The Standartization-Adaptaion Dilemma of International FMCG Companies' Strategies in Personal Care Segment by the Example of Unilever and P&G

The object of the paper is the international marketing strategies. The subject of the paper is the marketing approaches of FMCG companies in the personal care segment. The aim of the master thesis is with the help of theoretical knowledge to be made an analysis of perspectives and threats that influence the choice of more standardize or more tailored global marketing strategy that multinational companies have to choose and to give recommendation for marketing activities related to better brand positioning on the global market. In order for the aim of the paper to be achieved the following tasks are derived: 1. Research of the factors that influence the internationalization and the choice toward standardization or adaptation approach of the FMCG companies in the personal care segment in the context of final results of the organizational activity. 2. Investigation of how personal care brands and products are being internationalized and adapted or standardized to new foreign markets by Unilever and P&G. 3. Demonstration of the need for applying the right level of marketing mix and branding for successful development of well-established brand thus reaching effective performance on the foreign markets.