宝洁公司系列产品市场战略英文教学PPT Marketing Strategy.ppt

Environmental Analysis Pricing Objective Pricing Method Demand of social peychology Marketing strategies Brand Strategy Procter Gamble’s (PG) multiple-brand strategy, refers to it divides various aspects such as function, price and packing into multiple markets to meet different levels and different needs of various customer demands. Advertising Strategy Customer propaganda and accumulation of knowledge Choosing spokesperson opportunely to show the brand image Birf Introduction Procter Gamble American multinational consumer goods company William Procter and James Gamble October 31, 1837 Headquartered in Cincinnati, Ohio, USA Awarded Global Top Companies for Leaders Ranked at 15th of the Worlds Most Admired Companies 40 Best Companies for Leaders Products Products including： pet foods, cleaning agents, and personal care products. Prior to the sale of Pringle to the Kellogg Company, its product line included foods and beverages. PANTENE CAMAY Rejoice Herbal Essences VS ...... Rejoice Rejoice is the most successful international brand at PG. In 2007, Rejoice astonished customers with its numerous breakthroughs in hair technology. Rejoices pursuit of the confident and elegant lifestyle has made it a popular brand among consumers. was voted “The Most Popular Foreign Trademark in China” by 250,000 consumers and experts nationwide. Advertisments Ads Posters Celebrity endorsement Price Environmental Analysis Pricing Objective Pricing Objective Pricing strategy Maintain current situation Maintain income rate of investment Demand-oriented pricing Customers understanding of the products’ values Customers’ cognition level of the products Competition-oriented pricing The price of rivalry products Skimming pricing（撇脂定价） (Head Shoulders, VS)?high-end market Low price permeability strategy (Pantene)?middle-level market Products combination strategy ? for families and couples Psychological pricing strategy