Download or read book How to make a Western brand successful in China should it rely on its Western image or adapt to its products market written by Isabelle Idrac and published by GRIN Verlag. This book was released on 2013-08-08 with total page 103 pages. Available in PDF, EPUB and Kindle. Book excerpt: Master's Thesis from the year 2013 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, Tongji University, language: English, abstract: The Chinese market has become very attractive for Western companies. It is a huge consumption market with more than 1, 3 billion inhabitants and it is at the same time a goods’ provider with a very low labor cost. Western companies can nowadays be very successful in China because the population knew lately huge changes. Chinese people purchasing power is rising and they can afford goods that they could not reach before because it was too expensive or not available. The development of a rich elite and a large middle class has been accompanied by a rising strong taste for Western image, particularly in the luxury field. But the Chinese market is still quite different than Western ones. The Chinese culture is totally divergent than in the West and the economy doesn’t work the same way and that impact on the Chinese consumers’ profile. Besides, there are huge inequalities in China since the whole country doesn’t evolve in a homogeneous way. To be successful on this market for a Western brand, it is necessary to develop a marketing strategy adapted to the Chinese consumers’ expectations according to the products’ activity segments. In the present thesis, we study which marketing strategy a Western brand should follow to be successful on the Chinese market according to its activity segment. Indeed, we assume that a mass market brand should rather follow a Chinese consumer’s adapted strategy and that a luxury brand should keep the same Western strategy in China.

Download or read book How to Make a Western Brand Successful in China written by Isabelle Idrac and published by . This book was released on 2013-08 with total page 104 pages. Available in PDF, EPUB and Kindle. Book excerpt: Master's Thesis from the year 2013 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: -, Tongji University, language: English, abstract: The Chinese market has become very attractive for Western companies. It is a huge consumption market with more than 1, 3 billion inhabitants and it is at the same time a goods' provider with a very low labor cost. Western companies can nowadays be very successful in China because the population knew lately huge changes. Chinese people purchasing power is rising and they can afford goods that they could not reach before because it was too expensive or not available. The development of a rich elite and a large middle class has been accompanied by a rising strong taste for Western image, particularly in the luxury field. But the Chinese market is still quite different than Western ones. The Chinese culture is totally divergent than in the West and the economy doesn't work the same way and that impact on the Chinese consumers' profile. Besides, there are huge inequalities in China since the whole country doesn't evolve in a homogeneous way. To be successful on this market for a Western brand, it is necessary to develop a marketing strategy adapted to the Chinese consumers' expectations according to the products' activity segments. In the present thesis, we study which marketing strategy a Western brand should follow to be successful on the Chinese market according to its activity segment. Indeed, we assume that a mass market brand should rather follow a Chinese consumer's adapted strategy and that a luxury brand should keep the same Western strategy in China.

Download or read book The rising market for Western apparel enterprises in China written by Dieu Linh Le and published by GRIN Verlag. This book was released on 2016-12-21 with total page 57 pages. Available in PDF, EPUB and Kindle. Book excerpt: Bachelor Thesis from the year 2013 in the subject Business economics - Miscellaneous, grade: 1,2, University of Applied Sciences Bremen, language: English, abstract: According to the Boston Consulting Group report of 2011, the Chinese apparel sector is set to become the world’s second largest retail market by 2020 and will account for about 30 percent of the global apparel market’s growth over the next five years. Until recent years, China has been regarded as one of the main manufacture places of western apparel companies because of its lower labor costs. Nowadays, however hand in hand with the rapidly changing economic and social situation, China has shown the world that it is also a promising consumer market. Especially, apparel retail sales have increased tremendously and therefore offer huge opportunities. Many Western clothing retailers are increasingly viewing China as a huge potential market, because of its rising middle and affluent class and Chinese consumer ́s increasing call for western apparel products. Western products are related with factors such as quality, modernity or also care for the environment. Furthermore, many of the global brands have less market presence in China than in other operating countries. For example, the fast fashion brand Zara only has got 92 stores, H&M had roughly 78 stores at the end of 2011, which is still very few in comparison to the number of stores these companies own in other markets. The US fashion chain Forever 21 has just entered the Chinese market at the end of 2011. Companies who win this market in the next few years will definitely top the global apparel market. However, even though the potential is huge, winning this market will not be easy. To succeed, western brands need to adapt their strategies to Chinese consumers’ tastes and expectations; this includes the development of brand and company image and product tailoring to the Chinese consumer market. Any company that conducts business in China without effective methods risks a quick exit. This study has two major purposes: the first is to demonstrate why China is the future sales market for Western apparel companies and the second one to make recommendations for Western apparel companies that want to win the Chinese market. Research questions Main questions 1. What are the main factors of China’s economic attractiveness? 2. What could be an effective path to take when entering the Chinese market and which strategies do western apparel companies need to capture China’s dynamic market? Further questions 1. How could the future of the Chinese retail market look like? 2. Which are the barriers and

