你将会在奥运会营销中看到中国运动员与宝洁品牌的合作

第一篇：你将会在奥运会营销中看到中国运动员与宝洁品牌的合作

你将会在奥运会营销中看到中国运动员与宝洁品牌的合作，这将是特别的。在中国，我们调整了所有营销相关的材料，你可以看到我们的奥运营销标志采用了中国人熟悉的红黄两色。（在全球其它地方的“宝洁为母亲喝彩”奥运推广活动的标识都是蓝白色调的。）我们还将与各个数字和传播机构伙伴共同进行推广，活动将很有中国特色。我们还会拍一些纪录片，为中国奥运健儿和他们的母亲喝彩，展现中国运动员及其母亲，这些都是了不起的点子。我们已准备好通过我们独具特色的奥运推广活动在中国推出各种有趣活动。

我们最近刚引入了一些口腔护理品牌，包括佳洁士在中国推出的一些新类别非常成功；我们旗下的海飞丝也推出了一些本土化产品；飘柔也有特别为中国市场打造的产品。大家将看到更多品牌和各种产品线为中国市场而拓展。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.宝洁奥运营销主打“为母亲喝彩”

宝洁希望成为奥运会有史以来最好的合作伙伴，我们旗下的三十个品牌，包括飘柔、潘婷和海飞丝，将参与奥运会营销。宝洁将光荣地成为母亲们的赞助商，我们将向全世界的每一位母亲表达感谢。因为我们知道，每一位奥运会运动员背后，都有一位了不起的母亲，我们将赞助150位运动员及其母亲。旗下各个品牌各拿出一套创意，既符合该品牌产品的作用，又符合奥运会主题。比如吉列，这是一款优异的剃须刀产品，我们为它设定的理念是“以吉列开始美好一天”，我们知道男人为某个重大事件做准备时，总是在剃须时考虑第二天计划做什么事情，因此舒适的剃须能给你一个好的准备，好的开端。帮宝适也是个好例子，我们构想出了这样的理念，帮宝适是婴儿的装备，而每个婴儿心中都有一个奥运冠军梦，我们的创意是展示婴儿从事各种日常活动，包括睡眠和在梦中参与各种奥运项目，这是个很有趣的计

划。

对宝洁来说，中国是全球最重要的市场之一，也是全球最大、增长最强劲的市场之一，我们期待中国市场能够贡献更多增长。显然中国市场有十亿消费者，我们希望服务于每一个中国消费者，确保我们能

满足其需求，这将帮助我们增长及拓展业务。

我举我们做过的营销活动为例，比如通过《中国达人秀》为海飞丝进行了极好的营销。对中国消费者来说，表达自我的能力非常重要，特别是以全新的方式表达自我。《中国达人秀》与海飞丝合作的理念是，海飞丝使你更自信，它不仅能洗去头皮屑，还能给人带来自信，因为当你的秀发全无皮屑时，你会更

有自信，能更好地表达自我。

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.多品牌策略金额以满足不同消费群体的不同需求，提高产品的市场占有率

多品牌最大的优势是通过给每一产品品牌进行准确定位，满足各个细分市场的需求，从而提

高产品的市场占有率，消费者的需求是千差万别、复杂多样的，不同的地区有不同的风俗习惯，不同的时间有不同的审美观念，不同的消费者有不同的爱好和个性等等。同时消费者的购买是寻求变化的，每次购买都可能会转换品牌。为了抓住不同的偏好消费者，企业可以寻找市场差异，生产出个性鲜明，满足不同消费者群体的产品，形成不同的品牌形象。多品牌策略可以激发企业内部的活力，提高效率，强化企业的竞争能力

许多人认为，多品牌竞争会使经营各个品牌的企业部门之间形成自相残杀的局面，这样的内部竞争对企业来说是弊大于利。然而，市场经济是竞争经济，与其让对手开发产品来瓜分自己的市场，不如让自己向自己挑战，让企业各种品牌的产品分别占领市场，以巩固自己在市场中的领导地位。宝洁公司认为：最好的策略就是自己不断攻击自己，且同类产品的不同品牌之间适度竞争，能提高士气和工作效率，实现共同进步。

多品牌策略可以激发企业内部的活力，提高效率，强化企业的竞争能力

多品牌策略是打击对手、保护自己的最锐利的武器。一方面，企业运用多品牌策略，从产品功能、特色、价格、包装等各方面划分出多个市场，满足不同层次，不同需要的各类消费者的需求，从而培养消费者对本企业的某个品牌的偏好，提高其忠诚度，使企业在消费者心中树立起实力雄厚的形象。另一方面，企业运用多品牌策略可以占有更大的货架空间，进而压缩或挤占了竞争者产品的货架面积，这就等于从分销过程中减少了竞争对手进攻的可能。再从功能、特色、包装、价格等方面对市场进行细分，更是令竞争者难以插足，这种高进入障碍无疑大大提高了对手的进攻成本，对自己来说就是一块抵御竞争对手的盾牌。多品牌策略可以降低品牌运营风险，提高企业抗风险的能力

多品牌运营，就像一艘吃水舱都是隔开的大船一样，其中一个舱漏了，船不会沉。企业的某个品牌一旦出现运作失误，对其他品牌造成的影响远比单一品牌运作所造成的影响小得多，这就是多品牌策略的风险缓冲优势。

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.