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Marketing plan for Procter&Gramble班级:11营销y(1)姓名:魏弯弯学号:111220212013.12Brief ContentsPart1 Executive Summary (2)Part2Current Marketing Situation (2)1、Market Description2、Product Review3、Competitive Review4、Channels and Logistics ReviewPart3 Strengths,Weakness,Opportunities and Threat Analysis (6)5、Strengths6、Weakness7、Opportunities8、WeaknessPart4 Objectives and Issues (9)Part5 Marketing Strategy (10)Part6 Action Program (14)Part7 Budgets (15)Part8 Controls (16)Part9 Marketing Plan (17)Marketing Plan for p&gExecutive summaryProcter & gamble company has been committed to create a people-oriented, customer is god's service market, always with an eye to the future for consumers around the world to providefirst-class quality products, let consumers every day in the life to the fullest.Procter & gamble company plans in the future five years(2008-2012), the minimum production value of 2008 dollars to the relatively small environmental impact of products. Like tide or concentrated detergent products such as cold water can make substantial and significant improvement of the environment. Current Marketing SituationProcter & gamble company operating in China product category have shampoo hair care products, skin care beauty products, personal cleaning products, oral care products, women's health supplies, baby care products, household fabric care products, food etc. Eight categories of products, product barcode in more than 400, in today's society emphasizes sustainable development, p&g can face challenge actively seize the opportunity to continuously introduce new green productsOpportunities and challenges coexist. Unilever is p&g's main rival,procter & gamble if you want to keep the position of the industry first, you need to continuous improvement in technology, marketing strategies, rather than a conformist, stagnant. In the host country, there are some competitors, more or less, or grab its share of the market, p&g needs to make corresponding countermeasure, to the challengeMarket DescriptionProcter & gamble before entering the Chinese market before entered the Chinese market, China shampoo market, almost no high profile of shampoo, hair care products, bee flowers, the shampoo has dominated the market, but they also rely on low price strategy to win, so at the time, they have a relatively high-end products. Due to the traditional concept of life and consumption, there are more Chinese consumers still use shampoo shampoo and bulk. Today's market environment. In p&g's new idea of shampoo after entering China, and there are many brands of washing hair lotions appeared in China market. Its shampoo market has experienced 10 years of development, gradually mature, competition is increasingly fierce, by the 80 s era of procter & gamble into such as the conditions for the development of nowadays, procter & gamble's products can meet the demand of social progress by people's increasing material requirements, and also can satisfy the consumers' personalizedconsumption, procter & gamble company has powerful productivity, high requirement to the product technology content, its strong brand strength, strong capital, as well as the huge consumer groups, product coverage, none is not to prove it. P&g will make great efforts on the existing target achieved consumer desire for ideal valueProduct ReviewProcter &gamble's more than hundreds kinds of products, in the field of shampoo in China, the company introduced more brand differentiation market segmentation strategy, which owns rejoice, head & shoulders, pantene, yan, stage, and many other strong brands, the establishment of a high brand loyalty, occupy absolute advantage position in the shampoo market. The individual products emphasize the personality of its own characteristics:L head and shoulders: persistent dandruffL rejoice: make your hair more smoothL pantene: vitamin b5L stage: fashionable avant-courierL of ica moves: plant concept, herbal essence, hair is specialIn addition to wash hair conditioner, procter & gamble in the oral care and personal cleaning products are also no less, all highlight the unique creativity of each product.Competitive ReviewIn today's society increasingly fierce competition, p&g is noexception, his main rival, has a few:Unilever: market share in China occupies a considerable proportion of, in terms of hair products is form tripartite confrontation with procter & gamble, the company since its inception in 1987, the enterprise scale, product variety growth year after year, for example from the original single lux 2 kinds of specification development in 1996 to four categories of 72 kinds of specifications, the company has developed into a famous national daily chemical products enterprises.Hengan: heng group was founded in 1985, is one of the first companies to enter the Chinese health supplies market. The three main products of sanitary pads, baby diapers and paper for many years among the top market shareColgate palmolive: the commodity co., LTD is a leading global consumer goods company, in the oral care, personal care, household care and pet food, etc, to provide high-quality consumer goods, many famous brand is familiar, especially in the cavity care, liquid soaps and underarm care is a big powerful competitors procter & gambleChannels and logistics reviewProcter & gamble's sales channel channel mainly has the following kinds: Modern retail channels (35%), including the international retail chains, such as wal-mart, carrefour, etc. Regional chain stores, Beijing hualian, trust-mart, etc. Traditional distribution channels (65%) : such as region of supermarkets,department stores, convenience stores, cosmetic stores, grocery stores, wholesale market, city scope including the category, second, three types of cities and towns.Strengths,weaknesses ,Opportunities and Threat analysis P&g has several powerful strengths on which to build ,but our major weakness is Lack of creativity and new brand creativity,The main opportunity is procter & gamble has a good reputation and in today's world of economic globalization. However the main threats we face is also due to the economic globalization brings new competitive challenges, as well as honest and trustworthy value problemstrengths1.A high safety degree. Procter & gamble