The Development History of Multinational Corporations

Procter & Gamble, founded in 1837, is one of the largest consumer goods companies in the world. In fiscal year 2003-2004, the company's annual sales reached 51400 million USD. Ranked 86th among the 500 largest industrial/service enterprises in the world recently published by Fortune magazine. Procter & Gamble has nearly 654.38 million employees worldwide, and has factories and branches in more than 80 countries around the world. The products of more than 300 brands managed by it sell well in more than 60 countries and regions, including fabrics and home care, hairdressing and beauty, baby and home care, health care, food and beverage, etc.

Overview of Procter & Gamble

Established in 1837.

Headquartered in Cincinnati, Ohio, USA

Sales reached $565,438+$400 million (fiscal year 2003-2004).

The profit was $6.48 billion (fiscal year 2003-2004).

Branches are distributed in more than 80 countries.

Products are sold to more than 60 countries.

Product categories: fabrics and home care, hairdressing and beauty,

Infant and home care, health care, food and drink, etc.

There are about 300 brands.

The number of employees is about100000.

Chairman Lei Fuli

President and CEO A.G. Lafley

20 global technology centers

With more than 29,000 patents.

Enterprise philosophy of P&G;

"Unity is strength, creating the future!

We will do it: we are far-sighted and brave in practice.

We constantly surpass ourselves, lead change, innovate, take risks and act quickly.

We strive to improve people's quality of life.

We provide products with good quality and reasonable price, which consumers trust and use every day.

We are model corporate citizens in Greater China and prosper together with our community.

We make full use of the advantages of different markets.

We fully understand and master the differences between the market, consumers and customers, and constantly try and develop various successful models.

We establish a strategic partnership.

We cooperate with customers, suppliers, governments, research institutions, universities and community organizations to establish competitive advantages in large and medium-sized countries. We are a united team.

We make full use of the different backgrounds, experiences and skills of all employees in Greater China to make joint efforts to achieve success. We train and motivate our employees to go all out.

We provide employees with opportunities to succeed in personal, career and economic income, so everyone wants to work at P&G. Employees in Greater China not only lead local companies, but also play an important role in P&G worldwide.

We contribute to global innovation.

We give full play to the intelligence and wisdom of China employees and the advantages of traditional culture, provide new ideas, concepts, products and technologies for the world, and become a successful model in the world. "

1980-2003 Multinational companies

2003

Olay has become the first 13 brand of P&G, with annual sales exceeding 654.38 billion US dollars.

P&G acquired Na Wei Company.

2002

P&G celebrates165th anniversary.

Lafley was elected chairman.

P&G owns a brand with annual sales of1200 million USD.

200 1

Mr Lafley was elected as the chairman of the company.

Procter & Gamble acquired Icarus series from Squibb. Icarus is the world's leading brand of hair dyeing and hair care, with annual sales of $654.38+0.6 billion.

2000

Mr. Lafley was elected president and CEO of the company. P&G introduced reflect. This is an interactive online business beauty company. FDA approves-Actonel, a new drug for preventing and treating osteoporosis. As the inventor, Procter & Gamble will jointly market this new drug with Aventis Pharmaceutical Group.

Just like Procter & Gamble, the founder of Procter & Gamble more than a century ago, Procter & Gamble people will always focus on the future, and we will continue to provide first-class quality products to consumers around the world, so that consumers can be perfect every day!

1999

Mr deco Jacob, the former CEO of the company, was appointed as the chairman, president and CEO of the company. The company acquired lams and began to enter the field of pet health nutrition. Lams is a leading company in the high-end pet food industry. In addition, the company acquired Recovery Engineering Company, and developed PUR brand water filtration system by using its technology in water treatment.

1998

P&G Aoli New Factory was completed and put into operation. Procter & gamble's institutional reform plan in 2005 began to be implemented. Procter & Gamble has become a truly multinational enterprise, with operations in more than 70 countries around the world, and its products sell well in 140 countries and regions.

1997

Procter & Gamble acquired Tambrands and its world-famous brand Tampax to expand its feminine hygiene products market. Procter & Gamble signed a global agreement with Marion Roussel of Hearst Company to jointly market Procter & Gamble's new bone health drug Actonel- 1.

1996

P&G has introduced a kind of calorie-free edible oil-Orian, which is used for all kinds of salty snacks. Olian has been inspected and approved by the US Food and Drug Administration. Olian enables consumers to enjoy snacks without worrying about getting fat. To celebrate the 50th anniversary of Tide washing powder, Procter & Gamble held a nationwide "American Dirty Kids" competition. Procter & Gamble continues to expand the international market.

