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1、宝洁公司简介第1页/共14页 宝洁公司（Procter&Gamble），简称P&G，是一家美国消费日用品生产商，也是目前全球最大的日用品公司之一。总部位于美国俄亥俄州辛辛那堤，全球员工100,000多人。是财富500强中第十大最受赞誉的公司。P&G(Procter&Gamble),hereinafter referred to as P&G,is a U.S.consumer commodity producers,is currently the worlds largest commodity one of companies.Headquartered in Ohio,USA.30 di
2、ke,staff more than 100000 people around the world.Is the tenth largest in the fortune 500 most admired companies.第2页/共14页始创于1837年的宝洁公司，是世界最大的日用消费品公司之一。宝洁公司全球雇员10多万人，在全球80多个国家设有工厂及分公司，所经营的300多个品牌的产品畅销160多个国家和地区，其中包括织物及家居护理、美发美容、婴儿及家庭护理、健康护理、食品及饮料等。Was founded in 1837,procter&gamble company,is one of
3、the worlds largest consumer goods company.Procter&gamble company employees more than 10 ten thousand people worldwide,more than 80 countries around the world with factories and branches,operating more than 300 brands of products sold more than 160 countries and regions,including fabric and home care
4、,beauty salon,baby and family care,health care,food and beverage,etc.第3页/共14页公司形式：宝洁公司是股份制公司The company form Procter&gamble company is a joint-stock company.第4页/共14页 市场营销宝洁是全球500强企业，在中国日化行业占据了半壁江山，其营销和品牌战略都被写入了各种教科书，究其成功之处，主要表现在如下方面：多品种战略从香皂、牙膏、漱口水、，到卫生纸、化妆纸、横跨了清洁用品、食品、纸制品、药品等多种行业。凭借充足的运作资金，以日化联合体的形
5、式来统一策划和统一运作。The marketing strategyP&g is the worlds top 500 enterprises,daily chemical industry in China accounted for half of its marketing and brand strategy will be written to the various textbooks,investigate its successes,mainly displays in the following aspects:many kinds of strategy from the
6、soap,toothpaste,mouthwash,and to the toilet paper,facial tissue,across the cleaning supplies,food,paper products,medicine and other industries.With sufficient working capital to date in the form of a joint venture to unified planning and unified operation.第5页/共14页宝洁公司产品定价方法和策略：P&g company product pr
7、icing methods and strategies 宝洁公司运用了多种定价的方法和策略：比如：需求导向定价、竞争导向定价、低价渗透策略、组合定价策略、适时调整价格策略等。Using a variety of pricing methods and strategies of procter&gamble,for example:demand-based pricing,competition oriented pricing,low penetration strategy,pricing strategy,adjust price strategy,etc.第6页/共14页销售渠道销售
8、渠道 Sales channels分销渠道分销渠道 The retail channel 零售渠道零售渠道 The distribution channels 第7页/共14页宝洁的品牌宣传策略品牌宣传策略重在制造概念，而宝洁的广告策略就是典型的概念营销。在宝洁的广告策略中，这一营销理念被应用到了极致，每个品牌都赋予了一个独特的概念。Branding strategy focuses on manufacturing concept,and the concept of p&gs advertising strategy is a typical marketing.In p&gs adver
9、tising strategy,the marketing concept is applied to perfection,each brand is endowed with a unique concept.第8页/共14页 比如：海飞丝的广告：海蓝色的包装，首先让人联想到尉蓝色的大海，带来清新凉爽的视觉效果，一贯由名人代言的“头屑去无踪，秀发更干净”的广告语，更进一步在消费者心目中树立起“海飞丝”去头屑的信念。宝洁产品定位于高档品，宝洁的品牌定位于高档品品牌。宝洁广告的品牌定位是明确和一贯的：飘柔关于自信的品牌精神定位，沙宣主导时尚。Such as:head and shoulders
10、 of advertising:the packing of the navy,first of all,reminiscent of the commandant blue sea,bring pure and fresh and cool visual effects,always by the celebrity endorsement scurf going we know not how,the hair is more clean slogan,further in the consumer mind set up head&shoulders dandruff belief.P&
11、g product positioning in the high-end products,procter&gambles brand positioning in the high-end products.P&g advertising brand positioning is clear and consistent:rejoice about confidence spirit of the brand positioning,vs dominant fashion.第9页/共14页 未来发展趋势The future development trend第10页/共14页二十年来，宝洁
12、向中国的各项公益事业捐款的总额已超过五千四百万元人民币，用于教育、卫生及救灾等各个方面。例如：宝洁在1996-2005年期间向希望工程累计捐款两千四百万元人民币，在全国27个省、自治区兴建了100所希望小学，是在华跨国公司中希望小学数目最多的公司。Twenty years,the total amount of the procter&gamble in all kinds of public welfare donations to China has more than fifty-four million yuan,used in various aspects such as educ
13、ation,health and disaster relief.Procter&gamble,for example,during the period of 1996-2005 to the project hope donation of RMB twenty-four million yuan,in the national 27 provinces,autonomous regions built 100 hope primary schools,hope primary school in multinational corporations in China is the hig
14、hest number of the company.第11页/共14页展望未来，宝洁将秉承公司的根本宗旨，成为并被公认为全球最优秀的日用消费品公司。宝洁将以“亲近生活，美化生活”为本，努力向中国的消费者提供更多、更好的品牌产品及服务，使他们的生活越来越完美。Looking forward to the future,p&g will uphold the companys fundamental purpose,be and is recognized as the worlds most excellent consumer goods company.P&g will be based on close to life,beautification life,to the Chinese consumers to provide more and better brand products and services,make their lives more and more perfect.第12页/共14页第13页/共14页感谢您的观看！第14页/共14页