宝洁公司中英文介绍PPT

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宝洁公司简介宝洁公司(Procter&Gamble),简称P&G,是一家美国消费日用品生产商,也是目前全球最大的日用品公司之一。总部位于美国俄亥俄州辛辛那堤,全球员工100,000多人。是财富500强中第十大最受赞誉的公司。P&G(Procter&Gamble),hereinafterreferredtoasP&G,isaU.S.consumercommodityproducers,iscurrentlytheworld'slargestcommodityoneofcompanies.HeadquarteredinOhio,USA.30dike,staffmorethan100000peoplearoundtheworld.Isthetenthlargestinthefortune500mostadmiredcompanies.始创于1837年的宝洁公司,是世界最大的日用消费品公司之一。宝洁公司全球雇员10多万人,在全球80多个国家设有工厂及分公司,所经营的300多个品牌的产品畅销160多个国家和地区,其中包括织物及家居护理、美发美容、婴儿及家庭护理、健康护理、食品及饮料等。Wasfoundedin1837,procter&gamblecompany,isoneoftheworld'slargestconsumergoodscompany.Procter&gamblecompanyemployeesmorethan10tenthousandpeopleworldwide,morethan80countriesaroundtheworldwithfactoriesandbranches,operatingmorethan300brandsofproductssoldmorethan160countriesandregions,includingfabricandhomecare,beautysalon,babyandfamilycare,healthcare,foodandbeverage,etc.公司形式:宝洁公司是股份制公司ThecompanyformProcter&gamblecompanyisajoint-stockcompany.市场营销宝洁是全球500强企业,在中国日化行业占据了半壁江山,其营销和品牌战略都被写入了各种教科书,究其成功之处,主要表现在如下方面:多品种战略从香皂、牙膏、漱口水、,到卫生纸、化妆纸、横跨了清洁用品、食品、纸制品、药品等多种行业。凭借充足的运作资金,以日化联合体的形式来统一策划和统一运作。ThemarketingstrategyP&gistheworld'stop500enterprises,dailychemicalindustryinChinaaccountedforhalfofitsmarketingandbrandstrategywillbewrittentothevarioustextbooks,investigateitssuccesses,mainlydisplaysinthefollowingaspects:manykindsofstrategyfromthesoap,toothpaste,mouthwash,andtothetoiletpaper,facialtissue,acrossthecleaningsupplies,food,paperproducts,medicineandotherindustries.Withsufficientworkingcapitaltodateintheformofajointventuretounifiedplanningandunifiedoperation.宝洁公司产品定价方法和策略:P&gcompanyproductpricingmethodsandstrategies宝洁公司运用了多种定价的方法和策略:比如:需求导向定价、竞争导向定价、低价渗透策略、组合定价策略、适时调整价格策略等。Usingavarietyofpricingmethodsandstrategiesofprocter&gamble,forexample:demand-basedpricing,competitionorientedpricing,lowpenetrationstrategy,pricingstrategy,adjustpricestrategy,etc.销售渠道Saleschannels分销渠道Theretailchannel零售渠道Thedistributionchannels宝洁的品牌宣传策略品牌宣传策略重在制造概念,而宝洁的广告策略就是典型的概念营销。在宝洁的广告策略中,这一营销理念被应用到了极致,每个品牌都赋予了一个独特的概念。Brandingstrategyfocusesonmanufacturingconcept,andtheconceptofp&g'sadvertisingstrategyisatypicalmarketing.Inp&g'sadvertisingstrategy,themarketingconceptisappliedtoperfection,eachbrandisendowedwithauniqueconcept.比如:海飞丝的广告:海蓝色的包装,首先让人联想到尉蓝色的大海,带来清新凉爽的视觉效果,一贯由名人代言的“头屑去无踪,秀发更干净”的广告语,更进一步在消费者心目中树立起“海飞丝”去头屑的信念。宝洁产品定位于高档品,宝洁的品牌定位于高档品品牌。宝洁广告的品牌定位是明确和一贯的:飘柔关于自信的品牌精神定位,沙宣主导时尚。Suchas:headandshouldersofadvertising:thepackingofthenavy,firstofall,reminiscentofthecommandantbluesea,bringpureandfreshandcoolvisualeffects,alwaysbythecelebrityendorsementscurfgoingweknownothow,thehairismorecleanslogan,furtherintheconsumermindsetuphead&shouldersdandruffbelief.P&gproductpositioninginthehigh-endproducts,procter&gamble'sbrandpositioninginthehigh-endproducts.P&gadvertisingbrandpositioningisclearandconsistent:rejoiceaboutconfidencespiritofthebrandpositioning,vsdominantfashion.未来发展趋势Thefuturedevelopmenttrend二十年来,宝洁向中国的各项公益事业捐款的总额已超过五千四百万元人民币,用于教育、卫生及救灾等各个方面。例如:宝洁在1996-2005年期间向希望工程累计捐款两千四百万元人民币,在全国27个省、自治区兴建了100所希望小学,是在华跨国公司中希望小学数目最多的公司。Twentyyears,thetotalamountoftheprocter&gambleinallkindsofpublicwelfaredonationstoChinahasmorethanfifty-fourmillionyuan,usedinvariousaspectssuchaseducation,healthanddisasterrelief.Procter&gamble,forexample,duringtheperiodof1996-2005totheprojecthopedonationofRMBtwenty-fourmillionyuan,inthenational27provinces,autonomousregionsbuilt100hopeprimaryschools,hopeprimaryschoolinmultinationalcorporationsinChinaisthehighestnumberofthecompany.展望未来,宝洁将秉承公司的根本宗旨,成为并被公认为全球最优秀的日用消费品公司。宝洁将以“亲近生活,美化生活”为本,努力向中国的消费者提供更多、更好的品牌产品及服务,使他们的生活越来越完美。Lookingforwardtothefuture,p&gwillupholdthecompany'sfundamentalpurpose,beandisrecognizedastheworld'smostexcellentconsumergoodscompany.P&gwillbebasedonclosetolife,beautificationlife,totheChineseconsumerstoprovidemoreandbetterbrandproductsandservices,maketheirlivesmoreandmoreperfect.

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