This case study examines P&G's entry into foreign markets like Japan, India, and China. P&G struggled in Japan for 14 years with heavy losses before eventually finding success. In India, P&G faced strong competition from local brands that led to negative returns. While P&G was the first MNC to enter China, it also faced issues from cultural differences, currency devaluation, and using strategies from other countries that failed. The key lessons are that companies must thoroughly understand the local environment, use effective marketing strategies tailored to each country, and have alternative plans to adapt to challenges.

1. Case study
Presented by:-
Ajit Bhura
Ashish Buchha
Leeladhar Upadhyay
Nikunj Chandak
Yogesh Duggar
Zeshan Mirza
Batch :-
MBA (1st Sem)

2.  Founder - William Procter & James Gamble
 Founded - 31 October 1837, United States
 CEO – David Taylor
 Products – Home care products & Personal
products

3. Introduction
• P & G stormed Japanese market with American
products and American style
• Occurs heavy losses for 14 years
• Entered India with high expectations with huge
market share

4. • Launched various products like home products and
personal products
• Various competitors emerges their dominance against
P & G
• Cut throat competition leads to negative returns
• Entered in China with focus of huge market share

5. • First MNC to enter in China leads to success in
capturing market share
• Faced issues related to cultural environment, rupees
devaluation etc., leads to losses
• Change in strategy and by promoting the products
increases the share in market

6. Findings-Problems
 HLL, Johnson & Johnson, Nirma were the various
competitors
 Import of ingredients become costly due to heavy
custom duty
 Devaluation of rupees resulted to increase in prices
of the products

7.  Similar policies for different countries resulted to
company’s failure
 Could not successfully implemented the compact
technology adopted by KAO in Japan
 High prices of the products compared to competitors
product

8. Responsible factors
Cultural Factors
Lack of Marketing
Competitors Factors
Other Factors

9. 1. Cultural Environment
Analysis
 Different countries have different form of tastes,
preferences and environment
 Company should adopt changes according to
suitable environment as per the needs of the
country’s culture

10.  Proper promotion should be needed to compete in
market
 Marketing should be attractive
2. Lack of marketing
3. Competitive factors
 Proper check of competitors and their products
 Prices should be competitive as per market

11. 4. Other factors
 Should have appropriate knowledge of economy
 Proper survey is required to be done before
entering to market

12. Conclusion
 Detailed knowledge of the environment of the country
 Proper marketing strategies should be adopted to
develop and promote the product
 Proper investigation before making investment
 Proper alternative plans for any discrepancies
 Detailed knowledge of taste & preferences of the
target consumers