Tisch
1. It's time to enter the China market. The year of * * happened to be the initial stage of reform and opening up, and it was also the initial stage of urban development. The rapid development of industry and cities began in the 1990s, which brought huge business opportunities to Procter & Gamble. P&G's goal is to enter China at this time, which is also an opportunity for the China government to give it support, with the least resistance. Second, the advantages of science and technology and talents.
Third, professional marketing planning At present, there is no marketing planning major in domestic universities, only marketing planning is included in marketing. Moreover, some domestic enterprises do not have market planning departments. Generally, the department manager or director decides the development direction of the company. In foreign countries, the marketing planning department is an extremely important department. The marketing planning department is responsible for collecting all kinds of information, and after analysis, guiding the company's future development direction, development goals and annual market prices of various budgeted products. , which is equivalent to controlling the lifeblood of the company. Fourth, the packaging and promotion of products. Procter & Gamble's advertising and promotion expenses are not clear to the outside world, but at least they are calculated from 1 100 million. Television advertisements at different times of the day are designed to promote sales, so that consumers can buy their new products. Moreover, the advertisement of Baofa Company is by no means the kind of fatigue bombing propaganda. They will control and grasp a scale to prevent consumers from resisting. Moreover, the advertisements broadcast are healthy, fresh, clear in meaning and concise in language, which gives people an elegant feeling and is easy to accept new products. Procter & gamble's advertising is also very distinctive. In some TV or other media advertisements of Procter & Gamble, a sentence will be added at the end of the advertisement: Procter & Gamble; G, create the infinite beauty of life, although there is no P &；; G belongs to Procter & Gamble, but everyone knows one thing: these products belong to P & amp； G company From the perspective of consumer psychology, people will have their own opinions and like to try new things. After long-term use of a commodity, people often want to use other brands of products to see how the effect is. Switch use instead of using the same brand for a long time. Procter & gamble is aware of this and will not increase the company promotion of this product in future advertisements. It only emphasizes the scientific and technological content and formula effect of the product. It is not complicated to use light and bright colors and simple lines on the packaging. The products are divided into large, medium and small models, which can be suitable for people with different family conditions. Another feature of P&G products is that the packaging is often changed. Their products will be packaged twice a day, which has the advantage of making consumers feel that this product is new. Another advantage is: shortening the market life cycle of products and staying young forever. 5. Good corporate culture A company's culture can't come out overnight, but it is formed over time: P&G's products are various, and there are several kinds of light shampoos, but they are all P&G products with different names and no obvious difference in the use effect. This product has the function of moisturizing or dandruff removal, and other models will also have this function. Products with different names compete fairly, but they also have their unique advantages. Head & Shoulders specializes in dandruff removal, and Sassoon condenses and moisturizes, making it soft and refreshing. However, they occasionally have the same function, which increases the competition between them. Procter & Gamble is encouraging competition among departments, but it will occasionally stop to avoid vicious competition. Another feature of P&G products is that the packaging is often changed. Their products will be packaged twice a day, which has the advantage of making consumers feel that this product is new. Another advantage is: shortening the market life cycle of products and staying young forever. P&G's products are various, and there are several kinds of shampoos, but the names are different. In fact, they are all Procter & Gamble products, and there is no obvious difference in the use effect. This product has the function of moisturizing or dandruff removal, and other models will also have this function. Products with different names compete fairly, but they also have their unique advantages. Head & Shoulders specializes in dandruff removal, and Sassoon condenses and moisturizes, making it soft and refreshing. However, they occasionally have the same function, which increases the competition between them. Procter & Gamble is encouraging competition among departments, but it will occasionally stop to avoid vicious competition. Procter & gamble's spending on advertising is not clear, but at least it is calculated from 1 100 million yuan. Television advertisements at different times of the day are designed to promote sales, so that consumers can buy their new products. Moreover, the advertisement of Baofa Company is by no means the kind of fatigue bombing propaganda. They will control and grasp a scale to prevent consumers from resisting. Moreover, the advertisements broadcast are healthy, fresh, clear in meaning and concise in language, which gives people an elegant feeling and is easy to accept new products. Rejoice: in the promotion combination, it is mainly advertising activities; Its advertisement emphasizes the combination of shampoo and hair care, making hair elegant and supple. "Rejoice", from the brand name, makes people understand that this product makes hair supple, and the grass-green packaging gives people a youthful and beautiful feeling. The slogan of "containing silky hair conditioner, shampooing and caring hair at one time, making hair elegant and supple", coupled with a picture of a girl shaking silky hair, further deepened the effect of consumers' "floating".
