“Do Something That Matters” - P&G
1. Corporate Overview
P&G, which first entered South Korea in 1989 through a joint venture with Seotong Co., Ltd., established P&G Korea in 1992 separating itself from Seotong Group. P&G celebrated its 30th anniversary in Korea in 2019. Despite its long history and tradition, P&G, which dominates the global household goods market and is famous for as “The marketing academy”, has been struggling in Korea due to domestic brands. Nevertheless, some brands, such as Downey, Febreze, and Gillette, are playing so well, so it’s worth discussing the success strategies of them.
Company Name | Nespresso Korea Ltd.
Homepage | https://pg.co.kr/
Business | Wholesale and Trading business for Cosmetics, Personal care goods.
Selling Items | Baby Diapers, Laundry Products, Hair&Skin Care, etc.
Sales(Latest) | 726 billion won
Number of employees(Y2020) | 240
Brand Portfolio
A total of 12 brands are currently in operation in Korea, with the following brands depending on the business unit:
- Baby Care: Pampers
- Fabric Care: Downy
- Grooming: Braun, Gillette
- Hair Care: Head & Shoulders, Pantene, Herbal Essences, Hair Recipe
- Home Care: Febreze, Swiffer
- Oral Care: Oral-B
- Skin and Personal Care: SK-Ⅱ
2. Business Results
Market Share
- Textile Odor Eliminators
Although the exact market share figures for Febreze are not available, it is certain to be the No. 1 market share for textile odor eliminators, and industry insiders believe that it occupied more than 80-90%. - Razors
It was also difficult to find accurate market share figures for Gillette. However, according to a survey of 500 adult men for "the razor brands currently in use"(multiple responses), conducted by Open Survey(a market research firm) in February 2019, Gillette (76.6 percent), Dorco (33.2 percent), and Schick (16.6 percent). - Fabric Softners Market
According to Euromonitor on the 11th of 2019, P&G's Downy took the No. 1 share of the fabric softener market. Since 2018, the game has been reversed, with Downy of P&G beating Saffron of LG Household & Health Care(a Korean national brand) to take the No. 1 market share. As of 2019, Downey's market share reached 36.1%, widening the gap with LG Household & Health Care's Saffron (31.9%), which is the second place, from 2018.
Financial Information
P&G Korea is a limited company and is not subject to external audits, so there is no obligation to disclose business performance. For that reason, the current sales are not disclosed.
The next article will cover the industry trends and the marketing strategies and activities.
Please stay tuned!