Brand Marketing
P&G, Unilever, Johnson & Johnson Are Making a Serious Mistake
They once taught Chinese counterparts, who were just beginning to learn about market economy, a valuable lesson. P&G was once a myth in the Chinese market. Its first three shampoo brands—Head & Shoulders, Rejoice, and Pantene—simultaneously aired TV ads, competing with each other, leaving Chinese companies astounded. With precise positioning strategies, high-quality ads, and massive spending, P&G gave a masterclass to Chinese peers. Multi-branding, USP, positioning—advanced concepts flooded in, showcasing world-class management. Even P&G's shelf displays, brand naming, and ad creativity became classic cases for Chinese companies to study. However, this 179-year-old company has faced major troubles globally, including in China, with declining performance. Last year, P&G's CEO emphasized cutting half its brands to survive. Despite various self-rescue measures, performance hasn't improved. In populous China, P&G's market share has been declining.
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