【文章內(nèi)容簡介】 s also about our relationships. We39。ve put more effort into developing stronger, deeper relationships with consumers either via direct mail or interactive TV advertising. It39。s classic Pamp。G marketing: get better products, market them brilliantly, and improve trial programmes.39。 Source: Marketing, November 1, 2022, HEADLINE: CHRIS DE LAPUENTE OPEN GOVERNOR. PROCTER amp。 GAMBLE39。S UK CHIEF IS FOCUSING ON IMPROVING FUNDAMENTALS 16 附錄 8 Appendix 8 紙尿褲競爭形勢縱覽 – 寶潔公司 Diaper Competitive Overview Pamp。G 寶潔不會讓競爭走得太遠(yuǎn) De Lapuente 對他對手的動向高度關(guān)注 .‘我有很多對手。由于我們不斷地增加產(chǎn)品類別，每次我開行業(yè)會議的時候觀眾席里朋友越來越少。 我總是想知道我的對手們在做什么以便知道他們的戰(zhàn)略和我們怎樣才能有競爭優(yōu)勢。尤其是那些象我們那樣有很大的才能和充分資源的對手。 Pamp。G does not let petition get far ahead De Lapuente keeps a close eye on what his rivals are up to. 39。I have lots of petitors. Every time I go to industry meetings I39。ve got fewer and fewer friends in the audience, as we keep expanding categories. I39。m always trying to understand what my rivals do so I can understand their strategies and see how I can get a petitive advantage. Particularly with petitors like ours who?s got great talent and fabulous resources.39。 So does he consider himself to be petitive? 17 附錄 8 Appendix 8 紙尿褲競爭形勢縱覽 – 寶潔公司 Diaper Competitive Overview Pamp。G 所以他認(rèn)為自己有競爭力嗎 ? ?我是個特別好斗的人。我喜歡取勝。我總是希望我們的品牌是最好的我的目標(biāo)是在英國使 寶潔成為我們的關(guān)系人、對手和我們自己心目中最受傾慕的品牌 .’ 資料來源 : 市場營銷 , 2022年 11月 1日 , 標(biāo)題 : CHRIS DE LAPUENTE OPEN GOVERNOR. PROCTER amp。 GAMBLE39。S UK CHIEF IS FOCUSING ON IMPROVING FUNDAMENTALS So does he consider himself to be petitive? 39。I39。m an extremely petitive person. I like to win. I39。ve always wanted my brand to be the best and my aim is to make Pamp。G the most admired consumer goods pany in the UK, judged by our stakeholders, our petitors and our people.39。 Source: Marketing, November 1, 2022, HEADLINE: CHRIS DE LAPUENTE OPEN GOVERNOR. PROCTER amp。 GAMBLE39。S UK CHIEF IS FOCUSING ON IMPROVING FUNDAMENTALS 18 附錄 8 Appendix 8 紙尿褲競爭形勢縱覽 – 寶潔公司 Diaper Competitive Overview Pamp。G 寶潔很可能利用它可觀的資源來調(diào)查和支持它的紙尿褲品牌 And it will most likely use its considerable resources in researching and supporting its diaper brand(s) 19 附錄 8 Appendix 8 紙尿褲競爭形勢縱覽 – 寶潔公司 Diaper Competitive Overview Pamp。G P寶潔有很強的客戶調(diào)查傳統(tǒng) T公司擁有儲備五萬份調(diào)查研究的數(shù)據(jù)庫，每年都進(jìn)行四到五千項調(diào)查 . 資料來源 : 華爾街日報 , 標(biāo)題 : Pamp。G VIDEO TO PEEK INTO HOMES GLOBALLY。 CONSUMER HABITS COULD HELP SALES Pamp。G has a very strong consumer research orientation The pany maintains a database of 50,000 studies and conducts 4,000 to 5,000 consumer studies a year. Source: The Wall Street Journal, HEADLINE: Pamp。G VIDEO TO PEEK INTO HOMES GLOBALLY。 CONSUMER HABITS COULD HELP SALES 20 附錄 8 Appendix 8 紙尿褲競爭形勢縱覽 – 寶潔公司 Diaper Competitive Overview Pamp。