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市場調查報告書

P&G的數位及社群媒體行銷策略與創新的有效性

P&G's Effectiveness of Digital and Social Media Marketing Strategies and Innovations

出版商 Socintel360 商品編碼 328560
出版日期 內容資訊 英文 165 Pages
商品交期: 最快1-2個工作天內
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P&G的數位及社群媒體行銷策略與創新的有效性 P&G's Effectiveness of Digital and Social Media Marketing Strategies and Innovations
出版日期: 2014年12月01日 內容資訊: 英文 165 Pages
簡介

Procter & Gamble (P&G) ,為消費品 (CPG) 產業上主要企業之一,特別著重數位及社群媒體策略的計劃和實行。

本報告提供P&G的社群媒體策略調查分析、策略的必要事項、計劃和實行的考察、行銷的預算分配、廣告與目標策略、各主要品牌分析、案例研究等相關的系統性資訊。

第1章 關於報告

第2章 P&G的數位及社群媒體策略的必要事項超過行銷

  • P&G的數位及社群媒體概要
  • 數位及社群媒體策略的必要事項
  • 數位及社群媒體策略的演進

第3章 組成架構的實行的策略性考察

  • 實行數位及社群媒體的必要事項的組成架構
  • 重視組織文化和龍頭
  • 數位及社群媒體的組織結構
  • 聽懂與參與
  • 媒體的生產率

第4章 P&G的數位及社群媒體行銷的預算分配

  • P&G的數位及社群媒體的預算分配和產業基準
  • 數位及社群媒體的預算分配分析:前十名市場
  • 數位及社群媒體的預算分配分析:各主要品牌
  • P&G的預算分配:各流通管道、產業基準 (行動 vs. 桌上型)

第5章 廣告和目標策略

  • 流通管道策略 (線上 vs. 行動)
  • 品牌和目標策略
  • 社群商務
  • 產品銷售策略
  • 廣告形態策略 (視訊、遊戲、顯示器)
  • 社群網路網站策略
  • 內容策略

第6章 P&G的社群媒體策略分析:各主要品牌

  • Gillette
  • Pampers
  • Tide
  • Old Spice
  • Duracell
  • Olay
  • Pantene
  • Oral-B
  • Always
  • Wella
  • Hugo Boss

第7章 P&G的案例研究

  • 品牌建立與消費者的參與
  • 主要世代、銷售額
  • 產品銷售

第8章 參考資料

圖表

目錄

Summary

Procter & Gamble (P&G) has been one of the leading players in the consumer packaged goods industry that has focused strongly on developing and implementing digital and social media strategies. P&G is leveraging social media to drive marketing, innovation and leadership potential. Moreover, capitalizing on digital and social media channels, P&G is focusing on transforming its operations, going beyond marketing to drive cost and supply chain efficiencies. P&G's strategy has redefined dynamics of social media marketing and has raised the benchmarks of effective social media practices.

Synopsis

This report provides in-depth analysis of P&G's social media strategy with a focus on overall digital goals. This report provides insights on the following 6 modules:

  • Digital and Social Media Strategic Imperatives: This module provides insights into P&G's digital and social media strategic imperatives and a snapshot of the evolution of digital and social media strategies implemented by the P&G.
  • Strategic Insights into Implementing and Executing Digital and Social Media Imperatives: This module provides in-depth analysis on P&G's digital and social media implementation strategy. It highlights the impact of digital and social media on P&G from an organizational, cultural, and functional perspective.
  • Marketing Budget Allocation: This module provides insights into P&G's budget allocation strategy towards digital and social media marketing. It provides budget allocation snapshot for P&G's top 10 geographic markets and top 5 brands. In addition, it also provides breakdown of advertising budget by desktop and mobile.
  • Advertising & Targeting Strategies: This module provides detailed analysis on key aspects of P&G's digital and social media strategy. It analyzes how P&G implements its social commerce and social network initiatives, and how the P&G utilizes digital formats and digital channels to achieve its strategic goals.
  • Analysis of P&G's Social Media Strategy by Key P&G Brands: This module analyzes P&G's engagement strategies and content on leading social media networks for the P&G's key brands Kit Kat, Nescafe, Purina, Maggi, Haagen Dazs.
  • Case Examples: This module provides case examples of innovative digital and social media marketing adopted by P&G across its global operations.

