The Marketing Analysis Of P&G And Unilever

Unilever built the first factory in Shanghai, China in 1986. And P&Gopened the first joint venture in Guangzhou in 1988. During nearly 20 years,they changed the Chinese standard of living, and lead the orientation ofdevelopment of the consumer product industry. Their marketing managementsystem is the model for the Chinese competitors.Although they succeed in china, P&G and Unilever made some mistakes.At the same time, some Chinese brand, such as DABAO, DIAOPAI and SLEKare mature, and begin to compete with P&G and Unilever. So P&G andUnilever began to adjust their marketing strategies in China. They changed theprevious rapid-skimming strategy into the penetration strategy.This paper involves the comparative analysis of the marketing strategybetween P&G and Unilever. From four factors,including product, price, placeand promotion, the author analyses the execution of the marketing strategy.P&G and Unilever have very long products lines. They both operatemulti-brands. There are the price matrixes and the price war. The IntegrationDistributor System (IDS) of P&G and the Distributor Management System ofUnilever are very efficient. They spend much money on advertisement. P&Gcooperated with Tsinghua University to build the R&D center, and Unileverorganized the Promising Home activity to protect the environment.This paper consists of six parts. Part 1 is about the meaning of research.Part 2 to Par 5 are the comparative analysis on product, price, place andpromotion between P&G and Unilever. Part 6 is about concluding remarks.