Download or read book Building Consumer Good Brands in China written by Judith Frey and published by diplom.de. This book was released on 2004-04-29 with total page 146 pages. Available in PDF, EPUB and Kindle. Book excerpt: Inhaltsangabe:Abstract: Against the backdrop of the Western world s saturated and fatigued consumer goods markets, the evolving of China s new consumerism is probably among the most thrilling developments of our days. While the run of foreign companies for China is going on uninterruptedly and many are still struggling with rudimentary difficulties like distribution or production planning, the market is already entering the next stage of competition: the competition of brands. This thesis lays out how foreign (Western) consumer good brands need to be developed in the PR China to ensure long-term market success and a sustainable strong standing with the Chinese consumers. In a first step, this author shortly analyses the situation of existing Chinese and foreign brands in terms of overall market conditions, market trends, domestic or foreign brand dominance, and factors for success or failure. A second step specifies relevant urban Chinese consumer groups according to socio-demographic factors, the consumers general living conditions, lifestyles, and perspectives. A preface on the Chinese system of values delivers the background for further understanding of this paragraph. Subsequently, the core part of this thesis is concerned with brand positioning, branding and brand communication as integral elements of brand building. It introduces modern status-quo concepts from Western brand building practice for each element. With reference to the findings from the preceding brand and consumer analyses, this author discusses in detail how companies can implement and adapt these elements and concepts to the requirements of the Chinese context. Promising options as well as possible challenges and risks are pointed out accordingly. Relevant examples from the current brand scene in China, such as Wall s, Lenovo, BMW, Haier, or Samsung, illustrate these recommendations and suggest creative starting points for further exploration. Major findings of this thesis are that Western brands need to maintain strong symbolic values, and that comprehensive brand building based on brand substance and personality may be the key for sustainable success. Particular focus is to be on durable, close brand-consumer relationships. A main challenge for Western brands will be the adaptation of brand communication to the local consumer requirements. Furthermore, this thesis supports the assumption that the Chinese market must be broken up into regional markets, and that the [...]

Download or read book Consumer Packaging Strategy written by Huda Khan and published by Taylor & Francis. This book was released on 2022-08-18 with total page 141 pages. Available in PDF, EPUB and Kindle. Book excerpt: The consumer packaged goods (CPG) industry is dominated by major Western brands. The dominance of such major brands extends to burgeoning Asian markets. These conglomerates often rely on packaging as a strategic tool to entice Asian consumers. This book illustrates how packaging as a marketing tool is more than simply changing the label or translating the brand into vernacular language. It examines how different packaging elements (e.g. information, imagery, packaging type) can help to communicate product values to Asian consumers. Drawing upon rich knowledge of the Asian CPG markets with extensive findings from fieldworks in the key Asian markets, this book explains how Western brands are localising their packaging design in Asian markets. It provides invaluable insight into how major Western CPG brands have relied heavily on their packaging strategies to compete not only against domestic brands but also against other foreign brands. The book includes in-depth interviews with brand managers of several major Western CPG brands and retailers, and sheds light on emerging trends of CPG packaging in Asia.