Scope

This report provides detailed data, insights and opinion on digital and social media marketing strategies adopted by P&G across its global operations. Below is an overview covering scope of this report:

Market Focus: Global.

Data & Analysis: This report provides an extensive analysis of P&G's digital and social media initiatives. Below is a summary of key points:

  • It provides insights into digital and social media budget allocation across the P&G's 10 largest geographic market and top 5 brands.
  • It compares P&G's digital and social media budget allocation strategy with overall food and beverage industry.
  • Analyzes how P&G's digital and social media strategic initiatives are implemented and practiced.
  • It provides case examples of innovative digital and social media marketing adopted by P&G across its global operations.

Key Questions Answered

This report answers the following key questions:

  • How is P&G adopting digital and social media within the organization?
  • What are the objectives of P&G's digital and social media strategy, and how it is implementing them?
  • How is P&G implementing digital and social media initiatives as a marketing tool?
  • What is P&G's consumer engagement model on digital and social media?
  • How does P&G measure return on digital and social media investment?
  • How is P&G leveraging mobile, social commerce, video, game and display and social networks to achieve its marketing and organizational goals?
  • What percentage of the P&G's advertising budget is allocated to digital, mobile based and social media initiatives?

Table of Contents

1. About this Report

  • 1.1. Introduction
  • 1.2. Methodology
  • 1.3. Disclaimer

2. P&G's Digital and Social Media Strategic Imperatives Going Beyond Marketing

  • 2.1. P&G's Digital and Social Media Snapshot
  • 2.2. Digital and Social Media Strategic Imperatives
  • 2.3. Evolution of Digital and Social Media Strategy

3. Strategic Insights into Implementation Framework

  • 3.1. Framework for Implementing Digital and Social Media Imperatives
  • 3.2. Organizational Culture & Leadership Focus
  • 3.3. Digital and Social Media Organizational Structure
  • 3.4. Listening & Engaging
  • 3.5. Media Productivity

4. P&G's Digital and Social Media Marketing Budget Allocation

  • 4.1. P&G's Digital and Social Media Budget Allocation & Industry Benchmarking
  • 4.2. Digital and Social Media Budget Allocation Analysis by Top 10 Markets
  • 4.3. Digital and Social Media Budget Allocation Analysis by Key Brands
  • 4.4. P&G's Budget Allocation by Channel & Industry Benchmarking Mobile vs. Desktop

5. Advertising & Targeting Strategies

  • 5.1. Channel Strategy Online vs. Mobile
  • 5.2. Branding & Targeting Strategy
  • 5.3. Social Commerce
  • 5.4. Product Launch Strategy
  • 5.5. Advertising Format Strategy Video, Gaming, and Display
  • 5.6. Social Networking Site Strategy
  • 5.7. Content Strategy

6. Analysis of P&G's Social Media Strategy by Key Brands

  • 6.1. Gillette
  • 6.2. Pampers
  • 6.3. Tide
  • 6.4. Old Spice
  • 6.5. Duracell
  • 6.6. Olay
  • 6.7. Pantene
  • 6.8. Oral-B
  • 6.9. Always
  • 6.10. Wella
  • 6.11. Hugo Boss

7. Case Examples P&G

  • 7.1. Brand Building & Consumer Engagement
  • 7.2. Lead Generation, Sales
  • 7.3. Product Launch

8. Further Reading

List of Figures

  • 1. Methodology Framework
  • 2. P&G - Social Media Mobile Marketing Effectiveness Index Taxonomy
  • 3. P&G P&G Overview
  • 4. P&G's Strategic Imperatives Digital and Social Media Channels
  • 5. P&G's Digital and Social Media Evolution
  • 6. P&G Digital & Social Organizational Structure
  • 7. P&G Digital & Social Media Marketing Budget Allocation Strategy P&G vs. Industry Average, 2013
  • 8. P&G's Global Digital & Social Media Marketing Budget Allocation for Top 10 Markets
  • 9. P&G Digital & Social Media Marketing Budget Allocation for Top 5 Brands
  • 10. P&G Marketing Budget Channel Allocation Strategy P&G vs. Industry Average, 2013
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