商务英语课件宝洁公司市场营销战略演示课件

1、P&Gs Marketing Strategies,1,Introduction,The Procter & Gamble Company (P&G) is an American multinationall consumer goods company headquartered in downtown Cincinnati, Ohio, USA. Its products include foods, beverages, cleaning agents and personal care products.Products mix, diverse brandsdifferent br

2、ands aim at different target costomers. Some brands: Olay, Joyce, Safeguard, Pantene Most of these brandsincluding Bounty, Crest and Tideare global products available on several continents. Procter & Gamble products are available in North America, Latin America, Europe, the Middle East, Africa, Asia

3、, Australia and New Zealand,2,Purpose,We will provide branded products and services of superior quality and value that improve the lives of the worlds consumers, now and for generations to come. As a result, consumers will reward us with leadership sales, profit and value creation, allowing our peop

4、le, our shareholders and the communities in which we live and work to prosper.As P&Gs Purpose Statement, it articulates a common goal that inspires their employees every day.,3,Core Strengths,In order to win in the consumer products industry, P&G focuses on five core strengths，including：consumer und

5、erstanding, innovation, brand-building, go-to-market capabilities and scale. In order to understand the consumers, P&G do not cover the unarticulated needs of consumers, and translates consumer desires into new products, which is the so-called innovation. At the same time, P&G shapes purpose-inspire

6、d and benefit-driven brand, which can meet their customers needs. With the famous brands, it reaches retailers and consumers at the right place and the right time and gets the scale which drives efficiency and consumer value,4,Global Structure & Operations,In order to offer the global scale which ca

7、n benefits the international company, P&G builds up a unique organizational structure and focuses on the relevant consumers in roughly 180 countries where their brands are sold. With the framework which P&Gs corporate structure provides, P&G gets the benefits of a global organization with speed as w

8、ell as efficiency. The global operations keep it in touch with the local communities. At the same time, the companys strong governance practices make sure that they can conduct their operations with consistently high standards and integrity.,5,Target market,With so many cleaning products, feminine h

9、ygiene, personal and beauty care, baby and family, and pet nutrition and care products, the target markets seem to point to stay-at-home parents, more specifically mothers with children. As for the products sold at Proctor and Gamble, Proctor and Gamble naturally targets those who own homes. These i

10、ndividuals are the ones that are most likely to use and need the P&G.,6,Social Responsibility,For more than 172 years, P&G brands and people have touched and improved consumers lives as best as they can. This commitment extends to their social investments. P&G brands and people are P&G greatest asse

11、ts, and together, they are a tremendous and indispensable force that can make an impact that matters. Through P&Gs Live, Learn and Thrive cause, they are helping children in need around the world get healthy bodies and suitable environment, receive high quality education and build skills for their f

12、uture life. Now, “Learn more about Live, Learn and Thrive” is P&Gs maxim of social responsibility.,7,Marketing Strategies,Products: For past 172 years, with so many cleaning products, feminine hygiene, personal and beauty care, baby and family and pet nutrition and care products, P&G has been provid

13、ing their reliable brands in order to prove every day a little better for the consumers all over the world. With 23 famous brands which have more than $1 billion in annual sales, and another 20 brands generating about $500 million or more every year, P&G has the largest lineup of leading brands in i

14、ts industry, “These 43 brands have delivered a 9-year compound average sales growth rate of about 10% double the growth rate of the balance of P&Gs brand portfolio”. 2009 annual report of P&G,8,Price,The objective which P&G wants to meet is getting more market share by its many sub-brands. In 2007,

15、Unilever promotes new product -Clear shampoo, which has the same function and target customers with P&Gs star product- Head & Shoulders. Thus, P&G declined its price of Head & Shoulders in order to cope with above-mentioned challenge. After Unilever promoted new products, P&G gave 200ml package sham

16、poo when customers buy 400ml shampoos. In addition, P&G increases the publicity scale. Four months later, the new product of Head & Shoulders gains a lot of praise because of its low price and package. P&G win more market share by its pricing strategy. In this case, P&Gs goal is taking more market s

17、hare. When they succeed, P&G raised their products price back to their level before step by step.,9,Before 1990 -the golden time of P&G, there is no competitor in the Chinese market, the needs of customers are huge. So it was a perfect time for P&G to apply price skimming, which means setting an ini

18、tial high price to cover new product costs and generate a profit. P&G had high profits at that time and used its high prices to set up an impression of high-end brands. However, after the mid 1990s, P&G encountered more competitors，due to several local brands set up in china, its strong competitor-

19、Unilever also came to china by lower prices. In order to deal with those conditions, P&G decreased its products prices,because Chinese consumers were very sensitive to prices. During this period of time, the company used Competitor based pricing method to gain its market share,Price,10,P&Gs signific

20、ant Pricing tactics are defining different prices for different brands to satisfy different customers. P&Gs sub-brand includes Rejoice, which is sold 9.9 Yuan, aiming to meet the customers who dont want to spend too much money on shampoo. Pantene, a sub-brand emphasizes the protection of hair, its p

21、rice is 16.9 Yuan in average. So, the brand target customers are the person who wants to spend a little more money to take good care of their hair. With the developing of customers need, Pantene segment its products again these years. Including Sassoon and Clairol, P&Gs product prices ranged from 9.

