P&G's Marketing in China

P&G is a global, publicly traded Fortune 500 company, and the largest consumer packaged goods company in the world. P&G’s work is driven by a Purpose of providing branded products and services of superior quality and value to improve the lives of the world’s consumers now and for generations to come. P&G now has 50 Leadership Brands, which are among the world's best known household names and which account for 90% of P&G sales and more than 90% of profits. Four billion times a day, P&G brands touch the lives of people around the world.
P&G utilizes multi brand strategy in conducting its business. Multi brand strategy refers to a marketing strategy under which two or more than two similar products of a firm are marketed under different brand names. In most of the cases, these products are competing ones and are marketed under the brand names which are completely unrelated. The COO of P&G said the key to a brand to be successful is it really defines what its benefit is and delivers the benefit in the way that better than any other competitors to make people’s life better. The aim is to meet needs of many people with many different ways
This strategy has several advantages: First of all, by adopting multi brand strategy, a company can obtain greater space in the market, where little space is left for competitors. Secondly, by promoting similar products under different brand names, a company can fill up the price gaps and quality gaps of the target market. In this way, the market can become saturated with the similar products of the same company. In addition, this kind of strategy caters to brand-switchers users who like to experiment with different brands, and it also keeps the firm's managers on their toes by generating internal competition to improve productivity.
However, it also has some disadvantages that may hurt the company’s development: Number one comes with these brands eating into each other’s sales. And it is important to note that using this strategy...