Procter&Gamble (P&G), the large U.S. consumer products company, has a well-earned reputation as one of the world¡¯s best marketers. With more than 300 brands of paper, P&G generates more than $40 billion in annual revenues worldwide. Along with Unilever, P&G is a dominant global force in laundry detergents, cleaning products, and personal care products. P&G expanded abroad after World War ¢ò by exporting its brands and marketing policies to Western Europe, initially with considerable success. P&G entered China in 1988, during a few years it gets very successful in some cities. It has the biggest market share of shampoo until now. Why can P&G keep ahead in a long time in China, one of the most important factors is P&G did a good job in a potential market ¨C China¡¯ villages.

Based on the point that China as a huge agriculture nation, more than 80 percent populations are assembled at rural area. The decision maker of P&G thought the prospect of the country market of China should be inestimable, if it was developed effectively. However, when the research report came out, they found it amazingly, there are few village consumers recognize P&G product,

Price factor is very sensitive. Dut of the low purchasing power, P&G sell its products with low price.

Getting people together: through by using float, TV, sounder, gong, tent, colour flag ,lottery, etc ,to attract crowd ,to strengthen the public effect of the activity, and creating the marketing effectiveness.

P&G company¡¯s strategy is: firstly, get the farmers all together efficiently, as long as people all getting together, the strategy could be followed on, to let them accept the product, from recognition to familiarity till accept the brand. Of course, owning to the weak consume ability in the early period, P&G did not expect to sell the products in a big amount, but aiming to develop the potential market.

Some topics in this essay:
Road Show¡¯s, Road Show¡±, Based China, P&G Ltd, Conclusion China, Western Europe, Procter&Gamble P&G, Unilever P&G, World War, realistic feeling, seen eye heard, ¡®sweet candy¡¯, cultural custom, potential market, sell products, village consumers, relationship shopkeeper, biggest market, ¡®sweet candy¡¯ believe, china market, familiar local,