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在宝洁=营销的时代,每年逾10亿美元的广告预算拉动商业强劲增长。占领货架、广告驱动,渠道为王是宝洁传统的法宝,并自上世纪90年代以来屡建奇功。然而,进入2000年后,互联网的出现开始改变业态。消费者通过网络来查询产品和服务信息,也从其他客户的评价中获得资讯,成为信息的主动掌握者,不再单纯听信厂商的一面之辞。宝洁广告营销费用在营业收入中的占比逐年提升,而销售却停滞不前,分析人士认为,这意味着单纯依靠广告拉动的策略在某种意义上失效,广告驱动的传统模式日渐式微。
In the era of Procter & Gamble = Marketing, advertising budgets of more than $ 1 billion a year drove business growth robustly. Occupy shelves, advertising-driven, the king of the channel is the magic weapon of P & G’s tradition and has won many outstanding achievements since the 1990s. However, after 2000, the advent of the Internet began to change its format. Consumers through the network to query product and service information, but also from the evaluation of other customers get the information to become the initiative to grasp the information, no longer simply listen to the vendor’s side. Proportion of Procter & Gamble’s advertising and marketing expenses in operating income has been increasing year by year, while sales have stagnated. According to analysts, this means that the strategy of relying solely on advertising has failed in a certain sense and the traditional mode of advertising-driven declines.