Procter & Gamble (P&G) is a Fortune 500 American multinational company, and a world’s leading consumer goods company. P&G’s work is driven by a Purpose of providing branded products and services of superior quality and value to improve the lives of the world’s consumers now and for generations to come. P&G now has 50 Leadership Brands, which are among the world’s best known and which account for more than 90% of P&G sales. P&G entered the Chinese market through a joint venture in 1988. Now, P&G is the most successful foreign marketer in China as measured by market share.
With the rapid development of information technology, the world is increasingly connected and the gap between companies and consumers is shrinking. Meanwhile, with a challenging global economic climate, companies have to create new marketing models in order to adapt and succeed in this ever-changing business environment.
P&G uses multi-brand strategy in conducting its business. Multi brand strategy refers to a marketing strategy that two or more similar products of a firm are marketed under different brand names. In most of the cases, these products are marketed under the brand names which are completely unrelated. Marc Pritchard, Global Marketing & Brand Building Officer of P&G said the key to a brand to be successful is it really defines what its benefit is and delivers the benefit in the way that better than any other competitors to make people’s life better. The aim is to meet needs of many people with many different ways.
The Business plan on Toyota Target Market And Positioning Strategy
... growth. Market positioning strategy will determine consumer buying behaviors, innovative product life cycle recommendations, and necessary strategic alliances. Branding strategy will ... requires (Case Study 2010). In 2001, the company expanded into other global marketplaces, risking overexposure and ... for a common purpose together. In today’s business world, alliances have become very common. The past ...
I think this multi-brand strategy has three advantages: First, by adopting multi-brand strategy, the company can obtain greater market space and market share. Second, by promoting similar products under different brand names, the company can fill up the price and quality gaps of the target market. In this way, the market can become saturated with the similar products of the same company. In addition, this kind of strategy caters to the customers those who like to experiment with different brands, and it also makes the company’s brand managers generate internal competition to improve productivity.
However, this strategy also has some disadvantages that may hurt the company’s development: The first is the fierce competition between these brands. And it is important to note that using this strategy means facing higher risks. Cost control is another big problem. Obviously, the more brands there are to manage, the higher the costs. For this reason, many prudent companies prefer brand extension over multi-brand management.
P&G has one of the largest and strongest portfolios of trusted brands, including Pampers, Tide, Pantene, Bounty, Pringles, Gillette, Crest and Olay. They provide not only products of various brands, but also high-quality and well-packaged goods which can satisfy customers in all aspects.
P&G’s significant Pricing tactics are defining different prices for different brands to satisfy different customers. For example, no matter how much money the customers want to spend on hair care shampoos, P&G’s products can always satisfy customers’ needs. In addition, P&G always has great discounts such as buying a large one get a small one for free at holidays.
P&G has its own unique and suitable promotion strategy system. The first method in promoting their products is doing advertisement, involving TV, magazines, Subway and some other media advertisements. In over 20 years, P&G has made remarkable achievements and has became the largest consumer products company in China. Besides the advertisements, the company committed to build a good publicity and public relations.
The Term Paper on General Nutrition Company Products Gnc
Company Background General Nutrition Companies Inc. , was founded 65 years ago in Pittsburgh, Pennsylvania on the premise that Americans wanted to maintain control over their health. David Shakir ian founded the company. In 1935 he launched a dream of his by establishing a little health food store in Pittsburgh, Pennsylvania. He called it Lackzoom. The products that were offered at his store ...
In the Olympic program, brands of P&G have cooperated with China athletes. P&G changed all the materials from marketing standpoint and their Olympic logo has the red and yellow for China. They also did some great programs with digital broadcast partners, which are China specific and made documentary films that show cases of mothers and China athletes.
P&G brought a lot more brands that would be expanded in China as well as different product lines. “China’s Got Talent” is a great marketing campaign for Head&shoulders. It’s great for consumers in China that the ability to
express themselves in totally new way. Head&shoulders gives you confidence because it not only washes out dandruff, but also gives people confidence, thus you can express yourself in much better ways.
I think P&G’s got many creative marketing ideas such as “The living artist”. It brings all the brands together and sets a magazine, a website and another system that you can go out and work with retailers to be able to buy multiple brands.
Rejoice’s special idea about valentines’ day is another example, thus you can send a love message to your valentine through rejoice. They have people vote online the best messages and post those messages around 80 billboards on valentines’ day around China. This is one way that makes people love Rejoice. In my humble opinion, P&G will continually have better performance.