G 寶潔在為它的品牌做市場營銷方面大量投資 使寶潔成本明顯增加的一個領(lǐng)域是它的媒體和廣告投放預(yù)算，所以它已把該項支出減少至銷售額的百分之八（原先在百分之九到十之間） ?我們這個行業(yè)是非常受市場營銷和廣告導(dǎo)向的，所以我們一直會做廣告。問題是：把錢花在什么地方？如果媒體的成本持續(xù)下降我們也許會在電視廣告方面多花一些錢。 Pamp。G invests heavily in marketing its brand An obvious area of costs for Pamp。G to look at was its media and ads budget, and consequently it has cut its ad spend down to 8% of sales (it has previously been between 9% and 10%). 39。We are very much marketing and advertising led, so we will always advertise. The question is: where do you spend the money? If media costs keep falling we may put more money into TV advertising. 21 附錄 8 Appendix 8 紙尿褲競爭形勢縱覽 – 尤妮佳公司 Diaper Competitive Overview UniCharm 預(yù)計尤妮佳在中國會大肆擴張 UniCharm is also expected to be very aggressive in diapers in China 22 附錄 8 Appendix 8 紙尿褲競爭形勢縱覽 – 尤妮佳公司 Diaper Competitive Overview UniCharm 尤妮佳在本國和外國都做得不錯 尤妮佳，自 39年前成立以來始終引人注目，目前在很多類別里占有最高的市場份額包括嬰兒護(hù)理產(chǎn)品，婦女衛(wèi)生產(chǎn)品和成人的相關(guān)產(chǎn)品 . 自 1981年推出“ Moony”品牌以來控制了日本的一次性嬰兒紙尿褲行業(yè)并且每年的市場份額保持在 50%左右 . 全球范圍內(nèi)，該公司在婦女衛(wèi)生產(chǎn)品市場上位居第五，一次性紙尿褲市場上位居第三 . 資料來源 : Jiji Press Ticker Servic, November 17, 1999, HEADLINE: UniCharm39。s Midterm AfterTax Profit Jumps 29 Pct UniCharm has been successful in its home country and beyond UniCharm, which is visible in Japan since it started 39 year ago, currently has top market share in many categories, including baby care items, feminine hygiene products and adult incontinence products. It has dominated Japan39。s disposable baby diaper industry since the introduction of the Moony brand in 1981, maintaining a market share of around 50 percent per annum. Globally, the pany is ranked fifth in the feminine hygiene products market and third in the disposable diaper market. Source: Jiji Press Ticker Servic, November 17, 1999, HEADLINE: UniCharm39。s Midterm AfterTax Profit Jumps 29 Pct 23 附錄 8 Appendix 8 紙尿褲競爭形勢縱覽 – 尤妮佳公司 Diaper Competitive Overview UniCharm 它在本國市場擁有紙尿褲的頂級品牌 日本東京的尤妮佳看著它在日本的市場份額穩(wěn)步增長 . 控制著日本嬰兒紙尿褲產(chǎn)業(yè)的尤妮佳超過其他品牌的百分比如下： Kao (%), 寶潔遠(yuǎn)東公司 (%), Daio 紙業(yè) (9%) 以及其它的紙尿褲生產(chǎn)商 (%). 資料來源 : 無紡布工業(yè) , 2022年 1月 1日 , 標(biāo)題 : The 2022 Baby Diaper Market a review of the year in the disposable baby diaper market。 It has the leading brand of diaper in its home country UniCharm, Tokyo, Japan, has seen its market share steadily grow in the Japanese market. With control of % of the baby diaper business in Japan, UniCharm holds a lead over Kao (%), Pamp。G Far East (%), Daio Paper (9%) and other baby diaper manufacturers (%). Source: Nonwovens Industry, January 1, 2022, HEADLINE: The 2022 Baby Diaper Market a review of the year in the disposable baby diaper market。 24 附錄 8 附錄 8 Appendix 8 紙尿褲競爭形勢縱覽 – 尤妮佳公司 Diaper Competitive Overview UniCharm 尤妮佳擁有向全球擴展的野心 該公司計劃到 2022向廣闊的東南亞市場銷售價值 60億日圓的嬰兒紙尿褲，并以占該地區(qū)34%市場份額的業(yè)績成為行業(yè)領(lǐng)袖 . 資料來源 : 日經(jīng)周刊 2022年 3月 20日，