1995

Mr Bai Bo was elected as the ninth chairman and CEO of the company, and Mr Deco Jacob was elected as the first CEO of the company. The company began to adopt four regional organizations to manage its global business. Procter & Gamble was awarded the National Technology Medal by the American government-the highest honor awarded by the United States for technological achievements. The medal fully affirmed P&G's efforts in developing and applying advanced technologies to improve consumers' lives.

1993-94

P&G has developed more joint ventures in China, and established four companies and five production bases. P&G re-entered the South African market. P&G was awarded the Opportunity 2000 Award by the US Department of Labor. This is an annual award, which encourages enterprises to provide fair employment opportunities and establish a diversified workforce.

1993

P&G's sales exceeded $30 billion. For the first time in the company's history, the sales of the international branch exceeded 50% of the total sales. In Kobe, Japan, the Japanese headquarters and technology development center were completed.

1992

P&G relaunched the Pan Ting -Pro-V (Pan Ting) brand of Richardson-Vicks. This brand has quickly become the fastest growing shampoo product in the world.

199 1

P&G acquired Max Factor and Betrix to further expand its cosmetics and perfume business. Procter & Gamble bought Rakona from Czech Republic and established its first branch in Eastern Europe. In the same year, we set up branches in other eastern European countries such as Hungary, Poland and Russia.

1990

Procter & Gamble bought the old perfume product line from Shulton to expand the business of personal care products for men. Spic and Span Pine used 100% recyclable plastic as packaging, which won the DuPont International Packaging Award for the company.

1989

Procter & Gamble acquired Noxell and its cover girl, Noxzeme and Clarion brands, and entered the cosmetics and perfume business. Procter & Gamble Company recruits local university graduates in China for the first time.

1988

P&G established a joint venture in China, and Guangzhou P&G Co., Ltd. was established. This is the first company established by the company in the world's largest consumer market.

1987

On the occasion of the 50th anniversary of Procter & Gamble's founding/KLOC-0, the company was listed in the Fortune Global 500 list, and it is the second oldest company among the 50 companies. P&G acquired Blendax series products from Europe, including Blend-a-med and Blendax toothpaste. This is the largest international acquisition in the company's history.

1986

P&G has pioneered a new technology that allows consumers to use shampoo and conditioner at the same time to shampoo and care for their hair. Pert Plus, also known as Rejoice Shampoo, has quickly become one of the world's leading shampoo brands.

1985

Procter & Gamble acquired Richardson Vicks and expanded into the pharmaceutical and health care products market. The company also acquired Mefumucil, Dramamine and Icy Hot, becoming the largest manufacturer of over-the-counter retail patented drugs.

1983

P&G launched Always, also known as Whisper, a high-quality personal hygiene product for women, and 1985 became the leading brand of similar products in the global market.

1980

Sales exceeded $654.38+0 billion.

1980, P&G 150 Daqing is just around the corner, and the company is ready for rapid development. P&G has developed into one of the largest multinational companies in the United States. Through the acquisition of Norwich Eaton Pharmaceutical Company (1982) and Richardson-Vickers Company (1985), the company is active in personal health care industry; By acquiring Noxell, Miss Buddha and Ellen Betrix in the late 1980s and early 1990s, P&G played an important role in cosmetics and perfume industry. These acquisitions have also accelerated the globalization of P&G. In order to give full play to the advantages of multinational companies, P&G has established a global R&D network with research centers all over the United States, Europe, Japan, Latin America and other places. Procter & Gamble's Pampers, Hushubao, Pan Ting, Tide, Bilang, Crest, Vexcor and Olay have become world-famous brands, and they are outstanding in the market.

1945- 1980 brand-new fields are developing rapidly.

1972

Company researchers found out how to add softener to non-woven fabrics so that clothes can be softened in the dryer. The result of this research is the Bounce brand. It quickly became the second largest clothing softener after Downy brand.

1973

Procter & Gamble acquired Japan's Nippon Sunhome Company and began to produce and sell its products in Japan.

1963

P&G acquired J.A. Folger &; Co., enter the coffee market. The European Technology Center was inaugurated in Brussels.

196 1

A brand-new product pioneered by Procter & Gamble: Pampers for Baby Diapers went on the market. The company opened a branch in Saudi Arabia in the Middle East.

1960

The American Dental Association confirmed Crest as "anti-caries toothpaste" and its sales increased by leaps and bounds. P&G has set up an office in Frankfurt, Germany, employing 65,438+05 employees. Three years later, the first factory in Germany was put into production. Procter & Gamble has introduced the company's first clothing softener: liquid softening.

1957

Procter & Gamble bought Charmin Paper Milk, which produces paper towels and sanitary napkins, and officially entered the consumer paper business.

1955

Procter & Gamble launched Crest Toothpaste, the first fluoride toothpaste, which has been clinically proved to prevent dental caries.

