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Multi-brand Marketing Research of the P&G

Author: ZouJie
Tutor: HuangPengZhang
School: Hebei University
Course: Business management
Keywords: Procter \u0026 Gamble Multi-brand strategy Marketing mix Brand positioning Brand communication
CLC: F274;F426.72
Type: Master's thesis
Year: 2009
Downloads: 1392
Quote: 1
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Abstract


With the advent of the era of emotional consumption , the brand has become an important enterprise competitiveness factors , brand strategy also became the operator's decision-making focus . How to effectively manage multiple brands in a wide variety of products , smaller daily cosmetics companies to build a scientific and effective brand structure , reasonable brand marketing , and ultimately promote enterprise development strategy has become a task can not be ignored . In this paper, the use of the status quo from the theoretical study of brand management and multi-brand paper first introduces the multi-brand development road of the world brand management godfather, \Then , respectively, from product , price, distribution and dissemination of four aspects , a detailed analysis of the Procter \u0026 Gamble brand marketing model and all brands of Procter \u0026 Gamble 's implementation of the program are evaluated from the point of view of brand management . Successful model by comparing P \u0026 G's multi-brand marketing and found that the problems of daily chemical enterprises in China in terms of multi-brand strategy , pointing out that not all companies are suitable for multi-brand marketing model . Companies have chosen a multi - brand strategy is the premise , and quantitative analysis have to cut into the time , and finally put forward reasonable suggestions .

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CLC: > Economic > Industrial economy > China Industrial Economy > Industrial sector economy
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