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宝洁公司进入中国日化市场已经15年了,其麾下的飘柔、海飞丝、潘婷、沙宣以及伊卡璐已经牢牢占领了中国高端洗发水市场。但2003年11月,出人意料的“9.9元飘柔”却将宝洁价位历史性地拉到了10元以下。宝洁的解释是面向二三级城市,主打中低端市场。根据调查,飘柔的销量占宝洁洗发水总销量的40%,而9.9元飘柔的出笼,则有望俘虏相当一部分心理价位定在7～12元的消费者。但结果怎样呢?
Procter & Gamble has been in China’s daily chemical market for 15 years, and its rents, Head & Shoulders, Pantene, Sassoon and Icahn have firmly captured the high-end shampoo market in China. However, in November 2003, the unexpected “9.9 yuan floating rewards,” but will P & G price historically pulled below 10 yuan. P & G’s explanation is for second and third tier cities, the main low-end market. According to the survey, Rejoice sales accounted for 40% of Procter & Gamble shampoo total sales, while Rejoice out of 9.9 yuan, is expected to captive a considerable part of the psychological price set at 7 to 12 yuan of consumers. But what happened?