P&G's Success Story in China

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Case Details:


Case Code : BSTR194 Electronic Format: Rs. 400;
Courier (within India):Rs. 25 Extra
Business Strategy | Case Study in Management, Operations, Strategies, Business Strategy, Case Studies


International Business | Globalization Business
Case Length : 16 Pages
Period : 1998-2005
Organization : Procter & Gamble
Pub Date : 2006
Teaching Note : Not Available
Countries : China
Industry : FMCG


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.


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


  Page No.
Introduction 1
About P&G 2
P&G's Entry Into China 4
The Marketing Strategies 5
Market Research 6
Brand Stretching 8
The HR Strategies 10
The Challenges 10
Exhibits 11


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

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