英文调研技术方案.pptVIP

The research about PG 宝洁广告使用的媒体 宝洁广告策略 宝洁大幅度的广告费 宝洁大幅度的广告费 The adventivements was fous on ... what the pgs ad fous on are depend on characters. For example,the HeadShoulders,Rejoice,Pantene and so on,these all take different quality to display their 效果 广告策略 A positioning strategy P Gs brand positioning high win, the product has always been high-priced, high-quality, known Procter positioning in the high quality, high price, giving the feeling of trustworthy, followed by P Gs products and related goods as household detergent effect, consumers are most concerned about is the product of Two appeals Strategy P G family of products that the public should pursue close to the consumer advertising, consumers are familiar with the use of scenarios and language and consumer goods, P G decided to talk directly to ordinary housewives appealing. Because of its main commodity for the public household, the family decided to buy the right detergent products mainly housewives, so the ads were aimed at housewives appeal. Three performance strategy To directly address the characteristics of goods, products with special features to impress rational consumers. Four media strategy The main use of television advertising, turn on the TV, almost every day you can see the commercials Procter goods. While Procter Gamble in newspapers, magazines and other major media have invested in advertising, but in view of its low interest mainly produces large household items, most of which run on television advertising this most popular media. Five delivery strategy P Gs advertising is conducted year round without interruption. Almost every day we can see the P G products in their publicity on television. 面临挑战和成功经验 1）挑战 广告的一成不变，让竞争对手有机可乘：这可以说是宝洁广告的一个最大不足。 2）成功经验 首先是宝洁生产了高品质的适合中国消费者的产品。 其次，宝洁坚持正确且科学的广告策略。 最后应该归功于宝洁营销和管理策略。 首先，宝洁广告定位与产品定位浑然一体 其次，宝洁广告极具说服力 再次，宝洁形象代言人与众不同。 宝洁广告已经明白无误地告诉了消费者，该使用哪种品牌。以洗发水为例，海飞丝个性在于去头屑，“头屑去无踪，秀发更出众”，飘柔突出“飘逸柔顺”，潘婷则强调“营养头发，更健康更亮泽”，三种品牌个性一目了然。消费者想去头屑自然选择海飞丝而不是飘柔，从而避开