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1、 Members of the group：Research：Procter & GambleContents:lGeneral IntroductionlEconomic factorlCultural factorlLegal factorlEntry modelProduct StraterylMarketing StrategyMaking ppt: 邝嘉惠邝嘉惠Num: 2021554205 Net sales in 2019Geographic region Market SophisticationNorth AmericaWestern EuropeMiddle EastAfr
2、icaLameAsiaDeveloped MarketDeveloping marketProcter & Gamble Company previously used the stars the moon sign P & G products on the shelves Procter & Gamble ,which shorted for P&G , was founded in 1837.It is a U.S. consumer commodity producers and it is also one of the worlds largest commodity compan
3、ies. It is the tenth in most admired companies in fortune 500.The number of P&g globals staffs are nearly 100000. In more than 80 countries where has p&gs factories and branch It manages which have more than 300 brands ,and all the products sell well in more than 160 countries and regions, The p&gs
4、products are including fabric and home care, beauty salon, infants and nursing home care, health care, food and beverage, etc. lGeneral Introduction Reasons for expanding overseas markets:Since China joined the WTO, the operating restrictions of foreign retailers in China were completely abolished .
5、 That opened up a channe for foreign-funded enterprises to enter China in policy and law.The large population, huge consumer groups, demand for commodities in China. And there is not a brand or corporation to cover the whole country, so a large of people to become P & Gs potential consumers. With th
6、e continuous progress of science and technology, there are various professionals who could offer first-rate research system and scope P & G ,then research and develop different kinds of new products based on the needs of consumers.Making ppt: 邓美莲邓美莲Num: 2021554203 Speaker: 黄琪黄琪 Num: 2021554231 Consu
7、mption levelConsumption modeGross Domestic ProductPer capita consumption levelP & Gs sales growth over the yearsThe per capita income levelthe sixth population census9.9RMBMaking ppt: 关洁婷关洁婷Num: 2021554206Speaker: 邝嘉惠邝嘉惠Num: 2021554205 Cultural factors The first bottle of Head & ShouldersBecause of
8、Chinas culture has been passed down, the Chinese have a comparisons and show off psychology. Chinese consumers are willing to spend more money to their face, and to make themselves look better. So P & G to enter China, the first play of the Head & Shoulders products are expensive, so when the price
9、for this is a luxury for people who come. Because the Chinese people saving face, Head & Shoulders in the Chinese market with great success, so that P & G in China has made a good start. Just entering China in the first few Just entering China in the first few years, Olay is in the red . Then P&G ye
10、ars, Olay is in the red . Then P&G company do a investigation, the results company do a investigation, the results show that many Chinese women want show that many Chinese women want their skin turned white. Due to the their skin turned white. Due to the difference of the aesthetic view, such differ
11、ence of the aesthetic view, such the result of the survey is hard for the the result of the survey is hard for the United States to accept.United States to accept.Later, in order to meet the aesthetic demand in China, P&G company research a OLAY product that have a skin whitening effect , and distri
12、buting 10 million samples . At that time, the product s subject is friend recommended OLAY and AD copy for we can prove that you will look more white and more young. The fact that the business of OLAY is rapidly rising and start for P&G win profitMaking ppt: 关帼芹关帼芹Num:2021554207Speaker:邓美莲邓美莲 Num: 2
13、021554203 Anti-Unfair Competition LawAdvertising LawStandard method All countries set national laws which are close to international marketing, basically have the standard method, anti-unfair competition law, the advertisement law, etc. In every country , the making standards of these laws are not t
14、he same. Potassium bromateAccordingly, the International Agency for Research on Cancer(ARC) has listed the potassium bromate as carcinogen. At present many Europe countries have banned using it, which the United States, Japan and other countries also reduce using significantly. At the same time, Chi
15、na has banned the use of that in 2019. But in 2019, a batch of Pringles of the United States p&g company was check including potassium bromate. Case:AdvertisementSafeguards Alleged misleading advertising The ads has repeatedly stressed that removal of mutant microbes which could mislead consumers.“
16、First, consumers may think that all variational bacteria are harmful , This is a misleading concept; Second,consumers may think that only this product can remove the mutant microbes which result in consumption of the product. Illegal of advertising languageMaking ppt:金幕洁金幕洁Num: 2021554227 Speaker: 关
