Low- line market, P & G failed four sprint hard to replicate its past glory

compared to other foreign brands, consumer products giant Procter & Gamble in China, three to five lines can be described as the city's marketing foresight. The last century, P & G entered China 80 years, 90 years hard work in China began to market a low line, but sometimes With the Chinese local brands,
four
early as 1996, when other foreign brands are still tempted to enter the Chinese market, P & G has been moving into the Chinese market three to five lines. Expansion plans of its low-tier cities in the first step is to use
towns, special promotions by the team on-site explanation and demonstration product demonstrations, and samples of the form of a discount to sell to local consumers, each person can only buy a limited purpose is to allow more consumers the opportunity to try to P & G products, improve product usage.
After three years, activity caravan plans covering a total of Hubei, Sichuan, Zhejiang, Jiangsu, Heilongjiang, Shandong, Henan, Fujian, Anhui and other provinces and cities in the tens of thousands more than a dozen towns. Most consumers have tried the P & G products, through a live demonstration of the product and explain the activities, consumers have more information about P & G products. At that time, the purchasing power of urban consumers in the low line is still relatively low, the P & G products are relatively poor coverage, activities, not ideal.
to increase market share, in 1999, P & G began implementing the providers, advocates a distributor to the second and third tier cities to set up branch offices, and development of the secondary distributors, expanding the product coverage to the township. As fake, R & D center is severe, the plan did not meet expectations.
2007, P & G launched P & G is not high on the enthusiasm, Another potential reason: to get dealer support, we should good relationship with the dealer communication and, in this respect, P & G's standard operation with local companies at a disadvantage compared to a flexible means to win over.
P & G can not be reconciled launched in 2009, This is the fourth in the Chinese market P & G launched the , number of shops and so were clearly required, given the size of the market at the same time part of the cost support for the vehicle configuration, staff employment and market development.
draw on local experience
four consecutive In fact, in research and development and corporate strategy layout, P & G's market focus has been on the low line tilt. P & G assume responsibility for product development in China, Beijing P & G Technology Co., Ltd., currently has more than 30% of the R & D specifically for low-line market, Procter & Gamble 1.9 billion a year global R & D spending, there are 30% invested in low-end market The R & D, this figure compared with 5 years ago, an increase of 50%.
In addition, the price, P & G launched from the low-cost end of 2003 the Rejoice in the year 2003 the sales price has been adjusted twice, each time reached 20% decline, to be closer to market, low consumer spending power lines. But the cheaper fakes not only affects the P & G sales, but also disrupted the market price.
compared to local brands, in the terminal distribution flexibility and flexible enough. On the other hand, the channel is relatively small profits, if not make money selling P & G, just as porters, vendors are certainly not happy. p>
journalists, P & G launched