人力报告保洁.docx

人力报告保洁.docx

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人力报告保洁

Contents

1.Planningstage5

Thestatementofissue5

TheSMARTobjective5

Reasonsforthechoiceofbranding6

JustificationforthechoiceofP&G’sbrandingmanagement6

Sourcesofinformationandthecorrespondingmethod7

✈Secondaryresearch7

✈Primaryresearch8

Statementofthecriteria8

Timescalesforconductingtheinvestigation9

Reference10

2.Developingstage11

Executivesummary11

Introduction12

Findings13

✈PESTanalysis13

✈SWOTanalysis14

✈Visionandmission15

✈Brandextension15

✈ConnectandDevelopInnovationmodel18

Criteria20

Conclusion24

Recommendation25

Reference27

Appendix129

Appendix231

3.Evaluatingstage33

MeetingmySMARTobjectives33

EffectivenessofthePlanningstageandDevelopingstage34

Assessmentofthestrengthandweaknessofmyreport35

Recommendationsforfutureinvestigation36

Planningstage:

1.Thestatementofissue.

Inthisentirechapter,IwillintroducethebrandingmanagementofProcter&Gamble,

whichfoundedin1837,isoneofthelargestconsumerproductscompaniesintheworld.P&Ghasoperationsinmorethan80countriesglobally,withanemployee-strengthofaround1,10,000worldwideandwithmorethan300brandsonmarketin160countries.（pg,2000）

InP&Gcompany,therearetwocategoriesofrelevantcustomers—internalcustomersandexternalcustomers:

✧Internalcustomers―peoplewhoworkforTheP&G,tomembersofstaff,theircolleagues,sometimesindifferentdepartments,arealsotheircustomers.

✧Externalcustomers―anexternalcustomeristheordinarycustomersthatpurchasethecompaniesproducts.AsforP&G,thismightincludestudents,housewives,moviestars,actually,probablyallageshaveusedorareusingtheproductsofP&G.

2.TheSMARTobjectiveofstudyingbrandmanagementofP&G.

Thisstudyismainlyaboutthebrandmanagementsystemdevelopmentthroughitsevolution.Thestudywillhavebeenaccomplishedinapproximately17weeks;IintendtoilluminatehowthebrandingmanagementsystemassistsP&Ginresponsetothechangesintheexternalenvironment,customerneeds,andpreferences.

3.Reasonsforthechoiceofbranding

1）Insimpletermsabrandcanbedefinedasaname,signorsymboloramixtureofthesewhichisusedtodistinguishoneproduct/service/organizationfromanotherandtodifferentiatethemfromtheircompetitors.

2）Aproductneedsanameasameansofidentificationinthemarketplaceandthatisthebasicpurposeofthebrandlabel.Brandingenablesmanufacturerstoadvertisethecharacteristicsandqualitiesoftheirproductsandbuildbrandloyalty.

ThistopicisoriginatedfromMarketing:

AnintroductioninbusinessstudyinHNDcourse,andIhavestronginterestinProductsandServices.Brandsarebuiltdaybyday.Thereisaneedforstrengtheningabrandeveryminute.

4.JustificationforthechoiceofP&G’sbrandingmanagement

BasedinCincinnati,US,Procter&Gamble（P&G）wasoneofthelargestmanufacturersoffastmovingconsumergoods（FMCG）intheworld.AnalystsattributedtheevolutionofP&G,fromasmallsoapandcandlemakerintoamulti-billiondollarcompany,toitshighlysuccessfulbrandmanagementstrategies.Furthermore,notonlyP&Gitself,manycorporationshaveinheritedanddeductedP&G’sbrandmanagementsystemallovertheworld,suchasFordU.S.A,GMU.S.A,GuerlainF.RandJianlibaoChina.（pg,2000）

SincethebrandmanagementofP&Gissowell-knownandhasaprofoundinbusinessindustryinaworldwideextent,soIintendedtoconductaresearchofitsbrandingmanagement.

5.Sourcesofinformationandthecorrespondingmethod

Thereissomeuncertaintywhichsurroundsmostbusinessdecision-makingandstrategyimplement,thus,utilizingsourcesofinformationcanofferalargequantityofreliableinformationandsoreducerisk.

Therearetwomainsourcesofmarketingresearchdata:

secondaryresearchandprimaryresearch:

●Secondaryresearch

Itusesexistinginformation,collectedoriginallyforsomeotherpurposeandnowbeingusedasecondtime.Itcanprovidelargeamountsofinformationquicklyandcheaplybutitisnotalwaysrelevantenoughtotheproblemunderinvestigationtoprovideacompleteanswerandsometimesthesecondarydatamaybetoooldornotquitespecificenoughtomeettheresearchneeds.

Secondarydataaretypicallycarriedoutinlibrariesandonline,newspapersandjournals.

✧Librarieshavelargeamountsofmaterials,eventhehistoricalinformation,andmajorityoftheinformationwon’tbecharged,therefore,itcanuseleastmoneytoobtainthemaximumbenefit.

✧AssurfingtheInternet,itisveryconvenienttoselecthelpfulinformationfromtheavailabledata,andInternetcoversallthelatestinformationaroundtheworld,soitreducetheconsumingoftime.

