In * *, Procter & Gamble established its first joint venture in China in Guangzhou-Guangzhou Procter & Gamble Co., Ltd. Since then, Procter & Gamble has occupied the commodity market in China by virtue of its rapid development, and its rapid pace has definitely caught some old China commodity brands off guard and forced them to fade out of the market. At present, there are no more than three commodity companies that can pose a certain threat to Procter & Gamble, 1 and Unilever. 2. Johnson As far as the products of these two companies can compete for the market share of P&G products in the market, the influence of other commodity companies can be ignored.
Here I try to analyze the reasons for the success of P&G:
1. It's time to enter the China market.
The year of * * happened to be the initial stage of reform and opening up, and it was also the initial stage of urban development. The rapid development of industry and cities began in the 1990s, which brought huge business opportunities to Procter & Gamble. Procter & Gamble aims to enter China at this time, which is also an opportunity that the China government can give it the greatest support and the least resistance.
Second, the advantages of science and technology and talents.
P&G headquarters was established in 1837, and it has been 169 years. It has great advantages in science and technology, product history, sales experience and talent reserve. Procter & gamble has its own scientific research institutions all over the world, attracting scientific research talents from all over the world. All centers share information, compete with each other for scientific research results and improve the overall level. And hire professional experts as technical consultants to guide. Researchers are responsible for studying different formulas suitable for local climate, human skin, consumption power and favorite smells. Instead of using a formula on a global scale. Even if occasionally other companies develop new products and technologies. P&G can also clone the same formula and launch new products in a month or less, so as not to let competitors pull away the sales. The company owns more than 29,000 patents. It can be seen that the scientific research team is strong.
Third, professional market planning.
At present, there is no major in marketing planning in domestic universities, and marketing only includes marketing planning. Moreover, some domestic enterprises do not have market planning departments. Generally, the department manager or director decides the development direction of the company. In foreign countries, the marketing planning department is an extremely important department. The marketing planning department is responsible for collecting all kinds of information, and after analysis, guiding the company's future development direction, development goals and annual market prices of various budgeted products. , which is equivalent to controlling the lifeblood of the company.
Fourth, product packaging publicity.
Procter & gamble's spending on advertising is not clear, but at least it is calculated from 1 100 million yuan. Television advertisements at different times of the day are designed to promote sales, so that consumers can buy their new products. Moreover, the advertisement of Baofa Company is by no means the kind of fatigue bombing propaganda. They will control and grasp a scale to prevent consumers from resisting. Moreover, the advertisements broadcast are healthy, fresh, clear in meaning and concise in language, which gives people an elegant feeling and is easy to accept new products. Procter & gamble's advertising is also very distinctive. In some TV or other media advertisements of Procter & Gamble, a sentence will be added at the end of the advertisement: Procter & Gamble; G, create the infinite beauty of life, although there is no P &；; G belongs to Procter & Gamble, but everyone knows one thing: these products belong to P & amp； G company
From the perspective of consumer psychology, people will have their own opinions and like to try new things. After long-term use of a commodity, people often want to use other brands of products to see how the effect is. Switch use instead of using the same brand for a long time. Procter & gamble is aware of this and will not increase the company promotion of this product in future advertisements. It only emphasizes the scientific and technological content and formula effect of the product. It is not complicated to use light and bright colors and simple lines on the packaging. The products are divided into large, medium and small models, which can be suitable for people with different family conditions.
Another feature of P&G products is that the packaging is often changed. Their products will be packaged twice a day, which has the advantage of making consumers feel that this product is new. Another advantage is: shortening the market life cycle of products and staying young forever.
Verb (abbreviation of verb) Good corporate culture
A company's culture can't come out overnight, but it is formed over time: P&G's products are various, and there are several kinds of light shampoos, but they are all products of P&G, with different names and no obvious difference in the use effect. This product has the function of moisturizing or dandruff removal, and other models will also have this function. Products with different names compete fairly, but they also have their unique advantages. Head & Shoulders specializes in dandruff removal, Sassoon brightens and moisturizes, and is soft and refreshing ... but they occasionally have the same function, which increases their competition. Procter & Gamble encourages competition among departments, but occasionally stops to avoid vicious competition.
Another feature of P&G products is that the packaging is often changed. Their products will be packaged twice a day, which has the advantage of making consumers feel that this product is new. Another advantage is: shortening the market life cycle of products and staying young forever.
