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Marketing Analysis
Maker：###### ######
Catalogue
P& G company and product introduction
Market segmentation brand strategy advertising strategy marketing strategy Corporate value
It is the world's largest maker of washing and skincare and health products, is currently one of the world's largest commodity companies. The P&G consists of over 135,000 employees working in over 80 countries worldwide.
P &G company introduction
Proctor and Gamble is the full name of Procter & Gamble Company (Procter & Gamble Company), was founded in 1837 by William Procter and James Gamble in the Midwest of Cincinnati.
introduction to products
Procter & gamble in 1988 set up joint ventures in China, guangzhou .
The P&G has one of the largest and strongest trusted brands, including Pampers, Tide, Pantene, Pringles, Crest and Olay, and so on.
brand strategy
P&G's multiple-brand strategy, from the function, price, packing and so on various aspects divided into multiple markets, meet different levels, different needs of various customer demand, and thus cultivate consumer brand preference to our enterprises, improve its loyalty, the company formed a strong impression in the customer heart, improved the market leadership and brand reputation of the procter & gamble.
Advertising strategy
Customer propaganda and accumulation of knowledge
Ordinary consumers lack of understanding of her hair and maintenance knowledge.Procter & gamble, make each product according to different hair, and have clear instructions on product packaging, make the customer in the choice of shampoo can according to their own situation to choose the right hair products.Procter & gamble printed 800 free phone number on all of the products , convenient customers consult related issues.
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Advertising strategy
Innovatived advertising strategy
Advertising positioning and brand positioning together.P&G existing including float soft, pantene and head & shoulders shampoo, vs and clairol five brand, each brand has its characteristics of market positioning.
market segmentation
Let's take shampoo for example:It is not taking Consumer demographic variable characteristics（like ， age or sex），but according to the features of consumer hair to niche markets.Head and shoulders, it is need for dandruff hair;Pan ting, hair needs nutrition;Rejoice, is for those who want silky hair;VS，for professional hair care。 Each brand has its specific market, and each brand products and have more specific segment.procter & gamble products market segmentation is a comprehensive and accurate, covering almost all markets.
