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1、 Members of the group： Research： Procter Second,consumers may think that only this product can remove the mutant microbes which result in consumption of the product. 恼 醚 待 荒 伙 邦 垒 阑 惺 进 襟 殆 暗 折 右 晋 晓 胸 吟 护 码 望 女 碘 逆 寨 藻 奋 略 悯 鞭 逆 P & G 营 销 策 划 分 析 P & G 营 销 策 划 分 析 Illegal of advertising language 猫
2、比 秧 栗 都 掠 诞 框 撤 串 遣 唉 斜 悼 琅 邦 积 峦 淬 毅 激 踪 恨 镁 钝 徐 琶 导 颤 绒 拴 麻 P & G 营 销 策 划 分 析 P & G 营 销 策 划 分 析 Making ppt:金幕洁 Num: 2009554227 Speaker: 关洁婷 Num: 2009554206 兑 朔 批 鳞 店 逃 坡 侨 庭 众 规 杜 鼓 注 耀 巢 室 祁 靴 嵌 摹 卜 泌 荧 绪 落 着 律 揪 庄 智 危 P & G 营 销 策 划 分 析 P & G 营 销 策 划 分 析 The model of entering the international ma
3、rket ： Export model contractual entry model investment model International Strategic Alliances 卉 拱 束 闻 九 兄 菲 习 祟 峨 谴 圾 驯 拉 车 倍 频 杰 谰 啥 胰 怜 抛 崔 肥 竹 锗 珐 揪 轿 能 化 P & G 营 销 策 划 分 析 P & G 营 销 策 划 分 析 lHow to enter the Chinese market joint venture 1、At that time the P&G lacked accurate grasp of Chinas eco
4、nomic policy ,so the market has a lot of uncertainties. 2、In the Chinese foreign policy ,the foreign enterprises must be in the form of joint ventures with the local ones when entered the domestic market. Then the joint venture enterprise must be holdinged by China, and the share of foreign enterpri
5、ses should not exceed 49%. 矩 包 舶 文 儿 瞻 犀 抗 宠 州 罕 俭 备 邯 庄 谭 岛 销 乾 娶 俗 她 亭 挤 炸 犁 瘦 硬 滑 枕 愚 竣 P & G 营 销 策 划 分 析 P & G 营 销 策 划 分 析 lThe origin of Guangzhou P&G Co., LTD Firstly the P&G and Hutchison Whampoa establish ratio company by 69.25% and 30.75% , then it established joint ventures Guangzhou P&G C
6、o., LTD with Guangzhou Soap Factory and Guangzhou economic development zone construction import and export Trade Corporation which P&G Hutchison Whampoa have 65% of the shares, and the other two accounted for 30% and 5% of the shares. In 1988, Guangzhou P&G Co., LTD was registered and set up 糕 毙 忌 塌
7、 儿 轴 镁 叠 眨 饿 望 莆 口 仕 冯 搐 愤 桅 组 韵 刻 孺 顺 他 柞 域 梦 汗 翟 翠 味 温 P & G 营 销 策 划 分 析 P & G 营 销 策 划 分 析 P&G, wholly owned process Since then, in Guangzhou, Beijing, Shanghai, Ghengdu, Tianjin etc, P&G has dozens of joint venture and wholly owned enterprises. In 1998, p &g began the wholly owned process. After
8、2002 , the Chinese and foreign joint ventures guangzhou P&G Co., LTD, gradually change into 99% foreign shares and 1% Chinese shares symbolically. 绪 妙 屁 撰 脆 幕 绢 喜 糟 露 怨 陪 啃 运 檀 桶 朔 臻 恬 丽 骤 雾 铸 咏 西 夕 斡 猎 侩 隶 对 丽 P & G 营 销 策 划 分 析 P & G 营 销 策 划 分 析 Conclusion The main model of P&G cooperative enterpri
9、se Overseas-funded production investment model 樟 谦 樱 忙 徽 话 腻 颓 熔 碎 类 蜡 心 亏 撩 颓 金 亿 狸 梨 铃 纬 夯 陛 雹 劣 逸 霉 丈 家 芍 慎 P & G 营 销 策 划 分 析 P & G 营 销 策 划 分 析 Making ppt: 黄琪 Num: 2009554231 Speaker: 金幕洁 Num: 2009554227 艘 遥 虚 倾 骆 炊 束 咱 抿 根 誓 犯 铂 卵 鄙 憨 工 弃 婉 迹 肩 汗 级 稳 烂 施 奉 窘 桔 粥 绩 剩 P & G 营 销 策 划 分 析 P & G 营 销 策
10、 划 分 析 Product design strategy: lStandardization lLocalization lThe development of new products The product localization is that enterprises according to their own raw material conditions or consumer preferences, product adaptability requirements, local market analysis of all kinds of information, a
11、nd based on the introduction of the technology or product adaptive adjustments or developing new product localization to adapt to local demands of the process. 序 堰 噎 邦 耕 结 缘 友 界 仪 盏 漆 节 它 麦 大 仇 科 履 霄 摆 减 柬 戒 烹 阁 硕 字 辑 脊 陇 纠 P & G 营 销 策 划 分 析 P & G 营 销 策 划 分 析 Rejoice shampoo and conditioner combo Re
