宝洁公司品牌延伸策略分析

Analysis of Procter Gamble's Brand Extension StrategyAbstractAs one of the world's largest consumer goods multinational companies,Procter Gamble'ssuccessful global marketing is not only due to its high-quality products,but also the key to the successfuluse of brand extension marketing strategies.This article focuses on Procter Gamble 's brand extensionstrategy and analyzes the fierce competition in the daily necessities industry through the Porter 'sfive-force analysis model.The Procter Gamble sub-brand covers various fields,and the overall marketshare belongs to the parent brand"P&G"It occupies a favorable position in the same industry.Then thisarticle uses the marketing theory of STP strategy to analyze P&G's segmentation of different marketsbased on consumer demand for marketing,inspiring companies of the same size to formulate brandextension strategies suitable for the development of sub-brands according to target markets at differentlevels.The impact of P G's implementation of brand extension strategies in an industry competitiveenvironment has enriched the literature research on corporate brand extension strategies from atheoretical perspective.This new market winning strategy of the mother-child brand extension strategy has given P G acompetitive advantage in the market.The brand strategy encourages companies to gain long-termdevelopment advantages to stabilize their market position.There are many products for daily chemicalenterprises,and brand marketing can enable enterprises to effectively manage their products.This showsthat the research in this article has important practical significance for promoting the branding of dailychemical enterprises.Key Words:P G;Brand Extension;Daily Cosmetics;Marketing;Market Competition