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1.0 Introduction（李昌华） Project – 3rd Semester, 2012 Title of the project: Maintain the leadership in China By Group 3, Class 2009 International Marketing Hand-in date: October 24th, 2012 Team members: Dong Yunyu, Quan Jinping, Su Li, Shen Si, Li Changhua Counselor: Sun Na The number of characters used in the report: 34,907. College of Humanities & Sciences of Northeast Normal University Niels Brock Copenhagen Business College Preface To begin with, thank you for reading the report. The report is finished by Dong Yunyu, Su Li, Shen Si, Quan Jinping and Li Changhua. And the report deadline is on October 24th, 2012. Our purpose of writing this paper is using our knowledge and theories to analyze and make recommendations to P&G Company in China. We devoted ourselves into collecting information, writing and discussing for three weeks. And the report is made in library. Our paper is working on maintaining the leadership in Chinese market for P&G Company. We have applied some theories like marketing mix, value chain analysis and benchmarking to analyze. Simultaneously, we came up with some suggestions to help maintain the leadership in Chine about P&G Company. The report is intended for teacher Sun Na, teacher Gitte Top and also some executives of P&G. Last but not the least, we want to show our sincere appreciation to teacher Sun Na and teacher Gitte Top. Thanks for your help during our writing process. Also, we want to thank librarians, who provide us with some reference books about P&G Company. I Executive summary The paper is about P&G Company, which is the world’s largest consumer goods company. Its main business is to offer products include foods, beverages, cleaning agents and personal care products. According to the analysis of P&G’s internal environment, some problems are found. Firstly, because of the decentralization in organization structure, it is difficult for departments to move forward with the same goal. Secondly, the quality control system is still not so good, which can be seen from the accident of SK-II’s heavy mental problem. Thirdly, some disadvantages of P&G’s multi-brands are discovered (e.g. P&G will have less resource to support its strong brand.). Fourthly, the pricing strategy should be adjusted. Besides, some retailers complained that P&G’s products are too expensive to promote and they always occupied many shelves. What’s more, the advertising cost is too high. Apart from those problems, others are also listed in the paper. After finding problems, in order to remain the leadership in the Chinese market, some recommendations are given accordingly. First of all, P&G can merge some departments to solve the problems caused by the decentralization. Secondly, P&G should enlarge the sample size when examining products to ensure the quality and safety. Thirdly, P&G could cut two or three brands which ranks last in sales and transfer that resource to develop strong brands. Fourthly, adopt market skimming in the introduction stage and value-pricing strategy in the maturity stage. Besides, P&G could design and develop more lower-end products or give more rewards to those retailers who reach the sales target. What’s more, decrease the advertising cost can be doing TV advertising on the basis of the Forgetting Curve. Other recommendations are put forward to solve other problems. II 1.0 Introduction.............................................................................................................................- 1 - 1.1 Background.....................................................................................................................- 1 - 1.2 Research Question.......................................................................................................... - 1 - 1.3 Demarcations.................................................................................................................. - 1 - 2.0 Methodology...........................................................................................................................- 1 - 2.1 Date sources....................................................................................................................- 1 - 2.2 Theories applied and limitations..................................................................................... - 1 - 3.0 Analysis...................................................................................................................................- 2 - 3.1 Internal environment.......................................................................................................- 2 - 3.1.1 Company profile.................................................................................................. - 2 - 3.1.2 Traditional value chain of P&G:.......................................................................... - 2 - 3.1.3 Virtual value chain of P&G:...............................................................................- 10 - 3.1.4 Financial analysis...............................................................................................- 12 - 3.2 External environments.................................................................................................. - 13 - 3.2.1 Political environment......................................................................................... - 13 - 3.2.2 Economics environment.....................................................................................- 14 - 3.2.3 Social environment............................................................................................ - 14 - 3.2.4 Technological environments.............................................................................. - 15 - 3.2.5 Competitive environment...................................................................................- 15 - 3.2.6 Buying behavior analysis...................................................................................- 16 - 4.0 Recommendations and Evaluations...................................................................................... - 18 - 5.0 Conclusions...........................................................................................................................- 19 - 6.0 Bibliography.................................................................................................................................i 7.0 Assessment and evaluation of the project process for the group as a whole............................... ii 1.0 Introduction 1.1 Background The Procter & Gamble Company (P&G) is an American multinational consumer goods company headquartered in downtown Cincinnati, Ohio, USA. Its products include foods, beverages, cleaning agents and personal care products. In 2011, P&G recorded $82.6 billion dollars in sales. Nowadays, it operates in more than 160 countries all over the world, among which China is one of the most important markets. According to the research in 2010, Chinese consumer goods’ sales volume has exceeded 200,000 million RMB, being the second largest consumer goods’ consuming country in the world. However, from Table 1, it shows that the market share gap between L'Oréal and P&G is becoming smaller. In order to maintain the first place, it is necessary for P&G to take actions immediately. Table 1: Market share in Chinese market. 2008 2009 2010 2011 P&G 17.9% 19.0% 11.4% 16.0% L'Oréal 9.0% 11.7% 8.0% 14.0% Unilever 4.8% 4.9% - - SHISEIDO 4.6% 4.9% - - Amway 4.3% 4.2% - - Data sources: Euro monitors and Google .com.hk As the world’s largest consumer goods company, there are so many products spread throughout the Chinese market, e.g. OLAY, SK-II, Safeguard, etc. However, through our research, we find that L'Oréal is competing strongly with P&G. In order to keep the first place, we would like to give some practical suggestions after analyzing P&G and the whole market. 1.2 Research Question By analyzing the Proctor & Gamble (P&G) internally and externally, how can Proctor & Gamble maintain its leadership in China? 1.3 Demarcations Why do we choose Chinese market as the target market? ①Although China is a developing country, its economy grows very fast. Chinese GDP has exceeded Japan in 2010, ranking the second place in the world. Thus, China is a very promising market. ②According to the research, in addition to the American market, Chinese market has been the second largest market of P&G. 2.0 Methodology 2.1 Date sources Only secondary data is used by searching the Internet (Google, Wikipedia, Baidu, etc.). Some useful data were collected from related books and textbooks. The information is about the history of P&G, P&G’s products, prices, the distribution channels, promotions and market strategies, and some external information of P&G, etc. These secondary data makes a better understanding of the overall situation of P&G, which also helps to find some problems. On the basis of such information, some practical recommendations are made. 2.2 Theories applied and limitations 1) Marketing mix - 1 - Marketing Mix is the combination of four elements, called the 4Ps (Product, Price, Promotion and Place), they are used to analyze P&G’s product, price promotion and distribution channels. With those analyzing, the main information of P&G can be seen clearly. 2) Value chain analysis The value chain can be used to diagnose and create competitive advantages on both cost and differentiation. The model is used to analyze the internal environment of P&G, which includes human resource management, firm infrastructure, inbound logistics and so on. According to the analysis, problems are found and some recommendations
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