第一篇：你將會(huì)在奧運(yùn)會(huì)營(yíng)銷中看到中國(guó)運(yùn)動(dòng)員與寶潔品牌的合作

你將會(huì)在奧運(yùn)會(huì)營(yíng)銷中看到中國(guó)運(yùn)動(dòng)員與寶潔品牌的合作，這將是特別的。在中國(guó)，我們調(diào)整了所有營(yíng)銷相關(guān)的材料，你可以看到我們的奧運(yùn)營(yíng)銷標(biāo)志采用了中國(guó)人熟悉的紅黃兩色。（在全球其它地方的“寶潔為母親喝彩”奧運(yùn)推廣活動(dòng)的標(biāo)識(shí)都是藍(lán)白色調(diào)的。）我們還將與各個(gè)數(shù)字和傳播機(jī)構(gòu)伙伴共同進(jìn)行推廣，活動(dòng)將很有中國(guó)特色。我們還會(huì)拍一些紀(jì)錄片，為中國(guó)奧運(yùn)健兒和他們的母親喝彩，展現(xiàn)中國(guó)運(yùn)動(dòng)員及其母親，這些都是了不起的點(diǎn)子。我們已準(zhǔn)備好通過我們獨(dú)具特色的奧運(yùn)推廣活動(dòng)在中國(guó)推出各種有趣活動(dòng)。

我們最近剛引入了一些口腔護(hù)理品牌，包括佳潔士在中國(guó)推出的一些新類別非常成功；我們旗下的海飛絲也推出了一些本土化產(chǎn)品；飄柔也有特別為中國(guó)市場(chǎng)打造的產(chǎn)品。大家將看到更多品牌和各種產(chǎn)品線為中國(guó)市場(chǎng)而拓展。P & G did not become a product and trademark, according to

several categories of market segmentation shampoo, skin care, oral,brand-centric operations.In the Chinese market, the soap is used “Safeguard”, “Crest toothpaste, health affixed with” Whisper “shampoo there is” Rejoice “, Pantene, Head & Shouldersthree kinds of brands.Laundry detergent Tide, Ariel ”,“ wash ”,“ European hi flowers ”,“ Porter ”,“ Century ”brand.To ask up to

which the company's brand in the world, I am afraid none other than the non-Procter & Gamble.Went on the attack, multi-brand the company to

establish a strong image in the minds of customers.寶潔奧運(yùn)營(yíng)銷主打“為母親喝彩”

寶潔希望成為奧運(yùn)會(huì)有史以來最好的合作伙伴，我們旗下的三十個(gè)品牌，包括飄柔、潘婷和海飛絲，將參與奧運(yùn)會(huì)營(yíng)銷。寶潔將光榮地成為母親們的贊助商，我們將向全世界的每一位母親表達(dá)感謝。因?yàn)槲覀冎溃恳晃粖W運(yùn)會(huì)運(yùn)動(dòng)員背后，都有一位了不起的母親，我們將贊助150位運(yùn)動(dòng)員及其母親。旗下各個(gè)品牌各拿出一套創(chuàng)意，既符合該品牌產(chǎn)品的作用，又符合奧運(yùn)會(huì)主題。比如吉列，這是一款優(yōu)異的剃須刀產(chǎn)品，我們?yōu)樗O(shè)定的理念是“以吉列開始美好一天”，我們知道男人為某個(gè)重大事件做準(zhǔn)備時(shí)，總是在剃須時(shí)考慮第二天計(jì)劃做什么事情，因此舒適的剃須能給你一個(gè)好的準(zhǔn)備，好的開端。幫寶適也是個(gè)好例子，我們構(gòu)想出了這樣的理念，幫寶適是嬰兒的裝備，而每個(gè)嬰兒心中都有一個(gè)奧運(yùn)冠軍夢(mèng)，我們的創(chuàng)意是展示嬰兒從事各種日?；顒?dòng)，包括睡眠和在夢(mèng)中參與各種奧運(yùn)項(xiàng)目，這是個(gè)很有趣的計(jì)

劃。

對(duì)寶潔來說，中國(guó)是全球最重要的市場(chǎng)之一，也是全球最大、增長(zhǎng)最強(qiáng)勁的市場(chǎng)之一，我們期待中國(guó)市場(chǎng)能夠貢獻(xiàn)更多增長(zhǎng)。顯然中國(guó)市場(chǎng)有十億消費(fèi)者，我們希望服務(wù)于每一個(gè)中國(guó)消費(fèi)者，確保我們能

