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Pantene Marketing in China - Research Paper Example

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This research report seeks to conduct a comprehensive marketing audit of Pantene in the Chinese consumer segment. Pantene is associated with quality and excellence in the Chinese market. This is due to the efficient and effective marketing strategies of the business organization …
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Pantene Marketing in China
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P&G has been operating in the international market for decades. The company has achieved success due to its simple and straightforward growth strategies. It offers an exclusive line of products that cater to personal grooming and hygiene. P&G brands have become household names due to aggressive marketing and promotional schemes
Pantene is a shampoo product which has been highly successful in the world. It comes in different styles depending upon the hair groups of individuals. It has been rapidly popular in China because of its tangible and intangible benefits. P&G has marketed the product by focusing on the entire consumer segment. This has enabled the organization to register phenomenal economic growth and development.
The Chinese government retains tight political control inside the country. However, the government has been pragmatic enough to create transparency and accountability in order to attract foreign investors. Further, the shampoo industry has been exempted from taxes in the coastal zones. The government has significantly reduced tariffs for the industry in order to target the rising middle class. Proctor and Gamble dominate seventy percent of the Chinese shampoo market. Pantene as a brand is available at affordable rates for the majority of Chinese citizens. P&G’s strategy has been to ensure that lower end segments are targeted through the use of innovative and creative strategies (Pacific Research Consulting, 2004: Pg 1). Pantene is available for various consumer segments depending upon their tastes and preferences. Consumers have helped to transform the brand into a personal necessity.  ...Download file to see next pages Read More
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