Procter & Gamble’s Marketing Strategy And Its Implication For Chinese Enterprises

Procter & Gamble is one of the world’s largest commodity companies currently, which is an international well-known multinational consumer goods company. Procter & Gamble’ success in global marketing, not only rely on its high quality products, but also on its successful marketing strategy. The article analyzes the marketing strategy of Procter & Gamblecomprehensively, providing significant reference for Chinese enterprises’ marketing, which has practical significance to promote the development of enterprises.The results shows that theadvantages, disadvantages and the threats, opportunities of Procter & Gamble based on the SWOT analysis. From the different marketing strategies of system analysis,which contains marketing-mix strategy, multi-brand strategy, advertising strategy, merger strategy, talent strategy, network marketing strategy and public welfare marketing of Procter & Gamble, we can conclude that the success of Procter & Gamble is the result of implementing various marketing strategies.One of the study’s key points is multi-brand strategy of Procter & Gamble, which analyzes the implementation, advantages and disadvantages. Due to the change of market demanding and the rise of competitors, Procter & Gamble implement its “downsizing” program. Enterprises that implement their multi-brand strategy according to their own nature need fully understand economic change in the market and then adopt the flexible strategies.The article draws on the enlightenment on Chinese enterprises based on the analysis of the marketing strategy of Procter & Gamble. The enterprises cannot follow the marketing strategy of P&G blindly, but concentrate on its own business characteristics and use reasonable strategies. Enterprises should adapt to the trend of the times and pay attention to the innovation of products, emerging the vitality of enterprises. For Chinese multinational enterprises, globalization strategy and localization strategy areessential.Only if a company fully understand the needs of the market, develop products according to market and product commodities based on the habits of the local people, it can achieve success.