市场营销品牌案例.pptVIP

Environmental experience： STARBUCKSs coffee shops are elaborately designed to be comfortable and elegant . PG Rank 26th in the Fortune 500 company Rank 1st in the household and personal products industry Serve more than 4 billion people worldwide Beauty Grooming PG Household Care PG PG Why PG has achieved such great success? Multibranding. QA Giving each product a distinct name. What is multibranding? In PG’s eyes: 1000 consumers have 1000 Halmet. PG Shampoo Sassoon shampoo Etc. Pantene: health, elasticity, and moisturization(滋润) brand segment market brand segment market detergent Rejoice: smoothness(柔顺) brand segment market Headshoulders：target dandruff(头皮屑) brand segment market Vidal sassoon: fashion What PG have done? HeadShoulders, Vidal Sassoon, Rejoice, Pantene ? 60% market share Tide(汰渍) and Ariel(碧浪) ? 33% market share Safeguard(舒肤佳) ? 41% market share PG PG achieve multibranding by : 1 3 2 Crazy advertisement. Price War. MA. Crazy advertisement 2011, PG spend 9.3 billions$ on advertisement, biggest advertiser. Price War PK 2007, price war between HeadShoulders and Clear(Unilevel), PG win. MA In 2001, acquired Clairol(伊卡璐) and enter hair-dye(染发) market. In 2003, acquired Wella, expert of hair dressing(美发). In 2005, acquired Gillette, the biggest producer of razor(剃须刀). Conclusion Apple: core concept – simple, emotional, fashion, advanced. Starbucks: cultural marketing mouth marketing PG: multibranding That is all. Thank you very much! Design of product Leading the fashion Design of product Advanced technology: Focus on user experience Innovation Pursuit of perfection Some other brand strategies Leader Personage and Luxury Conference Hunger Marketing Leader Personage(名人) and Luxury Personage and Luxury Design of product Conference Personage and Luxury 理念 产品 消费群 LOGO 领导人 发布会 名人 名牌联盟 终端 Multi-channel, integrated media associatio