SlideShare ist ein Scribd-Unternehmen logo
1 von 12
行銷企劃實作   vs  第六組 9935012  連苡茹 9935019  張椀茹
產業環境 ,[object Object],[object Object]
產業內競爭者 歐洲 日本 美國 婦幼保健: 幫寶適、好自在 美妝保養: SK II 、蜜絲佛陀、歐蕾 美髮: 海倫仙度絲、沙宣、飛柔、潘婷 清潔衛生: 汰漬、象牙、佳美 家居: 吉列、德國百靈、歐樂 B 、金頂、香必飄 食品: 品客 美妝保養: 旁氏、 凡士林 美髮: 麗仕、多芬 個人護理用品: Pears 、蕊娜 家居: 熊寶貝、白蘭 食品飲料類: 吉比、康寶、立頓 婦幼保健: 妙兒舒、蕾妮亞 美髮: ASIENCE 阿姬恩絲、絲逸歡、逸萱秀、花王、莉婕 個人護理用品: MEN‘S Biore 、蜜妮 家居: 新奇、魔術靈、一匙靈
發展狀況 ( 以美髮為例 ) ,[object Object],[object Object],[object Object]
P&G 行銷策略 ( 補 ) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
P&G 行銷策略 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
聯合利華產品介紹 ,[object Object],[object Object],[object Object],[object Object],[object Object]
單就台灣市場營收
vs P&G 聯合利華 產品策略 單純化與全球標準化。 針對不同的市場推出適合當地情況的本土化產品。 行銷策略 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],產品定位 平價的消費日用品 平價的消費日用品 消費族群 家庭主婦 家庭主婦
vs P&G 聯合利華 品牌管理 品牌增量管理。 品牌減量管理。 行銷預算 重電視媒體廣告 重通路 活動行銷 ,[object Object],[object Object],[object Object],[object Object],貢獻 ,[object Object],[object Object],[object Object],[object Object]
結論 由於競爭策略的不同使兩個公司的行銷部門運作權限有很大的差異, 追求全球產品形象標準化的寶僑在全球性的知識整合與分享上比聯合利華做的更為完善。 相對地,聯合利華 採取區域性差異讓行銷方式可以因地制宜 ,有機會再將區域性的經驗轉移到其他國家或地區,在地區性行銷能力與經驗上可以比較深入且不受到總公司的干預。
參考來源 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Weitere ähnliche Inhalte

Andere mochten auch

Fisioterapia Suelo Pelvico
Fisioterapia Suelo PelvicoFisioterapia Suelo Pelvico
Fisioterapia Suelo Pelvico
elenampozo
 
Software y sistemas operativos (1)
Software y sistemas operativos (1)Software y sistemas operativos (1)
Software y sistemas operativos (1)
mariaccuyares
 
Mels Professional Profile
Mels Professional ProfileMels Professional Profile
Mels Professional Profile
tutch
 

Andere mochten auch (20)

Team6 week10
Team6 week10Team6 week10
Team6 week10
 
Telshe Yeshiva - Teaching Future Generations in Cleveland
Telshe Yeshiva - Teaching Future Generations in ClevelandTelshe Yeshiva - Teaching Future Generations in Cleveland
Telshe Yeshiva - Teaching Future Generations in Cleveland
 
Comparatives and superlatives
Comparatives and superlativesComparatives and superlatives
Comparatives and superlatives
 
Distinguishing the Roles of a Rabbi and Cantor
Distinguishing the Roles of a Rabbi and CantorDistinguishing the Roles of a Rabbi and Cantor
Distinguishing the Roles of a Rabbi and Cantor
 
Team2-Week1
Team2-Week1Team2-Week1
Team2-Week1
 
Teach learning guide-heros
Teach learning guide-herosTeach learning guide-heros
Teach learning guide-heros
 
Decada de los 70s
Decada de los 70sDecada de los 70s
Decada de los 70s
 
Fisioterapia Suelo Pelvico
Fisioterapia Suelo PelvicoFisioterapia Suelo Pelvico
Fisioterapia Suelo Pelvico
 
