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在过去的几十年中，由于全球化使得选择与使用正确的市场策略显得尤为重要

As globalisation of international market has intensified over the last few decades the importance of selecting and employing appropriate marketing strategies, which enable the strength of the company to meet market opportunities, have become crucial factor for large companies operating internationally in determining their success or failure in future.
Among those marketing strategy approaches, the marketing segmentation is one of the most important factors to enable the company success in specific targeted markets. Along with the segmented markets, the products and service offered by the company would be differentiated. The successful marketing segmentation and product differentiation methods has become important elements for the company's core competitive advantages, especially in the FMCG product industry.
FMCG products are short for fast moving consumer goods, which are daily need basic products, refer to all kind of personal care products including health care, hair care, skin care, oral care, baby care and fabric care products etc. Those products have one common characteristic, they are the daily needs products, they must be used in daily life, therefore the demand of those types of products is constant in market. Another common characteristic for those products is that, they are all cheap, https://www.51lunwen.org/Economy/org201210241333165772.html the profit might be small for each product, however due to the huge demand in the market, they still can generate large amount of profit, as the scale economy. Therefore most companies involved into the FMCG industry are Multi-National Enterprises, in order to achieve the scale economy at beginning. As the demand is instant, and profit are ensured, the competition in this industry is quite keen. The scale economy can only ensure the profit for each product, how to stimulate the customer demands to the specific product is the main problem for each company involved in this industry.
P&G is a U.S manufacturer of consumer commodities, and it is currently the worlds largest commodity companies. In 2008, P&G is the sixth-largest company by market value. They have staff more than 110,000, and P&G build factories and offices in more than 80 countries around the world. P&G operated by more than 300 brands of products sold more than 160 countries and regions, it including home care, hair and beauty, baby and family care, food and drinks. Many entrepreneurs believe that P&G’s success comes from the success of its marketing strategy,such as product differentiation strategy.(Baike,2011)

1.1. Overview of the Procter and Gamble (P&G) 

1.1.1 HISTORY OF P&G
The founder of P&G are William Procter, and James Gamble. Procter was a candle maker from England, and Gamble was a soap maker from Ireland, they both immigrant to Cincinnati, the US. And they have married a pair sisters, Olivia and Elizabeth Norris, and become in a family. Due to the Panic in 1837, the candle and soap market competition has become more intense. In this situation, Alexander Norris, their father-in-law called a meeting to convince them to join together, become each other's partner, as their business could use similar resources and materials. As a result, the new enterprise Procter & Gamble was founded on October 31, 1837.

1.1.2. Current performance
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