions, P& G’s main push of the products are also different, such as in the remote mountain village areas, launched cheap cleaning products, such asTide. Shampoo Rejoice has affordable products-family pack. The main push for the international metropolis of Beijing, Shanghai, Hong Kong are high-end products such as Oil of Olay, Pantene.
1, social class Social class refers to the relative nature and persistence in a particular social group. A member of a different class will be very different. Procter & Gamble well use the characteristics of different sectors with the marketing strategy of the social strata. Purchase of higher social status can find personal tastes from the product, while purchaser in the bottom of society more focus on its value. Such as: Procter & Gamble internationally renowned skincare brand SK-II for the higher social status of the purchaser. Essence ranging from 800-1200 Price. OLAY products are faced with lower consumer.
Market segmentation
by humanities variables
Demographic factors this standard market segmentation, the main factors are age, gender, family life cycle, income, occupation, education level and other factors. Consumer's age and level of education have a negative impact on the price level of tolerance. Young consumers have a novelty, curiosity, overdraft consumption, they’re in the pursuit of the brand, focusing on more personality, guiding the spending habits . Older consumers, pay attention to the usefulness of goods. The male consumer ‘s price tolerance level is higher than that of female consumers, female consumers are more price sensitive.
P & G brands in China include: Rejoice, Pantene, Head & Shoulders, Sassoon, Clairol, Safeguard,Olay, SK-II, Whisper, Cover Girl, Pampers, Crest and Oral-B, Tide, Bristol The waves Gillette, Mach3, Braun, Duracell, nanfu.
Gender. men and women are very different in product demand and preferences, then the product should also cater to these differences in order to better meet the needs of consumers. Such as Procter & Gamble's Gillette brand razors, blades and other shaving aids .The overall market is segmented by gender factors for men and women market, which specifically designed for men front-speed, super-induction , sensing, ultra-smooth rotation and other products, specifically designed for Ms. Gillette special knife, blade Venus, Ms. Gillette Super induction series and other products, which are loved by consumers.
Market Segmentation
by geographic variables
According to the geographical location of consumers, the natural environment market segments. Such as country, region, city size, climate, population density, topography, etc.. After careful laboratory tests ，for exampie Procter & Gamble found that Easterners and Westerners have different hair and Chinese hair are rather hard and dry, so P & G has developed a nutritional Pantene, to meet the needs of Asian consumers.
The market is broken down as follows: Ariel targeted at the high-priced market, a market share of 5%, Tide positioned in the mid-priced market, a market share of 15%, the local brand acquisitions and joint ventures in China ,Panda Gaofuli, blue Hong located in the low-cost market.
男士吉列锋速三
吉列女用剃毛器
Market segmentation
by psychological variables
The psychological variables segment market according to the consumer's social class, lifestyle, personality, buying motives and other psychological factors. Psychographic segmentation is based on social class, lifestyle, or personality characteristics of the purchaser, the purchaser is divided into different groups, groups of people in the same humanistic statistics showed a greater psychological characteristics. Interests of the people of various commodities are often subject to the influence of their way of life, their consumption of goods is also reflected in their way of life.
Age: Procter & Gamble's advertising screen use the image of the young men and women, such as to select teen idols Ekin Cheng, Michael Chang as an advertising model. P & G's market aim at the young consumer groups, and its high share of the market share fully proved the correctness of the position. Sassoon is mainly for young white collar family who pay attention to personality
Income is one of common demographic variables of market segmentation, income levels affect consumer demand and determine their ability to buy. P & G's detergent early to enter the Chinese market, the research found that Chinese consumers are less demanding on the effectiveness of the detergent, the amount is 1/10 of the Western countries.
The introduction of P&G
Procter & Gamble was founded in 1837，it is one of the world‘s largest consumer products producers. The company is headquartered in Cincinnati, Ohio, United States, with nearly 110,000 employees worldwide. P & G is very high profile in the daily chemicals marke. Its products, include shampoo, hair care, skin care products, cosmetics, baby care products, feminine hygiene products, pharmaceutical, food, beverage, textile, home care, personal care and battery and so on. Company slogan: Procter & Gamble, high-quality production.