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宝洁的成功有目共睹,然而对于宝洁的成功,绝大多数人将功劳归结于富有宝洁特色的三步式(提出问题→分析问题→解决问题)专家型和比较型广告,但却往往忽略了宝洁市场营销活动中最关键的一步——促销。其实对于宝洁来说,专家型和对比型广告的投放就犹如踢足球时球被传到球门边,而此时最关键的临门一脚还得靠促销来完成。一份权威机构的研究报告指出:2000～2002年,在中国进行的各种日用、洗化用品的促销活动中,只有49.3%的促销活动在保持收支平衡的基础上获得了盈利,并给目标消费者留下了深刻印象,真正起到了促进销售的作用。与这一数字形成鲜明对比的是:宝洁的促销活动以
The success of P&G is obvious to all. However, for P&G’s success, most people attribute their credit to the three-step (problem-problem-analysis-problem-solving-questioning) expert-type and comparative-type advertisements rich in Procter & Gamble characteristics, but they often overlook the P&G market. The most critical step in the marketing campaign - promotion. In fact, for Procter & Gamble, the launch of expert and comparative advertisements is like the ball being passed to the goal when playing football. At this time, the most crucial goal has to rely on promotions. A study by an authoritative organization pointed out that from 2000 to 2002, only 49.3% of all promotional activities for daily use and washing supplies carried out in China had achieved profitability on the basis of maintaining balance between revenue and expenditure. The target consumer has left a deep impression and really played a role in promoting sales. In stark contrast to this figure: Procter & Gamble’s promotional activities are