Fruit impression. Xx "Happy Star" activity was held in Guangzhou, and many stars were invited to make appearances, creating momentum for them to enter the market, which received excellent results. 6. Multi-brands occupy the market. Regarding brands, the principle of P&G is: If there is still room in a certain market, those; Other brands are also products of Procter & Gamble. Therefore, P&G's multi-brand strategy makes it have a very high market share in various industries. For example, in the American market, P&G has 8 brands of washing powder, 6 brands of soap, 4 brands of shampoo and 3 brands of toothpaste, and each brand has different needs. Procter & gamble launched; When Bangbao is suitable for diapers, the price is higher than other brands because of its high quality. Procter & gamble had hoped that high quality would make people willing to pay higher prices, but the result was not the case. P&G knows that it must cut prices to cater to consumers, so it adopts different strategies to achieve the purpose of reducing prices: trying to improve production efficiency and changing distribution strategies. Diapers are usually kept in the pharmacy. Bang Bao Shi reduced profits and entered the supermarket at a reduced price. Because of the large sales volume, supermarkets are willing to sell; Due to the large sales volume, the unit production cost is reduced, resulting in a good cycle, which makes; Bangbaoshi has become a successful product. Seven, advertising success formula In advertising, especially TV advertising, P&G has a set of success formulas. First, P&G will point out a problem you are facing to attract your attention. Then, the advertisement will soon tell you that there is a solution, that is, P&G products. This product usually appears several times in the whole advertisement. The focus of the advertisement is to clearly emphasize what benefits P&G can bring to you. Eight. Strict training of brand management P&G's brand management is mainly reflected in strict personnel training. Brand managers have fierce competition, intense work and rapid promotion, but they are extremely relaxed; If you don't succeed, you will die. From 193 1, all directors of the company come from brand management, and 90% of the management level also comes from brand management, which shows that brand management is the core field of P&G. IX. Brand managers bear all responsibilities. The brand manager must know better than anyone in the company about the brand he is responsible for, and people will constantly challenge their knowledge in this field. For example, a manager in charge of shampoo in the United States was once asked by the supervisor what is the ingredient of dandruff in China? Ten, rigorous memo training P&G company will never look outside; Airborne troops, but the policy of internal promotion, so the internal training system is very important. They attach great importance to training employees to solve problems, make orders, take actions, track quality, lead and cooperate. The company provides various courses and seminars at any time to help employees improve. In the training system of P&G, the practice of memo is famous. Employees must form a habit of providing information to their superiors clearly and simply. Memos can be roughly divided into two types. Information memorandum and; Memorandum of advice. ; Information memorandum includes research and analysis, status report, business situation, competition analysis and market share summary; ; The proposal memorandum is a convincing document, focusing on the purpose, background information, proposal, logical discussion behind it and the next step. Most memos will not exceed 4 pages. If a brand manager wants to be promoted, he must first learn to write memos. At Procter & Gamble, writing memos is even used as a training tool. It is common for junior staff to rewrite a memo 10 times; After becoming a brand manager, a memo may still be asked to be rewritten five or six times. By constantly rewriting memos, P&G hopes to train employees to think more carefully. P&G should pay attention to solid marketing training, which should be an important reference when many companies want to grasp the tastes of consumers and successfully attack in the market. Product Market Research Report Model (2) (1) The international market demand has not recovered obviously. The prospects for economic recovery in Europe and the United States are variable, and unfavorable news in the international market is frequent. The actual demand and confidence have decreased compared with the previous period. Moreover, with the gradual end of the replenishment cycle in European and American markets, buyers may enter the next round of digested inventory in the case of uncertain prospects, and the procurement demand will drop sharply. During the Canton Fair, my survey showed that most enterprises' orders increased by about 20%, but from June to July, some enterprises' orders dropped significantly, and buyers' wait-and-see mood increased. (2) The sharp rise of raw material prices and the change of RMB exchange rate have great influence on mechanical and electrical enterprises. In the first half of the year, the price increase of copper and glass fiber cloth drove the price of printed circuit to rise continuously, and the price of most parts of electronic information products rose. The rising price of LCD screen and steel leads to the rising production cost of household appliances. From the second half of 2007 to the first half of 2007, the RMB has been in a unilateral appreciation market, with the appreciation rate exceeding 5%. The construction period of complete sets of projects is generally long, and the appreciation of RMB has caused great exchange losses to overseas projects being implemented. At the same time, the appreciation of RMB has also led to an increase in the quotation level of our company's overseas new projects, and the price gap with European and American competitors is constantly narrowing. (C) The impact of rising labor costs on electromechanical export enterprises should not be underestimated. (D) Financing issues have a great impact on enterprises. Since the end of last year, the central bank has continuously raised interest rates to control inflation, which has further increased the financing costs of enterprises, and the financing difficulties of small and medium-sized export enterprises have become more prominent. The difficulty of bank loans has promoted the rapid development of underground banks in Jiangsu and Zhejiang, but its interest rate is very high, and the pressure on small and medium-sized enterprises is enormous. The rising cost of financing has a great impact on large enterprises.
