P&G believes that in the face of today's challenging and uncertain economic environment, we must continue to innovate in all aspects of our business if we want to maintain sustained growth. Innovation is the soul of P&G business. Only innovation can meet customers' expectations, create value for retail partners and create new business models, so as to maintain the sustained growth of P&G and reach or exceed the established goals.
P&G has many innovations that are the first in the industry: Tide washing powder is the first powerful decontamination cleaner; Crest Toothpaste is the first fluoride toothpaste certified by Dentists' Association, which can effectively prevent tooth decay and pioneered the patented technology of tooth whitening. PerthPlus shampoo brand series is the first shampoo that combines shampoo and conditioner. Head & Shoulders is the first shampoo that can effectively remove dandruff and so on. P&G will continue to be one of the few companies in the industry that can develop new product categories, create new brands, set new performance standards and redefine customer value.
The characteristics of P&G brand management are as follows: First, there are many kinds. From soap, toothpaste, mouthwash, shampoo, conditioner, softener and detergent, to coffee, orange juice, baking oil, cake powder and potato chips, to toilet paper, cosmetic paper, sanitary cotton, cold medicine and stomach medicine, it spans many industries such as cleaning products, food, paper products and medicines. Second, many products are mostly a product with multiple brands. Taking washing powder as an example, they have launched nearly 10 brands such as Tide, Washing Well, Ouxiduo, Porter and Century. In China market, soap is a "comfortable home", toothpaste is a "crest", and shampoo has three brands: Rejoice, Pan Ting and Head & Shoulders.
Second, Procter & Gamble's product advertising strategy analysis
After years of development in China market, P&G has become more and more aware of the importance of sales channels and started to establish its own terminal sales team. P&G's products are full of shelves, which means that the possibility of opponents' attack is reduced from the sales channels. The division of market in price and function makes it difficult for competitors to get involved. The product layout of P&G in the market is like building an impregnable defense line, which does not give competitors an opportunity, while consumers unconsciously live in the world of P&G products. This kind of high entry threshold undoubtedly greatly increases the attack cost of competitors, and is a shield against competitors for themselves.
In the advertisements and packaging of many products owned by Procter & Gamble, the words "Procter & Gamble, Quality Product" and the logo of "P&G" will be marked, indicating that the products are owned by Procter & Gamble, so as to enhance the authority of the products and enhance the trust of consumers. L 'Oré al takes a different approach. Among L 'Oré al's many product brands, it is difficult to see L 'Oré al's logo. L 'Oré al deliberately played down the relationship between L 'Oré al corporate brands and various product brands, making product brands appear as independent images, so that many consumers didn't know that famous brands such as Helena Rubinstein, Lancome, biotherm and Vichy were also produced by L 'Oré al. However, Elizabeth Ya Dun, a high-end brand owned by Unilever, deliberately cut off the relationship with Unilever, and we can hardly see the trace of Unilever in Elizabeth Ya Dun brand promotion. P&G's product marketing strategy makes its brand deeply rooted in consumers' thoughts. When consumers choose products, they often choose products that they are familiar with. In product marketing strategy, P&G has successfully established its brand.
In many companies, obtaining patents is the yardstick to measure whether these companies are innovative or not. However, in Procter & Gamble, R&D is indeed an important aspect of innovation, but innovation will not stop at the R&D stage. This is the value of Procter & Gamble, which is reflected in all aspects of brand building and management.
Judging from the advertising style of Langrich, he mostly focuses on the practical demands of products and emphasizes the functionality, principle and scientificity of products. Strategically, it is persistent, consistent and full of stamina. Procter & Gamble's advertising style fully embodies the characteristics of Big Brother, pays attention to rational demands, combines scientific data argumentation with the recommendation of authoritative departments, and emphasizes the function, principle and effect of products. Strategically, it is persistent and repetitive, which unconsciously affects consumers' purchase choices and purchase concepts.
