宝洁润妍案例分析英文版.docVIP

案例故事 (Case Story) At the end of 1990s, shampoo market was booming in China. With the flourishing Chinese brands, PG was confronted with a tough time in company development internationally. In shampoo market, PG was challenged by C-Bons and Unilever. In order to find a new growth point and change Chinese market situation, PG focused on localization. In 1997, PG made a new product strategy and began the market research and concept testing which lasted for three years. It adopted its usual methods which based on scientific and strict market testing in new product developing. In 2000, a new br