A Study On The Market Position Evolution Of P&G In China

In the past twenty years,P&G had been regarded as the legend of daily chemical industry and occupied the top chair in Chinese daily chemical market.In just ten years ago,Olay?Rejoice?Ariel?Safeguard which belong to P&G corporation were awarded as the top brand in China,on the contrary,with the development of Chinese economy,P&G faced an embarrassing situation instead.This is a typical industry turnover case,therefore,it is necessary to analysis the process and causes. The study time of this paper is set in 2010 to2015,which is Procter &Gamble started to lose its market share in China.Compared to ten years ago,Chinese market has faced a lot of changes,consumer is getting more and more critic,the market competition is getting more and more fierce,and the promotion mode and the sales and purchases channel has changed too.Through analysis of P&G,this article believes P&G faces some problems such as the layout error upon Chinese market,out of the consumer,outmoded promotion style and etc.As the entry barriers is lowering,the competition of daily chemical industry industry is getting more and more fierce, while traditional channels which Procter&Gamble once dominated is declining.The P&G will face more severe challenges in the future, this make its future performance cannot be optimistic easily. Finally,this paper believes that the best choice for P&G is stripping the lack of competitive brands, pooling resources development core brands, sinking, and sales channels.