1. Procter & Gamble’s product innovation strategy
P&G believes that in the face of today’s extremely challenging and uncertain economic environment, if it wants to maintain sustained growth, it must build on its business Continuous innovation in all aspects. Innovation is the soul of P&G's business. Only innovation can meet customer expectations, create value for retail partners, and create new business models to maintain P&G's consistent and sustained growth and meet or exceed set goals.
Many of P&G's innovations are industry firsts: Tide laundry detergent is the first powerful stain-removing detergent; Crest toothpaste is the first fluoride-containing product certified by the Dental Association to effectively prevent tooth decay. Toothpaste, the first patented tooth whitening technology; and shampoo brand series include Perth Plus, the first shampoo and conditioner two-in-one; Head and Shoulders, the first shampoo that can effectively remove dandruff Make water and so on. P&G will continue to be one of the few companies in the industry that can develop new product categories, create new brands, set new performance standards and redefine customer value.
The characteristics of P&G's brand management: First, there are many types. From soap, toothpaste, mouthwash, shampoo, conditioner, softener, detergent, to coffee, orange juice, baking oil, cake mix, potato chips, to toilet paper, cosmetic paper, sanitary napkins, cold medicine, stomach medicine, It spans cleaning supplies, food, paper products, pharmaceuticals and other industries. Second, many products have multiple brands of one product. Taking washing powder as an example, they have launched nearly 10 brands including "Tide", "Wash", "Oxita", "Porter" and "Century". In the Chinese market, the soaps are "Comfortable", the toothpastes are "Crest", and the shampoos are "Rejoice", "Pantene" and "Head and Shoulders".
2. Analysis of P&G’s product advertising strategy
After years of development in the Chinese market, P&G has increasingly recognized the importance of sales channels and begun to establish its own Terminal sales force. Procter & Gamble's products fill the shelves, which reduces the possibility of attacks from competitors through sales channels. The segmentation of the market in terms of price, functions, etc. makes it even more difficult for competitors to get involved. P&G's product layout that leaves no gaps in the market is like building an impregnable line of defense that does not give competitors an opportunity to take advantage of. Consumers are living in the world of P&G products without knowing it. This high barrier to entry undoubtedly greatly increases the offensive cost of competitors, which is a shield for itself against opponents.
Many product advertisements and packaging of P&G will be marked with the words "Procter & Gamble, high-quality products" and the "P&G" logo, indicating that the product comes from P&G to enhance the product's sense of authority. , improve consumer trust. L'Oreal's approach is different. Among the many product brands of L'Oreal, it is difficult to see the "L'Oreal" logo. L'Oreal deliberately downplays the relationship between the L'Oreal corporate brand and each product brand, so that the product brand appears with an independent image, so that Many consumers don't know that well-known brands such as Helena, Lanco, Biotherm, and Vichy are also produced by L'Oréal. However, Unilever's high-end brand Elizabeth Arden has intentionally severed its relationship with Unilever. It is difficult to see any trace of Unilever in the Elizabeth Arden brand promotion. P&G's product marketing strategy makes its product brands deeply rooted in consumers' minds. When consumers choose products, they often choose products they are familiar with. P&G has successfully played the good card of brand in its product marketing strategy.
In many companies, obtaining patents is a yardstick for measuring whether these companies are innovative. However, in P&G, R&D is indeed an important aspect of innovation, but innovation does not stop during the R&D stage. It is a value of P&G that can be seen in every aspect of building and operating brands. its figure.
Judging from Longliqi’s advertising style, it mostly focuses on the practical appeal of the product, emphasizing the function, principle and scientific nature of the product. In terms of strategy, it shows continuity and coherence, and has full stamina.
P&G's advertising style fully embodies the characteristics of Big Brother. It focuses on rational appeals, combines scientific data demonstration with recommendations from authoritative departments, and emphasizes the functions, principles and effects of the product. In terms of strategy, it is characterized by persistence and repetition, which unconsciously affects consumers' purchasing choices and purchasing thoughts.
