Difference For P & G Products Road King
P & G The Road King
More intense competition in the United States in the field of goods, spent most of the advertising and the adoption of best sales practices, sales champion is usually the only way to consolidate the position; but Procter & Gamble, the search for differences in product, is the company’s cash cow, is to sit tight in the category of goods in a number of key factors leading the throne.
Many brands at Procter & Gamble, Leon card (Dawn) dish soap can be used as a very good case to study. Dawn brand dish detergent and automatic dishwasher detergent is used to match the product, through a series of marketing actions, it has been maintained over the years ahead.
First of all, on the whole, the product not only in color, flavor, on innovation, claimed to have a stronger cleaning effect and a variety of different concentrate formulations, as well as beautiful design of the bottle and the press, so that P & G cleaning products in the hand wash sit tight in the sales champion for many years.
In addition, P & G has also invested considerable R & D funding, regular introduction of highly innovative new products. Such as their innovative ideas in packaging. The product in 375 ml plastic bottle containing 14.7 grams of aromatics, as long as consumers stick tape on the bottom of holes torn addition, detergent bottles and then placed in the sink, fragrance will spread to the whole kitchen, said to several weeks. This combination of two cleaning agents and air freshener products not related to the original, this continues, after the bottom of each bottle has a different taste Wash the air freshener, so clean and smell the incense region.
Of course, in addition to the impressive marketing operation, the argumentative, innovation is the fundamental source of P & G based on the market. P & G since its inception, has been attached great importance to R & D on products that endless and can only meet consumer demand for product innovation in order to allow consumers to really accept. In particular, more and more savvy consumers of today, a bad product will eventually be cast aside.
Therefore, in a ten-year marketing operation behind P & G is backing research and development as a marketing and innovation strategy as a market-based strategy, after all, no matter how strong the marketing operation, nor so bad as the commercialization of decadent magic, the only way to sustain innovation and backed goods, marketing, operations can continue to win consumer acceptance, marketing strategy can play a real role.
With such a large scale like P & G’s research and development, to develop a whole range of innovative products, even in the most competitive items, also is no doubt the leader; at least in the United States, Procter & Gamble are using continuous product innovation to keep leading the way.
Brand crisis of the Road
For the manufacturing industry is evolving into a complex global operations, so when the product appears to explain the problem, or to recall, is a troublesome thing. But anyway, clearly and quickly informed of the problem, both for the inevitable to stop all the rumors, or to appease the consumer to believe this kind of thing would never happen again, is very important.
Mattel In this respect, very good. In this year’s August 1 and September 4 day, 3 times their continuous worldwide recall of Chinese products up to 21 million toys because of paint suspected of containing excessive levels of lead, and their apology and redress measures are very quick. When they realized that it is possible that negative reports, take action immediately. In the August 14 recall of decisions made within a few hours, the company’s CEO Mr. Robert appeared in all of cable news station in front of the camera, the United States and foreign consumers to buy their toys, said: “I’m sorry!”
There is no doubt that if God, as consumers, when problems in the product must be sincere and timely apology and full explanation of how the problem occurred, and how to solve, and prevent problem from happening again.
Is in large part because the current way the news will put more pressure than ever before. Before large-scale use of the Internet, when the product has a problem, you have the opportunity to write to your manager and discuss how to solve these problems. But now, if you can not respond as quickly as possible, the situation often very slippery and can not receive.
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