buying is more daily consumer goods, have a very large consumer groups, it's safe to say everyone can be p&g consumers, and this product is not influenced by outside factors such as season, climate environment. High stability2 the company strength, high credibility.A 3 interest appeal and emotional appeals to improve the cultural connotation of the brand.4 unique brand marketing strategy: brand, more personality. In the same field successfully launched several brands, is a feature of p&g in the brand marketing.5 operation model: both inside and outside the stereoscopic. Procter & gamble to distributor by modern distributing storage and transportation center, builds up the distributor network composed of strategic customers, distributors in addition to have scale, efficiency, professional service and the characteristics of specification, also need to have strong financing ability, at the same time reduce the number of distributors, expand provides space for existing distributors business.6 concealed weapon - unique market research. Procter & gamble in observation, understanding, understanding consumers, pay great attention to the communication with Chinese consumers at all levels, in the China market research, established a huge database, in a timely manner to capture the opinions of the consumers.7 the brand image: people-oriented. Only close to the human nature, to capture the heart, can talk about consumers to the brand has know there. Procter & gamble products technology and advertising strategy comes from respect for the people, to create more value for humaweaknesses1 lack of creativity. Advertising is similar to each other between, no idea, only emphasis on pure product function and characteristics. There is no creative brand publicity.2. dispersion is higher because of money and energy on different brands, so for a product in quality and other aspects, the hard to avoid attention more dispersed.. 3. to international management by procter & gamble refuses to accept the traditional concept of the product life cycle. Believe that as long as the brand management and innovation unceasingly, can maintain consumer loyalty.opportunitiesFrom just established, at the beginning of the similar products in the domestic market, a lot of similar domestic enterprise has not yet arisen, p&g don't have to worry about the loss of market share. For now, as a result of the procter & gamble's brand already enjoys a good reputation at home and abroad, the enterprise can use its good reputation and abundant capital, through innovation, establish a better corporate brand. Take a bigger share of the market. As China's comprehensive national strength has increased, the international economic integration, China product class sells abroad, to p&g provides the opportunity to compete with other foreign companies.threats1.The world economic integration, multiple brands into the Chinese market. As the world economic integration, foreign goods with China, many people hold the concept of the other. Think that domestic goods far from WaiLaiHuo good. Especially the peer brands such as l 'oreal, unilever brands also impact the procter & gamble. It only to see who is more to be tested.2. the integrity of China. As the 08 the big doll of sanlu milk powder incident and 10 years of shuanghui ham clenbuterol security issues. People such as "sanlu", "shuanghui" brand has lost the faith of the so-called also lost confidence in domestic at the same time, "brand is the absolute principle" is no longer the bibles by people.3. the rise of Chinese companies. Chenming paper, etc. Objectives and LssuesThe target1. Procter &gamble plans over the next five years, the minimum production value of 20 billion dollars to the relatively small environmental impact of products. Like tide or concentrated detergent products such as cold water can make substantial and significant improvement of the environment.2 p&g company promises, in the next five years (2008-2012), will now produce carbon dioxide emissions per unit of production,energy and water consumption and the waste output on the basis of their respective each minus 10%.3. P&g will continue through the social responsibility activities continue to improve people's livelihood.4. Procter & gamble company will motivate </zcxl/jili/ > and attract its 138000 employees, will be "the sustainable development thought and behavior" into each employee's daily work.5. Procter & gamble company will continue to cooperate with external stakeholders, to meet the challenges of the global sustainable development provides new opportunities and solutions , the lack of customized products of the company, can't satisfy the nowadays consumer demand, the simplification of existing products, and the same, no innovation, no good implement localization in the Chinese market development, result in loss of consumer group, the competition of the company, and diversified development, advance occupied low-end consumer market, the company's crisis public relations consciousness is insufficient, lead to the company's image is damaged, part of the product positioning is high, the distance with consumerMarketing stategyProcter & gamble for difference market positioning strategy, it is theproduct of the overall market is divided into several segments, select two or more or all of the segment of the market as a target market, also is to take the overall marketing strategy. Procter & gamble's brand to more than 300. More than the implementation of brand strategy, makes the p&g in customer mind set up strength of the large family brand image. In addition, procter & gamble's brand marketing has very strong pertinence, p&g's multiple brand strategy is not simply as a product to several trademarks, but the pursuit of differentiation between different brands of similar products, including function, packaging, publicity, etc, so as to form the each brand of distinct character. Field.PositioningA statement that summarizes company or brand positioning –it takes this form .to(taget segment and need)our (brand)is (concept)that (point-difference0.Procter & gamble company advocating consumer is supreme principle, constant innovation. Their products to consumers can always ensure the quality, satisfied people in the process of use, and are willing to buy again. The basis of