Download or read book Marketing Management written by Luca M. Visconti and published by Routledge. This book was released on 2020-05-04 with total page 686 pages. Available in PDF, EPUB and Kindle. Book excerpt: Culture pervades consumption and marketing activity in ways that potentially benefit marketing managers. This book provides a comprehensive account of cultural knowledge and skills useful in strategic marketing management. In making these cultural concepts and frameworks accessible and in discussing how to use them, this edited textbook goes beyond the identification of historical, sociocultural, and political factors impinging upon consumer cultures and their effects on market outcomes. This fully updated and restructured new edition provides two new introductory chapters on culture and marketing practice and improved pedagogy, to give a deeper understanding of how culture pervades consumption and marketing phenomena; the way market meanings are made, circulated, and negotiated; and the environmental, ethical, experiential, social, and symbolic implications of consumption and marketing. The authors highlight the benefits that managers can reap from applying interpretive cultural approaches across the realm of strategic marketing activities including: market segmentation, product and brand positioning, market research, pricing, product development, advertising, and retail distribution. Global contributions are grounded in the authors’ primary research with a range of companies including Cadbury’s Flake, Dior, Dove, General Motors, HOM, Hummer, Kjaer Group, Le Bon Coin, Mama Shelter, Mecca Cola, Prada, SignBank, and the Twilight community. This edited volume, which compiles the work of 58 scholars from 14 countries, delivers a truly innovative, multinationally focused marketing management textbook. Marketing Management: A Cultural Perspective is a timely and relevant learning resource for marketing students, lecturers, and managers across the world.

Download or read book Global Branding and Country of Origin written by Gaetano Aiello and published by Routledge. This book was released on 2016-04-14 with total page 156 pages. Available in PDF, EPUB and Kindle. Book excerpt: Creativity, Global Branding and Country of Origin (CoO) represent conceptual fields of interest to both academics and practitioners. In the contemporary environment, business and customers are increasingly developing multi-faceted relationships nurtured by global drivers, such as international brands, but also by embedded elements, such the impact of specific geographical networks on creativity. As a result, the impact of Country of Origin on branding is, once again, a key topic in the global management field. This collection provides an opportunity for leading marketing scholars to share up-to-date research while addressing both domestic and multinational strategies for understanding global marketing and consumers. The chapters include brand-consumer relationships in a global environment, Country of Origin impact on business to consumer and business to business markets and creativity at the territorial level from a network perspective. This book was originally published as a special issue of Journal of Global Scholars Marketing Science.

Download or read book Measuring Marketing written by John A. Davis and published by John Wiley & Sons. This book was released on 2012-11-19 with total page 358 pages. Available in PDF, EPUB and Kindle. Book excerpt: Evaluating marketing performance and decision making more fairly Marketing has long been considered an art and not a science, but that perception is beginning to change as increasingly sophisticated methods of quantifying marketing success are developed. In Measuring Marketing: 103 Key Metrics Every Marketer Needs, Second Edition, one of the world's leading experts in the field presents the key marketing ratios and metrics. Applying these metrics will enable marketers to make better decisions and increase their accountability for their strategies and activities. This fully revised and updated new edition discusses the key marketing metrics needed for successfully measuring the performance of an organization's marketing investments. CEOs and CFOs regularly ask for one simple way to assess the efficacy of marketing campaigns, but the fact is that there isn't one single measure of performance. Measuring Marketing helps marketers figure out what they can and should be measuring and when. Marketers are increasingly being held accountable for the corporate bottom line, and this book helps both marketers, as well as the business leaders who employ them, to measure performance fairly and accurately Measuring marketing success is difficult, but this book shows what and when to assess Designed to increase accountability and improve everyday decisions, the book includes ratios illustrated with actual marketing cases from leading companies The first book to address growing demands that marketers be accountable for their strategies and decisions, Measuring Marketing explains how to assess marketing success in more meaningful ways.

