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营销者说如何像了解自己一样了解消费者,是营销人需要面临的挑战。宝洁公司有两个护理品牌——碧浪和汰渍,每一个品牌下面都有不同的品类,包括洗衣粉、洗衣液、洗衣皂,再细分的话,又有不同的产品系列。从2013年的生意结果来看,一方面,两个品牌都有两位数的销售成长;另一方面,在代表未来发展趋势的品类——洗衣液上面,我们也取得了迅速的成长。在营销方面,我们主要立足于,清楚定位每个品牌甚至下面产品线和产品系列的基础上,跟消费者进行良性的沟通和对话,提高品牌在消费者心中的首选度。
Marketers say how to understand consumers as you know them is a challenge marketers face. Procter & Gamble Company has two nursing brands - Bi Lang and Tide Staining, each of which has different categories below, including washing powder, laundry detergent, laundry soap, and then subdividing it into different product lines. From the business results of 2013, on the one hand, both brands have double-digit sales growth; on the other hand, we have also achieved rapid growth in the category of liquid laundry detergent representing the future trend. In marketing, we are mainly based on a clear positioning of each brand or even the product line and product line below, based on the healthy communication and dialogue with consumers, improve the degree of brand preference in the minds of consumers.