复旦大学：《中国市场营销 Marketing in China》课堂展示案例_P&G

/&G Touching lives, improving life. Maaya Honda Nanaho tsuchihashi

Maaya Honda Nanaho Tsuchihashi

Contents * P&G over view Business mode How P&g understand Chinese market and consumers? Behavior of Chinese consumer for beauty products P&G in cosmetics market SWot analysis Problem& next step

＊P&G over view ＊Business model ＊How P&G understand Chinese market and consumers? ＊Behavior of Chinese consumer for beauty products ＊P&G in cosmetics market ＊SWOT analysis ＊Problem & next step Contents

Gcp&or G PeEp&pe P&G over view

WHY? P&G over view

P&G overview What is P&G(Procter& Gamble)??? An American multinational consumer goods company headquartered in downtown Cincinnati, Ohio U.s It was Founded in 1837 by William Procter and James Gamble Touching lives, improving life

What is P&G(Procter & Gamble) ??? An American multinational consumer goods company headquartered in downtown Cincinnati, Ohio U.S It was Founded in 1837 by William Procter and James Gamble “Touching lives, improving life” P&G overview

P&G overview In 2012, P&G recorded $83 68 billion in sales Fortune magazine awarded p&g a top spot on its list of Global Top Companies for Leaders It ranked the company at fifteenth place of the World 's Most Admired Companies"list Ranked #7 among the Top 50 Companies for Diversity

In 2012, P&G recorded $83.68 billion in sales. Fortune magazine awarded P&G a top spot on its list of "Global Top Companies for Leaders“ It ranked the company at fifteenth place of the "World's Most Admired Companies" list Ranked #7 among the Top 50 Companies for Diversity P&G overview

P&G overview P&G serves about 4.8 billion consumers around the world It operations in about 75 countries Its brands are available in more than 180 countries NET SALES (s billions 3210o s837 s81.1 5776 s753 BY BUSINESS SEGMENTO BY GEOGRAPHIC REGION Beauty North America 24%6 Grooming Westem Europe Health Care 10%6 e Asia Fabric Care and ● Latin amenca Home Care Central Eastern 32%15% 18% Baby Care and Europe, Middle East Family Care Africa

P&G serves about 4.8 billion consumers around the world It operations in about 75 countries Its brands are available in more than 180 countries P&G overview

P&G overview Background of p&g worldwide an economic panic in the United states 1837.P&G was born by joint investment P&G gained the consumer's confidence by far-sighted and calm 1837. management the expansion of operating factories and r&d facilities 1890~ the revolutionary products were launched one after another 1945~ Acceleration of overseas expansion the sales reached $10 billion in 1980 entry into health care and cosmetic markets 1980~ establishment of global R&D network

1837 • an economic panic in the United States • P&G was born by joint investment 1837~ • P&G gained the consumer’s confidence by far-sighted and calm management 1890~ • the expansion of operating factories and R&D facilities 1945~ • the revolutionary products were launched one after another • Acceleration of overseas expansion • the sales reached $10 billion in 1980 1980~ • entry into health care and cosmetic markets • establishment of global R&D network Background of P&G worldwide P&G overview

P&G overview Background of p&G in China 亿元人民币 100 864 20 1997年1998年 1999年 2000年 2002年 2003年 Main operating revenue of P&G in China from 1997 to 2003

Background of P&G in China Main operating revenue of P&G in China from 1997 to 2003 Ⅰ Ⅱ Ⅲ P&G overview

P&G overview I 1988 1998 Rapid growth The headquarters is in Guangzhou(合资企业广州宝洁有限公司) The first product was " Head shoulder Chinas shampoo markets in 1997 heade shoulders 29.79 ■REO|CE 45.97 ■ PANTENI ■Head& Shoulder others 14.3 994 1989.6 The hiring of new 20 graduates 10 new product "H&S 2 in 1"was put on sale 12 starting operation of the factory in huangbu(s ti)

Ⅰ 1988~1998 Rapid growth The headquarters is in Guangzhou(合资企业-广州宝洁有限公司) The first product was “Head & Shoulder” 29.79 14.3 9.94 45.97 China's shampoo markets in 1997 REJOICE PANTENE Head&Shoulder others 1989.6 The hiring of new 20 graduates 10 new product “H&S 2 in 1” was put on sale 12 starting operation of the factory in huangbu(黄埔) P&G overview

P&G overview II 1998-2001 declining P&G was attacked by many multinational and local corporation II II Because of A fierce competition of each segments high price and high quality" strategy The local corporations took "low price"strategy Id focused on farming areas as their main target N

Ⅱ 1998～2001 declining P&G was attacked by many multinational and local corporation Because of… ・A fierce competition of each segments ・”high price and high quality” strategy The local corporations took “low price” strategy and focused on farming areas as their main target P&G overview