Marketing In China's Villages.
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 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 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, especially those target consumers (housewives).
Why do most of village customers do not know P&G.
After a strong argument, the conclusion figures out: P&G's televisual advertisements and other stylish propagandas are tailored particularly to meet the taste of the town and city's consumers in a certain degree, thus these different expression manners gave an unfamiliar feeling to the countryside consumer who would think these products are not belonging to them.
Solution: farmers do not like sweet candy', they believe in "what is seen by the eye rather than what is heard by the ear". Communicating with them face to face; demonstrating how to use the product in front of them; giving a good speech of persuasive introduction; letting the chance to them to try the product; a substantial benefit on their own is the best way to gain their credibility.