P&G's products are various, and there are several kinds of shampoos, but the names are different. In fact, they are all Procter & Gamble products, and there is no obvious difference in the use effect. This product has the function of moisturizing or dandruff removal, and other models will also have this function. Products with different names compete fairly, but they also have their unique advantages. Head & Shoulders specializes in dandruff removal, Sassoon brightens and moisturizes, and is soft and refreshing ... but they occasionally have the same function, which increases their competition. Procter & Gamble encourages competition among departments, but occasionally stops to avoid vicious competition. Procter & gamble's spending on advertising is not clear, but at least it is calculated from 1 100 million yuan. Television advertisements at different times of the day are designed to promote sales, so that consumers can buy their new products. Moreover, the advertisement of Baofa Company is by no means the kind of fatigue bombing propaganda. They will control and grasp a scale to prevent consumers from resisting. Moreover, the advertisements broadcast are healthy, fresh, clear in meaning and concise in language, which gives people an elegant feeling and is easy to accept new products.
Rejoice: in the promotion combination, it is mainly advertising activities; Its advertisement emphasizes the combination of shampoo and hair care, making hair elegant and supple. "Rejoice", from the brand name, makes people understand that this product makes hair supple, and the grass-green packaging gives people a youthful and beautiful feeling. The slogan of "containing silky hair conditioner, shampooing and caring hair at one time, making hair elegant and supple", coupled with a picture of a girl shaking silky hair, further deepened consumers' impression of the "silky" effect. In Guangzhou, there have been two "Happy Stars" activities, and many stars have been invited to appear, creating momentum for them to enter the market and receiving excellent results.
Six, multi-brand occupation of the market
Regarding brands, the principle of P&G is: If there is still room in a certain market, those are the best; Other brands are also products of Procter & Gamble. Therefore, P&G's multi-brand strategy makes it have a very high market share in various industries. For example, in the American market, P&G has 8 brands of washing powder, 6 brands of soap, 4 brands of shampoo and 3 brands of toothpaste, and each brand has different needs. Procter & gamble launched; When Bangbao is suitable for diapers, the price is higher than other brands because of its high quality. Procter & gamble had hoped that high quality would make people willing to pay higher prices, but the result was not the case. P&G knows that it must cut prices to cater to consumers, so it adopts different strategies to achieve the purpose of reducing prices: trying to improve production efficiency and changing distribution strategies. Diapers are usually kept in the pharmacy. Bang Bao Shi reduced profits and entered the supermarket at a reduced price. Because of the large sales volume, supermarkets are willing to sell; Due to the large sales volume, the unit production cost is reduced, resulting in a good cycle, which makes; Bangbaoshi has become a successful product.
Seven, advertising success equation
In advertising, especially TV advertising, P&G has a set of successful formulas. First, P&G will point out a problem you are facing to attract your attention. Then, the advertisement will soon tell you that there is a solution, that is, P&G products. This product usually appears several times in the whole advertisement. The focus of the advertisement is to clearly emphasize what benefits P&G can bring to you.
Eight, strict training of brand management personnel
Most people only see P&G's marketing and advertising. In fact, it is the constantly developing new products that support P&G products to maintain a high market share. P&G spends about $654.38+0.3 billion on research and development every year. More than 7,000 scientists develop new products in research centers around the world, so P&G has 2,500 patents every year.
P&G's brand management is mainly reflected in strict talent training. Brand managers have fierce competition, intense work and rapid promotion, but they are extremely relaxed; If you don't succeed, you will die. From 193 1, the top management of the company is all from brand management, and 90% of the management levels are also from brand management, which shows that brand management is the core field of P&G.
Nine, the brand manager takes full responsibility.
Brand managers must know their own brands better than anyone in the company, and people will constantly challenge their knowledge in this respect. For example, a manager in charge of shampoo in the United States was once asked by the top supervisor what is the composition of dandruff in China?
Ten, strict memo training
P&G will never look outside; Airborne troops, but the policy of 100% internal promotion is adopted, so the internal training system is very important. They attach great importance to training employees to solve problems, make orders, take actions, track quality, lead and cooperate. The company provides various courses and seminars at any time to help employees improve.
In the training system of P&G, the practice of memo is famous. Employees must form a habit of providing information to their superiors clearly and simply. Memos can be roughly divided into two types. Information memorandum and; Memorandum of advice. ; Information memorandum includes research and analysis, status report, business situation, competition analysis and market share summary; ; The proposal memorandum is a convincing document, focusing on the purpose, background information, proposal, logical discussion behind it and the next step. Most memos will not exceed 4 pages. If brand managers want to be promoted, they'd better learn to write memos first.
At Procter & Gamble, writing memos is even used as a training tool. It is common for junior staff to rewrite a memo 10 times; After becoming a brand manager, a memo may still be asked to be rewritten five or six times. By constantly rewriting memos, P&G hopes to train employees to think more carefully.