滿足其需求，這將幫助我們?cè)鲩L(zhǎng)及拓展業(yè)務(wù)。

我舉我們做過的營(yíng)銷活動(dòng)為例，比如通過《中國(guó)達(dá)人秀》為海飛絲進(jìn)行了極好的營(yíng)銷。對(duì)中國(guó)消費(fèi)者來說，表達(dá)自我的能力非常重要，特別是以全新的方式表達(dá)自我。《中國(guó)達(dá)人秀》與海飛絲合作的理念是，海飛絲使你更自信，它不僅能洗去頭皮屑，還能給人帶來自信，因?yàn)楫?dāng)你的秀發(fā)全無皮屑時(shí)，你會(huì)更

有自信，能更好地表達(dá)自我。

The cooperation of P&G with Chinese athletes was seen in the Olympic was every special.In China, they have adjusted all marketing materials;we could see their Olympic promotion logo used red and yellow colors which were filled with Chinese elements.P&G also made documentary, cheered for the

Chinese athletes and their mothers, these were great ideas.P&G wanted to be the best ever Olympic Games partner, there were more than 30 brands, including Rejoice, Pantene and Head & Shoulders were participated in the Olympic marketing.P & G would be glorious to become a sponsor of the mothers;they expressed their gratitude to the every mother of the world.Because we know behind every Olympic athlete, there has a great mother;they sponsored 150 athletes and their mothers.Each brands of P&G all come up with a creative idea, consistent with the role of the brand product, and consistent with the Olympic theme.Such as Gillette, a superior shaving

products, the idea is that they set the concept of “Start a wonderful day from Gillette”, we know that men prepare for a major event, they always make plans when shaving, so comfortable shaving can give men a good preparation, good start.And Pampers was a good example of their concept of a philosophy, the heart of each infant has a dream of Olympic champion, their creative

showcase infants engaged in a variety of daily activities, including sleep and participate in a variety of Olympic projects in a dream, and it was a very interesting plan.China’s got talent

China is one of the most important markets in the world, is also the world's largest and one of the strongest growth markets, in order to expand China market, P&G recently has introduced a number of oral care brands, including Crest in China launched a new category is very successful;Head & Shoulders has also introduced a number of localized products;Rejoice has build products specifically for the Chinese market.We will see more brands and product lines for the Chinese market.P&G expect the Chinese market to contribute more to growth.Taking one of the marketing activities as an example, P&G has done an excellent marketing, the corporation of Head & Shoulders with the program "China’s got talent”.For Chinese consumers, the ability to express themselves is very important, especially with a new way to express themselves.Head & Shoulders make you more self-confidence, it can not only wash away dandruff, but also brings self-confidence, because when your hair no dander, you will be more confident, and can able to express themselves better.多品牌策略金額以滿足不同消費(fèi)群體的不同需求，提高產(chǎn)品的市場(chǎng)占有率

多品牌最大的優(yōu)勢(shì)是通過給每一產(chǎn)品品牌進(jìn)行準(zhǔn)確定位，滿足各個(gè)細(xì)分市場(chǎng)的需求，從而提

高產(chǎn)品的市場(chǎng)占有率，消費(fèi)者的需求是千差萬別、復(fù)雜多樣的，不同的地區(qū)有不同的風(fēng)俗習(xí)慣，不同的時(shí)間有不同的審美觀念，不同的消費(fèi)者有不同的愛好和個(gè)性等等。同時(shí)消費(fèi)者的購(gòu)買是尋求變化的，每次購(gòu)買都可能會(huì)轉(zhuǎn)換品牌。為了抓住不同的偏好消費(fèi)者，企業(yè)可以尋找市場(chǎng)差異，生產(chǎn)出個(gè)性鮮明，滿足不同消費(fèi)者群體的產(chǎn)品，形成不同的品牌形象。多品牌策略可以激發(fā)企業(yè)內(nèi)部的活力，提高效率，強(qiáng)化企業(yè)的競(jìng)爭(zhēng)能力