good product produce good advertising, advertising broad play space. P&g insist for a long time to implement the "Unique Selling advice" theory (namely the Unique shot Proposition, USP theory). Rejoice "shampoo, conditioner, head and shoulders"dandruff ", "professional hairdressing supplies" stage, safeguard the sterilization and inhibit bacteria regeneration for a long time, ariel's "strong decontamination", starting from the product itself to develop functional "points", as the connection with consumers, make consumers feel real products.Project stragey1,More than 1, the brand strategyP&g products are involved in all fields, in the Chinese market, treasure section eight kinds of detergent brands, 8 kinds of soaps, 5 kinds of shampoo brand and 3 toothpaste brand, etc2, the new product development strategyProcter & gamble company attaches great importance to the quality of the products and localization, constantly committed to the development of new products, especially payattention to the development and manufacture of special design products for Chinese market.Pricing strategyP&g entered China has been taking the market skimming pricing strategy, which is high price strategy, but in the face of increasingly fierce competition, procter & gamble with their competitors in many kinds of products in succession the price strategy. The following arethe main types of1, mantissa pricing strategies, such as 9.9 yuan rejoice2, penetration pricing strategy: is suitable for the demand elasticity is big, substitute for more new products. 3, skimming pricing strategy: pantene price increases at the same time, there are series of olay 4, discount pricing strategy: head and shoulders preferential pack (400 ml) buy with 400 ml increase customer purchase quantity, and repeat purchase.Distribution stategy1, reasonable division of labor2, the integration of marketingIntegrated marketing plans is refers to the transformation of procter & gamble to help dealers for procter & gamble, after modification, and marketing the relevant functional departments have similar to p&g organization and operate.3, retailers to education policyProcter & gamble in each sales region employing locals as promoters, responsible for regular visit retailers, save a lot of cost for channel system, and collected a large amount of information about consumers. 4, and share informationSales promotionMarketing communications strategy1, the combination of standardization and differentiation strategy 2, the seamless distribution strategy3, advertising strategyProcter & gamble every new product, can rely on advertising enhance brand awareness, promoting consumption boom. Since then, the ads to maintain at a reasonable level, branding tips Marketing researchProcter & gamble by the demand for Chinese consumers makein-depth investigation and study, produce with localization, high quality and low price products, successfully shaped the good corporate image. P&g attaches great importance to the scientific research and technology development, accelerate the process of localization of raw materials, together with the power system to coordinate action force, with personalized products long life cycle, with rich customer value management by objectives, obtained consumer's consistent high praiseAction Programs1. uses the multi-brands the brand to extend the strategy, has carried on the full investigation based on the valuable clean company to the customer demand, based on to the consumer demand thorough understanding, makes the unceasing innovation product the decision2 to use is the brand management system management system, managesin the personnel on, uses is the user friendly management, humanist management idea3. The product basis different expense demand designs the manufacture, implements the variation sale, satisfies the different level crowd the need, thus further seizes the market, forms monopolizes the market nearly the aspect..4. The variety innovation, does not separate sends out the product which welcome to be suitable for sale, meanwhile has the product mix innovation, the improvement existing product discovers the more reasonable product mix.Sets up the special technical research and development department, the safeguard company's product can obtain the unceasing renewal promotion.5 maintains own multi-brand strategy, researches and develops the product besides oneself, but also relies on the abundant fund foundation to purchase other company brand, forms the present to have involves the different domain like product type fabric and lives at home nursing, styles hair the cosmetology, the baby and family nursing, health nursing, food and the drink and so on brand approximately 300.Simultaneously guarantees the strict quality requirement.BudgesManagers use budges to project profitability and plan for each marking program’s expenditures,scheduling and operation.Total first-year salesrevenue for the p&g is projected at $200 million ,with an average wholesale price of $120 per unit and variable cost of $100 per unit for a unit sales volume of 400,000 breakeven calculations indicate that the p$g will become proitable after the sales volume exceeds 500,000 early in the product’s second year.our break-even analysis of p&g’s first product assumes per-unit wholesale revenue of $200per unit.ControlsControls help management assess results after the plan is implemented.identify any prolems or performance variations and initiate corrective action.we are planning tight control measures to closely product’s quality and customer service satisfaction.this will enable us to react very quickly in correcting any problems that may occur.other early warning signals that will be monitored for signs of deviation from the plan include monthly sales and monthly expenses.developing contingency plans to address fast-moving environmental changes such as new technology and new competition .Marketing plan toolsP&g offers two valuable resources to assist you in developin a marketing planThe marketing plan handbook explains the process of creating a marketing plan .complete with detailed checklists and dezens of real-world exampleMarketing plan pro is an award-winning software package thatincludes sample plans,step-by-step guides an introductory video.hep customizable charts for documenting a marketing plan。