P&G should pay attention to solid marketing training, which should be an important reference when many companies want to grasp the tastes of consumers and successfully attack in the market.
Model essay on product market survey report (2)
The growth rate of mechanical and electrical products trade is slightly lower than the overall trade growth rate. From June to June, the total import and export value was US$ 857.79 billion, accounting for 50.3% of the total merchandise trade, with a year-on-year increase of 19.2%, which was 6.6 percentage points lower than the total merchandise trade. Among them, the export was $49.8/kloc-0.60 billion, accounting for 57% of the total merchandise exports, up/kloc-0.9% year-on-year, which was 4.5 percentage points lower than the total merchandise exports; Imports amounted to US$ 359.63 billion, accounting for 43.4% of the total merchandise imports, with a year-on-year increase of 18.9%, which was 8.7 percentage points lower than the total merchandise imports. The surplus of mechanical and electrical products was $654.38+038.53 billion, a year-on-year increase of 2654.38+0.2%.
(A) the international market demand has not recovered significantly. At present, the prospects for economic recovery in Europe and the United States are uncertain, and unfavorable news in the international market is frequent. The actual demand and confidence have decreased compared with the previous period.
Moreover, with the gradual end of the replenishment cycle in European and American markets, buyers may enter the next round of digested inventory in the case of uncertain prospects, and the procurement demand will drop sharply. During the Canton Fair, my survey showed that most enterprises' orders increased by about 20%, but from June to July, some enterprises' orders dropped significantly, and buyers' wait-and-see mood increased.
(2) The sharp rise of raw material prices and the change of RMB exchange rate have great influence on mechanical and electrical enterprises.
In the first half of the year, the price increase of copper and glass fiber cloth drove the price of printed circuit to rise continuously, and the price of most parts of electronic information products rose. The rising price of LCD screen and steel leads to the rising production cost of household appliances. From the second half of 2007 to the first half of 2007, the RMB has been in a unilateral appreciation market, with the appreciation rate exceeding 5%. The construction period of complete sets of projects is generally long, and the appreciation of RMB has caused great exchange losses to overseas projects being implemented. At the same time, the appreciation of RMB has also led to an increase in the quotation level of our company's overseas new projects, and the price gap with European and American competitors is constantly narrowing.
(C) The impact of rising labor costs on electromechanical export enterprises should not be underestimated.
In 20** years, 30 provinces raised the minimum wage, and this year, 18 provinces have raised their wages. According to our research, since the beginning of the year, the front-line labor costs of most enterprises have increased by 10%-20%, and the comprehensive personnel costs of enterprises, including managers, marketers, R&D personnel and designers, have also increased. In addition, it is still difficult for enterprises to recruit workers, especially in some enterprises in the eastern region. Due to the shortage of labor, the production lines are under-started.
(D) Financing issues have a great impact on enterprises.
Since the end of last year, the central bank has continuously raised interest rates to control inflation, which has further increased the financing costs of enterprises, and the financing difficulties of small and medium-sized export enterprises have become more prominent. The difficulty of bank loans has promoted the rapid development of underground banks in Jiangsu and Zhejiang, but its interest rate is very high, and the pressure on small and medium-sized enterprises is enormous. The rising cost of financing has a particularly obvious impact on large complete sets of enterprises. Compared with the financial crisis, the interest rates of US dollar and RMB loans of domestic banks have risen sharply, and the financing cost of enterprises remains high. In some projects, although the credit insurance companies undertaking export credit bear the risks, the owners are unwilling to bear them because of the high premium.
(V) The contradiction between power supply and demand is prominent.
The long-standing power supply shortage has not been alleviated, and the phenomenon that some enterprises cannot start work and it is difficult to complete orders due to lack of electricity is also very prominent; At the same time, the rising electricity price has brought huge cost pressure to the export of enterprises.
(VI) Logistics and warehousing have gradually become important factors affecting the cost of enterprises.
For example, for our automobile industry, the impact of logistics costs is particularly obvious. The cost of automobile logistics accounts for about 10% of the whole vehicle cost, while the international advanced level is 4%-5%. Many enterprises also report that storage costs are rising recently. In addition, the strong earthquake in Japan caused the price of some precision parts to rise, which also increased the cost pressure of automotive electronics enterprises.
(VII) The international trade frictions encountered by China's mechanical and electrical products are still in a frequent stage.
As the economic situation of various countries has not fundamentally improved, the international financial situation is not optimistic, and the competition in the field of international trade will remain fierce. In order to protect the interests of domestic related industries, countries are likely to launch more trade remedy investigations against me in the second half of the year, and 20** years will still be the year of severe disasters for my mechanical and electrical products.
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