P&G's Take on Targeting China's Fast-Changing Consumers
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After becoming Procter & Gamble’s second-biggest market in the world in 2012, with about 6% of the company’s global sales, China is still a moving target. As the country’s top advertiser and market leader in the biggest package goods categories, P&G is known for developing products that meet the needs of local consumers and building an organizational structure that empowers Chinese talent.
Today, P&G’s Chinese future is in the hands of one of those local hires.
Ellie Xie, general manager and one of Ad Age’s Women to Watch China 2014, is charged with keeping P&G brands like Pampers, Olay and Crest in a market leadership position amid growing competition and a fast-changing marketplace. P&G is by far China’s biggest advertiser, spending almost $1.8 billion a year, about twice as much as L’Oreal at No. 2 at $1 billion and Unilever at No. 3 at $842 million, according to the Ad Age DataCenter’s annual ranking of the top 100 global marketers.
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