Software y sistemas operativos (1)
Software y sistemas operativos (1)Software y sistemas operativos (1)
Software y sistemas operativos (1)
 
Mels Professional Profile
Mels Professional ProfileMels Professional Profile
Mels Professional Profile
 
Team1 week9
Team1 week9Team1 week9
Team1 week9
 
JOB VUCAA
JOB VUCAAJOB VUCAA
JOB VUCAA
 
Team5-Week5
Team5-Week5Team5-Week5
Team5-Week5
 
Mels Professional Profile
Mels Professional ProfileMels Professional Profile
Mels Professional Profile
 
Team4-Week17
Team4-Week17Team4-Week17
Team4-Week17
 
Team2-Week9
Team2-Week9Team2-Week9
Team2-Week9
 
Team4-Week5
Team4-Week5Team4-Week5
Team4-Week5
 
Decada de los 70s
Decada de los 70sDecada de los 70s
Decada de los 70s
 
Team4-Week3
Team4-Week3Team4-Week3
Team4-Week3
 
Team6 week17
Team6 week17Team6 week17
Team6 week17
 

Ähnlich wie Team6 week3

Product Proposal of Cosmetic Printer
Product Proposal of Cosmetic PrinterProduct Proposal of Cosmetic Printer
Product Proposal of Cosmetic Printer
Peter Lee
 
品牌台南高峰論壇20130910﹣雙白開講.東西集力.品牌力UP
品牌台南高峰論壇20130910﹣雙白開講.東西集力.品牌力UP品牌台南高峰論壇20130910﹣雙白開講.東西集力.品牌力UP
品牌台南高峰論壇20130910﹣雙白開講.東西集力.品牌力UP
VIPCBOACADEMY
 
手游海外市场分享 日本市场浅谈
手游海外市场分享 日本市场浅谈手游海外市场分享 日本市场浅谈
手游海外市场分享 日本市场浅谈
linasf3
 

Ähnlich wie Team6 week3 (20)

Priya brand instruction(net)2012
Priya brand instruction(net)2012Priya brand instruction(net)2012
Priya brand instruction(net)2012
 
Product Proposal of Cosmetic Printer
Product Proposal of Cosmetic PrinterProduct Proposal of Cosmetic Printer
Product Proposal of Cosmetic Printer
 
【博士觀點】創刊號!家外媒體的新視野 Posterscope Insight Vol.1
【博士觀點】創刊號!家外媒體的新視野    Posterscope Insight Vol.1【博士觀點】創刊號!家外媒體的新視野    Posterscope Insight Vol.1
【博士觀點】創刊號!家外媒體的新視野 Posterscope Insight Vol.1
 
品牌台南高峰論壇20130910﹣雙白開講.東西集力.品牌力UP
品牌台南高峰論壇20130910﹣雙白開講.東西集力.品牌力UP品牌台南高峰論壇20130910﹣雙白開講.東西集力.品牌力UP
品牌台南高峰論壇20130910﹣雙白開講.東西集力.品牌力UP
 
[CN] trendwatching.com’s 7 CONSUMER TRENDS TO RUN WITH IN 2014
[CN] trendwatching.com’s 7 CONSUMER TRENDS TO RUN WITH IN 2014[CN] trendwatching.com’s 7 CONSUMER TRENDS TO RUN WITH IN 2014
[CN] trendwatching.com’s 7 CONSUMER TRENDS TO RUN WITH IN 2014
 
【行銷】Nature&co:書面報告
【行銷】Nature&co:書面報告【行銷】Nature&co:書面報告
【行銷】Nature&co:書面報告
 
認識輔大織品
認識輔大織品認識輔大織品
認識輔大織品
 
Carat media news_letter-882r
Carat media news_letter-882rCarat media news_letter-882r
Carat media news_letter-882r
 
