P & G’s success marketing high quality products based on its accurate market positioning and effective advertising strategies are inseparable.
World-class products to beautify your life “- this is P & G’s commitment to promote its brand around the world. The Procter & Gamble Company was founded in 1837, is one of the world’s largest consumer products company. 2004 –
Fiscal year 2005 sales of $ 56.7 billion. Selected in Fortune magazine’s latest Global 500 largest industrial / service enterprises, # 86. The company employees worldwide, nearly 11 million people in more than 80 countries
Has plants and branch offices, operates more than 300 brand products are sold in over 160 countries and regions, including fabric and home care, hair and beauty, baby and family care, health care, food and beverage.
P & G since 1988 to enter the Chinese market, the the Jinding talent of its wide range of products, such as Rejoice, Head & Shoulders, Pantene, Safeguard, Olay, Tide and Crest, etc., have become a household name
. Procter & Gamble from 2003 to 2006, and reelected four times in the CCTV advertising tender standard king. The industry believes that P & G’s advertising is very professional, known as the “West Point” in the field of communication. SK-Ⅱ its subsidiary has seen a “metal
Door event “hit hard, but soon the part of the department stores in mainland China in early December 2006 to resume sales of its line of products, the company to develop a relatively long-term marketing strategy for the brand of SK-Ⅱ. Analysis of the typical
Success stories, as well as the deployment of the response to the crisis, we can learn a lot of experience in the formulation and implementation of marketing and advertising strategies, we need to learn.
Procter & Gamble’s advertising strategy, each brand are given a concept: Head & Shoulders dandruff maintenance of Pantene, Rejoice supple, continue to strengthen and spread through advertising. For example, Head & Shoulders “dandruff go without a trace
Cleaner hair “slogan express individuality; Pantene personalized nutritional protection that hair, so there is” rich in vitamin B5, can penetrate to the tips of the hair from the hair root, replenishment of nutrients … “;” wash hair conditioner once completed
Make hair supple and elegant. “Ads, the emphasis on the the Rejoice personality.
Moreover, P & G is also the concept of the Raiders extends applications with competitors’ ads. For example, before the the Safeguard soap into China Lux soap has leading brands on the market, its product positioning is “beauty care
Skin. “Procter & Gamble is a clear need to re-create a concept, market analysis and extraction, to confer Safeguard Soap” Beauty and sterilization “concept, and also to increase people’s acceptance by the authority of the Chinese Medical Association.
Later, in a powerful advertising campaign the Safeguard sales have been rising. Safeguard has become the first brand of soap market.
In fact, the manufacture of P & G to enter the Chinese cosmetic market, a killer concept. Head & Shoulders from Procter & Gamble in China launched a product, the award success, so we should recognize that manufacturing concept is not out of thin air
Fabrications, but should accurately identify product and market positioning and its expression, and as one of the marketing and advertising strategy.
P & G established a marketing concept, and last for a long advertising campaign will be taken accordingly. Even a high market share of Head & Shoulders, Rejoice and other brands, but also continue to invest a lot of advertising costs. This makes some fees
The solution is generally believed that advertising spending should be adjusted with the changes in the product life cycle. However, if there is no sustained advertising campaign, Procter & Gamble, the marketing concept is difficult to form. If you’re just selling products, perhaps by the
Stage sensational advertising crash; If you want a marketing concept, it requires repeated temper the public’s awareness of the concept, and the concept gradually into the general consumer attitudes, is the real marketing success.
Of course, P & G’s advertising strategy without interruption related to its product characteristics, the concept of people continuing ad rendering, and gradually cultivate brand loyalty, which is also a solid market share.
3 type from fashion type to the spirit of the brand, P & G advertising product positioning strategy
P & G products are in the high-end level, its brand positioning is fashion type and brand of the spirit of the type of organic unity. According to Procter & Gamble (China) Deputy Director of Public Affairs Pei Yiqun say, the brand has three days: from basic cleaning
Functional to the middle of fashionable type, the highest level is the spirit of the brand marketing. From Procter & Gamble Manufacturing concept had been clearly its product positioning! By Avantgarde cut, continue to shape, Procter & Gamble has been extended to the spirit of the brand marketing:
Such as Rejoice confident spirit of the brand positioning, Sassoon dominant fashion, New Yun Yan main Oriental female beauty. This is P & G’s product positioning strategy, it makes the Procter & Gamble brand into a higher realm.
Procter & Gamble’s advertising shaping the image of the product, fresh, simple, focusing on the rational appeal, marketing encyclopedia even with some modeling. So someone summarize: P & G ads = questions + to solve the problem. Usually that you face
Pro to attract your attention, followed by’ll tell you a suitable solution, which is P & G’s strategy and its unique efficacy.
And lack of strategy to focus on creative phenomenon prevalent in the advertising industry, the results are often not achieve the desired objectives. P & G’s ads are almost always directly stated in the consumer product’s features, each product firmly grasp
The support of the strategy and then spread, and thus achieved a great success in the world. At the same time, also verify that the strategy is more important than creative.
P & G’s marketing and advertising strategy has many remarkable results, which use more comparative law, data law and the testimony of law, sometimes used in combination.
1 Comparative Law
Generally refers to in the ad will own products compared to other similar competing products, to highlight the self certain characteristics or advantage. Therefore, it is more likely to attract the attention of consumers to quickly improve their knowledge
In the classic strategy of Procter & Gamble, the comparison method used more often, and more properly. Shampoo or soap, from horizontal to vertical ratio display their products than other similar products than in the past more effectively
Cheaper, very effective.
1) Safeguard: effective against bacteria
The chief selling point of advertising Safeguard soap both decontamination, but also sterilization, aired a new skin cleansing concept. Use ordinary soap skin the Safeguard than use in television advertising by the obvious contrast microscope
The bacteria remaining on the much less, it shows strong bactericidal capacity. Although this mediocre the Safeguard advertising creative practices, but the impact was very strong, so the Safeguard soap market share soon reach 41%.
2) Crest: No Cavities
The Crest ad with another form of “comparison”. To compare the two halves as eggs, egg why half becomes soft “;” because half by acid corrosion, just like our teeth, a long time the
Pay attention to protect the eggs will be like “;” Crest toothpaste, a unique formula which can effectively prevent tooth decay. ‘
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By ThomasWolter from Pixabay