Procter amp;amp; Gamble and his new enemies (I).docVIP

 PAGE \* MERGEFORMAT 19 Procter amp;amp; Gamble and his new ‘enemies’ (I) Preface This is an unbreakable ‘pyramid’ type market structure. As a daily chemical giant, ‘Procter amp;amp; Gamble’ arm of ‘The Three Musketeers’ ( ‘Rejoice’, ‘Pantene’ and ‘Head amp;amp; Shoulders’) firmly set in the Chinese daily chemical products Banbi how become entrenched, ‘Unilever’ , ‘Kao’, ‘Henkel’ giants such as strong foreign divided up the remaining 25% share, leaving the survival of the domestic brands is only a mere 15% of the market gap. To the Chinese market more than 1 billion consumers great, how can we sit back and Procter amp;amp; Gamble ‘Stormriders’? Poised silence has burst on the scene a sign! Opening of the new century, despite the date of this ‘pyramid’ type of market structure 1:00 a breakthrough change in the situation is difficult, but the ‘P amp;amp; G’ has a different feel from the battlefield in the new ‘enemy’ is murderous: In the new century, the first year, C-BONS Group ‘SLEK’ meteoric rise, making it to take completely different from the P amp;amp; G’s terminal tactics, started from the second-tier cities, and take ‘rural areas surrounding the cities’ strategies were successful, resulting in China’s shampoo market, the first time, domestic brands and Procter amp;amp; Gamble, Unilever, the three pillars of the situation. Then, daily chemical industry ‘dark horse’ fought constantly popped up! Zhejiang ‘Nice’ arm of ‘Diaopai’ relying on a consistent, low-cost strategy, combined with the most sensational of the ‘off’ commercials to invincible strong trend, in 2000, achieved sales of 2.5 billion and 500 million yuan of profits and taxes, temporary break P amp;amp; G’s psychological expectations, emerged as the domestic industry, the ‘riches’. In the long-running ‘whitewashing campaign’, the ‘southerly chemical’ arm of ‘odd strong’ to ‘niche marketing’ in one fell swoop into the Chinese market production and sales of the first washing powder brand. Ueda