The influence of corporate arbitrage is particularly obvious. Compared with the financial crisis, the interest rates of US dollar and RMB loans of domestic banks have risen sharply, and the financing cost of enterprises remains high. In some projects, although the credit insurance companies undertaking export credit bear the risks, the owners are unwilling to bear them because of the high premium. (V) The contradiction between power supply and demand is prominent. The long-standing power supply shortage has not been alleviated, and the phenomenon that some enterprises cannot start work and it is difficult to complete orders due to lack of electricity is also very prominent; At the same time, the rising electricity price has brought huge cost pressure to the export of enterprises. (VI) Logistics and warehousing have gradually become important factors affecting the cost of enterprises. For example, for our automobile industry, the impact of logistics costs is particularly obvious. The cost of automobile logistics accounts for about 10% of the whole vehicle cost, while the international advanced level is 4%-5%. Many enterprises also report that storage costs are rising recently. In addition, the strong earthquake in Japan caused the price of some precision parts to rise, which also increased the cost pressure of automotive electronics enterprises. (VII) The international trade frictions encountered by China's mechanical and electrical products are still in a frequent stage. As the economic situation of various countries has not fundamentally improved, the international financial situation is not optimistic, and the competition in the field of international trade will remain fierce. In order to protect the interests of domestic related industries, countries are likely to launch more trade remedy investigations against me in the second half of the year, and 20** years will still be the year of severe disasters for my mechanical and electrical products.
extreme
We conducted a small-scale investigation and study on fruit shops, vegetable shops, rice-flour grain and oil shops, aquatic products shops, condiment shops and other markets, collected the retail price, purchase price, sales volume and purchase cycle of some products, and understood the consumption intentions of merchants and consumers.
The survey targets Daixian, Fan Shi and Yuanping. The survey focuses on the intention of merchants to consume agricultural products, involving the development of the current market. During the inspection, we introduced the company's operation mode, functions and services. Some merchants said that it depends on the price, and only a few merchants said that they would not try.
Most businesses will try it, because people who are profitable to them are always interested or want to test it. As a marketer, we should firmly grasp this psychology, win the first battle, and leave an impression on the merchants regardless of products, quality, service and other aspects, so as to firmly grasp the merchants.
Regarding the prices of agricultural products, the market prices in different regions are not uniform now, and the purchase areas are different. In terms of sales channel construction, 70% of merchants are willing to be distributed by our company at a price lower than the current purchase method. In addition, there are specialized manufacturers and wholesalers to deliver goods to rice noodle shops or high-grade grain and oil shops that specialize in selling oil. As for the popularity of Jindao Logistics, businesses outside the focus of our investigation also sent our business cards and introduced our services. We collected suggestions from merchants, who indicated that we should increase advertising. Although social advertising is rampant now, its role cannot be underestimated. Frequent advertisements are recognized and accepted by businesses. It can be seen that traditional TV advertisements still occupy a very important position and can play a very good publicity role. However, with the advent of the electronic age, the network is loved by more and more people because of its large amount of information and fast speed. Relying on the above three major media, give full play to the advantages of the network, publish advertisements, and improve the company's popularity.
Tisso
Development course:
? 1989:PBX is independently developed.
? 1994: C& launched; C08 digital program-controlled exchange.
? 1995: the intellectual property department was established. Established Beijing R&D Center and passed CMM4 certification in 2003. ? 1996: SDH equipment with integrated service access network and optical network. Signed a contract with Hutchison Whampoa in Hong Kong to provide fixed network solutions. Established Shanghai R&D Center, and passed CMM5 level 5 certification in 2004. ? GSM equipment was introduced in 1997. A joint research and development laboratory was established. As of June 2005, Huawei * * has 10 joint R&D laboratories. Huawei uses external consultants in process change, employee stock ownership plan, human resource management, financial management and quality control.
