Fan Xiaoping, Sun Jiaqi
Abstract: As a global manufacturer of consumer staples, Procter & Gamble was faced with a pincer attack from both inside and outside in the Chinese market, resulting in a rapid decline in the market share. Faced with this dilemma, Procter & Gamble China began to adjust their strategic thinking: on the one hand, increase the investment in high profit contribution business unit, gradually transfer to beauty and care products with higher profit margins and greater potential growth; on the other hand, introduce the "big brand" strategy, eliminate disadvantaged brands, focus on the development of advantaged brands. This case describes the ideas and processes of Procter & Gamble China's strategic transformation when facing with competition, explore the direction of its strategic transformation and existing problems.
Keywords: brand strategy; strategy transformation; “big brand” strategy; cross branding
