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Title P&G Global Brand Strategy
Name ES GROUP ȹ ȸ 2371 Date 2010-05-31
[Case Study] P&G ۷ι 귣



۷ι 귣带 ϰ ִ. , ڶ, ִ, Ű, ׽, īݶ ۷ι 귣  źϴ ϱ. ʾ ޷ ġ ۷ι 귣带 27 P&G ʸ ۷ι 귣带 źŰ 캻.

1837⿡ P&G ܷ ſ ϰ Ȯ 귣 ȵ ش. P&G 160 300 ̻ 귣带 Ȱ پ Һ縦 Ǹϰ ִ. 2008 840޷( 92) ϴ ǥ ٱ ̴. ΰ ִ ׽ Ը âϱ ִ 귣 ڰ 8000 Ѵ´ٴ غ, P&G 귣 ۷ι ִ.

P&G ۷ι 귣带 ϴ 'Who-What-How' Ű ǥ ִ. ̼ ܾ  ǹϴ ϱ? P&G 귣 ־ ϰ ϴ ٽ ϰ(Who), ٽ ұϱ ߿ ġ ϰ ϰ(What), ġ  θ (How) Ȯϰ ϰ ִ. ʹ ⺻ ̴.

忡 90% ̻ ϰ ִ ſǰ '긮' . P&G 긮 ϱ ؼ ǰ ٽɰ Ըϴ ۾̾.

뿡 ΰϰ ̸, 븦 ֱ ؼ P&G ϴ ΰ? P&G 븦 ߿ ̱ , Ⱦ ִ  ƱⰡ ִ ֺε̶ ãҴ.
ΰ Ϲ ֺε , 긮 漺 ִ ã 귣 1ܰ Who ϴ ̴. Ȯ ٽɰ θ Ǵϱ ؼ üũؾ ̴.

츮 ȸ簡 Ȯ ִ ΰ? ٽɰ ϴ Ȯϰ üΰ? ٽɰ , ũ⸦ ִ°? ٽɰ ̰ų Ȯ ִ Ȯ ִ°?

2ܰ迡 شϴ What ش 귣带 âϰ ִ ڶ ִ 귣 ڻ Ѵ. ġ ٽ ִ Ȯ ȭ Ʈ ã ̴. 귣 ڻ ؼ ǥ, ǥ ǥ иؾ Ѵ.

ǥ Һڵ , ϴ Ӹӿ Ǵ 귣 ġ, Ӽ ǹѴ. ǥ Һڰ Ǵ ̸, Ⱓ ݺ ӵǴ ̹ Ѵ.

P&G 긮 What 븦 ϰ ִ Ҵ. ̰ ġ ִ ȭ , Ű ̱ , ׸ ϰ ̵鿡 ſ ַ ϴ Ͱ ̴.

What DZ ؼ üũؾ Ѵ. 귣 Ư ̹ Ȥ Ӽ ð ӽų ΰ? ȣ ¿ ִ°? ش ǰ ؼ ų ִ (Emotional Connection) ΰ? ϰ ª ִ°?

̷ 귣 ڻ Ȯϰ ϰ 귣 ࿡ ־ ϰ ϸ, 귣 ڻ ٸ Ȯϴ ִ.

3ܰ How Who What ϱ ÷ ϴ Ѵ. ȿ How DZ ؼ Who What Ȯ ذ ʼ̴.

۷ι ÷ ϴ ־ ߿ Һڵ ش 귣尡 ߱ϴ What ޾Ƶ̴ ϰ, ٽ ִ ȿ ä ϴ ̴.

P&G ̵ б ƿ Ź߿ 뿡 ֺε ſ ΰϴٴ ǰ 4~6 ̿ ֺε ûϴ ä Ȱ Ͽ. ٽɰ 긮 ϱ , P&G ֺ 鿡 ұ ִ پ ÷ ϸ鼭 Ȯ״.

How ؼ ؾ Ѵ. ΰ ΰ? ٽɰ ϴ ä ȮѰ? ٽɰ پ ä ؼ ϰ ִ°? ÷ What ϰ ϰ ִ°?

ó P&G ۷ι 귣带 ؼ Who-What-How ܰ踦 ϰ , ܰ ߻ ִ ó ȿ ϰ ߿ϰ ϰ ִ. P&G ִ "Ģ ݺ (Back to the Basic!)̴."





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