? 1998: The product digital microcellular server control switch was patented. Nanjing R&D Center was established, and passed the CMM4 certification in June 2003.
? 1999: Became the main supplier of China Mobile's nationwide CAMELPhaseII intelligent network, which was the most advanced intelligent network in the world at that time.
Established Bangalore R&D Center, and passed CMM4 certification on 200 1 and CMM5 certification in 2003. ? In 2000, the contracted sales exceeded US$ 2.65 billion, of which overseas sales exceeded US$ 654.38 billion. Establish R&D centers in Silicon Valley and Dallas.
? 200 1 10GbpsSDH system has been commercialized in Berlin, Germany. Become a member of the International Telecommunication Union.
In 2002, Huawei's international sales increased by 68% and passed UL TL 9000 quality management system certification. Deploy the world's first mobile mode WLAN for China Mobile.
In 2003, 1 billion C & ampC08 ports were deployed globally, setting a record. Joint venture with 3Com to produce enterprise data network equipment, which has passed DNV (Detnorske Veritas) ISO14001certification. It provides nationwide UMTS service for Etisalat. Help it become the first operator in the Middle East and the Arab world to introduce the third generation network.
? In 2004, we established a joint venture with Siemens to develop TD-SCDMA mobile communication technology for China market. China Telecom won the national backbone network optimization contract. NE5000, a high-end router, won the market share of 100% in the TSR procurement contract and successfully entered two super nodes of the national backbone network. Gbit switching router NE80 won 75% market share of the project. Signed a contract with China Telecom to build more than120,000 ADSL lines, further consolidating Huawei's position as a strategic partner of China Telecom.
? On May 8, 2006, Huawei launched a new corporate logo. At ITU Exhibition in Hong Kong, FMC solution based on AllIP network was introduced. Motorola UMTS and R&D Center set up eMobile in Shanghai, and chose Huawei to deploy the first IP-based HSDPA wireless access network in Japan. Huawei and 3COM completed the acquisition of H3C. Leap, an American mobile operator, chose Huawei to build a 3G network.
? In 2007, 70% of the 50 operators chose Huawei and won the Vodafone Global Supplier Award in 2007. PCT ranks fourth in the world in international patent application, and mobile network ranks the strongest in the world. Green energy-saving extends network advantages to terminals and industry partners, and establishes win-win cooperation?
Typical model
In 2004, Huawei launched a series of ultra-thin PHS mobile phones, A526 and A528. It can be said that these two PHS mobile phones provide more choices for domestic consumers. A526 and A528 are ultra-thin and ultra-light models of PHS series, which were the products of Huawei's mobile phone business department at the beginning of its establishment. A detailed market survey was made in the early stage, and the consumption demand of China consumers for PHS mobile phones and the development trend of PHS mobile phones in the future were analyzed. A526 and A528 fully draw lessons from the design concepts of GSM and CDMA mobile phones in the research and development process, and they are masterpieces carefully created by Huawei for China consumers.
In 2005, Huawei made a high-profile appearance at the 3GSM World Congress in Asia. Huawei Mobile exhibited a brand-new series of WCDMA, a new one-megapixel U636 and U526 which won the "3G Mobile Phone Award" from Charlton Media Group. Huawei U636 has a 260,000-color TFT color screen, a 1.3 million pixel camera, and supports WCDMA and GPRS. Equipped with 180 rotatable camera, 1.3 million pixels, 262kcolorTFT dual-color screen, 72 chord ringtones, MP3/MP4 support, Java games and application software support, PC synchronization through USB and Bluetooth, and SD card can be expanded to1g.
In 2007, Huawei, a global communication manufacturer, held a new product launch conference. At the press conference, U550 is a new 3G product of Huawei's mobile phone. U550 is a sports car ultra-thin folding mobile phone, which supports HSDPA3.6M/UMTS/EDGE/GSM. The external screen is equipped with touch buttons, which can directly play music without opening the flip cover, support a variety of music playback formats, and can also be used as a high-speed modem to easily realize mobile Internet access and plug and play.
In 2009, Pulse, an Android smartphone independently developed by Huawei, sold over 10,000 yuan in just three weeks, and Huawei's mobile phone gained more attention and expectation. Pulse uses a 3.5-inch HVGA touch screen, which is the Android phone of that year. Pulse has a sleek chrome shell, HSDPA, Wi-Fi and GPS, which is comparable to Iphone in appearance and function.
