Procter and Gamble in Japan

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Procter & Gamble (P&G), the large U.S. consumer products company, has a well-earned reputation as one of the world’s best marketers. P&G manufactures and markets more than 200 products that it sells in 130 countries around the world. Along with Unilever, P&G is a dominant global force in laundry detergents, cleaning products, personal care products, and pet food products. P&G expanded abroad after World War II by exporting its products, brands, and marketing policies to Western Europe, initially with considerable success. Over the next 30 years, this policy of developing new products and marketing strategies in the United States and then transferring them to other countries became entrenched. P&G’s adaptation of…show more content…
On further inspection, P&G found that this behavior resulted from the changing eating habits of Japanese consumers. The Japanese are consuming more fried food, and existing dish soaps did not effectively remove grease. Armed with this knowledge, P&G researchers in Japan went to work to create a highly concentrated soap formula based on a new technology developed by the company’s scientists in Europe that was highly effective in removing grease. The company also designed a novel packaged for the product. The packaging of existing products had a clear weakness: the long-neck bottles wasted space on supermarket shelves. P&G’s dish soap containers were compact cylinders that took less space in stores, warehouses, and delivery trucks. This improved the efficiency of distribution and allowed supermarkets to use their shelf space more effectively, which made them receptive to stocking Joy. P&G also devoted considerable attention to developing an advertising campaign for Joy. P&G’s ad agency, Dentsu Inc., created commercials in which a famous comedian dropped in on homemakers unannounced with a camera crew to test Joy on the household’s dirty dishes. The camera focused on a patch of oil in a pan full of water. After a drop

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