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1、毕业设计（论文）说明书题目：A Brief Analysis of P&Gs Branding and Marketing Strategies浅析宝洁的品牌营销策略系 名 社会科学与外国语系 专 业_商务英语_学 号_6015206151_学生姓名_王奕雯_指导教师_张帆_2019年 6月12日AbstractWith the advent of the era of perceptual consumption, brands have become an important competitive factor for enterprises, and brand strategies
2、have also become the focus of decision-making by operators. How to effectively manage multiple brands in a variety of daily-use cosmetics companies with a wide range of products, build a scientific and effective brand structure, conduct reasonable brand marketing, and ultimately promote enterprises
3、to achieve their development strategies. It has become a task which cannot be ignored. This article starts with the theoretical research of brand management and the status quo of multi-brand application. Firstly, it introduces the multi-brand development path of P&G, which is known as the “world god
4、 of brand management”. Then, from the four aspects of product, price, distribution and communication, the company analyzed the multi-brand marketing model of P&G and evaluated all the brand implementation plans of P&G from the perspective of brand management. By comparing the successful models of P&
5、Gs multi-brand marketing, we found that Chinas daily chemical companies have problems in multi-brand strategy, pointing out that not all companies are suitable for multi-brand marketing models. There are certain preconditions for enterprises to choose a multi-brand strategy, and there must be quanti
6、tative analysis in the cut-in time. Finally, rationalization proposals are proposed.Key words: Procter & Gamble; multi-brand strategy; marketing mix; brand marketingContentsI. General Situation of Procter & Gamble CompanyA. Company History1. The Establishment of P & G2. Innovation and Development3.
7、Rapid Development in the Chinese MarketB. Company Profile1. Type of Enterprise2. Product Brand3. P & Gs Innovation4. Corporate ResponsibilityII. P & Gs Brand StrategiesA. Multi-Product Strategy1. Focus on Product Differences2. Create Selling Point3. Search for Product DifferencesB. Brand Extension S
8、trategies1. Multiple Products of A Company2. Understanding of ConsumersIII. Analysis of P & G Marketing StrategiesA. Marketing Target1. Opening of Market2. Highlight Sales PointsB. Marketing Strategies1. Product Strategy2. Price Strategy3. Distribution Strategy4. Promotion StrategyC. Marketing Metho
9、ds1. More Efficient production2. More proper name of productionIV. P & G SWOT AnalysisA. Strengths (S)B. Weaknesses (W)C. Opportunities (O)D. Threats (T) V. The Future Development Strategies of P & G MarketingA. Advertising Strategies1. Continue Long-term Advertising Campaign2. Choose a Diverse Medi
10、a Communication Channel3. Choose the Correct SpokespersonB. Network Strategies1. E-commerce2. Internet Thinking.ConclusionI. General Situation of Procter & Gamble CompanyA. Company History1. The Establishment of P & GIn 1837, the two founders of Procter & Gamble decided to start their own company in
11、 Cincinnati. Although the United States was suffering from a financial crisis at the time, Cincinnati was still a bustling commercial center. Although the English immigrant William Procter and the Irish immigrant James Gamble were bent on seeking development opportunities in the western United State
12、s, they all lived in Cincinnati for objective reasons. William began to work in the manufacture of candles, and James began to learn to make candles. On April 12, 1837, they began to jointly produce and sell soap and candles. On August 22, the two parties each contributed about US$3,600 to formally
13、establish a cooperative relationship and signed a partnership contract on October 31. The first production plant and office is located in Cincinnati. In 1850, the “Xingyue Zhenghui” logo became an informal trademark of P&G in the 1950s. In the 1960s, the Xingyue logo appeared on all P&G products and
14、 documents.2.Innovation and DevelopmentIn 1890, Procter & Gamble sold more than 30 different types of soaps including ivory soap. Creative advertising, including color advertisements published in national magazines, has made more consumers aware of P&G products, and the demand for P&G soaps is growi
15、ng. Procter & Gamble began setting up factories outside of Cincinnati, starting with a factory in Kansas City, Kansas, and then outside the United States.Procter & Gambles new products were born one after the other: ivory soap tablets - a sheet of soap for laundry and dishwashing; CHIPSO - the first
16、 soap designed for washing machines; and CRISCO - changing American cuisine The first whole plant-based baking oil in the way. Perhaps more importantly, all of these innovative products are based on an in-depth understanding of consumer needs. Procter & Gamble researches the market and researches co