17、洁婷关洁婷 Num: 2021554206 The model of entering the international market The model of entering the international market ：Export modelExport modelcontractual entry modelcontractual entry modelinvestment model investment model International Strategic Alliances International Strategic Alliances lHow to ent
18、er the Chinese marketjoint joint ventureventure1、At that time the P&G lacked accurate grasp of Chinas economic policy ,so the market has a lot of uncertainties.2、In the Chinese foreign policy ,the foreign enterprises must be in the form of joint ventures with the local ones when entered the domestic
19、 market. Then the joint venture enterprise must be holdinged by China, and the share of foreign enterprises should not exceed 49%.lThe origin of Guangzhou P&G Co., LTDFirstly the P&G and Hutchison Whampoa establish ratio company by 69.25% and 30.75% , then it established joint ventures Guangzhou P&G
20、 Co., LTD with Guangzhou Soap Factory and Guangzhou economic development zone construction import and export Trade Corporation which P&G Hutchison Whampoa have 65% of the shares, and the other two accounted for 30% and 5% of the shares. In 1988, Guangzhou P&G Co., LTD was registered and set up P&G,
21、wholly owned process Since then, in Guangzhou, , Shanghai, Ghengdu, Tianjin etc, P&G has dozens of joint venture and wholly owned enterprises. In 2019, p &g began the wholly owned process. After 2019 , the Chinese and foreign joint ventures guangzhou P&G Co., LTD, gradually change into 99% foreign s
22、hares and 1% Chinese shares symbolically. ConclusionThe main model of P&Gcooperative enterprise Overseas-funded productioninvestment model Making ppt: 黄琪黄琪 Num: 2021554231 Speaker: 金幕洁金幕洁Num: 2021554227 Product design strategy:StandardizationLocalizationThe development of new products The product lo
23、calization is that enterprises according to their own raw material conditions or consumer preferences, product adaptability requirements, local market analysis of all kinds of information, and based on the introduction of the technology or product adaptive adjustments or developing new product local
24、ization to adapt to local demands of the process. Rejoice shampoo and conditioner comboRejoice antidandruff shampoo comboEffect of baking oil Rejoice shampoo combo.Radix hair shampoo.Ginseng ginseng nutrition moisture cream Rejoice shampoo.One minute Hot Oil Cream 20001989199020192019-42019-9 P&g As
25、ia research center in order not to fall a Chinese classical beauty, they read all books and han grass over the traditional formula, finally connect han grass the essence with the high-tech mastery, firstly made float soft to join Chinas han grasss essence which prevents hair wash protect series. The
26、y use the ginger juice, previous, fleece-flower root.They combines the modern science, technology and the extraction. Concept “plant，“ black hair After three years of market research and concept test，the P&G has finally found out a new product in China ： A brand-new embellish hair products , named “
27、Runyan with meaning of moisten and beauty , could show modern Oriental females beauty with black hair. The localization which P&g company lanched in China of the market is very successful. From 1988 p&g to enter the Chinese market, For the product brand localization P&G constantly try its best .p&g
28、spread out in advertising cover the land ,but you cant see the words use in American. No man is western models in China p&g, and in addition to the above mentioned brand, Also , there are many products combined with Chinese local and derivatives, these examples are enough to witness the localization
29、 of p&g success.SummarySummaryMaking ppt: 邓美莲邓美莲 、邝嘉惠、邝嘉惠Num: 2021554203 2021554205Speaker: 关帼芹关帼芹 Num: 2021554207 1 1 1Market segmentation2 2 2Market positioning3 3 3Pricing 1. Consumer preferences 2. Different hair 3. Different regionsEtcTop gradeMid-rangeLow Head & Shoulders PanteneSassoonRejoice
30、 and so onMarket Market segmentation segmentation Market positioningShampoo marketDandruff itchingProfessional stereotypesSmooth brightHair root nutritionPricingfor example to Head & Shoulders:1988 to 1990sSkimming pricingIn the late 1990s until nowPenetration pricing On September 2019, the confront
31、ation between the Head and Shoulders and the Clear ended with the victory of Head and Shoulders . Throughout the whole process the successful pricing strategy of P&G plays a significant role.1、P&G penetration pricing strategy successfuliy sniped the Clear Leave fat pricing strategy2、Use Discount pricing strategy in disguised form3、P&G pushed off the upgrade new product on the basis of Leave fat pricing strategysummary
