COMPANY NAME P&G PROCTER&GAMBLE By Group 1. Brief introduction Founded in 1837 One of the...

COMPANY NAME

P&GPROCTER&GAMBLE

By Group 1

Brief introduction

Founded in 1837One of the largest consumer products

companiesUS$83.5billion （ sales）Ranked 66th （ 2010）

P&G China

P&G entered Mainland China in 1988 by establishing its first joint venture in Guangzhou

Guangzhou

Beijing

Tianjin

Shanghai

Nanping

Dongguan

Shampoos of P&G

Rejoice

Clairol

VS

Head & Shoulders

Pantene

Market share

Rejoice 34.5%

Head & Shoulders 14.8%

Pantene 8%

VS 3%

More than 60%

The brand awareness

Rejoice Pantene Head&Shoulders VS

According to the pattern ,more than 90% know about the shampoos of P&G ,and nearly 95% used the shampoos products.

High awareness

The brand loyalty

Rejoice is NO.1Rejoice is NO.1

VS

Pantene

Head & Shoulders

Rejoice

the product differentiation

The nutritional health of the hair

Make the hair smooth and supple

anti dandruff ,blue sea

Hairdressing ,fashion

Rejoice

Head & Should

ers

Pantene

VS

Clairol Herbal extracts , natural, environmental protection

The purpose of segments

Why does P&G compete with itself on supermarket by marketing five different brands of shampoo?

The answer lies in the fact that different people want different mixes of benefits from the products they buy. P&G has identified at least 5 important shampoo segments.

Advantage

P&GP&G

5 brands

Advertisement

Reducing the risk ,to occupy more market

Using interests to raise awareness

To reduce the purchase price sensitivity

Disadvantage

P&GP&G

High production cost

With the product coming in Maturity Phase, advantages maybe imitated by adversaries.

The questionnaire

COMPANY NAME

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