第一篇：你將會在奧運會營銷中看到中國運動員與寶潔品牌的合作

你將會在奧運會營銷中看到中國運動員與寶潔品牌的合作，這將是特別的。在中國，我們調整了所有營銷相關的材料，你可以看到我們的奧運營銷標志采用了中國人熟悉的紅黃兩色。（在全球其它地方的“寶潔為母親喝彩”奧運推廣活動的標識都是藍白色調的。）我們還將與各個數字和傳播機構伙伴共同進行推廣，活動將很有中國特色。我們還會拍一些紀錄片，為中國奧運健兒和他們的母親喝彩，展現中國運動員及其母親，這些都是了不起的點子。我們已準備好通過我們獨具特色的奧運推廣活動在中國推出各種有趣活動。

我們最近剛引入了一些口腔護理品牌，包括佳潔士在中國推出的一些新類別非常成功；我們旗下的海飛絲也推出了一些本土化產品；飄柔也有特別為中國市場打造的產品。大家將看到更多品牌和各種產品線為中國市場而拓展。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.寶潔奧運營銷主打“為母親喝彩”

寶潔希望成為奧運會有史以來最好的合作伙伴，我們旗下的三十個品牌，包括飄柔、潘婷和海飛絲，將參與奧運會營銷。寶潔將光榮地成為母親們的贊助商，我們將向全世界的每一位母親表達感謝。因為我們知道，每一位奧運會運動員背后，都有一位了不起的母親，我們將贊助150位運動員及其母親。旗下各個品牌各拿出一套創意，既符合該品牌產品的作用，又符合奧運會主題。比如吉列，這是一款優異的剃須刀產品，我們為它設定的理念是“以吉列開始美好一天”，我們知道男人為某個重大事件做準備時，總是在剃須時考慮第二天計劃做什么事情，因此舒適的剃須能給你一個好的準備，好的開端。幫寶適也是個好例子，我們構想出了這樣的理念，幫寶適是嬰兒的裝備，而每個嬰兒心中都有一個奧運冠軍夢，我們的創意是展示嬰兒從事各種日常活動，包括睡眠和在夢中參與各種奧運項目，這是個很有趣的計

劃。

對寶潔來說，中國是全球最重要的市場之一，也是全球最大、增長最強勁的市場之一，我們期待中國市場能夠貢獻更多增長。顯然中國市場有十億消費者，我們希望服務于每一個中國消費者，確保我們能

滿足其需求，這將幫助我們增長及拓展業務。

我舉我們做過的營銷活動為例，比如通過《中國達人秀》為海飛絲進行了極好的營銷。對中國消費者來說，表達自我的能力非常重要，特別是以全新的方式表達自我。《中國達人秀》與海飛絲合作的理念是，海飛絲使你更自信，它不僅能洗去頭皮屑，還能給人帶來自信，因為當你的秀發全無皮屑時，你會更

有自信，能更好地表達自我。

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.多品牌策略金額以滿足不同消費群體的不同需求，提高產品的市場占有率

多品牌最大的優勢是通過給每一產品品牌進行準確定位，滿足各個細分市場的需求，從而提

高產品的市場占有率，消費者的需求是千差萬別、復雜多樣的，不同的地區有不同的風俗習慣，不同的時間有不同的審美觀念，不同的消費者有不同的愛好和個性等等。同時消費者的購買是尋求變化的，每次購買都可能會轉換品牌。為了抓住不同的偏好消費者，企業可以尋找市場差異，生產出個性鮮明，滿足不同消費者群體的產品，形成不同的品牌形象。多品牌策略可以激發企業內部的活力，提高效率，強化企業的競爭能力

許多人認為，多品牌競爭會使經營各個品牌的企業部門之間形成自相殘殺的局面，這樣的內部競爭對企業來說是弊大于利。然而，市場經濟是競爭經濟，與其讓對手開發產品來瓜分自己的市場，不如讓自己向自己挑戰，讓企業各種品牌的產品分別占領市場，以鞏固自己在市場中的領導地位。寶潔公司認為：最好的策略就是自己不斷攻擊自己，且同類產品的不同品牌之間適度競爭，能提高士氣和工作效率，實現共同進步。

多品牌策略可以激發企業內部的活力，提高效率，強化企業的競爭能力

多品牌策略是打擊對手、保護自己的最銳利的武器。一方面，企業運用多品牌策略，從產品功能、特色、價格、包裝等各方面劃分出多個市場，滿足不同層次，不同需要的各類消費者的需求，從而培養消費者對本企業的某個品牌的偏好，提高其忠誠度，使企業在消費者心中樹立起實力雄厚的形象。另一方面，企業運用多品牌策略可以占有更大的貨架空間，進而壓縮或擠占了競爭者產品的貨架面積，這就等于從分銷過程中減少了競爭對手進攻的可能。再從功能、特色、包裝、價格等方面對市場進行細分，更是令競爭者難以插足，這種高進入障礙無疑大大提高了對手的進攻成本，對自己來說就是一塊抵御競爭對手的盾牌。多品牌策略可以降低品牌運營風險，提高企業抗風險的能力

多品牌運營，就像一艘吃水艙都是隔開的大船一樣，其中一個艙漏了，船不會沉。企業的某個品牌一旦出現運作失誤，對其他品牌造成的影響遠比單一品牌運作所造成的影響小得多，這就是多品牌策略的風險緩沖優勢。

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.