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1、FromDogFoodtoBodyWash22ProcterandGamble:FromDogFoodtoBodyWashLauraBuckner,LandonHeidenreich,&JenniferSimpsonBusa-30810May2007FromDogFoodtoBodyWash22TableofContentsI.CompanyDescription3II.BusinessMission4III.MarketingObjective5IV.SituationAnalysis6a.IndustryAnalysis6b.SWOTAnalysis10V.M
2、arketingStrategy13a.TargetMarketStrategy13b.MarketingMix151.Product152.Place/Distribution163.Promotion174.Price19VI.Implementation,EvaluationandControl19a.MarketingResearch19b.OrganizationalStructureandPlan19c.FinancialProjections20d.Summary21FromDogFoodtoBodyWash22I.CompanyDescriptio
3、nWilliamProcterandJamesGamble,inCincinnati,Ohio,foundedProcterandGamblein1837.Theystartedthebusinessbymakingandsellingtheirownsoapandcandles.OnOctober31,1837,theyformalizedtheirrelationshipbysigningapartnershipagreement.Thepartnershipflourishedunderthetwofoundersandfamilymembersbecame
4、involvedinthebusiness.In1879,JamesNorrisGamble,asonofJamesGamble,andHarleyProcter,asonofWilliamProcter,createdawhitesoapequaltootherhighqualitysoapsinthemarketplace,whichtheynamedIvory.Thisproductbecameahugesuccessforthecompanyandremainsoneoftheirmostrecognizedproducts.ProcterandGambl
5、eslowlystartedreleasingdifferenttypesofproductssuchaslaundrydetergent,diapersandtoothpaste.Theyhavecontinuedtobeinnovatorsinhouseholdproductsthroughoutthedecadesandtoday,ProcterandGamblehasnearly300brandsinover160countries.Theyareconstantlyresearchinganddevelopingnewproductsthatrangef
6、romPersonalandBeauty,HouseandHome,HealthandWellness,Babyandfamily,toPetCareandNutrition.Theyarecommittedtohelpingconsumerswithhealth,hygiene,andconvenience.Thecompanyisbrokenintothreedifferentsegments:HealthandBeauty,Householdcare,andGillette.Theirproductsaresoldthroughmerchandisers,g
7、rocerystores,clubs,anddrugstores.TheirmainheadquartersremainsinCincinnati,OhiobuttheyhaveoperationofficesinNorthAmerica,SouthAmerica,EuropeandAsia.Thecompanyemploysapproximately138,000people.P&Gvaluetheiremployeesandtreatthemwithrespect.Theywerethefirstcompanytohaveaprofitsharingprogr
8、amawa
