International Marketing Plan PG Pampers diapersWord格式.docx
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FYINSTITUTEOFTECHNOLOGY
SINGAPORE
EDGEHILLUNIVERSITY
UK
BSc(Hons)BusinessandManagement
ModuleCode:
BUS3004F
ModuleName:
InternationalStrategicMarketing
IndividualAssignment
InternationalMarketingPlan
Lecturer:
ContentPage
Preface1
A.Introduction1
A.1Pampersbrandhistory1
A.1.1Invention1
A.1.2Logo1
B.CurrentSituationAnalysis.2
B.1MarketAnalysis.2
B.2PampersCompetitorsinChina3
B.2.1Competitor-basedpricing3
B.3ModeofEntry4
C.ExportCapacity4
C.1Largepopulation4
D.S.W.O.T5
E.CriticalSuccessFactors6
F.Objectives6
F.1CompanymissionStatement6
F.2Company’sObjectives.7
G.TargetCustomers7
I.MarketingStrategies8
I.1Productstrategies:
8
I.2Servicestrategies:
I.3PricingStrategies8
I.4Place/Distributionstrategies9
I.5PromotionalStrategies10
J.RelationshipManagementwithdistributor&
BusinessEthics10
K.Advertising&
PromotionalBudget11
K.2PromotionalBudget12
L.SalesForecast12
M.Implementation12
N.Recommendations&
Conclusion13
Reference:
14
InternationalMarketingPlan
Proctor&
Gamble(Pampersdiapers)
Preface
ThisassignmenthasontheinternationalmarketingplanofPampersdiapersfromU.StoShenZhen,China.
PampersisoneoftheleaderbrandsofbabyproductmarketsbyProctor&
Gamble.PampersistheNo.1-sellingdiaperinChinaevenworldwide.
A.Introduction
A.1Pampersbrandhistory
A.1.1Invention
DisposableDiapershavecomealongwaysince1961,whenVictorMills,anAmericanchemicalengineerwho,whileworkingfortheProcter&
GambleCo.,revolutionizedchildcarewiththeinventionofthedisposablediaper;
inordertohelphimbettercareforhisowngrandson.Sincethenmomshavecometorelyonthemasatrustedgo-toproduct.(StudyPampersHistory)
A.1.2Logo
ThePamperslogohasundergoneseveralchangesthroughouttheyears.Itscurrentversionisatypicalexampleofawarm,instantlyrecognizablemarkthatreflectsattributessuchaslove,light,sunshineandcare.thelogofeatures
blue,yellowandwhitecolors,allthesecolorsexemplifyexcellence,happiness,purityandelegance.Thefontofthelogoisacustomtypeface.logodesignhistoryrefertothepicture(Alex,N.2014).
B.CurrentSituationAnalysis.
B.1MarketAnalysis.
ItisasterriblethingtolaunchPamepersinChinain1980’s.Becauseconsumerssimplydidnotseeaneedfordisposablediapersinthosedays.betweentraditionalclothdiapersandkaidangku,Chinesemothersfeltthattheyhadtheirbabiescovered.PampersisaproductthatchangingconsumerbehaviortocreateamarketforitinChina.
Sameer,M(2013)’In2011,Chineseretailsalesofdiaperswerearound
USD4.33billion
(RMB26billion),approximatelythesameasUSsales.WhatmakesChinasoattractiveforP&
Gisthatwhilediaperssalesgrewat26%over2010–2011,theydeclinedby5%intheUnitedStates'
.
B.2PampersCompetitorsinChina
TherearemanycompetitorinChinadiapermarket.SuchasHuggies,Merries,Mamypoko,Anerle(OwenbyHengan),Chinus,Fitti,SealerEtc.ButHuggiesisthebiggestcompetitorinChina,Huggiesareavailableinover50countriesworldwide,includinginNorthandSouthAmerica,Asia/Pacific,EuropeandtheMiddleEast.TheyarealsoavailableinSouthAfrica.IntheShenzhenofChina,theyaresoldinavarietyofretailers,includingWalmart,Carrefour.
B.2.1Competitor-basedpricing
BasedonpricingatWalmart:
Fromthefollowingchartthateasytoknowthatthetheirpricearecloselyrelated.
Unit
Huggies
Pampers
LittleSnugglersdiapers
Diaper
$0.26
snugandDrydiapers
$0.24
LittleMovers
$0.36
Goodnites
$0.79
cruisers
$0.35
Swaddlers
$0.31
sensitive
Underjams
$0.67
B.3ModeofEntry
P&
GenteredChinathrougha
jointventure
withaHongKongcompany,HutchisonWhampoa.ThejointventurebusinessformedanotherjointventurewithGuangzhouSoupFactoryandbeganproducingP&
G'
sfirstproductfortheChinesemarket-Head&
Shouldersshampoo.Withinayearoflaunch,Head&
Shouldershadgainedabout15%oftheGuangdongmarket.
