宝洁润妍案例分析英文版

案例故事(CaseStory)Attheendof1990s,shampoomarketwasboominginChina.WiththeflourishingChinesebrands,P&Gwasconfrontedwithatoughtimeincompanydevelopmentinternationally.Inshampoomarket,P&GwaschallengedbyC-BonsandUnilever.InordertofindanewgrowthpointandchangeChinesemarketsituation,P&Gfocusedonlocalization.In1997,P&Gmadeanewproductstrategyandbeganthemarketresearchandconcepttestingwhichlastedforthreeyears.Itadopteditsusualmethodswhichbasedonscientificandstrictmarkettestinginnewproductdeveloping.In2000,anewbrandAscend(pronouncedinChinese:runyan)appearedinpublicwithanimpliedmeaningofmoisteningandbeautifyinghair.Withtargetwomenconsumersagingfrom18-35,Ascendmadeitspurposeaspresentingorientalwomen’sbeautifulblackhair.TheappearanceofAscendshockedthewholeshampoomarket,especiallyitspackaging,advertisingimageandpublicitypropagandagavepeoplegreatimpressionbecauseoftheadvancedlevel.Ascendespousednaturalbeauty,andregardedwomen’sbeautyastheglintingdiamond.Itaimedforhelpingwomentopresenttheirattractivelymovingappearance.AscendshampoocontainedtraditionalChineseherb,polygonumwhichishelpfulinmoisteninghair.What’smore,itwasthefirstshampoowhichcontainednaturalherbingredient.AscendwassuitablefortheOrientalsbecauseofitsingredientofChineseherbalmedicine.Attractively,abeautifulorientalgirlwithlongblackhairappearedinthecreativeadvertisementwhichwasdesignedtopresentblackorientalhair.ItfullyrevealedthenaturalbeautifulconceptoftheOrientals.AscendwasfirstlysaleinHangzhouprovinceonSeptember10,2001.ThefirstlytargetmarketwaschosenasHangzhouprovinceforitspotentialbusinessopportunitiesandmodernfeeling.Moreover,asaninternationaltouristcity,Hangzhoupossessedprofoundtraditionalculture.Sowomenlivinginthecitywereinevitablyownedmodernandtraditionalfeelingstogether,whichwerecoincidedwithAscend’stheme.Theproductwascompletelydifferentfromtwo-in-oneshampooatthattime;instead,itemphasizedseparatelyusageofshampooandhairprotectorwhenwashinghair.Actually,suchathemewastoemphasizethatthefirststepofpossessingbeautifullyhealthyhairwastouseAscendshampoobecausethere’safaithofthoroughlywashingeverypieceofhair,andthentheusageofAscendhairprotectorwouldmoistenthehairandmadeitraven.Aftercomingtothemarketfortwoyears,Ascendstillhadn’ttakenupthemarketing.Instead,HazelineshampoowhichcametothemarketatthesametimehadsuccessfullyfilledthegapleftbyOlivePolygonumshampoo.However,thesaleofAscendwasdisappointing,becauseitsrankofpopularitywasnotamongthoseofthesuccessfulonthepublishedlist.In2005,P&GboughtClairolwhichmarkedthefailureofP&G’sfirstlocalbrand,Ascend.ThewebsitesofAscend’sonlinevideoads:/programs/view/mUL2LSrupjE//programs/view/tF_kr8fdxT4/案例讨论(CaseAnalysis)Itisknownthattherearealotoffactorscontainedindevelopingproductsforforeignmarket.Ingeneral,developingproductsforforeignmarketshouldbemadeattherighttimeintherightplaceandbytherightchannel.However,accordingtotheintroductionofthebackgroundknowledge,itisobviousthattherearesomemistakesattributedtothefailureofAscend.PrimarytargetmarketsettingWiththedecliningofChongqingOlive,Ascendshouldhavepromisingbusinessopportunity.However,P&GsetAscend’stargetconsumersasmodernhigheducatedcitywomenagingfrom18to35,andpositiontheshampooaimingtomakehairraven.Inreality,suchaconsumergroupisusuallythemostfashionableone.Thoughblackhairwaswelcomedfrom1994to2000,oncethefashionconceptaltered,theseconsumerswouldabandonravenhair.Inaword,theconsumermarketwasnotstable,whichledtotheinsufficienttargetmarketcapacity.2.ProductFrom1994to2000,Chinesedomesticfashiontrendwashealthyravenhair.Atthattimethetraditionaltwo-in-oneshampoowasstillverypopular.However,P&Gspentthreeyeartodevelopnewproductsofshampooandhairprotector,andclaimedthatthebestwayofkeepravenhairwastowashhairwithshampoofirstlyandthenhairprotector.Theconsumers’habitandknowledgeofshampooweregreatlychallenged.AlthoughAscendconceptwasinnovativeatthattime,itadvancedconsumers’hairwashinghabitatthattime.Formarketeer,ifyouwantthenewconceptofyourproductcanbeacceptedbytheconsumers,youshouldmakesureconsumers’feedbackinadvance;otherwise,itwillgoagainstthefollowingpromotion.Influencedbythetwo-in-oneconceptatthattime,Ascendlostmanyadditionalinterestscomparedwithothercongenericproduct.Asaresult,consumers’purchasingenthusiasmwasreduced.PromotionAlthoughP&Gendeavoredalotinproductpromotion,especiallytheperfectinnovativevideoads,distinctivepublicactivities,considerateonlinepromotion,andattractivesale,italsohadsomedeficienciesleadingtothechokepointinmarketing.AdvertisingdeviationAscendadvertisinghighlighteditsfeatureofbringravenhair,butignoredakeypoint,containingofmoistenherbessencewhichwouldmakeagreatfortune.Thenconsumerscouldn’tclearlydistinguishfeaturesofAscendandothershampooproduct.Asaresult,thoughAscenddrawnalotofattention,itcouldn’tarouseconsumers’purchasingdesire.Whatisworse,consumers’impressionofP&G’schemicalconstitutionwasremovedbythebeautifulravenhairinadvertising.BlindonlinepromotionAlthoughP&G’sonlineproductpromotionwasinnovativeatthattime,andisstillofreferencevalue,weshouldnoticethatsomeonlinepromotionwasmadeinonlinegame.Thetargetwomenconsumersagingfrom18to35didnotspendmuchtimeinplayingonlinegame,resultingthefalsebelievethatthehighclickratewasmadebytargetconsumers.Atlast,thehighinvestingcostdidn’tgetexpectedpayback.QuestionsforgroupdiscussionWhatinspirationscanyougetfromthefailureofP&G’snewproductdevelopinginChina?Accordingtoyourunderstandingofdevelopingproducts,whenistherighttimeforproductpromotion?Doyouknowasuccessfulproductdevelopingforforeignmarket?Pleasetrytoanalyzeitssuccessfulexperience.案例总结(CaseSummary)海外新产品研发是每一个成功的企业的必经之路，它不仅可以冲出已经趋于饱和的国内市场，而且也为提高企业知名度做出巨大贡献，最终给企业带来巨额收益。然而，如果没有把握新产品研发和推广时机，抑或目标市场判断错误，这无疑是精力、财力、人力的巨大损失。通过以上对宝洁公司润妍案例的分析，不难得出以下结论：1、目标人群有误，失去需求基础润妍从孕育开始，就应该是一个别人市场制造之后的延续产品，因为这一部分人群已经具有对黑头发的认知和使用习惯，也是品牌切入最为经济的办法。然而宝洁居然舍弃了已经存在的市场而独辟蹊径，将目标人群定位为18-35岁的城市高知女性，于是我们可以看到润妍具有唯美的广告形象和唯美的视觉冲击，其包装也是素雅和高贵的。但问题在于这部分人群是否是真正的购买者？事实上，这类消费群体往往趋向追逐潮流。虽然1994-2