Product positioning research of P & G Camay

Abstract

Procter & Gamble (P & G) is one of the world's largest consumer products companies with its product sales in more than 160 countries. The product categories focus on beauty salons, home care, baby care, health care, food and beverage-about 300 brands. P & G makes full use of the advantages of different market to develop diverse brands to meet the different needs of various market segments based on understanding and grasping the difference of market and consumers across countries. It has established a considerable reputation in the Chinese market; Camay Brand is positioned as expert for personal care, stressing on personal sensory experience caused by fragrance. © 2012 Springer-Verlag London Limited.