企業政策_第一組期末報告_六角國際
企業政策_第一組期末報告_六角國際企業政策_第一組期末報告_六角國際
企業政策_第一組期末報告_六角國際
 
Apple-salespage-for-JV
Apple-salespage-for-JVApple-salespage-for-JV
Apple-salespage-for-JV
 
深度下滑的巨头与逆势崛起的新品,剧变的食品行业
深度下滑的巨头与逆势崛起的新品,剧变的食品行业深度下滑的巨头与逆势崛起的新品,剧变的食品行业
深度下滑的巨头与逆势崛起的新品,剧变的食品行业
 
Ch05
Ch05Ch05
Ch05
 
Wavemaker express weekly #29 (2020)
Wavemaker express weekly #29 (2020)Wavemaker express weekly #29 (2020)
Wavemaker express weekly #29 (2020)
 
包装成就食品安全和品牌
包装成就食品安全和品牌包装成就食品安全和品牌
包装成就食品安全和品牌
 
葦泰國際烏魚子
葦泰國際烏魚子葦泰國際烏魚子
葦泰國際烏魚子
 
WM Express Weekly-1014.pdf
WM Express Weekly-1014.pdfWM Express Weekly-1014.pdf
WM Express Weekly-1014.pdf
 
手游海外市场分享 日本市场浅谈
手游海外市场分享 日本市场浅谈手游海外市场分享 日本市场浅谈
手游海外市场分享 日本市场浅谈
 
Wavemaker express weekly #41 (2020)
Wavemaker express weekly #41 (2020)Wavemaker express weekly #41 (2020)
Wavemaker express weekly #41 (2020)
 
UrCosme 網路口碑趨勢報告書_20151Q熱門關注排行分析報告
UrCosme 網路口碑趨勢報告書_20151Q熱門關注排行分析報告UrCosme 網路口碑趨勢報告書_20151Q熱門關注排行分析報告
UrCosme 網路口碑趨勢報告書_20151Q熱門關注排行分析報告
 
毒蠻牛事件Upload
毒蠻牛事件Upload毒蠻牛事件Upload
毒蠻牛事件Upload
 

Mehr von NTCBmkt

Mehr von NTCBmkt (20)

Team6 week5
Team6 week5Team6 week5
Team6 week5
 
Team6 week4
Team6 week4Team6 week4
Team6 week4
 
Team6 week8
Team6 week8Team6 week8
Team6 week8
 
Team6 week7
Team6 week7Team6 week7
Team6 week7
 
Team6 week14
Team6 week14Team6 week14
Team6 week14
 
Team6 week11
Team6 week11Team6 week11
Team6 week11
 
Team6 week9
Team6 week9Team6 week9
Team6 week9
 
Team5-Week17
Team5-Week17Team5-Week17
Team5-Week17
 
Team5-Week16
Team5-Week16Team5-Week16
Team5-Week16
 
Team5-Week14
Team5-Week14Team5-Week14
Team5-Week14
 
Team5-Week11
Team5-Week11Team5-Week11
Team5-Week11
 
Team5-Week10
Team5-Week10Team5-Week10
Team5-Week10
 
Team5-Week9
Team5-Week9Team5-Week9
Team5-Week9
 
Team5-Week8
Team5-Week8Team5-Week8
Team5-Week8
 
Team5-Week7
Team5-Week7Team5-Week7
Team5-Week7
 
Team5-Week3
Team5-Week3Team5-Week3
Team5-Week3
 
Team5-Week1
Team5-Week1Team5-Week1
Team5-Week1
 
Team2-Week17
Team2-Week17Team2-Week17
Team2-Week17
 
Team2-Week16
Team2-Week16Team2-Week16
Team2-Week16
 
Team2-Week14
Team2-Week14Team2-Week14
Team2-Week14
 

Kürzlich hochgeladen

10.2.1 马来西亚各州名称的由来六年级历史单元练习马来西亚各州名称的由来练习
10.2.1 马来西亚各州名称的由来六年级历史单元练习马来西亚各州名称的由来练习10.2.1 马来西亚各州名称的由来六年级历史单元练习马来西亚各州名称的由来练习
10.2.1 马来西亚各州名称的由来六年级历史单元练习马来西亚各州名称的由来练习
PUAXINYEEMoe
 
