What is ivory soap?

Ivory soap was founded on 1837 by William, a candle worker in Cincinnati, USA. Up to now, it has a history of 160 years, and sells dozens of brands of consumer goods in nearly 200 countries around the world.

Baote is a British candle manufacturer, and Jiebao is an Irish immigrant soap merchant. They later became brothers-in-law. The couple and their father-in-law started a small company in 1837, initially manufacturing "Star" brand candles and soap. One day, Bao Te saw Mrs. Jaber's white and delicate hands, but she was holding a piece of black and thick soap, so she decided to make the soap white and beautiful.

A year later, Potter finally developed a new white soap. Porter's son is responsible for the promotion of soap. In order to sell the newly developed soap, he racked his brains to give this new soap a good name. One Sunday morning, he went to church. When the priest recited the hymn "From the ivory palace, your clothes are covered with refreshing fragrance, which makes you happy …", he was inspired: Isn't it appropriate to use "ivory" as a symbol of soap? So the "ivory" card came into being. Through large-scale advertising and promotion, "ivory soap" quickly became the largest soap brand in the United States. Baote also designed a unique soap style based on his years of marketing experience, and applied for a patent, which laid the foundation for the development of P&G..

Ivory soap is known as the idol of American and even global manufacturing enterprises. For many years in a row, it has been selected as one of the top 500 global enterprises of Fortune magazine, ranking first in the field of cleaning products. This cross-century case is still a classic case in which enterprises from all walks of life around the world compete for credit.

The marketing and market operation of Ivory Procter & Gamble Company laid the foundation for the future brand work ideas of Procter & Gamble Company, making it the first company to adopt brand management strategy, which is highly respected in the industry. To sum up, there are three marketing strategies:

1, a high-profile and heavy-handed propaganda technique;

2. Only produce high-quality products and emphasize innovation;

For the high-priced market, the mission is to produce high-quality products to offset the huge advertising expenses and seek better market returns.

This is P & amp； G's magic weapon of repeated battles and victories is also the foundation of the enterprise's enduring in this century. I believe that every enterprise that pursues sustainable management can get inspiration from it.