C.ExportCapacity
C.1Largepopulation
Aseveryone’sknowChinaisacountrywithlargepopulation.Year2002to2012thebirthrateissimilar,ButthepopulationofChinaatthesameperiodisdifferent,thismeansOver30millionbabiesexperiencethecomfortanddrynessofPamperseveryday.
C.2Rapidincreaseinconsumerspending
One-childpolicyinChina,parentswanttoofferthebestthingstotheonlyChild.BasedontheincreaseofthePDI(Personaldisposableincome).Moreandmoreeducatedandyoungmothersneedthehighqualitydisposablediaperstobettercareoftheirbaby.EspeciallyinthemodernanddevelopedCity,ShenzhencityofChina.Thiswillrapidincreaseinconsumerspending.
D.S.W.O.T
Strength
1,highestmarketshareamongitscompetitors
2,HigherbrandinterestofconsumerinPampersthanothers.
3,Aggressiveadvertising
4,Strongdistributionnetwork
Weakness
1,Highcost
2,Aggressivecompetitors
Opportunities
1,Regularinnovationsintheproducttomaintaincustomershighinvolvement
2,GoodCSRactivitiestopromotetheproduct
3,Innovativewaystoconnectwithmothers
4.Largepopulation
5.Rapidincreaseinconsumerspending
6.Todeploynewtechnology
Threat
1,Pricewaswithcompetitors
2,Sensitiveproduct,anysmallmishapcanhurttheimageoftheproductandwilllostthesupportofmothers
3,Easysubstitute
4.Governmentpolices&
regulation
5.Intensecompetition
E.CriticalSuccessFactors
ThewideavailabilityofthePampersbrandisakeytoitssuccessasaparent-friendlybrand.YoucanfindPampersprettymuchanywhere,frommom-and-popcornerstorestobigboxretailers,regardlessofthetimeofdayornight.Thismeans,whenyou’veforgottentostockup,youwon’thavetodesperatelywaitforanearbystoretoopenorkeepyoureyeoutfortheFedExtruckifyoutendtoorderthemonline.Thatkindofreliabilityisimportanttoparents,whodon'
twanttopaymoreforasubstitutetheyhaven'
ttried.(StudyPampersAnnualReport2012)
F.Objectives
F.1CompanymissionStatement
Year
Mission
1961
ThefirstPampersdisposablediapersarrive,instantlybecomingahitwithmomsandbabies.
1971
Momsnolongerplay‘PintheDiaperontheBaby
1986
ThinneranddrierwithPampersUltra
1994
Thefirstdiaperwithstretchysides,madetofitlikenodiaperever.
1996
PArrives
2001
Customfitasbabygrows
2002
TinyDiapersforTinyMiracles
2003
Caringforeverybaby,everywhere
2006
protectover100millionbabiesaroundtheworld.
2009
PampersFacebookarrives
2010
Pampersfirsthighperformancediapercomes
F.2Company’sObjectives.
PampersObjectiveis:
Keepbabycomfortable,dryandclean,reinventingchildcare,valuewell-beingofparentsandbabies-familyoriented.
G.TargetCustomers
Pampers'
targetmarketismostlynewparents,thoughtheyalsotargetparentsofkidsindiapersingeneral.ThisisbecausebrandloyaltymeanstheymayendupusingPampersdiapersfortheentiretimetheirchildisindiapers,andtheywon'
thavetheirmindmadeupaboutanyparticularbrandbeingbestyet.Gettingsomeonetoswitchfromadifferentbrandisharder,andunlikemanyotherproductspeoplesimplystopusingdiapersafterawhilebecausetheirkidsbecomepottytrained,sonewparentsaremorevaluable.
H.Positioning
PampersispositionedasgloballeaderinBabyCareProductsthatkeepsbabiescomfortableanddrywhiletheysleepandplay.World’sleadingandtrustedbabycarebrand–Pampersinnovativetechnology(AbsorbentGellingMaterial)lockswetnessinfasterthenanyotherbrand.Pamperstargetsparents,specificallymothersthroughoutthedifferentdevelopmentalstagesoftheirbaby-frombirthtotoddlers.MarketresearchshowsthatmomsassociatePamperswithbeingatrustedandhighqualityproduct.
I.MarketingStrategies
seeingtheworldthroughtheeyesofababy.
WhatmakesPampers’marketingstrategystandoutisitsinvestmentinmakingitswebsitepersonal.Onfirstvisittothesite,themotherisaskedherchild’sageandthenthesitecontentisadjustedWhat’smore,thesitehasaconversationalfeeltoit.With
“PampersVillage”(loyaltyprogram),thebrandoffersitsclientsthreeadditionalservices:
accesstopromotions,newsletterstailoredtotheirneedsdependingonthechildren’sage,andalsotheopportunitytotalktoexperts.(StudyMarionBraizaz,2013).
I.3PricingStrategies
Pampersusesnonpricecompetitionbecausetheyfocusonproductqualitytodistinguishitsproductfromothercompetingbran