以宝洁为例研究市场细分和市场定位

1、Segmentation, Targeting and Positioning 李杰 顾炜 张伟然 王志芳 张丽 李佳翼 赵莎莎 李姣Outline The definition of segmentation, targeting and positioning The brief introduction of P&G The analysis of the case What we have learned from P&G Market segmentation: How to divide up markets into meaningful customer gro

2、ups. Target marketing: Choose which customer groups to serve. Positioning: Create marketing offers that best serve targeted customers.The brief introduction of P&G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。在?财富?杂志最新评选出的全球500家最大工业/效劳业企业中，排名第86位。宝洁公司全球雇员近10万，在

3、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。 宝洁目前在中国的品牌包括：飘柔、潘婷、海飞丝、沙宣、伊卡璐、舒肤佳、玉兰油、SK-II、护舒宝、封面女郎、帮宝适、佳洁士、欧乐-B、汰渍、碧浪、品客、吉列、锋速3、博朗、金霸王。视频The various products categories Seven brands of laundry detergent Six brands of hand soap Five brands of shampoo Four brands of

4、 dishwashing detergent Three brands each of tissues and towels Three brands of deodorant Two brands each of fabric softener, cosmetics, skin care potions and disposable diapers. Why would P&G introduce several brands in one category instead of concentrating its resources on a single leading bran

5、d?The answer lines in the fact that different people want different mixes of benefits from the products they buy.Take laundry detergents as an example:People use laundry detergents to get their clothes clean. But they also want other things from their detergents-such as economy, bleaching power, fab

6、ric softening, fresh smell, strength or mildness, and lots of suds or only a few.We all want some of every one of these benefits from our detergent, but we may have different priorities for each benefit. To some pople, cleaning and bleaching power are most important; to others, fabric softening matt

7、ers most; still others want a mild, fresh-scented detergent. Thus, there are groups or segmentsof laundry detergent buyers, and each segment seeks a special combination of benifits.Seven important laundry detergent segments 1 Gain 2 Cheer3 Bold4 Tide 5 Era6 Ivory7 Dreft1 Tide with Bleach2 Tide Liqui

8、d with Bleach Alternative3 Tide Rapid Action Tabs4 Tide High Efficiency5 Tide Clean Breeze6 Tide Mountain Spring7 Tide FreeEven narrower niches1 Gain 2 Cheer3 Bold4 Tide 5 Era6 Ivory7 DreftAnother question: Why does this surperb marketer compete with itself on supermarket shelves by marketing seven

9、different brands of laundry detergent?By segmenting the market and having several detergent brands, P&G has an attractive offering for consumers in all important preference groups. As a result, P&G is really cleaning up in the $4 billion U.S. laundry detergent market. Tide, by itself, captur

10、es a whopping 38 percent market share. All P&G brands combined take a 60 percent share of the U.S. marketmore than three times that of nearest rival Unilever and much more than any single brand could obtain by itself.What we have learned from P&G A company must identify the parts of the market that it can serve bes Itt and most profitably. It needs to design strategies to build the right relationships with the right customers. A company should move away from mass marketing and toward