chinese consumer.pptVIP

Questions Why are these brands preferred by Chinese customers ? Why are these brands successful compared to other brands? Five faces of Chinese customers Adventurers Worker bees Value-hunters Herds Laggards Most wanted brands in china(2002) What is a brand? Is it a product, service or business? Is it a name or a logo? The word brand began simply as a way to tell one persons cattle from another by means of a hot iron stamp What is a brand? It is a promise, an expectation and ultimately an experience. the genetic material that differentiates your organization from others. The strongest brands in the world own a place in the consumer’s mind and when they are mentioned almost everyone thinks of the same things. Consumer Behavior Chinese consumers Most wanted brands in china(2002) Shampoo--- Instant noodles-- Bottled water-- Toothpaste – Mobile phone-- Discman-- Difference between a brand and a trademark A brand is the general identification of a product or service A trademark is a symbol or picture  Why they preferred ? Market segmentation Advertising does a lot to help build brands Every ad contributes to make the brand what it is in the minds of the consumer – David Ogilvy How to build a brand ? Positioning Positioning is about the position a brand occupies in a market in the minds of consumers. Strong brands have a clear, often unique position in the target market. Repositioning Repositioning occurs when a brand tries to change its market position to reflect a change in consumer’s tastes. This is often required when a brand has become tired, perhaps because its original market has matured or has gone into decline. Long-term perspective This means that management must “invest” in a brand, perhaps at the expense of short-term profitability. Internal marketing By this we mean that the whole business should understand the brand values and positioning. Low end of the market the low-end market cons