Procter & Gamble is pursuing a strategy of differentiation. In other words, it is their goal to invest and dominate the marketplace through intense advertising and product recognition. Well known products such as Tide laundry detergent, Nyquil, Pampers, and Swiffer dusters would demonstrate the effectiveness of this strategy. Furthermore, most of us not only recognize their products but also use many of these items in our daily lives.
Global Standardization Strategy is the strategy P&G is pursuing now. Initially, when they first entered foreign markets, the P&G strategy was International Strategy.
The benefits of Global Standardization Strategy is that the product marketed is standardized world wide, so the costs of the product is reduced, due to the economy of the scale.
Since all the activities of production and marketing happen only in a few places, this strategy becomes inefficiently when the need of a quickly response is increasing.