22、9 Yuan to more than 60 Yuan. No matter how much money the customers want to spend on hair care shampoos, P&Gs products can always satisfy customers needs. It is the P&Gs core price tactic which is better than other competitors. Also, there is an odd-even price theory, because customers regard prices

23、 of 10 Yuan as significantly higher than 9.9 Yuan. In addition， P&G always has great discounts such as buying a large one get a small one for free at holidays. Those methods are always working. Business, Ricky W, GRIFFIN & Ronald J. EBERT,Price,11,Place,Distribution problems During these years, P&G

24、has some distribution problems due to the changes in retail chains. After a series of marketing research, P&G found that their retailers lose 11% of sales because of out-of-stocks, and that substitutions won back less than 25% of a manufacturers lost sales. Maria Jimenez, Derek Prior, 2002. This wou

25、ld absolutely be baneful for both P&G and its distributors. The mentioned retail changes, which intrigued by the increasing demands, definitely put some pressure on P&Gs supply chains. The origin distribution channels could not satisfy its stakeholders needs and specific wants. The following two imp

26、ortant reasons directly lead to the pressures on retail chains. Currently, consumers have high expectation to a greater assortment of product options, say, different brands, functions, shapes and smells of hair care products. Thus, the retailers of P&G need to drive up their service level expectatio

27、ns and diversity of consumer products, which becoming the first reason. Also, cash requirements, from retailers, creates huge pressure on shorter order-to-delivery cycles and the new flow-through distribution networks recently raised quickly.,12,New distribution strategies,As a major consumer packag

28、ed goods manufacturers, P&Gs most competitive retail chain in the world seems not so effective any more. “From Chicago to Caracas, Brussels to Beijing, P&Gs product developers and marketers must understand consumer needs better than its competitors. ”Cisco success story stories customer profile- P&G

29、 An innovative engine should be quickly used to connect consumers demands with P&Gs new products and new solutions for building new brands, moreover, making the variety. The fast speed can help P&G totally differs from laggards. So, the company found some new ways to fix its market share lost proble

30、m and help its retailers regain their sales. Firstly, P&G cooperated with Cisco Corporation, set up a digital world by reinvesting its marketing. Due to the internet epoch in 21st century, in a word, P&G embraces the inflection provided by the new digital system.,13,On January 14th, 2010, the “Estor

31、e” of P&G was tested and would absolutely impact some of its biggest customers, major traditional and online retailers directly. This “lab” testing program is seen as a venture for a consumer products manufacturer, but could also promote for its retailers and advertise its special offer to the custo

32、mers. P&G Jumping Into Retail Online, Testing New Site Secondly, P&G optimized outbound transportation by changing a “multimodal” fashion, using multiple forms of transport into “intermodal” transportation, which uses shipping containers that transfer smoothly from one mode to another. By means of i

33、ntermodal approach process, which helps goods shifting away from trucks and planes to boats and trains, P&G also saves fuel and establishes environment-friendly transportation system. Thirdly, P&G implements its supplier diversity program, which means that the companys consumers, customers and suppl

34、iers become more diverse and change their needs every day. The program depending on understanding their work efficiency and needs solve the out-of-stocks problems and release the pressure on supply chains. The company collaborates closely with its suppliers across the entire supply chain and keeps t

35、he sustainability by guiding the developing of relationships with suppliers. “Were changing our overall approach to supply chain management to become even more consumer centric.” said Mike Power, President, and Global Business Services. The right product at the right time at the right place will sig

36、nificantly gain sales volume and market share of the company. The close relationships could avoid stocks problems and help more on time delivery, more desirable products and more satisfied consumers.,14,Promotion,As one of the most successful companies in the world which did an excellent job in prom

37、oting their products and a verity of brands, P&G have their own unique and suitable promotion strategy system. Combined with different forms of promotion, P&G make more customers and potential customers know its name and those brands belong to P&G, not only in US market, but also international marke

38、t in a whole. Just like the other Top500 enterprises did, P&G ranged a huge number of money in promoting their products, the first method is doing advertisement, involving TV, magazines, Subway and some other medias Ads. After a hard work by P&G marketing group for several decades and based on a lot

39、 of creative Ads ideas and posters, many classic and fresh characters that represent P&G have been remembered by the worldwide customers. For instance, the lively and brave superstar appeared in the Safeguard toilet soap Ads. The young boy help P&G attract a lot of Chinese consumers to buy their products,15,Based on the help of high speed information transportation by network, P&G is much more convenient to promote its products. The efficiency of a combinati