法国蒙彼利埃国家高等建筑学院毕业证制作/德语歌德B1证书/加拿大新斯科舍省农业学院文凭加急制作一个
法国蒙彼利埃国家高等建筑学院毕业证制作/德语歌德B1证书/加拿大新斯科舍省农业学院文凭加急制作一个法国蒙彼利埃国家高等建筑学院毕业证制作/德语歌德B1证书/加拿大新斯科舍省农业学院文凭加急制作一个
法国蒙彼利埃国家高等建筑学院毕业证制作/德语歌德B1证书/加拿大新斯科舍省农业学院文凭加急制作一个
michaelell902
 

Kürzlich hochgeladen (6)

1.🎉“黑客”如何修改成绩?🤔🎉 在这个信息爆炸的时代,我们经常会看到各种作弊手段。但是你知道吗?有一种作弊方式可能比你想象中更巧妙:它就是——黑客![单...
1.🎉“黑客”如何修改成绩?🤔🎉 在这个信息爆炸的时代,我们经常会看到各种作弊手段。但是你知道吗?有一种作弊方式可能比你想象中更巧妙:它就是——黑客![单...1.🎉“黑客”如何修改成绩?🤔🎉 在这个信息爆炸的时代,我们经常会看到各种作弊手段。但是你知道吗?有一种作弊方式可能比你想象中更巧妙:它就是——黑客![单...
1.🎉“黑客”如何修改成绩?🤔🎉 在这个信息爆炸的时代,我们经常会看到各种作弊手段。但是你知道吗?有一种作弊方式可能比你想象中更巧妙:它就是——黑客![单...
 
taibif_開放資料流程-清理資料01-通則_20240509_20240509.pdf
taibif_開放資料流程-清理資料01-通則_20240509_20240509.pdftaibif_開放資料流程-清理資料01-通則_20240509_20240509.pdf
taibif_開放資料流程-清理資料01-通則_20240509_20240509.pdf
 
10.2.1 马来西亚各州名称的由来六年级历史单元练习马来西亚各州名称的由来练习
10.2.1 马来西亚各州名称的由来六年级历史单元练习马来西亚各州名称的由来练习10.2.1 马来西亚各州名称的由来六年级历史单元练习马来西亚各州名称的由来练习
10.2.1 马来西亚各州名称的由来六年级历史单元练习马来西亚各州名称的由来练习
 
taibif_資料標準概念介紹_20240509_20240509_20340509.pdf
taibif_資料標準概念介紹_20240509_20240509_20340509.pdftaibif_資料標準概念介紹_20240509_20240509_20340509.pdf
taibif_資料標準概念介紹_20240509_20240509_20340509.pdf
 
啟思中國語文 - 中二 單元一 - 孟嘗君列傳 - 記敍的方法和人稱1.pptx
啟思中國語文 - 中二 單元一 - 孟嘗君列傳 - 記敍的方法和人稱1.pptx啟思中國語文 - 中二 單元一 - 孟嘗君列傳 - 記敍的方法和人稱1.pptx
啟思中國語文 - 中二 單元一 - 孟嘗君列傳 - 記敍的方法和人稱1.pptx
 
法国蒙彼利埃国家高等建筑学院毕业证制作/德语歌德B1证书/加拿大新斯科舍省农业学院文凭加急制作一个
法国蒙彼利埃国家高等建筑学院毕业证制作/德语歌德B1证书/加拿大新斯科舍省农业学院文凭加急制作一个法国蒙彼利埃国家高等建筑学院毕业证制作/德语歌德B1证书/加拿大新斯科舍省农业学院文凭加急制作一个
法国蒙彼利埃国家高等建筑学院毕业证制作/德语歌德B1证书/加拿大新斯科舍省农业学院文凭加急制作一个
 

Team6 week3