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Title |
P&G Global Brand Strategy |
Name |
ES GROUP ȹ |
ȸ |
2371 |
Date |
2010-05-31 |
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[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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