Success stories of baoqiao (P & G)

Procter & Gamble was founded in 1837 and is located in sinnatti, USA. She is the world's largest manufacturer of household disposable products. She has a deep understanding of consumer needs and is committed to improving the quality of life of consumers through innovative technologies. Currently, there are about 150 brands and 300 consumers in 5 billion countries and regions. Her products include food, paper, medicine, cleaning supplies, skin care, hair care, etc. That is to say, your home bathroom, laundry room, baby room, kitchen, medicine box, and even cosmetic box, more or less P & G products can be said to be closely integrated with our daily life. She was selected as one of the top ten most admired companies in the United States for her continued eight years. Her annual turnover reached 40 billion US dollars, her company's assets amounted to 35 billion US dollars, and she was honored as one of the world's best-running companies. So today, we will explore the successful corporate culture of baoqiao to help you create a macro perspective.

1. Understand customers and provide excellent products:
Many enterprises are constantly striving to focus on customers and do their best to provide customer service. No matter what measures and methods are taken, the goal is to keep close to the customer and provide products that are satisfactory to the customer, so as to create good operational performance for the enterprise. So how does Bao Qiao do it? I will give two examples here: When baoqiao introduced laundry detergent to the Closed Area of Eastern Europe in 1989, it was completely unfamiliar with the environment. To fully understand the lifestyle and habits of people in Eastern Europe, baoqiao adopted a "family-style" study, where her researchers went deep into the local consumer's family, living with them, even if consumers in Eastern Europe didn't think about the taste of laundry detergent, how much clothes should be cleaned, how long they were soaked, and the effect on clothes. Through local research, baoqiao launched three products at different prices to provide consumer choices, which have become the leading brand in Eastern Europe. In this example, we can know what baoqiao sees farther than consumers think. She also has a deep understanding of consumers' behaviors and habits and does not miss any issues that consumers have not noticed, or never imagined ways to improve your life.
Another example is that in Japan, consumers living in Asia share a common experience, that is, many products are first listed in Japan before they are introduced to other regions, so we can know that Japan has a huge consumer market in the world. Japanese consumers have strict requirements on product quality, value, functions, and services. Although many enterprises now provide free-of-charge calls for consumers, baoqiao is the first company in Japan to provide free-of-charge service calls for consumers. By phone, consumers can quickly ask and criticize product opinions and requirements, so that "baoqiao" can respond to and review problems in a timely manner to further improve product quality and service.

2. Create close relationships with customers:
Many companies have Customer Relationship departments, and some companies are reluctant to deal with or reduce customer complaints about customer issues. "Baoqiao" regards customer relationship as the source of opportunity, and actively requests customers who use its products to provide comments and quickly reply to them to further strengthen the relationship with customers.
"Baoqiao" receives more than 3 million calls each year. She continuously trains service personnel in the Customer Relationship department. The training content includes brand knowledge, product instructions, and complaint handling. At the same time, we can use online contact opportunities to discover potential problems and future trends. By maintaining close relationships with customers, 98% of households in the United States have used the treasure bridge product.

3. create superior products:
A good product will not fall from the sky. It will be presented to customers only after the process of creativity, experiment, improvement, packaging and marketing. The real value of a product lies in whether it can truly meet the needs of consumers, not in the appearance of beautiful or mistaken consumer imagination of the product. Baoqiao once failed: In, baoqiao developed a unique and attractive soap with beautiful packaging, however, its use effect is not better than the soap produced by her competitors, so it is defeated in the market. Therefore, if you want to defeat your competitors, your product's functions and quality must be better than those of your competitors.
Therefore, in the consumer market, the value of the product is determined by the customer, not by the manufacturer or business personnel, and the price is not the only factor that determines the value of the product. An important result in the baoqiao market survey is that most consumers choose a national brand with a relatively high price. They believe that the value of a national brand is far greater than the price paid. For example, the shampoo sold by baoqiao in mainland China is three times more expensive than the locally produced shampoo. However, baoqiao has a 50% market share, for consumers in mainland China, the "baoqiao" product is worth the money! However, if the price of your product is higher than the value acceptable to the consumer, the consumer will refuse to buy your product. How can we overcome this problem? When there is no problem with the quality of the product, you must take the following measures: increase the sales volume, reduce costs, and adjust the price to the acceptable upper limit of the consumer, in order to further increase the market share of the product. For example, in 1992, baoqiao introduced her well-rated washing powder from the European market to Russia. According to surveys, they learned that Russian housewives love this washing powder. Three months later, 85% of consumers knew about the new product, but only 5% of consumers could afford it, and 95% of other consumers could not afford it. Therefore, baoqiao introduces a low-cost and cheaper washing powder brand, but most consumers still cannot afford this price. Finally, baoqiao introduced a third brand of washing powder, which is made locally to reduce costs and replace boxes with plastic bags with higher costs. Although the products are different, she meets the needs of local consumers and provides appropriate products to consumers. This product has now become the first brand in the Russian washing powder market.

In order to improve the value of the product to customers, "baoqiao" will constantly improve each product. For example, she can change the formula and packaging of one of the laundry agents to more than 70 times. From this point, we can know how she worked tirelessly to create and provide superior products to consumers.

 

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