1954

P&G rented a washing powder factory in Marseille, France, and began to develop its business in continental Europe.

1952

P&G has established a brand-new research center in Cincinnati, which is the first research center dedicated to future technological development.

1948

P&G established its first Latin American company in Mexico. The company has set up an international branch to manage its growing international business.

1946

"Laundry Miracle"-Tide launched. After a year of trial sale, it was officially launched throughout the United States. Tide adopted a new formula, and the washing effect was better than all other products on the market at that time. Excellent washing effect and reasonable price make Tide the first washing powder brand in 1950 America. Coupled with the company's introduction of Prell shampoo, the personal health care products series began to develop continuously.

1946, P&G introduced tides. This is the most important new product launched by the company after ivory soap. Tide was much superior to similar products on the market at that time, so it was a great success soon. Its success has accumulated funds for the company to enter new product series and new markets. Since Tide was launched, P&G has developed many new product fields. Crest, the first fluoride toothpaste, was certified by the American Dental Association for the first time and soon became a leading toothpaste brand. The company's pulp manufacturing technology has promoted the development of paper products such as paper towels. Procter & Gamble invented disposable baby diapers, and Pampers was launched in 196 1 year. The original business strength of the company has been continuously strengthened, and at the same time, it has begun to enter the food and beverage market-the most important measure is to acquire folger Coffee with 196 1, and launch the first clothing softener-Downy. However, the most important thing is that the company attaches great importance to expanding its global business. P&G began to set up branches in Mexico, Europe and Japan. By 1980, Procter & Gamble has started business in 23 countries around the world, with sales reaching 1 1 billion dollars, and the profit ratio increased by 35 times 1945.

1890- 1945 innovation and development

1937

P&G has a century-old annual sales of $230 million.

1935

Procter & Gamble acquired a Philippine manufacturing company, established its first operating organization in the Far East and developed into an international company.

1934

P&G launched Drene, the first synthetic shampoo, and began to enter the market of shampoo and hair care products.

1933

The radio series "Ma Perkins" sponsored by Procter & Gamble has been broadcast all over the country and is very popular. The company subsequently sponsored more "soap operas". Loyal listeners of "soap operas" have also become loyal users of P&G products. P&G pioneered day five. Procter & Gamble took the lead in launching synthetic washing powder Dreft. This new development of washing product technology led to the revolution of the whole washing technology.

193 1

P&G's brand management system sprouted in the late 1920s. By 193 1, the company has established a special marketing organization, and a group of specialized personnel are responsible for the management of a certain brand, but there is competition among brands. This system enables each brand to have an independent marketing strategy. At this point, P&G's brand management system was officially born.

1930

P&G acquired Thomas hedley Limited in Britain and established its first overseas branch. Fairy soap is the main product of Thomas hedley Company.

1926

After ivory soap, P&G introduced Camay soap. The company has two competing brands, which is the prototype of the brand management system.

1924

P&G set up a market research department to study consumers' preferences and buying habits, which is one of the earliest market research departments in industrial history.

1923

P&G tries to adopt a new media-radio broadcasting. The company sponsored national cooking programs in the name of Crisco and became one of the first companies to use radio advertisements.

19 19- 1920

The quarterly purchase of P&G products by wholesalers leads to unstable production demand and layoffs in factories. Therefore, P&G announced the implementation of new measures: selling products directly to retailers and hiring 450 salespeople. This change has stabilized production, reduced layoffs and changed the operation mode of the grocery store industry.

19 19

The articles of association of the company include "the company is closely related to the interests of employees".

19 17- 19 18

Procter & Gamble began to actively recruit researchers and started an eight-hour work week.

19 15

For the first time, P&G established a production facility outside the United States: the production plant in Canada has 75 employees, producing ivory soap and Crisco baking oil. P&G implements a nationwide retirement insurance system for the disabled.

19 1 1

Procter & Gamble launched the first pure plant baking oil Crisco. Crisco provides consumers with healthier and more economical cooking options than animal fat.

1939

Only five months after TV was launched in the United States, P&G launched its first TV advertisement (ivory soap), which was broadcast in the first televised baseball game.

1904

In order to meet the increasing domestic market demand, P&G began to set up an external factory in Cincinnati.

1896

The company hired famous artists at that time to design and produce the images of "Mrs. Ivory" and "Ivory Baby" to attract public attention, which became the first color printing advertisement made by soap manufacturers in history.

1892

Procter & Gamble officially implemented the system of employees subscribing for shares in the company.

1890

P&G established an analysis laboratory in Ivorydale factory to study and improve the soap manufacturing process, which is one of the earliest product development research laboratories in American industrial history. From 65438 to 0945, P&G has become a big company with nearly 350 million dollars. P&G products are very popular in America and Canada. At the same time, the company began to expand its overseas business by acquiring Thomas hedley Limited in the UK. Through the efforts of 108, P&G has laid a solid foundation for its rapid development.

