Procter & Gamble Marketing Strategy Procter & Gamble is one of the top 500 enterprises in the world, accounting for half of the daily chemical industry in China. Its marketing and brand strategy have been written into various textbooks. Success is mainly manifested in the following aspects: a variety of strategies range from soap, toothpaste, mouthwash, shampoo, conditioner, softener and detergent to coffee, orange juice, baking oil, cake powder and potato chips to toilet paper, cosmetic paper and potato chips. Sufficient operating funds, unified planning and unified operation in the form of daily chemical consortium. Multi-brand strategy and single-brand extension strategy are conducive to the unity of corporate image, the concentration of funds and technology, the reduction of marketing costs and easy acceptance by customers. However, a single brand is not conducive to the extension and expansion of products, and a single brand will have ups and downs. Although multi-brands have high operating costs and high risks, they are flexible and conducive to market segmentation. The name P&G Procter & Gamble has not become any product or trademark, but according to market segmentation, shampoo, skin care, oral cavity and other categories, each category is brand-centered. In China market, there are three brands of shampoos: Rejoice, Pan Ting and Head & Shoulders, which are used for soap, Crest for toothpaste and Hushubao for sanitary stickers. There are 9 brands of washing powder, such as Tide, Washable, Ouxiduo, Porter and Century. If you want to ask which company has the most brands in the world, I am afraid it must be Procter & Gamble. The frequent attacks of multi-brands have made the company establish a strong image in the eyes of customers. Differentiated Marketing The multi-brand strategy operated by Procter & Gamble Company is not to simply label a product with several trademarks, but to pursue the differences between different brands of similar products, including functions, packaging, publicity and other aspects, thus forming a distinctive personality of each brand. In this way, each brand has its own development space and the market will not overlap. Different customers hope to get different benefit combinations from products. Some people think that washing and rinsing ability is the most important, some people think that making fabrics soft is the most important, some people hope that washing and rinsing ability is the most important, and some people hope that washing powder has the characteristics of fragrance and mild alkalinity. Therefore, P&G has designed nine different brands by using nine market segments of washing powder. Use a product and multiple brands to divide multiple markets from the aspects of function, price and packaging, so as to meet the needs of customers with different levels and needs, thus cultivating consumers' preference for a certain brand of the enterprise and improving their loyalty. Due to the diminishing marginal revenue, it is difficult for a single brand to increase its market share from 30% to 40%, but if you set up another brand, it is relatively easy to gain a certain market share, which is beyond the reach of a single brand. Advertisements are highly targeted. Toothpaste and soap choose children who are vulnerable to bacterial infection, need protection and like to imitate, which makes many advertisements become social buzzwords. Washing powder is the killer of smart housewives. The advertising strategy of "Head & Shoulders" is an all-star lineup to attract fans. "Sassoon" chooses cool and unknown blondes, emphasizing style and personality, and it wants teenagers who pursue fashion and other styles. Rejoice is smooth, Head & Shoulders is dandruff removal, Pan Ting is nutrition, Sassoon is professional hairdressing, and Icarus is a brand purchased by P&G from Bristol-Myers Squibb Company, mainly for hair dyeing, in order to build a complete product line of hair care and dyeing. Procter & gamble's market segmentation does not depend on function and price to a great extent, but gives consumers different psychological hints through advertising appeals. The principle of P&G's internal competition law is: If there is still room in a certain market, it is best that those "other brands" are also P&G's products. So we not only build brands on different kinds of products, but also fight brand wars on the same product types. Shampoos sold in China include Rejoice, Head & Shoulders, Pan Ting, Icarus, Runyan and Sassoon. "Rejoice", "Head & Shoulders" and "Pan Ting" have similar effects and functions, and the demands and prices of advertisements are basically the same. Ordinary consumers can't tell apart from color, so there is no need to consider from market segments. However, the fierce competition between several major brands makes other companies daunting. Its new brand "Icarus" takes herbs as its signboard, and its advertisement does not emphasize that it is a product of P&G, nor does it take advantage of the advantages of P&G brand, because the target market has never been involved, which is risky. Problems can be discarded without affecting the whole Procter & Gamble. The core content of the unique sales proposition is: advertisements should make unique statements to consumers according to the characteristics of products, so that consumers can believe that this feature is not available to others or has not been said by others, and these features can bring tangible benefits to consumers. At this point, P&G has played to the extreme. Take the shampoo launched by P&G in China as an example. Head & Shoulders' personality lies in dandruff removal, Pan Ting's personality lies in nourishing and caring hair, and her soft personality lies in making her hair smooth and supple. The product advertisements launched in China market are even more remarkable: "Head & Shoulders" shampoo and sea blue packaging first remind people of the blue sea, bringing fresh and cool visual effects, and the slogan "Dandruff disappears without a trace, hair is cleaner" further establishes the belief of "Head & Shoulders" in consumers' hearts; "Rejoice", from the brand name, makes people understand that this product makes hair supple, and the grass-green packaging gives people a youthful and beautiful feeling. The slogan of "containing silky hair conditioner, shampooing and caring hair at one time, making hair elegant and supple", coupled with a picture of a girl shaking silky hair, further deepened consumers' impression of the "silky" effect. The "Pan Ting" of apricot yellow packaging first gives people a nutritious visual effect.