RESEARCH ON PROCTER & GAMBLE’S INTEGRATED MARKETING COMMUNICATION
ABSTRACT:Procter & Gamble was founded in 1837, it is the world's largest consumer products companies, which has factories or branches in more than 80 countries and territories worldwide with nearly 14 million employees. The products what are the management of more than 300 brands sell well in 160 countries and regions. It is the effective integrated marketing communication strategy that to create a P & G's brilliant business results. The author of the study discusses the reasons for P & G's success from its strategy and marketing strategy, Procter & Gamble Company's communication strategy are as follows: corporate culture, brand strategy, advertising strategy, marketing strategy and digital strategy; its marketing strategy as follows: event marketing, knowledge marketing, concepts marketing, non-counter sales and delivery sales. Then the author discusses the integration of marketing and communication on the positive impact angle on the business through a case (Head & Shoulders shampoo as an example).
Key words: Procter & Gamble, Integrated marketing communication