3. Procter & Gamble’s product sales strategy
1. Check laundry tips on Grest.com and see personalized hairdressing introductions on Grest. Rival Unilever has signed a deal with a company called iVillage to invest $200 million in a company to provide an online community for women. In August 2000, Unilever selected Compaq and IBM to provide computer equipment and services. In addition, it also cooperates with Ariba, the world's leading e-commerce solution provider, to use its platform to build an online global-scale economic supply chain. In 2000, Unilever invested approximately 130 million in the initial construction of e-commerce. pounds, and this number will grow. At this time, P&G's sales network has matured.
2. The winning sales concept. P&G requires very clearly that only on the basis of clear consumer facts and data can the marketing department begin to create persuasive advertisements and formulate powerful marketing plans, and the product development department begin to develop new products that lead the trend. Only then can the sales department begin to develop sales plans that meet customer needs.
In the past 20 years, P&G has built one of the best sales networks in China through continuous transformation. In fact, no matter how the sales organizational structure changes, P&G always emphasizes a win-win concept. Relying on the persistence of this concept, P&G's development strategy and execution capabilities have been realized. In the decades of competition between P&G and competitors Unilever and L'Oréal Paris, they each provide different benefits to consumers, maintain their own appeal, and achieve a win-win concept.
From an enterprise perspective, brand is a comprehensive expression of an enterprise's business operations, both at the material level and at the psychological level. To win in the competition, neither of these two levels can be missing. From a consumer perspective, it is the basis and experience for consumers to consume products and services, the method and tool to reflect their identity and personality, and it is also the expectation and requirement to meet higher needs. P&G built its own brand and won its business in China. Procter & Gamble's multi-brand strategy not only gives the company a good image and high reputation in society, but also cultivates a large number of loyal customers and achieves high customer satisfaction, which has won the company's sustainable development. gain competitive advantage. The purpose of P&G's multi-brand strategy is very clear, which is to enable P&G to have a high market share on the shelves of various industries. In order to achieve this goal, P&G has adopted a combination of brand management system and marketing methods, and established a Taking the different needs of consumers as the "axis" starting point, using unique sales methods and formulating personalized brand strategies, P&G has achieved its position as the leader in daily chemicals today. P&G has also become a veritable Whampoa Military Academy in the marketing industry, and the Chinese marketing industry More and more “P&G people” are active.
IV. New Measures for Procter & Gamble's Product Marketing Strategy
In the fierce market competition, while companies are constantly improving the quality of their products, they should also pay attention to maintaining customer relationships and providing customers with Better service. P&G's management breakthrough is to conceive and execute innovation as an integrated program based on a consumer-centric approach. P&G uses a systematic approach to select innovative projects, allocate resources, and bring innovative results to the market, ensuring that all P&G businesses have a solid new product channel. Not only systematically manage consumer purchasing behavior analysis, but also manage innovation as a systematic program. This saves both management time and management costs.
With the continuous expansion of P&G’s business in China and the development needs of e-commerce in the Internet era, P&G has launched a “New Product Try” column on its website to sell newly launched products. At the same time, the website has also set up A "Participate in Innovative New Products" column guides consumers to become the target group of virtual market research.
Mark Shar, vice president of Procter & Gamble, said: "Every company knows that consumers who pay attention to communicating with the company are potentially the best consumers. If you don't take advantage of them, you will lose them quickly." In P&G's update The column changed the method of email links commonly used on other company websites. Instead, customers were invited to enter the forum to express their opinions on P&G products, and at the same time, they could comment on the opinions of other participants. Through years of accumulation, P&G has established a huge customer information database.
The most important point in P&G's century-old glory is to place its future on understanding and grasping consumer value. P&G is very clearly aware of a key point in the consumer goods industry, that is, the value of consumer goods is a very "subjective" or "personalized" concept, and the connotation of this concept will change with the times. P&G does not base its sustainable competitive advantage on products, but on consumer value outside of products. P&G is constantly innovating products and creating its own brand value to meet the different needs of consumers. P&G faces challenges with full courage, achieves results with a hundredfold effort, pursues dreams with all kinds of enthusiasm, and wins the recognition of customers with ten thousand sincerity! You don’t need to impress everyone, you don’t need to be knowledgeable, you just need to develop products in innovative ways, you just need to communicate with customers in your own way, and you just need to give customers reasons to convince, and you will get your own applause and cheers! I wish P&G’s tomorrow will be more brilliant!