17、nsumers with leading market research methods. Procter & Gambles marketing strategy is equally groundbreaking, including the sponsorship of soap operas on the radio, distribution of product trials, and promotional awards.In 1890, Procter & Gamble established an analytical laboratory at the Ivorydale
18、facility to research and improve the soap manufacturing process, one of the earliest product development research laboratories in the history of American industry. In 1892, Procter & Gamble officially implemented the employee subscription system. In 1917-1918, Procter & Gamble began actively recruit
19、ing researchers and pioneering an eight-hour day.In 1923, Procter & Gamble tried to adopt a new medium of communication - radio broadcasting. Procter & Gamble sponsored national cooking programs in the name of CRISCO and became one of the first companies to use radio ads. In 1924, Procter & Gamble e
20、stablished a market research department to study consumer preferences and buying habits. This is one of the earliest market research departments in industrial history. In 1926, Procter & Gamble launched Camay soap after ivory soap. Procter & Gamble has two competitive brands, which is the prototype
21、of the brand management system. In 1930, Procter & Gamble purchased Thomas Hedey Co., Ltd. in the UK to establish its first overseas branch. Fairy soap is the main product of Thomas Hedley.In 1931, Procter & Gamble created a dedicated marketing agency with a team of specialists responsible for the m
22、anagement of a particular brand. This system has enabled each brand to have an independent marketing strategy. At this point, P&Gs brand management system was officially born. Procter & Gamble pioneered the work system every Friday. Procter & Gamble is the first to introduce synthetic detergent Dref
23、t. This new development in detergent technology has led to a revolution in the entire washing technology. In 1937, Procter & Gamble celebrated its 100th anniversary with annual sales of $230 million.In 1945, Procter & Gamble became a large company with annual sales of nearly $350 million. Procter &
24、Gamble products are very popular in the US and Canada. At the same time, the company began to expand its overseas business by acquiring Thomas Hedley Co., Ltd. in England. Through 108 years of hard work, P&G has laid a solid foundation for rapid development.3.Rapid Development in the Chinese MarketI
25、n 1988, Procter & Gambles first joint venture in China was formally established in Guangzhou. In early 2011, P&G started construction in China and Asias largest production base. As of 2010, the total investment reached US$1.5 billion. “Head& Shoulders” shampoo is the first brand of P&G in the Chines
26、e market. It solves the dandruff problem that has plagued Chinese consumers all the year round and is highly sought after by consumers. With the strong momentum of “Head& Shoulders”, P&G launched two brands, Rejoice, Pantene and Icahn, to successfully occupy the shampoo market. The product range has
27、 been gradually expanded, and the brand of P&G is also widely seen in the fields of household cleaning products, skin care products, beauty care products and sanitary products, and is in a leading position in various fields. After entering the 21st century, Chinas economy has rapidly taken off, and
28、P&Gs business volume has reached record highs, with annual sales totaling $3 billion. The Chinese market has become the runner-up in the global sales of P&G. At the beginning of 2011, in order to improve the product supply capacity and improve the logistics speed, P&G invested RMB 1.8 billion in the
29、 warehouse with the advantage of shipping to establish the 10th factory, to build the largest production base in Asia, and to penetrate the factory to the economically prosperous areas of Jiangsu, Zhejiang and Shanghai.B. Company Profile1. Type of EnterpriseProcter & Gamble (P&G) is a multinational
30、company established in the United States in 1837 to operate daily chemical consumer goods. Up to this year, P&Gs products worldwide have been sold in more than 180 countries and regions, and operate in about 70 countries and regions around the world. The business covers ten categories including beau
31、ty products, hair products, home care products and food and beverage. According to F, P&Gs operating income reached US$71,726 million in 2017, ranking first in the worlds top 500 list in the household and personal products industry. More than once, Business Week called Procter & Gamble a “consumer g
32、iant that relies on innovative products to lead the world”. P&G entered China in 1998. In the past 19 years, P&G has successfully occupied a place in the Chinese chemical market and became the largest consumer goods company in China.2. Product BrandIn 1897, Procter & Gamble began producing Ivory soa