Download or read book Advancing Technologies for Asian Business and Economics Information Management Developments written by Ura, Dasho Karma and published by IGI Global. This book was released on 2012-03-31 with total page 330 pages. Available in PDF, EPUB and Kindle. Book excerpt: "This book offers the latest research available within the field of information management as it pertains to the Asian business market, promoting and coordinating developments in the field of Asian and Chinese studies, as well as presenting strategic roles of IT and management towards sustainable development"--

Download or read book Branding in Asia written by Paul Temporal and published by John Wiley & Sons. This book was released on 2000-02-10 with total page 284 pages. Available in PDF, EPUB and Kindle. Book excerpt: "Paul Temporal shows how the fundamental principles of brand building are transferable to the Asian environment. A diverse collection of Asian caselets should convince us that the 21st century will see the emergence of more Asian regional and global megabrands." Professor John A Quelch Dean London Business School "Branding in Asia addresses an unusual situation in Asia - how is it that a region which has such high brand appreciation, produces few international brands of its own? The author's analysis of actual case studies, ranging from powerful global brands to local companies, illustrates his points clearly. This, coupled with a sensitive understanding of the cultural differences in the region makes it an excellent reference for everyone working with brands." Felix Herrnberger President BMW Asia Pte Ltd "Paul Temporal succinctly dissects the often mystical qualities that make up a successful brand. Too often Western insights, models and case studies are applied arbitrarily across the globe, it is so refreshing to see branding tackled from a purely Asian perspective. An invaluable reference book and eminently readable, the step-by-step style and volume of relevant cases and examples makes this a must have for any manager in Asia looking to embark on creating his own regional or global brand." Ray Dempsey Area manager McCann-Erickson South East Asia

Download or read book Market Entry in China written by Christiane Prange and published by Springer. This book was released on 2016-05-14 with total page 220 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book compiles brand new case studies on the intricacies and market entry strategies of different companies in China. The sheer speed and scope of China’s growth makes it unique and investment opportunities are very attractive. Despite the potential, many western companies fail in their market entry strategies. This book traces the major sources of failure and uses cases to illustrate how firms can better cope with the challenging Chinese market. With a special focus on marketing, positioning, and branding, this book presents issues and solutions of both large multinationals and small niche market players.

Download or read book CIM 2 Assessing the Marketing Environment 2012 written by BPP Learning Media and published by BPP Learning Media. This book was released on 2012-06 with total page 241 pages. Available in PDF, EPUB and Kindle. Book excerpt: A core text book for the CIM Qualification.

Download or read book Advances in Global Marketing written by Leonidas C. Leonidou and published by Springer. This book was released on 2017-10-20 with total page 517 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book of expert contributions provides a comprehensive analysis of contemporary global marketing issues under different international business settings. It covers a wide array of key areas of international marketing research such as cross-cultural consumer behavior, foreign market entry modes, international entrepreneurship, international marketing strategy, country-of-origin effects, internationalization process, international buyer-seller relationships, corporate social responsibility, and international marketing performance. With both theoretical and empirical contributions by prominent researchers from all over the world, the book highlights and advances extant knowledge on global marketing and offers recommendations for future research. It builds a useful reference for scholars, doctoral researchers, and senior students in international marketing/business.

