Procter vs. unilever
|Procter & Gamble Brand Strategy VS Unilever’s |
|Global Marketing Class |
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CONTENTS
PROCTER & GAMBLE宝结 ………………………………………………………………….………………………………………….p3
I) Procter & Gamble Introduction……………………………………………………………………………………………………………p3
1. History of P&G………………………………………………………………………………………………………………………………………….…p3
2. P&G today…………………………………………………………………………………………………………………………………………………….p4
3. P&G’s brands…………………………………………………………………………………………………………………………………………….…p4
4. P&G around the world…………………………………………………………………………………………………………………………….p6
II) Procter & Gamble’s marketing strategy………………………………………………………………………………………….p7
1. From internationalization to regionalization and finally globalization………………………….…p7
2. Segmentation and targeting…………………………………………………………………………………………………………………p7
3. Market coverage strategy………………………………………………………………………………………………………………………p8
4. Innovation…………………………………………………………………………………………………………………………………………………….p8
5. Competitive strategy…………………………………………………………………………………………………………………………….…p8
III) P&G : its brand strategy……………………………………………………………………………………………………………………….p9
1. Product launch……………………………………………………………………………………………………………………………………………p9
2. The “billiard brand” ……………………………………………………………………………………………………………………………….p9
3. Brand Global name……………………………………………………………………………………………………………………………………p9
4. A Homogenous Communication………………………………………………………………………………………………………….p9
A/ Gillette…………………………………………………………………………………………………………………………………………………………p10
B/Pringles……………………………………………………………………………………………….............................................p14
UNILEVER联合利华……………………………………………………………………………………….............................p17
I) Unilever’s