33、p, which was the first brand of P&G.In 1991, Procter & Gamble launched the pure vegetable baking oil Crisco;In 1962, Camay soap was introduced;In 1934, Drene shampoo was launched;In 1946, Tide washing powder was introduced;In 1955, Crest toothpaste was introduced;In 1961, Pampers diapers were launch
34、ed;In 1963, Downy fabric softener was launched.In 1972, the Bounce brand was launched;In 1983, Whisper womens hygiene products were launched;In 1986, Rejoice shampoo was launched;In 1992, Pantene shampoo and refreshing soap were introduced;In 1993, the launch of Bilang washing powder;In 1996, Olean
35、cooking oil was introduced;In 1997, Olay Oil Shower Gel was launched;In 1998, Sassoon shampoo and SK-II cosmetics were launched;In 2000, launched online business beauty company and moisturizing hair care;In 2002, the brand launched a cool brand.3. P & Gs InnovationIn 2010, Bruce Brown, CFO Global Pr
36、incipal Technology Officer, said: “Innovation is the driving force behind P&Gs development. It is the work of every employee, and innovation is necessary to improve the lives of consumers. However, innovation is not an occasional gift. It must be managed as a process.” 1The consumer goods market has
37、 always had low brand loyalty, and many people often buy products without fresh considerations rather than careful consideration. As the king of consumer goods manufacturing, P&G knows that it must attract consumers attention with innovative and innovative features and products. Because of this, P&G
38、 has always placed innovation at the forefront of corporate development.In fact, P&G, with a history of more than 170 years, has always lacked the spirit of product innovation. In the long history, the company invented the first synthetic detergent Tide for automatic washing machines, the first disp
39、osable baby diaper Pampers, and the first tube fluoride anti-mite toothpaste Crest. However, at the end of the last century, P&Gs innovative R&D and traditional business models have experienced friction: enterprises are in a state of stagnation, and there are few innovative products. A large number
40、of internal R&D results have become a burden because there is no supporting strategic plan! This embarrassing situation has nothing to do with the closed innovation that P&G has long adhered to.Closed innovation is a benign closed loop within an enterprise. Innovative intellectual property rights ar
41、e closely protected by enterprises, and other companies cannot obtain these innovations and benefit themselves. Corporate attention to the outside world is only more concerned with the development of competitors, market share and so on. In this case, P&Gs relationship with consumers is: P&G launches
42、 new products, and consumers accept it passively. In the era of intellectual monopoly, the closed innovation model can be said to shine. However, with the changes in the global innovation environment, many patents have shifted from intensive to decentralized, and the era in which a company masters a
43、ll patents has slowly disintegrated. The number of universities, research institutions and highly educated people has increased, and the source of innovation has gradually increased. At the same time, research results face more opportunities.After the market competition is accelerated, the product l
44、ife cycle is shortened. When internal transformation is difficult, many scientific research results will choose to contact with new capital and new enterprises to seek more ways to cooperate and transform. In other words, today, when the innovation resources outside the enterprise are so rich, enter
45、prises can no longer shoulder the heavy responsibility of taking all innovations. If you still barely do it, it will greatly reduce the innovation efficiency of the enterprise. Of course, the decentralization of knowledge also brings new opportunities, which is directly leading to the concentration
46、of practice. A company can win without the need to make the most perfect innovations themselves: because it can integrate various resources inside and outside, and integrate various technologies in a timely and fully utilizing the perspectives and innovative ways of different innovative technologies
47、. Continue to develop new products and services.4. Corporate ResponsibilityBefore entering the Chinese market, P&G was already a 150-year multinational company. It is undeniable that it has its own mature understanding and practice of social responsibility, and for many years, P&G has performed well
48、 in many international media rankings on corporate citizenship and the most respected companies.Quality is the most fundamental responsibility. Safety, qualification and quality are the key points. In the social household survey, P&Gs products have repeatedly ranked first in consumer recognition. This is of course closely related to brand building and marketing methods. However, more importantly, in the production stage of the product, P&G pays considerable attention t