Download or read book A Cultural History of Western Fashion written by Bonnie English and published by Bloomsbury Publishing. This book was released on 2022-01-13 with total page 297 pages. Available in PDF, EPUB and Kindle. Book excerpt: Just as the clothes we wear can communicate our personality and how we want to be perceived, so fashion can reflect the politics and preoccupations of the society that produced it. A Cultural History of Western Fashion guides you through the relationships between haute couture and ready-to-wear designer fashions, popular culture, big business, high-tech production, as well as traditional and social media. Exploring fashion's interdisciplinary nature, English and Munroe also highlight the parallel evolution of clothing design and the other visual arts over the last 150 years. This new edition includes expanded coverage of the build up to the First World War and brings this classic text up to date. There is also a new chapter on smart textiles and technology, exploring the work of Hussein Chalayan and Iris Van Herpen among others, and expanded coverage of the role of sustainability in the contemporary fashion industry, including biosynthetic textile production and Stella McCartney's use of vegan leather.

Download or read book Corporate Branding written by T C Melewar and published by Routledge. This book was released on 2015-04-10 with total page 201 pages. Available in PDF, EPUB and Kindle. Book excerpt: A strong corporate image has power in a competitive marketplace. Its influence on reputational value and customer decision-making is only now beginning to be understood. Interest in corporate branding is exploding as marketing academics and professionals begin to realize how it can boost business performance in measurable ways. For example, it promotes customer patronage without expensive advertising and raises profitability by enabling companies to leverage their brand image when buying from particular sources. Yet there are few empirical studies available to clarify its basic tenets and fewer still that help us understand corporate branding in different parts of the world. Existing books focus mainly on conceptual ideas and real-life examples. Corporate Branding: Areas, arenas and approaches is a unique take on corporate branding that provides a global overview through rigorous research of different geographical areas across industries. An international range of leading scholars contribute their coverage across three clear themes: Area: geographical areas across the globe including the UK, USA, Europe and Asia; Arena: a variety of commercial and not-for-profit sectors, both B2B and B2C; Approach: methodological approaches to brand research design, including qualitative, quantitative, case studies, interpretivistic and social narrative. These three themes enable the reader to consider corporate branding from more perspectives and in more ways than any other corporate branding book. The result is an understanding of this strategically important, growing subject that cannot be found anywhere else. This book is an essential read for any branding student or interested professional.

Download or read book Advances in Chinese Brand Management written by John M. T. Balmer and published by Springer. This book was released on 2016-11-14 with total page 355 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book includes a fascinating range of up-to-date articles on China from the Journal of Brand Management that marshal research and scholarship undertaken by Chinese, British, European and American scholars. The development and management of brands in China has emerged as an area of considerable and growing interest among branding scholars and practitioners owing to the rise and significance of brands within China. Providing an overview of the development and management of brands in China, Advances in Chinese Brand Management also contains case studies of centuries old and greatly loved Chinese Corporate heritage brands, luxury brands, prominent cultural brands and foreign brands in China.

Download or read book Cultures and Globalization written by Helmut K Anheier and published by SAGE. This book was released on 2008-09-17 with total page 689 pages. Available in PDF, EPUB and Kindle. Book excerpt: The world′s cultures and their forms of creation, presentation and preservation are deeply affected by globalization in ways that are inadequately documented and understood. The Cultures and Globalization series is designed to fill this void in our knowledge. In this series, leading experts and emerging scholars track cultural trends connected to globalization throughout the world, resulting in a powerful analytic tool-kit that encompasses the transnational flows and scapes of contemporary cultures. Each volume presents data on cultural phenomena through colourful, innovative information graphics to give a quantitative portrait of the cultural dimensions and contours of globalization. This second volume The Cultural Economy analyses the dynamic relationship in which culture is part of the process of economic change that in turn changes the conditions of culture. It brings together perspectives from different disciplines to examine such critical issues as: • the production of cultural goods and services and the patterns of economic globalization • the relationship between the commodification of the cultural economy and the aesthetic realm • current and emerging organizational forms for the investment, production, distribution and consumption of cultural goods and services • the complex relations between creators, producers, distributors and consumers of culture • the policy implications of a globalizing cultural economy By demonstrating empirically how the cultural industries interact with globalization, this volume will provide students of contemporary culture with a unique, indispensable reference tool.