International Marketing Case PPT.
What are you doing? Don’t put others’ professional knowledge on it, that is to say, the help of knowledge is to seek help in the fog. This is unreliable….
A kind of culture and guide consumption-NBSP; Products should not only meet the demand, but also guide and cultivate the demand, such as washing hair? -I’ll wash it for you. Can you wash your hair? I am to teach you how to wash. Did you wash well? I’ll tell you how to wash better. Procter & Gamble is like a gentle wife, attached to her husband, not only to persuade her, but also to do her life, not only for her life, but also for good. P & G not only teaches people to wash their hair, but also teaches the Chinese generation to brush their teeth. At the same time, it also gains unprecedented social benefits. From advocating the new concept of shampoo to guiding multi-shampoo, from brushing teeth reasonably to choosing toothpaste scientifically, from washing hands frequently to disinfection, to guiding the change of consumers’ life concept in our country. To send healthy lifestyles, new health concepts and credible health products to consumers, we must first have a little respect, and then a very devout week.
Second, scientific naming and brand image; P & G pays great attention to brand naming and brand naming, which can greatly reduce the resistance of consumers’ cognition. It can stimulate customers’ good Association, enhance customers’ affinity and trust in products, and greatly save the cost of product promotion. P & G names product brands by precisely selecting or combining English names (words), so that Chinese names and English can be well coordinated and cooperated in terms of meaning and pronunciation. It accurately reflects the characteristics of the product, the stereotype of the brand image and the consumption positioning, so as to improve the brand image, such as helping gem shu fu, which is of course very suitable. Advertising is essential. P & G’s annual advertising cost accounts for 1% of the total annual sales. On the other hand, it advertises on TV network magazines. Through hiring Image spokesmen all over the country, setting up scholarships in colleges and universities to engage in public welfare activities and improve brand awareness. At the same time, in order to occupy the terminal consumer market, P & G conducted a nationwide roadshow in rural areas; P & G’s products were very picky in the supermarket shopping center. Occupying a large amount of shelf space can easily attract consumers’ attention. Advertising has effectively improved the brand’s popularity and reputation.
Thirdly, knowledge marketing knowledge marketing refers to enterprises injecting knowledge content into the marketing process to help consumers improve commodity knowledge, improve consumers’ quality and realize the sale of commodities. The purpose of market development. P & G’s knowledge marketing is a series of concepts in the marketing process. In shampoo and hair care product, this marketing concept has been applied to the extreme. Each brand has certain knowledge to create a concept and bring personality to each brand. For example, the character of Haifei Silk lies in dandruff; Pan Ting’s character lies in the nutrition and health care of the hair; While the soft character makes the hair smooth and soft. Sassoon is positioned to regulate water and nutrition, while Runyan is positioned to be darker and more active. The application of knowledge concept in advertising is also vivid and vivid.
With NBSP; With NBSP; See Haifei silk advertisement: Haifei silk shampoo ocean blue packaging first reminds people of Lieutenant Blue Sea bringing fresh and cool visual effects. The cleaner advertising language of dandruff further establishes consumers’ belief in dandruff; Look at Pan Ting: it contains rich Vitamin B5. It can penetrate to the top of the hair to replenish the healthy and bright hair of the hair and highlight the nutritional personality of panting. Advertising language makes your hair elegant and soft, full of the impression of consumers, that is, girls shake like silky hair. Through accurate market segmentation and positioning, the entry of competitors is effectively prevented, while the implementation of knowledge marketing makes the brand have distinct personality and improves the core value of the brand. Four kinds of interest attraction and emotional attraction; Interest attraction explains the concept from the effectiveness of the brand; Emotional attraction explains the concept of emotional connection with consumers. Procter & Gamble’s advertisement has attracted many people’s interest, such as Jaggers and the national dental prevention team, to promote the concept of tooth prevention of root moth prevention. Good skin and traditional Chinese medicine will promote the concepts of healthy sterilization and skin care; The concepts of anti-dandruff, health and smoothness of shampoo, etc. This is not the attraction of brand interests.
In addition, P & G brand has also strengthened its emotional attraction in the past two years, forming a concept banner of confidence. From the soft quarrel articles to the current soft conductor, soft advertisement takes confidence as its brand attraction. In addition, weakness also launched a series of activities such as soft confidence College, multiple challenges, the same confidence, newcomers in the workplace, and expressing your confidence. In advertising, especially in TV advertising, P & G has a set of successful formulas. First of all, P & G will point out the problems you are facing to attract your attention, and then the advertisement will tell you quickly that the solution is P & G’s products. This product is usually repeated several times in the whole advertisement of the advertisement, with the emphasis on P & G’s organic combination of interest attraction and emotional attraction. It has greatly improved the cultural connotation of the brand. The brand strategy of P & G, the five brand managers, not only makes the company enjoy a good reputation in the society, but also cultivates a large number of loyal customers. Higher customer satisfaction has won competitive advantages for the company’s sustainable development. P & G is the first company in the world to launch the brand manager system, that is to say, a brand manager in charge of Brand Brand must know his own brand better than anyone in the company. Through the implementation of multi-brand management strategy, Procter & Gamble has formed competition in its own products, making Procter & Gamble products occupy an absolute leading position in the daily consumer goods market.
In the past 19 years, P & G has been playing the role of qualified citizen in China, donating more than 60 million yuan to China’s public welfare undertakings.
Starting from 4p, product price distribution promotion is also environment, marketing environment macro, Micro Macro, population economy… but it depends on the specific case.
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