1 1 year, Huawei mobile phone.
Break through various restrictions and become a leader in smart phones. The most representative Huawei C8800 and C8500, Huawei C8800 integrates fashion and business. The sales volume of C8500 in China exceeded 2 million units, creating the sales myth of Android smartphones in China.
development trends
The five major trends revealed by the Electronics Show include:
Full HD 5-inch screen
After HTC DroidDNA (butterfly), Sony XperiaZ, Huawei AscendD2 and ZTE GrandS are all equipped with 5-inch large screens with a resolution of 1920× 1080 pixels.
In addition, Alcatel will also launch its full HD 5-inch smartphones: OneTouch and Vizio at the Las Vegas show. Larger screen and higher resolution have become the main features that suppliers emphasize when persuading consumers to buy their new devices, and the success of Samsung GalaxyNote series has shown that this is the interest of users. The original GalaxyNote was equipped with a 5.3-inch screen, and the subsequent NoteII screen was increased to 5.5 inches.
At the Consumer Electronics Show, Huawei also launched AscendMae, which has a 6. 1 inch display, but the screen resolution is low, only 1280×720 pixels.
One of the concerns caused by larger screens and higher pixels is the shortening of battery life-this is proved by different comments of users on DroidDNA. The battery capacities of XperiaZ and AscendD2 are 2330 mAh and 3000 mAh, respectively, which are higher than the 2020 mAh of HTC DroidDNA battery.
Quad-core processor
Smartphone manufacturers expect to adopt all quad-core processors this year.
XperiaZ and GrandS both use Qualcomm's SnapdragonS4Pro processor, while Huawei's AscendD2 chooses the quad-core processor developed by the company.
Processor manufacturers also appeared at the exhibition: Qualcomm, NVIDIA and Italian-French Ericsson all launched quad-core processors.
The performance of Qualcomm Xiaolong 800 processor is better than Xiaolong S4Pro processor (75% higher). In addition, the processor also provides integrated support for LTE and 802. 1 1ac standards. The first smartphone using this processor will be shipped in the second half of this year.
Qualcomm's processor will compete with NVIDIA's Tegra4, which is the first quad-core processor designed with ARMCortex-A 15 architecture. Cortex-A 15 has been used in Nexus 10 tablet (this version uses dual-core processor). Battery energy saving plan
The combination of high-resolution large screen and quad-core processor does not mean long battery life. However, in addition to providing longer-life batteries for their smartphones, Sony and Huawei also extend battery life through energy-saving functions.
Sony's battery life mode improves the standby time of mobile phones-by automatically closing power-consuming applications when the screen goes to sleep and starting such applications after the screen restarts. Sony pointed out that the more applications users install, the more significant the effect of this function.
Huawei reduces battery consumption by automatically turning off the transmitter circuit when not transmitting data, thus making the standby time of AscendD2 longer.
Add dustproof and waterproof functions.
Sony and Huawei's new products also have dustproof and waterproof functions, hoping to persuade consumers to choose their new models. Sony said that if all ports and covers are tightly closed, XperiaZ can prevent "low-pressure water jets from all possible directions from entering and keep it watertight in fresh water at a depth of 1 m for 30 minutes".
AscendD2 has low water resistance, but it can still ensure water tightness when spraying water on it.
Sony and Huawei are not the first suppliers to add dustproof and waterproof functions to equipment. For example, Panasonic launched the Eluga smartphone at the Mobile World Congress last year, aiming to enter the European market, but it ended in failure. It remains to be seen whether the dustproof and waterproof function can successfully attract consumers' attention.
The resolution of the camera is higher
Sony, Huawei and ZTE displayed new mobile phones with the same camera resolution: all three products are equipped with a13 megapixel rear camera.
XperiaZ and GrandS are also equipped with a 2 megapixel front camera, allowing users to shoot 1080p video. As mentioned above, Sony's new flagship mobile phone has achieved high dynamic range imaging of video and still images. Sony explained that through the high dynamic range imaging function, the camera can take the same image at different exposure levels and process the image in layers, thus producing the optimized final result. This technology allows users to shoot short videos in front of the window or when the sun is directly behind the subject.
Users of Sony smartphones can also take photos while shooting videos, and are equipped with continuous shooting mode (9 megapixel resolution) that can take 10 photos per second. This function can last until the storage space is exhausted.