Dissertation > Excellent graduate degree dissertation topics show

The Marketing Analysis of P&G and Unilever

Author: WangGuoSheng
Tutor: HuZuoHao
School: Tsinghua University
Course: Business Administration
Keywords: Procter \u0026 Gamble Unilever Marketing analysis
CLC: F274
Type: Master's thesis
Year: 2005
Downloads: 5111
Quote: 3
Read: Download Dissertation

Abstract


In 1986 Unilever factory in Shanghai in 1988, Procter \u0026 Gamble factory in Guangzhou, from two international consumer goods giant has changed the quality of life of the Chinese people, the leadership of China nearly 20 years of daily consumer goods industry development direction. Marketing management methods, has become a model of learning Chinese colleagues. Procter \u0026 Gamble and Unilever considerable success in the Chinese market, but also fail, withdraw from the market products such as Procter \u0026 Gamble Yun Yan, Unilever national brand killer \In the same time, the same brand of China's development of growing up, \Also makes them a change in policy in China marketing. For example, Procter \u0026 Gamble and Unilever changed the old market skimming strategy instead rely on high quality price strategy to attract more consumers. In this paper, the analysis of Procter \u0026 Gamble and Unilever marketing system, start from the 4Ps (product, price, channels, and promotions) to analyze how they implement their own marketing strategy. Products, Procter \u0026 Gamble and Unilever rely on a long line of products occupied the largest possible market share; Procter \u0026 Gamble is the first to introduce the brand manager system, and is very successful; the two companies have implemented a multi-brand, but different. Prices, the implementation of a combination of price, a price gradient, more flexible and proactive in the price war; purchase of consumer goods determined by the two companies have implemented a channel pricing. Channels, Procter \u0026 Gamble from the typical \Promotional aspects, the two companies have invested heavily on advertising competition for standard king, social PR pattern pulls out, Procter \u0026 Gamble cooperation with Tsinghua University to build a research and development center, Unilever build hope home \The paper is divided into six chapters, the first chapter of this writing the purpose and significance. Chapter II, Chapter III, Chapter IV, Chapter comparative analysis method analysis and comparison of Procter \u0026 Gamble and Unilever's product strategy, pricing strategy, channel strategy and promotion strategy. Chapter based on an analysis of and recommendations for consumer goods companies in China should be used.

Related Dissertations

  1. Research on Brand Development Strategy of P&G in Chinese Market,F416.72
  2. Multi-brand Marketing Research of the P&G,F274;F426.72
  3. Urban Marketing Strategy of Social Transition Period,F274
  4. China FMCG sales team building from Alliance and Lever,F274
  5. Marketing Analyzing about Qiangwei Company,F279.26
  6. Kaili Biological Products Co. , Ltd. Business Plan,F279.26
  7. Exploratory Study of Marketing Strategy of Lemon Products in HUATONG cO.,F274
  8. Based on IFN the ticket marketing analysis method research,TP399-C2
  9. Analysis and Research on the Western China Regional Aviation Marketing of SC Airlines,F562
  10. Analysis on Marketing Survey for Purchase of State-owned Forest Farm A,F326.2
  11. The MPMG methodology and information transfer analysis,F274
  12. The Analysis and Marketing Strategy Research of Huaibei Electric Power Market,F426.61
  13. Research on Tactics and Practice of Guang-Mei-Shan Railway Freight Marketing,U294.1
  14. Research on the Railway Passenger Ticket Data Minning,TP311.13
  15. The Analysis of International Coarse Grain Market and the Research on the Countermeasures of Shan Xi Province,F326.11
  16. The Research on the Tactics of Tourism Marketing in Pingyao Ancient City,F592.7
  17. Marketing Strategy of Chinese Cable Dtv in the Integration of Telecommunications Networks, Cable Tv Networks and the Internet,G221
  18. Research on the Scope Management of Beijing Netcom’s Key Clients Marketing Analysis System Development Project,F626
  19. The Marketing Investigation of Shanghai Fuqin Home Textile Limited Company,F274
  20. The Analysis about Mobile Telecom Service Brand Marketing in China Unicom,F626.12

CLC: > Economic > Economic planning and management > Enterprise economy > Enterprise Marketing Management
© 2012 www.DissertationTopic.Net  Mobile