product differentiation ____P&G

1.Product introduction Shampoos : 潘婷、海飞丝、飘柔、沙宣 etc. Bodywash products: 舒服佳 Washing powder: 汰渍、碧浪、欧喜朵、 波特 etc. The toothpaste: 佳洁士

2. competitive strategy of P&G P&g multi-brand strategy is adopted the differentiation marketing strategy. they divided the product's overall market into several market segments, select two or more or all of the segment as a target market, and for each of the chosen market make different marketing combination plan, wide-scale respectively to carry out targeted marketing campaigns at the same time. Also is to take the overall marketing strategy.

They are owned by each product brand personality is different, according to different market segments in terms of product design, price positioning, advertising communication and channel construction, meet the demand of the diversity of the consumer market. In this way, each brand has its own development space, the market will not overlap.

3.Samples of product differentiation (1)Shampoos 潘婷 —— Emphasize “ hair nutrition, more healthy and more shine ” （营养头发，更健康更亮泽） 海飞丝 —— dandruff （头屑去无踪，秀发更出众） 沙宣 —— Professional salon （专业美发） 飘柔 —— Elegant and supple （飘逸柔顺） 伊卡璐 —— Dye their hair

P&G constructed a complete hair dye hair product line, to protect the maximum carve up the market.

(2) Washing powder  汰渍 (Tide) 、洗好 (Cheer) 、格尼 (Gain) 、达诗 (Dash) 、波 特 (Bold) 、卓夫特 (Dreft) 、象牙雪 (1vorySnow) 、奥克多 (Oxydol) 和时代 (Eea) 。  They think that different customers want different interests from product portfolio. Some people think that washing and rinsing the ability the most important; Some people think that to make the fabric soft, the most important; Others want to washing powder has the fragrance, mild alkaline characteristics. Then use detergent nine segments, designs the nine different brands.

4.Conclusion (1) In terms of customers, procter & gamble company with many brand differentiation strategy frequently attack, make the company in customer mind set up strength of the image; Using more than one card from function, price, packing and so on various aspects divided into multiple markets, can satisfy the different levels, different needs of various customer demand, and thus cultivate consumer brand preference to our enterprises, improve its loyalty.

（ 2 ） For competitors, procter & gamble's brand differentiation strategy, especially more than "a brand" such as washing powder, shampoo market, procter & gamble's products filled with shelves, is from the sales channels to reduce the opponent attack. From the function and price, in the face of market segmentation, but also made it difficult for competitors to come. This high barriers to entry is undoubtedly greatly improve the cost of the other team's offense, for oneself is a shield against opponents.