✧Whenitcomestonewspapersandjournals,itcanpropagatenewtrendsandinformationintimeandcomprehensive,andalltheusefuldataiseasytoobtain.

●Primaryresearch

Itconsistsofobtaininginformationthatpreviouslydidnotexist.Itisobtainedbygoingoutintothemarketplaceandcarryingoutsomesortofinvestigationthere.Theresultsobtainedfromprimaryresearchwillfilltheinformationgapthatsecondaryresearchcannotachieve.

Asfortheprimarydata,somesortofquestionnaireistypicallyusedwiththeresultscollatedandanalyzedstatisticallyinordertodrawconclusionsfromtheresponses.Inaddition,face-to-faceinterviewandtelephonesurveysarealsofeasiblemethods.

✧Thequestionnaireisaquick,cheap,andreasonablyeffectivemeansofcolletingstatisticalinformationorofgaugingattitudesoropinions.

✧Telephonesurveyscanbeusedforavarietyofresearchpurposestoreachalargeamountofrespondentsquickly.

✧Referringtoface-to-faceinterview,thistypeofresearchusuallygivesmuchmorequalitativeinformationdirectly.

6.Statementofthecriteria

✧Throughsuccessfulbrandextensions,Procter&Gambleexpandsitstrademarklicensingcapabilities.

✧P&G’snew“Connect&Develop”modelleadstoworld-classtechnologiesinR&Dcapability.

7.Timescalesforconductingtheinvestigation

Thefollowinggraphdemonstratestheconcretetimearrangement,methodsandcostforconductingtheinvestigation,includingfinalandintermediatecompletiondata:

（Totalcostoftheinvestigation:

RMB305）

Week

Investigation

methods

Activity

Duration

Week1

Primaryresearch

Questionnaire

Day1~Day4

13:

00~15:

00

Telephonesurvey

Day4~Day6

11:

00~12:

00

Face-to-faceinterview

Day7

10:

00~12:

00

Week2

Secondaryresearch

Libraries

Day1~Day3

9:

00~11:

00

Online

Day4~Day6

15:

00~18:

00

Newspapersandjournals

Day7

08:

30~11:

00

Totalcost（￥）

305RMB

Thewholearrangementforthethreestagesoftheresearchandanalysis:

Stages

Duration

Totaldays

Planningstage

09.06.08~09.27.08

21days

Developingstage

10.13.08~11.21.08

58days

Evaluatingstage

11.24.08~12.30.08

40days

8.Reference

✧“EntryintoP&G”（2000,October11-lastupdate）,（PG.com）,Available:

（Accessed:

2008,October,02）

✧“EntryintoP&G”（2000,October11-lastupdate）,（PG.com）,Available:

（Accessed:

2008,October,02）

Developingstage:

Executivesummary

ThepurposeofthisprojectismainlyaboutthebrandmanagementsysteminProcter&Gamble,asthebranding,whichisusedtodistinguishoneproduct/service/organizationfromanotherandtodifferentiatethemfromtheircompetitors,hasincreasinglyplayedanimportantroleinacompany’soperation.Inthisreport,itwillbeilluminatedhowthebrandingmanagementsystemassistsP&Ginresponsetothechangesintheexternalenvironment,customerneeds,andpreferences.

Therearetwomainsourcesofmarketingresearchdata:

secondaryresearchandprimaryresearch:

✧Secondaryresearch,includinglibrariesandonline,newspapersandjournals

✧Asfortheprimaryresearch,questionnairesdrawconclusionsfromtheresponses,face-to-faceinterviewandtelephonesurveys.

ThereportincludesPESTanalysisandSWOTanalysis;moreover,sometheoriesrelevantto7Pswillalsobeutilized.

Introduction

In1837,WilliamProcterandJamesGambleformedahumblebutboldnewenterprise.Whatbeganasasmall,family-operatedsoapandcandlecompanygrewandthrived,inspiredbyP&G'spurposeofprovidingproductsandservicesofsuperiorqualityandvalue.In1859,22yearsafterthepartnershipwasformed,P&Ghadreached$1millionintotalsales,（Forlatestinformation,pleaseseetheappendix1）by1915,thecompanybuiltitsfirstmanufacturingfacilityoutsideoftheUnitedStates,inCanada.By1978,ProcterandGambleseemedtohavecoveredallbasesinhouseholdproducts.P&GdominatedtheindustrywithcompanyexpansionsthroughoutJapan,China,Europe,andotherpartsoftheworld.（pg,2000）

Today,afternearlytwocenturiesofresearch,development,andexpansion,P&Gisaconsumerpackagedgoodscompanythatmanufacturesandmarketssoap,detergent,food,beverage,health,beauty,andpaperproducts,whosecommunityconsistsofover138,000employeesworkinginover80countriesworldwide.Accordingtothestatistics,itsturnoverexceedsmorethan＄380billionperyear.（pg,2003）

ThisreportdiscussesandanalyzesthebrandmanagementsystemofProcter&Gamble（P&G）.MarketingatP&GinvolvesabusinessphilosophyknownasBrandManagement,whichwasinventedover60yearsago.AtP&G,BrandManagersrunthebusinessesandareresponsiblefortheircontinuedgrowth.Theteam’sworkinvolvesvisionandstrategysetting,advertisingdevelopment,competitiveanalysis,promotiondevelopment,andnewproductintroductions.Atthepresen