Abstract

Product strategy is the major form of the marketing, which plays decisive role in extending the new market. Succeeding in applying this strategy can help a company with little strength to go international step by step. This essay will focus on the great success made by P&G and Unilever, to have an investigation on the detailed planning and application of product strategy. Product strategy can be divided into three parts, including product category, product mix and brand strategy. This essay will pay more attention to these three aspects and analyze the strategy, applied by P&G and Unilever in details. Although P&G and Unilever both apply the product strategy successfully, their approaches are completely different. Form this, we can infer that the firms need to put their actual situation into first consideration and choose the suitable product strategy, rather than to imitate.

Key words: P&G  Unilever  Product strategy  Brand strategy

摘 要

产品战略是市场营销战略的表现形式之一，它起着举足轻重的作用。成功的运用这一战略可使一个普通的公司一步一步迈向国际化。本文以宝洁和联合利华这两大日化巨头在产品战略上取得的巨大成就为案例，探究产品战略的谋划布与运用。本文把产品战略分为产品种类和产品结构以及品牌战略三大部分，并从这三个方面对以上两家公司的产品战略进行细化地分析。本文发现，宝洁和联合利华在产品战略上都很成功，不相上下，但是在具体方式方法运用上却各有千秋。从而推论，企业需从自身实际和客观情况去涉及和量身定做自己的产品战略，而不能盲目模仿。

关键词：宝洁 联合利华 产品战略 品牌战略

1 Introduction
In modern society, with the sharp development of the technology and economy, the market is regarded as a battleground for the companies to gain a place in an intensely competitive marketplace. Marketing is mainly treated as a strong power to have a place among those competitive companies. William D. Perreault and E. Jerome McCarthy state that “marketing is not only the concept of sales promotion and advertisement, but also the process of providing the correct direction for the production and making sure the products or services can be identified and offered to the consumers” . They point out that a good company should be equipped with both the ability of analyzing the present condition of the market and forecasting the future trends of the market. That is to say, the company should have the sensibility to know what the market needs and requires, trying their best to satisfy the demand of the market.