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这是宝洁公司英文ppt，包括了The introduction of P&G，Market segmentation，geographic variables，humanities variables，psychological variables，Behavioral variables，Conclusion等内容，欢迎点击下载。
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The Outline The introduction of P&G Market segmentation Market segmentation by geographic variables Market segmentation by humanities variables Market segmentation by psychological variables Market segmentation by Behavioral variables Conclusion The introduction of P&G Procter & Gamble was founded in 1837，it is one of the world‘s largest consumer products producers. The company is headquartered in Cincinnati， Ohio， United States， with nearly 110，000 employees worldwide. P & G is very high profile in the daily chemicals marke. Its products， include shampoo， hair care， skin care products， cosmetics， baby care products， feminine hygiene products， pharmaceutical， food， beverage， textile， home care， personal care and battery and so on. Company slogan: Procter & Gamble， high-quality production. For different regions， P& G’s main push of the products are also different， such as in the remote mountain village areas， launched cheap cleaning products， such asTide. Shampoo Rejoice has affordable products-- family pack. The main push for the international metropolis of Beijing， Shanghai， Hong Kong are high-end products such as Oil of Olay， Pantene. Market segmentation by humanities variables Age: Procter & Gamble's advertising screen use the image of the young men and women， such as to select teen idols Ekin Cheng， Michael Chang as an advertising model. P & G's market aim at the young consumer groups， and its high share of the market share fully proved the correctness of the position. Sassoon is mainly for young white collar family who pay attention to personality Income is one of common demographic variables of market segmentation， income levels affect consumer demand and determine their ability to buy. P & G's detergent early to enter the Chinese market， the research found that Chinese consumers are less demanding on the effectiveness of the detergent， the amount is 1/10 of the Western countries. Gender. men and women are very different in product demand and preferences， then the product should also cater to these differences in order to better meet the needs of consumers. Such as Procter & Gamble's Gillette brand razors， blades and other shaving aids .The overall market is segmented by gender factors for men and women market， which specifically designed for men front-speed， super-induction ， sensing， ultra-smooth rotation and other products， specifically designed for Ms. Gillette special knife， blade Venus， Ms. Gillette Super induction series and other products， which are loved by consumers. Market segmentation by psychological variables The psychological variables segment market according to the consumer's social class， lifestyle， personality， buying motives and other psychological factors. Psychographic segmentation is based on social class， lifestyle， or personality characteristics of the purchaser， the purchaser is divided into different groups， groups of people in the same humanistic statistics showed a greater psychological characteristics. Interests of the people of various commodities are often subject to the influence of their way of life， their consumption of goods is also reflected in their way of life. 1， social class Social class refers to the relative nature and persistence in a particular social group. A member of a different class will be very different. Procter & Gamble well use the characteristics of different sectors with the marketing strategy of the social strata. Purchase of higher social status can find personal tastes from the product， while purchaser in the bottom of society more focus on its value. Such as: Procter & Gamble internationally renowned skincare brand SK-II for the higher social status of the purchaser. Essence ranging from 800-1200 Price. OLAY products are faced with lower consumer. 2，Lifestyle People pursue differently， and some pursue elegance and ， grace ，some prefer novelty ，fashion， some for simplicity and so on. P&G take advantage of people‘s life in the pursuit of difference to design the products of different nature. For example: in the face of the majority of housewives ， P & G launched a bottled shampoo， shower gel， suitable for home use. For college students or people who often go out， they also launched a care combo products， easy to carry. For a family of white-collar workers， Procter & Gamble launched the Asia makeup brand: ANNASUI (Anna) Market segment by Behavioral variables According to the product’s usage， as well as brand loyalty and user ‘s status， time to buy， and so on. Procter & Gamble also has a different policy responses. This day-to-day consumer goods have high frequency ，regardless of season and the user status ，they have to use. The other brands ，they advertise before the arrival of the market leaders and the sales season. P & G's non-stop advertising strategy is related to its products. 1 ，according to the different groups of consumers， Procter & Gamble introduces four different shampoo products of different interest demands : Haifeisi——anti – dandruff Pantene—The provitamin B5 nutrition Rejoice——Smooth and supple Sassoon——professional hairdressing Clairol——herbal essence purely natural 2， from points of the large number of users : Pampers - Baby Shulton 's Old Spice Series - men's care products Gillete - Men's shaving Whisper - Feminine care The Olay - fashion women 3， from points of time to buy : Although Procter & Gamble sell daily necessities， products have little seasonal change， but there are still some products change with the seasons. Such as the summer selling products: Olay multi-effect sunscreen Olay Body Wash Tide detergent This shows that how necessary the market segmentation of an enterprise it is， every enterprise must divide the market， to find their own products customers Through the many varieties of brand design， P & G's market share greatly improved， which is difficult to achieve through a single brand. The large number of facts show that a single brand of goods has the characteristics of a single， only to attract some consumers， the rest of the consumers may be attracted to other products . The multi-brand strategy can meet the needs of different consumers， while generating brand of scale， making the brand more superimposed.
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