宝洁与联合利华营销策略比较概要1

The comparison of the marketing strategy,1.Unilever,. Introduction,The 2011 fiscal year, the company annual sales of about 46.5 billion euros.,Unilever group is a company combined by the Dutch margarine company and British Lever Brothers soap company in 1929 .,After 80 years of development, Unilever has become one of Worlds largest daily consumer goods companies, with171,000 employees in 100 countries and regions.,Unilever is responsible for food and detergent supplies of career management.,Unilevers headquarter is in Rotterdam, the Netherlands and London.,. main products,Unilever is one of the key enterprises in the world in producting fast moving consumer goods.,The following is unilevers three fields: food home washing personal care,In 2000,Unilever bought BestFood making Unilever the leading place in spice（调味品） world. Now Knorr is Unilevers biggest food brand.,In most of Europe and North America of margarine and daub sauce market, Unilever is in the lead.Unilever is the worlds largest tea bag manufacturers.Unilever is the main type of ice cream producers.,Unilever food Knorr brand,Unilever food Lipton brand,Unilever food Walls brand,home washing,Unilever cosmetic gold Comfort brand,Unilever cosmetic Omo brand,In most parts of the world, Unilever is the market leader of home washing and personal care products.,personal care,Rexona,It seems that all these products related to every aspect of our life.It makes us have a pleasant mood, look good and get more out of life, let our life more dynamic.,So it is said that “have a home have Unilever”,Procter & Gamble (P&G) is a Fortune 500 American multinational corporation headquartered in downtown Cincinnati, Ohio and manufactures a wide range of consumer goods.,In 2011, P&G made 82.6 billion dollars in sales. Fortune Magazine ranked P&G at fifth place of the Worlds Most Admired Companies list, which was up from sixth place in 2010.,2.Procter & Gamble,. Introduction,.Operations,The companys operations are categorized into two Global Business Units according to the companys 2011 Annual Report. Beauty& Grooming segmentHealth Care segmentHousing and accommodation segment,Beauty& Grooming segment,Health Care segment,Housing and accommodation segment,3 The comparison of the marketing strategy between Unilever and P&G,product strategy,P&G:Head-ShouldersDandruff expertsRejoiceHair meek expertsPanteneHair nutrition expertsAfter 1996 CiairolHerbal Essences（without chemical component）2002 VS SassoonIn the high-end consumer marketUnilever：Lux(shampoo, body wash, soap and so on)HazelineClear ,Unilever selects single brand strategySingle brand strategy has three characteristics:First : reduce promotional costs, benefit all products Second: If the brand has a certain position ,new product get the trust of consumers easilyThird: highlight the brand image, but a product under the brand has problems, can produce a chain reaction involving the other.,In P&G, Rejoice, Pantene and Head & Shoulders target different consumers, belonging to three different brand managers. If a brand fails, there is not much impact on other brands.,P&G chooses multiple-brand strategy.Multiple-brand strategy has two characteristics:First :different brands for different marketSecond: brand management with relative independence.,P & Gs pricing strategy in the Chinese market, including two stages. First stage：before 1990, a high premium on the ability to made a P&G brand exclusive dominating the high-end market, so the conditional use of market skimming pricing strategy. Second stage： Into the mid-1990s, many local SMEs made offensive， P&G had to take a low-cost strategy.,price strategy,For Unilever ,since entering the Chinese market, it regarded low-cost strategy as the best strategy. A significant characteristic of Chinese consumer goods market is that price sensitivity of consumers is very high. When faced with low prices, the brands appeal will be greatly attenuated. The price advantage to the consumer purchase decision plays a decisive role sometimes., Marketing Channel Strategy,distributor,hypermarket/Large and medium-sized supermarkets,convenience store /variety store,wholesale market,labor guarantee,General Trade,In the beginning， they all chose the traditional method of distribution, distributors like to promote products which have a high-margin.,Unilever changed the pattern of the original channel, they make the hypermarkets, supermarkets, variety stores and other modern path independent, directly responsible for the delivery by Unilever. The remaining customers are still responsible for the delivery by the distributor.,P&G has changed the supply to retailers by the distributor way, supplying retailers directly. Distributor channels, wholesale channels, major retail channels and Wal-Mart channels.,the most obvious features of P&Gs marketing strategy is that a product promises a selling point. In fact, the actual formulation and efficacy of Head & S