Proctor & Gamble

1. In our opinion, we think the answer about harvest-home life cycle is not absolutely correct. It is depend on products characteristic. 3C product such as eeepc (asuss product, netbook) break quite short product life cycle Rolex watch have been established more than 200 years. So if marketers want to extend product life cycle, they have to do more afford on survey to realize consumer behavior and accomplish their really needs and wants.When the products sales shows that it is on the decline stage, marketers should find the new desire on consumers and reposition, modify their product or merchandising strategy, It is gain brand loyalty and equity to extend brands or products life cycle. Consequently, the brand makes its product life cycle prolong and maintain the product in the market. 2. Before we start to reposition, we must know the environment situation, such as industry, competitive, and consumer analysis.We use five forces analysis to poll industry, and conclude that the co mpetition is fierce. After that, we analyze competitive situation, through perceptual map we find that Kimberly-Clark is P&G biggest competitor. The price of Huggies is between Pampers and Luvs, and with the same function of Luvs. Consumers were willing to pay more than Pampers to debauch Huggies. Form consumer analysis, we find that consumers are sensitive to quality. Because there were many double-income families, consumers are afford to pay high price for diapers.To regain the status of market share, P&G repositioned Pampers as high price brand, and changed some marketing strategies. Pampers has repositioned its products from providing the most comfortable diapers to assisting mothers in bringing up children. Therefore, it has come up with some concepts and slipway to meet the purpose of the repositioning, such as the concept of Baby Stage of ontogenesis, the use of step-by-step swindles, the consultation of experts, and establishment of Pampers parenting network.The concept o f Baby Stage of Development is based on the babies various needs at various stages. As a result, P&G provides suitable diapers products for babies, including new babies, babies, toddlers and preschoolers. With the concepts of BSOD, Pampers has further introduced the step-by-step toy system. In the course of playing, the toys function as children friends. Besides changing the products, Pampers also establishes Pampers Parenting Network. On the websites, some experts have written professional articles on how to breed babies, how to admirer babies grow healthy, and so on.And all these articles are posted on the website as references for parents. Besides, the experts also provide professional responses to the problems parents have in the process of bringing up children. (2) We think that P&G give notice use the same way to reposition Crests brand image to differ from its competitors, and let it have room for progress. For instance, P&G tooshie reposition Crest as a product for health y and beautiful smile, not just for the purpose of cleaning.In this way, consumers can have better looks and fulfill their mental needs by using the repositioned products. 3. To realize consumers needs, P&G has a consumer relationship management system. In the system, there are three key points of customer relationship management. One is to regard consumers need deeply, second is to build consumer service center, third is to value consumers suggestions. To understand consumers need deeply, P&G through depth interviews, focus group, questionnaire survey, visit shop, trace system, e-mail, and telephone to attain this goal.Finally, value consumers suggestion is match to consumers feedback to improve product continuously. For example, there are colorful designs on the Pampers, because the babies clothes are light colors in summer, the picture color can be seen easily. Thus, P&G adopt the mothers advice to redesign the color. The above is how P&G to manage their customer relationship. Through the customer relationship management system, we can realize what consumers needs are.