PROCTER AND GAMBLE EN JAPON.

Procter & Gamble (P & G), the largest U.S. company consumer products, he earned a reputation as one of the best marketers in the world.

P & G is a company with operations in Europe, Latin America, North Africa, and the Middle East, and entry to Japan the last major country in the developing world after the Second World War. Represents a dominant global presence in detergents, cleaning products, personal care products and pet food.

Product development and market strategy of P & G in Japan during the decades of the 70s and 80s were the company studied the Japanese market especially in detergents, which produced good results because the market was big. They focused on that market because that Japan consumed twice the amount of soaps, detergents, cleaners and personal care products to North American and European women, as the concern for cleanliness and order depends on their religious beliefs.

P & G came across a big problem on how to distribute the products, as there were about 1.7 million retail stores in Japan, equivalent to one store for every 375 people. Which approximately 17,000 were supplied by wholesalers, who had strong relationships with companies that P & G had to compete.

P & G introduced three brands which products marketed in the United States, Cheer, and powder detergent for washing clothes, Bonus, liquid laundry detergent and Camay. The company put all its emphasis on Cheer, detergent powder, whereby I get to position them in a very good place in the Japanese market.

P & G faced another problem, the sales reps were very few visitors because a few lived in their sales territories, travel costs were huge and wholesalers had no exclusive brands P & G which do not produce interest in promoting products.

The company was on the brink, with losses of $ 300 million and debt of the subsidiary P & G Japan KK and P & G Sun home for over $ 250 million.

P & G change of Directors, which had in mind that they should prosper in business in Japan, because if unsuccessful, would eventually compete in their own territory.

With all these experiences in Japan P & G enumerate five key points that had to implement, understand Japanese consumers, make customized products that consumers ask for, keep in mind the culture of doing business or marketing, sell the image of the company and to penetrate the Japanese distribution system.

Finally P & G was able to demonstrate through results that the constant struggle and learn the hard way, came to meet the expectations of the most demanding in the world in terms of quality and innovation, which framed a significant advantage globally.

Already like Procter & Gamble conclusion was presented to an unknown market, with a very particular way to market and carrying from their leading products through its own distribution methods and ending with the country managers which were coming,

...