company name p&g procter&gamble by group 1. brief introduction founded in 1837 one of the...
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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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