The meeting of P&G is a rare fate. Proctor and his ex-wife are on their way to America. Unfortunately, her ex-wife was seriously ill. When they arrived in America, the nearest place to see a doctor happened to be Cincinnati. Unfortunately, her ex-wife passed away. In order to seek a better life in the western United States, gamble also fell ill during the trip, and the nearest place to see a doctor happened to be Cincinnati. Later, they met, fell in love and married a pair of sisters Olivia Norris and Elizabeth Norris. Since proctor is a candle manufacturer and gamble is a soap manufacturer, they decided to do business together under the matchmaking of their father-in-law.
Why did you choose Cincinnati to start Procter & Gamble? Cincinnati was called "Porkopolis" at that time, which was not a charming word. At that time, farmers around would drive livestock to Cincinnati for meat processing, and the remaining fat and grease were just the raw materials needed to produce candles and soap. So Cincinnati is also a very suitable place to do candle and soap business.
1837101October 3 1 day, Procter & Gamble was officially born in Cincinnati, Ohio, USA.
"Soap opera" originated from the early European and American cultural circles and mainly refers to a fictional and long-lasting TV program. In fact, the real source of "soap opera" is Procter & Gamble. In 1930s, sitcoms rose in American radio programs, and advertisements for washing products such as soap were always mixed in the middle of the programs. Since such advertisements are always broadcast at intervals of such series, the term "soap opera" has gradually emerged, meaning "melodrama in which advertisements for washing products such as soap are broadcast". The biggest and most famous sponsor of "soap opera" is Procter & Gamble's ivory soap.
1837, when Procter & Gamble was born, it was only a small local workshop, and there were 14 competitors in Cincinnati alone. It coincided with the American financial crisis. In order to seize the market share as soon as possible, Procter & Gamble calmly responded to the economic storm that hit the United States, while trying to raise enough US$ 3,596.47 to start producing candles and soap.
1853, Procter & Gamble was born 16, Procter & Gamble built a new factory to support the company's development, completely liberating the productivity of Procter & Gamble. During the American Civil War, the company won a contract to supply soap and candles to the Allies. In addition to the profit increase experienced during the war, the military contract also showed P&G products to soldiers from all over the country. During the period from 1858 to 1859, P&G's sales reached 1 10,000 USD.
1882, Harry proctor persuaded his partner to advertise the purity, durability and floatability of ivory soap for the first time in an independent weekly newspaper with 1 1000, which was also the first commercial advertisement in the United States.
1887, the labor storm swept across the country. How to face the demands of employees? At this time, P&G created the first profit sharing model in America. This was put forward by William Cooper proctor, the grandson of proctor, the founder of P&G. They give employees shares in the company, hoping to help employees realize their desire to play an important role in the company in this way.
1890, P&G has more than 30 different brands of soaps, and it is common to publish color-printing advertisements in national periodicals. 1896，P &； G published colorful publicity pictures in the world magazine for the first time, paving the way for the international appearance of ivory soap.
1904, the company began to set up factories outside Cincinnati, first in Kansas city, Kansas. Then we set up factories outside the United States. The first factory outside the United States is located in Ontario, Canada.
In the process of dealing with and summarizing the problems in operation one by one and constantly thinking about the company's future, P&G's strategic concept has gradually formed, which is: "Honesty, integrity, unity and respect for individuals. In the long run, what is right and appropriate, just do it like that."
Olay, Shufujia, SK-II, Head & Shoulders, Pan Ting, Rejoice, Sassoon, Pampers, Hushubao, Bilang, Tide, Crest, Oral B, Gillette, Braun ... these brands can be deeply rooted in people's hearts, enter the world of thousands of households, and promote their formal P&G core strength-marketing ability. P&G is praised as "Marketing Whampoa Military Academy" by the industry because it has trained marketing giants from generation to generation.
P&G's success in marketing and marketing lies in its respect for consumers, its grasp of market rules and its attention to details. Mainly includes the following links:
The product developers of Procter & Gamble spent a year trying to develop a product that is both easy to use and attractive to parents. The initial sample of the product is to put a pleated absorbent pad in plastic underwear. However, in the summer of 1958, the results of the field test were nothing but the negative opinions of parents and the prickly heat on the baby. So I went back to the stage of painting. 1In March, 959, Procter & Gamble redesigned disposable diapers, produced 37,000 diapers in the laboratory, which looked similar to the current products and took them to New York State for field testing. This time, two-thirds of the testers think this product is better than ordinary diapers. However, the following question is how to reduce the cost and improve the quality of new products. Therefore, the technological innovation is more difficult than the development of the product itself. An engineer said that this is "the most complicated job the company has ever encountered", and the production methods and equipment have to be started from scratch. However, by June196165438+February, the project has entered the production process and product launch stage that can pass the acceptance.
From the R&D and marketing process of a diaper, we can see the complicated design and trial sale process of P&G products. As P&G originally created, solving practical problems, respecting consumers, grasping market rules and paying attention to details are the keys to winning the market.
With the advent of the era of mobile Internet and consumption upgrading, P&G gradually loses its vitality in the commercial market, its brand positioning is inaccurate, its digital marketing is slow, and its marketing talents are brain drain ... All kinds of indications show that P&G needs to keep pace with the times in the marketing of the new era in order to reproduce the style of "marketing Huangpu Military Academy" in the past.