Chapter 1 Brand Godfather and Brand Slimming Expert
P&G
big brand strategy
Relationship marketing paradigm
Efficient innovation system
Uniliver
Decentralization strategy
Full localization
Sustainable innovation strategy
Chapter II Brand System Management and Brand Dynamic Management
P&G
Brand diversification
Brand image construction
Brand communication mode
Brand manager system
Brand protection system
Uniliver
Brand merger strategy
Brand extension strategy
Brand concentration strategy
Brand localization
Brand innovation strategy
Chapter III Product Line Optimization and Product Localization
P&G
Optimize product mix
New product development
Pursue first-class quality
Uniliver
Close to local consumption
Committed to scientific research and development
Give consideration to health and food.
Flexible pricing
Chapter IV Integrated Marketing and Leveraging Public Welfare Marketing
P&G
event marketing
Conceptual marketing
Public welfare marketing
Seamless marketing
Uniliver
Public relations marketing
Environmental protection marketing
Viral marketing
Localization marketing
Chapter V Perfect Promotion and Differentiated Promotion
P&G
Field promotion
Off-counter promotion
* * * Health promotion
Emotional promotion
Uniliver
Price promotion
Selling point promotion
Brand demotion promotion
Collaborative promotion
Chapter VI Rational New Standard King and Advertising Power Station
P&G
Advertising offensive
Highlight the selling point
Multimedia form
Uniliver
Advertising communication
Directly attack the target group
Lock key media
Chapter VII Channel Optimization and Modern Access Construction
P&G
Channel informatization
New supply network
dealer management
Uniliver
Channel reform
integrated management
Improve the distribution system
Chapter VIII Defending Brand Advantage and Deepening Competition Field
P&G
Cultivate oneself
BICC strategy
price strategies
Uniliver
segment market
Challenge the weak market
Promote the market
Chapter 9 Digital Management and New Growth Plan
P&G
global expansion
Digital journey
crisis management
The focus of future development
Uniliver
Reflections on globalization
It joined forces with Unilever.
Management structure reform
New growth plan
Chapter 10 Talent First and Manager Strategy
P&G
Unique recruitment method
Attach importance to talent shaping
Reasonable incentive mechanism
W & ampDP evaluation
Team management and cooperation
Uniliver
Hire future leaders
Activate employee potential
Personal incentive system
Effective evaluation mechanism
Chapter III XI Strong Culture and Innovative Culture
P&G
PVP culture
Pay attention to consumers
Attach importance to knowledge one
Encourage innovation and adventure.
Uniliver
Serve customers and care about employees.
Master spirit
Efficiency and benefit
constant innovation
combine/join forces (with sb)
Chapter 12 China Marketing and China Citizens
P&G
set a good example
Migration strategy
From joint venture to sole proprietorship
Uniliver
Layout China
China strategy
Strategic slimming
Seek listing
refer to