Brand Marketing
Cutting Over 200 Brands, the "Whampoa Military Academy" of Marketing Sees Performance Fall Back a Decade—Who Moved the Big Brother's Cheese?
Procter & Gamble, once hailed as the "Whampoa Military Academy" of the FMCG industry, has seen its performance decline for years, with profits plunging 68.3% in the latest quarter. The company has cut over 200 brands in an attempt to stay agile, but its market share in China has halved. The real challenge is not competition but a failure to adapt to a fragmented, digital era where consumer preferences and channels have diversified.
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