宝洁公司英文介绍.pptVIP

----ProcterGamble〔宝洁公司〕Marketsegmentation

TheOutlineTheintroductionofPGMarketsegmentationMarketsegmentationbygeographicvariablesMarketsegmentationbyhumanitiesvariablesMarketsegmentationbypsychologicalvariablesMarketsegmentationbyBehavioralvariablesConclusion

TheintroductionofPGProcterGamblewasfoundedin1837，itisoneoftheworld‘slargestconsumerproductsproducers.ThecompanyisheadquarteredinCincinnati,Ohio,UnitedStates,withnearly110,000employeesworldwide.PGisveryhighprofileinthedailychemicalsmarke.Itsproducts,includeshampoo,haircare,skincareproducts,cosmetics,babycareproducts,femininehygieneproducts,pharmaceutical,food,beverage,textile,homecare,personalcareandbatteryandsoon.Companyslogan:ProcterGamble,high-qualityproduction.

PGbrandsinChinainclude:Rejoice,Pantene,HeadShoulders,Sassoon,Clairol,Safeguard,Olay,SK-II,Whisper,CoverGirl,Pampers,CrestandOral-B,Tide,BristolThewavesGillette,Mach3,Braun,Duracell,nanfu.

MarketSegmentation

bygeographicvariablesAccordingtothegeographicallocationofconsumers,thenaturalenvironmentmarketsegments.Suchascountry,region,citysize,climate,populationdensity,topography,etc..Aftercarefullaboratorytests，forexampieProcterGamblefoundthatEasternersandWesternershavedifferenthairandChinesehairareratherhardanddry,soPGhasdevelopedanutritionalPantene,tomeettheneedsofAsianconsumers.

Fordifferentregions,PG’smainpushoftheproductsarealsodifferent,suchasintheremotemountainvillageareas,launchedcheapcleaningproducts,suchasTide.ShampooRejoicehasaffordableproducts--familypack.ThemainpushfortheinternationalmetropolisofBeijing,Shanghai,HongKongarehigh-endproductssuchasOilofOlay,Pantene.

Marketsegmentation

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