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marketing research :P&G产品沟通策略(The P&G product communication strategy )

论文作者:www.51lunwen.org论文属性:硕士毕业论文 thesis登出时间:2013-01-30编辑:chengcheng点击率:4964

论文字数:0论文编号:org201301301506051890语种:中文 Chinese地区:中国价格:免费论文

关键词:产品营销产品沟通策略营销运营广告投放产品宣传

摘要:本文通过采访D.XU小姐来了解P&G的广告投放(即产品沟通策略),P&G在中国市场每年都头发超过五千万元的广告费,为的仅仅是宣传效果吗?答案是否定的,让我们一起来看这篇论文。

P&G主要的传播方法就是广告,每年在中国,P&G的广告费用都会超过5000W的RMB,而潘婷又占其中的40%,D.XU说,“我们的每个广告都有着不同的功能和组合,以尽量避免可能会造成的混乱。”

The main communication method applied by P&G is advertisement, the P&G spend 'over 50 million CNY each years on advertisement activities in the hair care products, and Pantene occupied over 40% of the input solely.' Said D. Xu,(2010) the marketing assistant of P&G China,  during the interview, 'We advertise each product separately, to avoid the potential confusion caused by our huge product and brands mix.'

她说,根据频道的内容,主要的销售渠道就是电视、杂志、互联网以及户外广告。

According to the channels of advertising, she said, 'The main channel to put those advertisement are through TV, magazine, internet and outdoor advertisement. And when there are new products introduced, the poster will be attached with the product to retailer, they could post it in the shop to notify the customers as well. However the TV advertisement is still the main channel. Among the expenditures into the advertisement activities, over 60% budget involved into the TV advertisement producing and distribution. We have contract with over 30 TV sets, and play our advertisement totally over 120 minutes per day in all time period. And we have put advertisement on all fashion category magazines and 14 other general well sold magazines. The input on internet is relatively smaller, we only put our advertisement in several mainstream websites, such as sina, sohu, 163 and Tencent. The efficiency of the internet ad is still smaller than other methods, especially comparing to the TV. Our marketing target should be active to the TV, magazines rather than internet, the mainstream websites could ensure our product information was successfully delivered to our major customers.'

为了让客户了解产品的新功能,所以花费了高额的广告费,她解释说:“广告的目的是为客户交付新产品的信息,建立客户品牌的认知度。”

Refer to the function of so large amount expenditure on advertiseing, she explained that the advertisement is aim to delivery the information of new products to customers, to build up the brand awareness among customers. And if the frequency of the advertisement reduced, the customer might doubt about the company's operating ability. And each brand of P&G has developed its particular culture along with the development, the fashion idol in the advertisement is a must, that would cost a lot on the endorsement, but comparing to the effect of the idol, the expenditure should be worth, in the purpose of delivery the product information and culture to customers.
The second method of marketing communication is the sale promotion, yet the D.Xu declined the importance of this method comparing to advertising. Due to the unique function and product differentiation, all the P&G product have generate more cost than its competitor, and during the 2004 to 2006, the price of P&G product reduced from 10%-30%, the profitability of the product is quite limited, the sale promotion activity mostly used the further discount approach, that would further reduce the profit of the company and its retailers. However, the sale promotion is one of the most efficient method to stimulate the demand across customers in a short period, therefore, the P&G still insist to apply the sale promotion sometimes, but the sales promotion normally are specific to one or several chosen brands or products, and the promotion normally would refer to all products mix of P&G. The sales promotion would be held especial论文英语论文网提供整理,提供论文代写英语论文代写代写论文代写英语论文代写留学生论文代写英文论文留学生论文代写相关核心关键词搜索。

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