Third, P&G's product sales strategy
1. Check the laundry skills on the ellipsis and see the personalized hairdressing introduction on Grest. Omit. As a competitor, Unilever signed a contract with a company called iVillage, and plans to invest 200 million dollars to set up a company to provide an online community for women. In August 2000, Unilever chose Compaq and IBM to provide computer equipment and services. In addition, we also cooperate with Ariba, the world's leading provider of e-commerce solutions, and use its platform to build an online global-scale economic supply chain. In 2000, Unilever invested about 654.38+0.3 billion pounds in the initial construction of e-commerce, and this figure will increase. At this time, P&G's sales network has matured.
2.*** Win sales concept. Procter & Gamble clearly requires that only on the basis of clear consumer facts and data can the marketing department start to create convincing advertisements and formulate powerful marketing plans, the product development department can start to develop new products that lead the trend, and the sales department can start to formulate sales plans that meet customer needs.
In the past 20 years, P&G has established one of the best sales networks in China through continuous changes. In fact, no matter how the organizational structure of sales changes, P&G always emphasizes the win-win concept. Relying on the persistence of this concept, P&G's development strategy and execution can be realized. In the decades of competition with competitors Unilever and L 'Oreal, P&G has provided different benefits to consumers, maintained their respective attractiveness and realized the win-win concept.
From the enterprise's point of view, brand is the comprehensive expression of enterprise business flow, which has both material and psychological aspects. If you want to win in the competition, neither of these two levels can be less. From the consumer's point of view, it is the basis and experience for consumers to consume products and services, the method and tool to reflect their identity and personality, and the expectation and requirement to meet higher demand. P&G established its own brand and won business in China. The multi-brand strategy of Procter & Gamble not only makes the company have a good image and high reputation in the society, but also cultivates a large number of loyal customers, obtains high customer satisfaction and wins a competitive advantage for the company's sustainable development. The purpose of P&G's multi-brand strategy is clear, which is to make P&G occupy a very high market share in the shelves of various industries. In order to achieve this goal, P&G adopted a combination of brand management system and marketing means, established the starting point of taking the different needs of consumers as the "axis", and formulated a personalized brand strategy by using unique sales methods, which made P&G become the overlord of daily chemical products today. P&G also became a veritable Whampoa Military Academy in the marketing field, and became more and more active in the marketing field in China.
Fourth, P&G Company's new product marketing strategies and measures
In the fierce market competition, enterprises should pay more attention to maintaining customer relations and providing better services to customers while constantly improving product quality. P&G's breakthrough in management is to conceive and implement innovation as a whole project on the basis of taking consumers as the center. P&G systematically selects innovative projects, allocates resources and brings innovative achievements to the market to ensure that all P&G businesses have stable new product channels. It not only systematically manages the analysis of consumers' buying behavior, but also manages innovation as a systematic program. Doing so not only saves management time, but also saves management cost.
With the continuous expansion of Procter & Gamble's business in China and the development demand of e-commerce in the network era, Procter & Gamble has launched a column of "New Product Trial" on its website to sell newly launched products, and at the same time, the website has also opened a column of "Participating in Innovating New Products" to guide consumers to become the target group of virtual market research. MarkShar, vice president of Procter & Gamble, said: "Every company knows that consumers who pay attention to communication with the company are the best consumers. If you don't pay attention, you will soon lose them. " In the updated column of P&G, we have changed the common e-mail link mode of other companies' websites, but invited customers to enter the forum to express their opinions on P&G products, and at the same time they can comment on the opinions of other participants. Through years of accumulation, P&G has established a huge customer database.
The most important point of P&G's century-old glory is to put the future on the understanding and grasp of consumer value. P&G is well aware of a key point in the consumer goods industry, that is, the value of consumer goods is a very "subjective" or "personalized" concept, and the connotation of this concept will change with the times. The sustainable competitive advantage of P&G is not based on the product, but on the consumer value outside the product. P&G constantly innovates products and creates its own brand value to meet the different needs of consumers. P&G faces challenges with full courage, gains with a hundredfold effort, pursues dreams with thousands of enthusiasm, and is affirmed by customers with thousands of sincerity! You don't need to be amazing, you don't need to be rich, you just need to develop products in an innovative way, you just need to communicate with customers in your own way, you just need to give customers convincing reasons, and you will get your own applause and applause! I wish P&G a better tomorrow!