Abstract

The case discusses the entry and expansion strategies of US-based FMCG giant P&G in the Chinese FMCG industry. It discusses in depth the localization strategies adopted by P&G to succeed in the Chinese market. The case highlights the challenges faced by multinationals in a country that is quite different in terms of culture, geography and trade channels. It ends describing the challenges faced by P&G in China and the strategies adopted by the company to fight these challenges.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Understand the entry and expansion strategies of P&G in China
• Understand the importance of localization strategies for succeeding in a foreign market.

Keywords

P&G, Globalization, Localization, Marketing FMCGs in China, Customized Products, Brand Stretching, Power SKUs, HR Strategies