Procter ＆ Gamble’s New Media Brand Marketing Strategy

With the era of Internet Economy, the new media is booming and new media marketing is becoming more and more mature. Based on this background, this paper makes an overall analysis on the brand marketing strategies through the new media of Procter & Gamble and the revelation that Procter & Gamble could bring to our domestic companies. Procter & Gamble has some unique brand marketing models and a lot of mature experience in brand management. In the era of new media, Procter & Gamble keeps exploring and innovating with the new internet medium and has found some effective marketing strategies in new media brand marketing.With the development of media technology and the constant change of social demand of information, the new media is making a bigger and bigger influence on our everyday life and has become an important access to information of the public. More and more companies have recognized the increasing influence and the trend of the new media and they know the new media has great superiority compared with the traditional media. More and more companies have started their brand marketing through new media to achieve better marketing effect.Procter & Gamble is one of the leaders in the global daily chemical industry and has been called the Kingdom of brands for years. The development of Procter & Gamble’s brand management and brand marketing is like the textbook for many other companies. In the Internet age, Procter & Gamble is making great effort in using the resource superiority of the new media to bring its brand marketing to a new level. Domestic companies in China have also started their brand marketing through new media, but they are still on the primary stage. Procter & Gamble’s experience on new media brand marketing is worth learning for them.This paper consists of five parting including the introduction. The main body of this paper has four parts. The introduction includes the background of the topic, the methods of this paper and the innovation and disadvantages of this paper as well. The first part mainly introduces the content of new media brand marketing, includes the concept, characteristics and important meaning of the new media, the concept and characteristics of new media marketing and some common models of new media marketing. This part also introduces the concept and important role of brand and the content of brand marketing. At last this part introduces the content of new media brand marketing, which includes the value of the new media to companies’ brand marketing and the characteristics of new media brand marketing. The second part mainly analyzes Procter & Gamble’s brand marketing. First, this part introduces the general situation of Procter & Gamble, which includes the products and brands of Procter & Gamble and the comparison of Procter & Gamble with Unilever. Then this part summarizes the development course of Procter & Gamble’s brand. At last this part introduces the brand marketing strategies of Procter & Gamble. The third part analyzes Procter & Gamble’s new media brand marketing, which includes the characteristics and strategies of Procter & Gamble’ new media brand marketing. The last part summarizes the revelation that Procter & Gamble’s new media brand marketing has brought to domestic companies in China.