From 65438 to 0890, Procter & Gamble sold more than 30 different types of soap, including ivory soap. Creative advertisements, including color advertisements published in national magazines, make more consumers know about P&G products, and the demand for P&G soap is also increasing. The company began to set up factories outside Cincinnati, first in Kansas City, Kansas. Then set up a factory outside the United States. The first factory outside the United States is located in Ontario, Canada.

The company's research laboratory is as busy as the factory. New products emerge one after another: ivory soap chip: a kind of flaky soap used for washing clothes and washing dishes; CHIPSO: the first soap specially designed for washing machines; Crisco, the first whole plant baking oil, changed the way Americans cook.

Perhaps more importantly, all these innovative products are based on a deep understanding of consumer needs. The company uses leading market research methods to study the market and consumers.

P&G's marketing strategy is also groundbreaking, including sponsoring "soap operas" on the radio, distributing product samples and promoting bonuses.

1837- 1890 the company was established.

1887

P&G pioneered the earliest profit-sharing system in the United States, and employees celebrated the first dividend payment day in 10 that year.

1886

Ivorydale factory was put into production, and the design of the factory integrated the most advanced technology at that time, while paying attention to the comfort of employees' working environment, which was rare at that time.

1885

Procter & gamble company. G initiated the welfare measures, and employees can get paid without going to work on Saturday afternoon.

1882

Procter & Gamble invested 1 1 000 USD for the first time to promote ivory soap in China through printing advertisements. Through a weekly magazine named "Independence", ivory soap is widely publicized for its pure white and gentle nature and floatability on water.

1879

JAMES NORRIS GAMBLE, the son of the founder, and a chemist jointly developed a soap with the same quality as imported olive soap, but with moderate price and white color. Harley proctor, the son of another founder, named this soap "ivory" soap. This name can well reflect the pure white, gentle and durable characteristics of this soap.

1859

Twenty-two years after the company was founded, P&G's annual sales exceeded $65.438 billion for the first time, and the company's employees also increased to 80.

1850

The symbol of "stars and the moon represent glory" became an informal trademark of the company in the 1950s of 19. In the 1960s, the signs of stars and the moon appeared on all company products and communication documents. Due to the invention and use of electric light, the company stopped producing candles in the 1920s.

1837 is not the prime time to start a business. Although Cincinnati is a bustling commercial center, the United States is being hit by the financial crisis. Hundreds of banks have closed down all over the country, and the economic crisis hangs over the country.

However, the two founders of Procter & Gamble decided to start their own business. They are more concerned about how to compare with other 14 soap and candle manufacturers in the city, rather than the financial storm sweeping across the country. Their calmness fully shows their long-term planning strategy for business: a business strategy that later became the symbol of Procter & Gamble. For example, in the 1950s of 19, despite the rumors that civil war was imminent, they resolutely opened a new factory and expanded their productivity to support the expanding business needs.

Later, they became the first companies in the United States to introduce the profit-sharing system and the first companies in the industry to invest in research laboratories. By 1890, P&G has owned several million dollars of assets. However, P&G is not satisfied with the status quo and still looks forward to the future.

1837

Although William Poquet, an English immigrant, and James gamble, an Irish immigrant, were bent on seeking development opportunities in the western United States, they both stayed in Cincinnati for objective reasons. William began to engage in the business of making candles, and James began to learn to make candles. If they hadn't happened to marry two sisters, they might never have been together. Their father-in-law persuaded two son-in-law to become partners. 1April 2, 837, they began to jointly produce and sell soap and candles. On August 22nd, both parties formally established a cooperative relationship with the contribution of US$ 3,596.47, and signed a partnership contract on June 65438+1October 3rd/kloc-0. The first factory and office is located in Cincinnati.

& lt Information >: Procter & Gamble Donation

The National Dental Prevention Group has no legal person status, and received tens of millions of corporate donations during the period of 18, which makes people suspect that there is a power and money transaction. The National Stomatological Foundation received a total donation of more than130,000 yuan, of which10,000 yuan came from Procter & Gamble. There are 10 brands (8 enterprises) of oral health care products certified by the National Dental Prevention Group, including Crest, Zanthoxylum nitidum, Lotte and Lengsuanling brand toothpaste or toothbrush products.

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This enterprise brand ranks 37th in the Top 500 World Brands in 2006 compiled by the World Brand Lab, and 3rd in the ranking of global 100 big companies in 2006 published by Barron's Weekly. This enterprise ranked 74th in the ranking of Fortune 500 enterprises in the world in 2007.