PG公司介绍.pptxVIP

Procter Gamble Case Study宝洁公司研究Powered By： 管理学第五组梁 天 爽 陈 奕 宏区 芷 蓉谢 晓 晓 刘 亚 萍 黄 健P＆GProcter Gamble (PG) is a Fortune 500 American multinational corporation headquartered in downtown Cincinnati, Ohio and manufactures a wide range of consumer goods.宝洁公司（Procter Gamble），简称PG，是一家美国消费日用品生产商，也是目前全球最大的日用品公司之一。总部位于美国俄亥俄州辛辛那堤。P＆GIn 2011, PG recorded $82.6 billion dollars in sales. Fortune magazine ranked PG at fifth place of the Worlds Most Admired Companies list, which was up from sixth place in 2010.P＆G世界最受赞誉的公司HistoryP＆GWilliam Procter, a candlemaker, and James Gamble, a soapmaker, emmigrated from England and Ireland respectively. They settled in Cincinnati initially and met when they married sisters, Olivia and Elizabeth Norris. Alexander Norris, their father-in-law, called a meeting in which he persuaded his new sons-in-law to become business partners. On October 31, 1837, as a result of the suggestion, Procter Gamble was born.P＆GIn 1858–1859, sales reached $1?million. By this point, approximately 80 employees worked for Procter Gamble. During the American Civil War, the company won contracts to supply the Union Army with soap and candles. In addition to the increased profits experienced during the war, the military contracts introduced soldiers from all over the country to Procter Gambles products.P＆G In January 2005 PG announced an acquisition of Gillette, forming the largest consumer goods company and placing Unilever into second place. This added brands such as Gillette razors, Duracell, Braun, and Oral-B to their stable. P＆GPG Financial AnalysisP＆GP＆GP＆GP＆GP＆GP＆GP＆GP＆GP＆GP＆GProcter Gamble brandsP＆GProcter Gamble brandsP＆GP＆GP＆GP＆GP＆GOperationsP＆G多品种战略　 从香皂、牙膏、漱口水、洗发精、护发素、柔软剂、洗涤剂，到咖啡、橙汁、烘焙油、蛋糕粉、土豆片，到卫生纸、化妆纸、卫生棉、感冒药、胃药，横跨了清洁用品、食品、纸制品、药品等多种行业。凭借充足的运作资金，以日化联合体的形式来统一策划和统一运作。P＆G差异化战略 P＆G 宝洁公司经营的多种品牌策略不是把一种产品简单地贴上几种商标，而是追求同类产品不同品牌之间的差异，包括功能、包装、宣传等诸方面，从而形成每个品牌的鲜明个性。这样，每个品牌有自己的发展空间，市场就不会重叠。利用一品多牌从功能、价格、包装等各方面划分出多个市场，满足不同层次、不同需要的各类顾客的需求，从而培养消费者对本企业某个品牌的偏好，提高其忠诚度