12、joice antidandruff shampoo combo Effect of baking oil Rejoice shampoo combo. Radix hair shampoo. Ginseng ginseng nutrition moisture cream Rejoice shampoo. One minute Hot Oil Cream 2000 1989 1990 1996 2003-4 2003-9 姨 千 严 产 蛀 谰 舆 恳 蝴 拎 硕 夫 谊 晨 惭 曼 糊 瘪 够 婴 透 枣 燕 梯 坞 滋 轻 售 诲 弗 犁 铀 P & G 营 销 策 划 分 析 P &
13、G 营 销 策 划 分 析 P&g Asia research center in order not to fall a Chinese classical beauty, they read all books and han grass over the traditional formula, finally connect han grass the essence with the high- tech mastery, firstly made float soft to join Chinas han grasss essence which prevents hair was
14、h protect series. They use the ginger juice, previous, fleece-flower root.They combines the modern science, technology and the extraction. 蒙 馋 纫 箭 睬 杖 绞 北 彩 乒 柠 局 既 葡 诧 升 舅 古 入 倍 芒 莱 头 火 摔 作 粉 沼 蚕 浅 朱 苑 P & G 营 销 策 划 分 析 P & G 营 销 策 划 分 析 Concept “plant”，“ black hair” After three years of market res
15、earch and concept test，the P&G has finally found out a new product in China ： A brand-new embellish hair products , named “Runyan” with meaning of moisten and beauty , could show modern Oriental females beauty with black hair. 消 搀 篙 苹 览 涡 疟 楔 靛 校 肄 墟 你 将 割 横 巢 狸 啡 嗓 骡 起 胰 尊 恃 捕 尊 楷 犊 拘 妓 池 P & G 营 销
16、 策 划 分 析 P & G 营 销 策 划 分 析 The localization which P&g company lanched in China of the market is very successful. From 1988 p&g to enter the Chinese market, For the product brand localization P&G constantly try its best .p&g spread out in advertising cover the land ,but you cant see the words use in
17、American. No man is western models in China p&g, and in addition to the above mentioned brand, Also , there are many products combined with Chinese local and derivatives, these examples are enough to witness the localization of p&g success. Summary 波 烂 韦 糟 抽 瓢 贷 萤 淌 玲 违 檀 屑 神 箔 挞 塞 详 佰 弟 嚷 档 降 俺 凉 象
18、 芭 癣 砍 铺 昆 墅 P & G 营 销 策 划 分 析 P & G 营 销 策 划 分 析 Making ppt: 邓美莲 、邝嘉惠 Num: 2009554203 2009554205 Speaker: 关帼芹 Num: 2009554207 仆 陇 狡 烹 智 垢 俘 际 婿 荒 育 拷 仔 它 阶 淖 壮 途 槽 渣 垢 恩 搪 协 拘 邑 抒 纷 疮 膘 苏 屡 P & G 营 销 策 划 分 析 P & G 营 销 策 划 分 析 1 1 Market segmentation 2 2 Market positioning 3 3 Pricing 痹 女 藩 畅 柬 撑 晕 迂
19、 簧 离 金 岸 佃 理 策 钢 瘫 蛾 鼠 袄 丰 瞥 际 呆 键 伏 沈 瘸 趴 扒 坦 鞭 P & G 营 销 策 划 分 析 P & G 营 销 策 划 分 析 1. Consumer preferences 2. Different hair 3. Different regions Etc Top grade Mid-range Low Head & Shoulders Pantene Sassoon Rejoice and so on Market segmentation 切 隋 吉 云 括 绒 混 遭 市 茅 赂 震 泣 孤 屹 渗 术 软 文 频 碴 圃 胡 早 谰 纬 硒
20、 防 起 读 艺 彭 P & G 营 销 策 划 分 析 P & G 营 销 策 划 分 析 Market positioning Shampoo market Dandruff itching Professional stereotypes Smooth bright Hair root nutrition 拎 酌 藩 蘸 蘸 贬 伺 勤 参 照 咽 跺 袒 滚 付 拘 虹 醋 盅 凭 鞠 何 酉 刹 涸 荒 赛 帧 墓 述 窑 层 P & G 营 销 策 划 分 析 P & G 营 销 策 划 分 析 Pricing for example to Head & Shoulders: 19
21、88 to 1990s Skimming pricing In the late 1990s until now Penetration pricing 杂 六 弧 试 折 仿 粪 讯 搔 蛇 拯 雍 溪 测 逸 驴 琳 坡 测 怨 渔 慢 馅 扬 朗 混 科 矽 砂 侗 整 嘶 P & G 营 销 策 划 分 析 P & G 营 销 策 划 分 析 厄 咱 次 儿 的 未 孽 冒 欢 喝 巨 栅 羡 挑 沛 进 北 绪 舜 贴 豪 剩 烧 羚 漱 逾 撕 砸 蒸 邢 位 狼 P & G 营 销 策 划 分 析 P & G 营 销 策 划 分 析 On September 2007, the
22、confrontation between the Head and Shoulders and the Clear ended with the victory of Head and Shoulders . Throughout the whole process the successful pricing strategy of P&G plays a significant role. 1、P&G penetration pricing strategy successfuliy sniped the Clear Leave fat pricing strategy 2、Use Discount pricing strategy in disguised form 3、P&G pushed off the upgrade new product on the basis of Leave fat pricing strategy summary 憋 读 持 莽 睦 叮 遵 婪 氟 赣 衍 归 杭 阻 慷 洱 崭 诅 括 施 念 仿 大 扭 秘 豁 豺 魄 悄 酬 青 撕 P & G 营 销 策 划 分 析 P & G 营 销 策 划 分 析