PG营销策划分析

1、 members of the group：research：procter & gamblecontents:lgeneral introductionleconomic factorlcultural factorllegal factorlentry modelproduct straterylmarketing strategymaking ppt: 邝嘉惠邝嘉惠num: 2009554205 net sales in 2010geographic region market sophisticationnorth americawestern europemiddle eas

2、tafricalameasiadeveloped marketdeveloping marketprocter & gamble company previously used the stars the moon sign p & g products on the shelves procter & gamble ,which shorted for p&g , was founded in 1837.it is a u.s. consumer commodity producers and it is also one of the worlds larg

3、est commodity companies. it is the tenth in most admired companies in fortune 500”.the number of p&g globals staffs are nearly 100000. in more than 80 countries where has p&gs factories and branch it manages which have more than 300 brands ,and all the products sell well in more than 160 cou

4、ntries and regions, the p&gs products are including fabric and home care, beauty salon, infants and nursing home care, health care, food and beverage, etc. lgeneral introduction reasons for expanding overseas markets:since china joined the wto, the operating restrictions of foreign retailers in

5、china were completely abolished . that opened up a channe for foreign-funded enterprises to enter china in policy and law.the large population, huge consumer groups, demand for commodities in china. and there is not a brand or corporation to cover the whole country, so a large of people to become p

6、& gs potential consumers. with the continuous progress of science and technology, there are various professionals who could offer first-rate research system and scope p & g ,then research and develop different kinds of new products based on the needs of consumers.making ppt: 邓美莲邓美莲num: 20095

7、54203 speaker: 黄琪黄琪 num: 2009554231 consumption levelconsumption modegross domestic productper capita consumption levelp & gs sales growth over the yearsthe per capita income levelthe sixth population census9.9rmbmaking ppt: 关洁婷关洁婷num: 2009554206speaker: 邝嘉惠邝嘉惠num: 2009554205 cultural factors th

8、e first bottle of head & shouldersbecause of chinas culture has been passed down, the chinese have a comparisons and show off psychology. chinese consumers are willing to spend more money to their face, and to make themselves look better. so p & g to enter china, the first play of the head &

9、amp; shoulders products are expensive, so when the price for this is a luxury for people who come. because the chinese people saving face, head & shoulders in the chinese market with great success, so that p & g in china has made a good start. just entering china in the first few just enteri

10、ng china in the first few years, olay is in the red . then p&g years, olay is in the red . then p&g company do a investigation, the company do a investigation, the results show that many chinese results show that many chinese women want their skin turned white. women want their skin turned w

11、hite. due to the difference of the aesthetic due to the difference of the aesthetic view, such the result of the survey is view, such the result of the survey is hard for the united states to accept.hard for the united states to accept.later, in order to meet the aesthetic demand in china, p&g c

12、ompany research a olay product that have a skin whitening effect , and distributing 10 million samples . at that time, the product s subject is friend recommended olay and ad copy for we can prove that you will look more white and more young. the fact that the business of olay is rapidly rising and

13、start for p&g win profitmaking ppt: 关帼芹关帼芹num:2009554207speaker:邓美莲邓美莲 num: 2009554203 anti-unfair competition lawadvertising lawstandard method all countries set national laws which are close to international marketing, basically have the standard method, anti-unfair competition law, the advert

14、isement law, etc. in every country , the making standards of these laws are not the same. potassium bromateaccordingly, the international agency for research on cancer(arc) has listed the potassium bromate as carcinogen. at present many europe countries have banned using it, which the united states,

15、 japan and other countries also reduce using significantly. at the same time, china has banned the use of that in 2005. but in 2007, a batch of pringles of the united states p&g company was check including potassium bromate. case:advertisementsafeguards alleged misleading advertising the ads has

16、 repeatedly stressed that removal of mutant microbes which could mislead consumers.“ first, consumers may think that all variational bacteria are harmful , this is a misleading concept; second,consumers may think that only this product can remove the mutant microbes which result in consumption of th

17、e product. illegal of advertising languagemaking ppt:金幕洁金幕洁num: 2009554227 speaker: 关洁婷关洁婷 num: 2009554206 the model of entering the international market the model of entering the international market ：export modelcontractual entry modelinvestment model international strategic alliances lhow to ente

18、r the chinese marketj o i n t j o i n t ventureventure1、at that time the p&g lacked accurate grasp of chinas economic policy ,so the market has a lot of uncertainties.2、in the chinese foreign policy ,the foreign enterprises must be in the form of joint ventures with the local ones when entered t

19、he domestic market. then the joint venture enterprise must be holdinged by china, and the share of foreign enterprises should not exceed 49%.lthe origin of guangzhou p&g co., ltdfirstly the p&g and hutchison whampoa establish ratio company by 69.25% and 30.75% , then it established joint ven

20、tures guangzhou p&g co., ltd with guangzhou soap factory and guangzhou economic development zone construction import and export trade corporation which p&g hutchison whampoa have 65% of the shares, and the other two accounted for 30% and 5% of the shares. in 1988, guangzhou p&g co., ltd

21、was registered and set up p&g, wholly owned process since then, in guangzhou, beijing, shanghai, ghengdu, tianjin etc, p&g has dozens of joint venture and wholly owned enterprises. in 1998, p &g began the wholly owned process. after 2002 , the chinese and foreign joint ventures guangzhou

22、 p&g co., ltd, gradually change into 99% foreign shares and 1% chinese shares symbolically. conclusionthe main model of p&gcooperative enterprise overseas-funded productioninvestment model making ppt: 黄琪黄琪 num: 2009554231 speaker: 金幕洁金幕洁num: 2009554227 product design strategy:lstandardizatio

23、nllocalizationlthe development of new products the product localization is that enterprises according to their own raw material conditions or consumer preferences, product adaptability requirements, local market analysis of all kinds of information, and based on the introduction of the technology or

24、 product adaptive adjustments or developing new product localization to adapt to local demands of the process. rejoice shampoo and conditioner comborejoice antidandruff shampoo comboeffect of baking oil rejoice shampoo combo.radix hair shampoo.ginseng ginseng nutrition moisture cream rejoice shampoo

25、.one minute hot oil cream 20001989199019962003-42003-9 p&g asia research center in order not to fall a chinese classical beauty, they read all books and han grass over the traditional formula, finally connect han grass the essence with the high-tech mastery, firstly made float soft to join china

26、s han grasss essence which prevents hair wash protect series. they use the ginger juice, previous, fleece-flower root.they combines the modern science, technology and the extraction. concept “plant”，“ black hair” after three years of market research and concept test，the p&g has finally found out

27、 a new product in china ： a brand-new embellish hair products , named “runyan” with meaning of moisten and beauty , could show modern oriental females beauty with black hair. the localization which p&g company lanched in china of the market is very successful. from 1988 p&g to enter the chin

28、ese market, for the product brand localization p&g constantly try its best .p&g spread out in advertising cover the land ,but you cant see the words use in american. no man is western models in china p&g, and in addition to the above mentioned brand, also , there are many products combined with chinese local and derivatives, these examples are enough to witness the localization of p&g success.summarysummarymaking ppt: 邓美莲邓美莲 、邝嘉惠、邝嘉惠num: 2009554203