Marketing Strategy Localization Of PepsiCo In China

With the process of economic globalization today, the internationalization of enterprises increasingly rapid pace, the rapidly developing of Chinese economy and population making China’s market of fast-moving consumer goods being the most attractive in the world. A number of multinational corporations rely on strong brands, high quality products and the advantages of scale of production, crazy to seize the Chinese market. And the most important reason these multinational companies to be successful, is that they are developing and implementing marketing strategies of localization for the Chinese market. Academics at home and abroad for marketing global standardization and localization have been debated. This article selected localized marketing strategy as a basic point of research, commented on the importance of the perspective. The essence of localized marketing strategy is the transnational corporation or its subsidiaries in the host countries for production and sale, it will fully consider local factors such as ethics, culture, and customs, to develop marketing strategies in line with local needs, and then achieve their marketing goals. It is very necessary for multinational companies to implement localized marketing strategy, the benefits of is also evident. For example, the localized marketing strategy will conducive to global strategic layout; conducive to achieve marketing objectives in the host country; and also in favor of transnational public relations activities for the corporations.Therefore, this paper is based on related files of the marketing strategies of localization, taking PepsiCo for the study, and analyzing the localization marketing practice of PepsiCo in Chinese, sharing its successful experience, and submitting what it can improve in the future. At last, this paper also takes some suggestion for Chinese enterprises in the face of transnational corporations.