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P&G全球运营的策略分析:P&G global operation

论文作者:www.51lunwen.org论文属性:MBA毕业论文 MBA Thesis登出时间:2013-01-30编辑:chengcheng点击率:2906

论文字数:0论文编号:org201301301414103871语种:中文 Chinese地区:中国价格:免费论文

关键词:宝洁营销P&G运营产品运营策略洗护产品市场

摘要:本文通过探讨P&G公司的产品营销策略和产品营销布局来分析他们的全球运营方法。寻找他们保持在洗护用品经久不衰的秘密,以及发掘他们的新市场动态。

目前,P&G自己的300多个分公司在全球180多个国家生根发芽,涵盖美洲,欧洲,非洲,亚洲和中东等地区。

P&G currently own 300brands in over 180 countries worldwide covering the Americas, Europe, Africa, Asia, and Middle East. P&G have 39 facilities in US and further 103 facilities in 42 countries. Its business range covers beauty products , grooming products ; fabric care and home care products ; baby care and family care products; pet care, snacks and coffee products ; and health care products. P&G distribute its products through mass merchandisers, grocery stores, membership club stores, drug stores and high-frequency stores.

P&G involved into three global business units (GBU), which are beauty, health and well-being, and household care business units. https://www.51lunwen.org/strategy/

P&G由这些GBUS建立了良好的品牌知名度,开发出了很多的新产品,并确定了客户的需求。

Thosed GBUs involved by P&G established good brand awareness, developed the new products, and identified the customers needs.

P&G在头发护理产品市场一直占有举足轻重的国际地位,还附带着打造了其他许多相关品牌。近年来,P&G的业务活动重点一直在两个方面,一是试图保持其护发业务的盈利能力,二是寻求新的市场。

The hair care segment is one unit in the beauty industry of P&G. It have owned 6 brands in shampoo internationally, and many other related brands. Recent years, the business activities of P&G shows that it is trying to keep the profitability of its hair care business, and seeking new market.
In February 2010, P&G developed a new product based on plant material, with the new brand name Nature Fusion, it have three type of products: shampoo, conditioner, and leave-in conditioner. This product use the material derived from plants which contain the medicinal function.
In April 2009, P&G sold out its ethnic hair care company Johnson Products, which is a major player in ethnic hair care market in US, with over 30 types of products. And it global Infusium hair care business was sold as well. 
In September 2008, P&G acquired the Nioxin research lab, which offer a wide range of scalp hair care products in more than 40 countries.
In March 2008, P&G acquired Frederic Fekkai, which offer a wide range of hair care product to salon across the US.
Beside the acquisition and sales, P&G research power in the business is huge, it runs 27 research centers worldwide, 9 of then are in Europe. Those labs enabled the ability of P&G to develop the products and the innovation. In 2010, the P&G open a research center in Beijing, China.
The China market is contained into one of the three sub-regions in Asia-Pacific market, the Greater China market, which include the China mainland, Taiwan, Hong Kong and Macao. 
Procter & Gamble generated revenues of $79 billion in the financial year 2009, decreased 3.3% comparing with the performance in 2008. The company's net income reached to $13.4 billion in 2009, with a year-on-year growth of 11.3%.
The beauty unit generated revenues of $26.3 billion in 2009, decreased 5.2% against 2008. The revenues of beauty sub-segment reached to $18.8 billion in 2009, decreased 3.7% over 2008. The unit volumes of beauty products experienced a 2% decline, as a consequence of the unideal foreign exchange rates, and the trade inventory reductions.

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