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1、1)案例故事(CaseStory)Attheendof1990s,shampoomarketwasboominginChina.WiththeflourishingChinesebrands,P&Gwasconfrontedwithatoughtimeincompanydevelopmentinternationally.Inshampoomarket,P&GwaschallengedbyC-BonsandUnilever.InordertofindanewgrowthpointandchangeChinesemarketsituation,P&Gfocus
2、edonlocalization.In1997,P&Gmadeanewproductstrategyandbeganthemarketresearchandconcepttestingwhichlastedforthreeyears.Itadopteditsusualmethodswhichbasedonscientificandstrictmarkettestinginnewproductdeveloping.In2000,anewbrandAscend(pronouncedinChinese:runyan)appearedinpublicwithanim
3、pliedmeaningofmoisteningandbeautifyinghair.Withtargetwomenconsumersagingfrom18-35,Ascendmadeitspurposeaspresentingorientalwomen’sbeautifulblackhair.TheappearanceofAscendshockedthewholeshampoomarket,especiallyitspackaging,advertisingimageandpublicitypropagandagavepeoplegreatimpressi
4、onbecauseoftheadvancedlevel.Ascendespousednaturalbeauty,andregardedwomen’sbeautyastheglintingdiamond.Itaimedforhelpingwomentopresenttheirattractivelymovingappearance.AscendshampoocontainedtraditionalChineseherb,polygonumwhichishelpfulinmoisteninghair.What’smore,itwasthefirstshampoo
5、whichcontainednaturalherbingredient.AscendwassuitablefortheOrientalsbecauseofitsingredientofChineseherbalmedicine.Attractively,abeautifulorientalgirlwithlongblackhairappearedinthecreativeadvertisementwhichwasdesignedtopresentblackorientalhair.Itfullyrevealedthenaturalbeautifulconce
6、ptoftheOrientals.AscendwasfirstlysaleinHangzhouprovinceonSeptember10,2001.ThefirstlytargetmarketwaschosenasHangzhouprovinceforitspotentialbusinessopportunitiesandmodernfeeling.Moreover,asaninternationaltouristcity,Hangzhoupossessedprofoundtraditionalculture.Sowomenlivinginthecitywe
7、reinevitablyownedmodernandtraditionalfeelingstogether,whichwerecoincidedwithAscend’stheme.Theproductwascompletelydifferentfromtwo-in-oneshampooatthattime;instead,itemphasizedseparatelyusageofshampooandhairprotectorwhenwashinghair.Actually,suchathemewastoemphasizethatthefirststepofp
8、ossessingbeautifullyhealth