許多人認(rèn)為，多品牌競(jìng)爭(zhēng)會(huì)使經(jīng)營(yíng)各個(gè)品牌的企業(yè)部門之間形成自相殘殺的局面，這樣的內(nèi)部競(jìng)爭(zhēng)對(duì)企業(yè)來說是弊大于利。然而，市場(chǎng)經(jīng)濟(jì)是競(jìng)爭(zhēng)經(jīng)濟(jì)，與其讓對(duì)手開發(fā)產(chǎn)品來瓜分自己的市場(chǎng)，不如讓自己向自己挑戰(zhàn)，讓企業(yè)各種品牌的產(chǎn)品分別占領(lǐng)市場(chǎng)，以鞏固自己在市場(chǎng)中的領(lǐng)導(dǎo)地位。寶潔公司認(rèn)為：最好的策略就是自己不斷攻擊自己，且同類產(chǎn)品的不同品牌之間適度競(jìng)爭(zhēng)，能提高士氣和工作效率，實(shí)現(xiàn)共同進(jìn)步。

多品牌策略可以激發(fā)企業(yè)內(nèi)部的活力，提高效率，強(qiáng)化企業(yè)的競(jìng)爭(zhēng)能力

多品牌策略是打擊對(duì)手、保護(hù)自己的最銳利的武器。一方面，企業(yè)運(yùn)用多品牌策略，從產(chǎn)品功能、特色、價(jià)格、包裝等各方面劃分出多個(gè)市場(chǎng)，滿足不同層次，不同需要的各類消費(fèi)者的需求，從而培養(yǎng)消費(fèi)者對(duì)本企業(yè)的某個(gè)品牌的偏好，提高其忠誠(chéng)度，使企業(yè)在消費(fèi)者心中樹立起實(shí)力雄厚的形象。另一方面，企業(yè)運(yùn)用多品牌策略可以占有更大的貨架空間，進(jìn)而壓縮或擠占了競(jìng)爭(zhēng)者產(chǎn)品的貨架面積，這就等于從分銷過程中減少了競(jìng)爭(zhēng)對(duì)手進(jìn)攻的可能。再?gòu)墓δ堋⑻厣b、價(jià)格等方面對(duì)市場(chǎng)進(jìn)行細(xì)分，更是令競(jìng)爭(zhēng)者難以插足，這種高進(jìn)入障礙無疑大大提高了對(duì)手的進(jìn)攻成本，對(duì)自己來說就是一塊抵御競(jìng)爭(zhēng)對(duì)手的盾牌。多品牌策略可以降低品牌運(yùn)營(yíng)風(fēng)險(xiǎn)，提高企業(yè)抗風(fēng)險(xiǎn)的能力

多品牌運(yùn)營(yíng)，就像一艘吃水艙都是隔開的大船一樣，其中一個(gè)艙漏了，船不會(huì)沉。企業(yè)的某個(gè)品牌一旦出現(xiàn)運(yùn)作失誤，對(duì)其他品牌造成的影響遠(yuǎn)比單一品牌運(yùn)作所造成的影響小得多，這就是多品牌策略的風(fēng)險(xiǎn)緩沖優(yōu)勢(shì)。

The biggest advantage of the multi-brand accurate positioning of each product brand, can meet the needs of various market segments, increase market share, consumer demand is varied, complex and diverse, different consumers have different hobbies and personality.To seize different preferences of consumers, enterprises can look for market differentiation;produce a distinctive personality products and brands to meet the needs of different consumer groups.Multi-brand strategy can stimulate the vitality of the enterprise, improve efficiency, and strengthen the competitiveness of enterprises

Multi-brand strategy against competitors, to protect themselves

Multi-brand strategy is to crack down on opponents, and protect themselves is their most sharp weapon.On one hand, the use of multi-brand strategy, divided into more than one market from all aspects of the product functions, features, price, packaging, different levels to meet different various types of consumer needs, so as to improve consumers’ loyalty and establish a strong image in the minds of consumers.On the other hand, the use of multi-brand strategy can account for a greater shelf space, and then compressed or crowding out competitors’ product shelf area, which is equal to that

competitors may attack from the reduction in the distribution process.Multi-brand strategy can reduce the brand operational risk, improve anti-risk ability, once a brand has operational mistakes, the impact is much smaller than a single brand operation.