Procter vs. unilever

5491 mots 22 pages
| |
|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

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