宝洁的产品组合

扩大以及缩减产品组合策略也称全线全面型策略，包括扩展或缩减产品组合的宽度和长度。 扩大产品组合：是指在原产品组合中增加一条或几条产品线，或在原有的产品线内增加新的产品项目。

Product mix strategy: 1) Expanding product mix 2) Reducing product mix 3) Extension of product line

The strategy of expanding and reducing product mix includes expanding or reducing the width and length of product mix.

Expanding product portfolio: refers to adding one or more product lines to the original product portfolio or adding new product items to the original product line. 案例——扩大产品组合的长度

 沙宣是宝洁公司洗发水品牌中的后起之秀，1985年维达·沙宣将其公司的产品部售

予宝洁公司，维达·沙宣是国际著名美发专家，同时也加入宝洁公司成为管理顾问，积极参与沙宣产品的研发和市场推广各方面的工作。  沙宣成为了宝洁公司专门针对发型设计类需求的专业产品。 Case Study: Expanding the Length of Product Portfolio

Sassoon is a rising star of P& G's shampoo brand. In 1985, Vida Sassoon sold its product department to P& G. Vida Sassoon is a famous international hairdressing expert. At the same time, he joined P&G as a management consultant and actively participated in the research and development of Sassoon products and market promotion.

Sassoon has become a professional product of P&G specializing in hairstyle design.

缩减产品组合：是指削减产品线或产品项目，特别是要取消那些获利小的产品，以便集中力量经营获利大的产品线和产品项目。

Reduction of product mix: Reduction of product lines or projects, especially those with small profits, in order to concentrate on the operation of profitable product lines and projects.

案例——缩减产品组合策略

 1999年岁末，宝洁公司在中国市场正式推出了在中国的惟一一个自创品牌——“润

妍”；对于这个体现“东方女性的黑发美”的本土原创品牌，宝洁公司对其寄予了极高的期望；也倾注了极大的财力、物力和人力进行推广；但是遗憾的是，这个宝洁公司在中国市场惟一原创的洗发水品牌，却在短短的两年时间后，无奈的黯然退出市场。

Case Study: Reducing Product mix Strategy

At the end of 1999, P&G officially launched its only self-created brand in China, Runyan. For this original brand, which embodies the black hair beauty of Oriental women, P&G has placed high expectations on it. It has also invested tremendous financial, material and human resources to promote it. Unfortunately, this P&G company is in China. The only

original shampoo brand in the market, but in a short period of two years, helplessly withdrew from the market.

产品延伸策略

产品延伸策略是指全部或部分地改变公司原有产品的市场定位。具体做法有向下延伸、向上延伸和双向延伸三种。

1、向上延伸：由原来经营低档产品，改为或增加经营高档产品。 2、向下延伸：由原来经营高档产品，改为或增加经营低档产品。 3、双向延伸：由原经营中档产品，改为或增加经营高档和低档产品。 Product Extension Strategy

Product extension strategy refers to changing the market position of the company's original products wholly or partially. There are three specific methods: downward extension, upward extension and bidirectional extension.

1. Upward extension: from the original operation of low-end products, to or increase the operation of high-end products.

2. Extend downward: change from operating high-end products to operating low-end products.

3. Two-way extension: from the original operation of mid-grade products, to or increase the operation of high-grade and low-grade products. 案例：

据调查发现，宝洁的系列洗发水产品有多种价位，为了适应市场的发展以及消费者的需要，宝洁公司运用了双向延伸策略。生产了较低价位的飘柔系列和伊卡璐系列，较高价位的沙宣

系列。并且还生产跟高价位档次的沙宣、海飞丝、潘婷的烫染修护专柜，以适应当今的社会需求，满足不同客户的需要。 Case study:

According to the survey, P&G's series of shampoo aquatic products have a variety of prices. In order to adapt to the development of the market and the needs of consumers, P&G has adopted a two-way extension strategy. We have produced low-priced Piaorou Series and Ikalu Series, and high-priced Sassoon Series. In addition, it also produces hot-dyeing and repairing cabinets with high-price and high-grade Sassoon, Haifeishi and Panting to meet the needs of today's society and different customers. That is all. for my speech.