...China has more than 4000 year’s history, and this long history has made China a unique culture that deeply impacts on China today. According to Brand China and “Harmonious and Integrated Culture” and the Building and Communication of China’s National Image, the authors both claim that Chinese traditional culture has shaped China’s national image. On the other hand, based on Neo-Confucianism and Chinese Business Culture, Chinese traditional culture also has impacted on Chinese business culture. Generally, Chinese traditional culture has impacted on current Chinese business practices, such as guanxi, face saving and so on. Moreover, as a result of influencing by Chinese traditional culture, negotiating process in China and related behaviors must be different from that of the rest of the world. Hence, knowing more about these special knowledge of negotiating in China would help people easier do business in China. As a Chinese student, those business practices that are influenced by Chinese traditional culture are very familiar for me. For face saving, it is exactly the same as the film The Interview by Sony shows that a few Chinese local governments might build a fake everyday-low-price grocery store which looks even better than Wholefoods to make higher level government officer think that the local people are very happy. On the other hand, during my daily life when I was in China, everyone are working on obtaining more guanxi. Guanxi seems like network in American, but it is more...
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...China Media Research, 9(3), 2013, Zheng, Case Study of Audi’s Brand Repositioning in China A Case Study of Audi’s Brand Repositioning in China Lu Zheng University of Florida Abstract: Based on a comprehensive review of Audi’s press releases published from 1999 to 2007 and in-depth interviews with Audi’s public relations professionals, this case study identified media relations, event sponsorship, and corporate social responsibility as Audi’s main public relations strategies for its brand repositioning in the Chinese market. Each strategy and related tactics were first illustrated by specific examples and then surveyed in light of contemporary public relations and mass communication theories. [China Media Research. 2013; 9(3): 64-73] Key words: Audi, brand, reposition Introduction Audi, a subsidiary of German car manufacturer Volkswagen, entered the Chinese automobile market in 1988. In the late 1990s, or one decade after its China debut, Audi, with the help of Ruder Finn, a New-York based independent PR firm, began to implement a brand repositioning strategy in China. By the mid-2000s, thanks to its unremitting PR efforts, Audi has successfully repositioned itself from a government car brand to a premium car brand targeting successful business professionals (Ruder Finn, 2007). Since the launching of its China production in 1988, Audi was designated as the “premium government car brand” dedicated to serve high-rank government officials. In contrast, middle and low ranking government...
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...Hermès creates bespoke brand for China By Justine Lau in Hong Kong, July 19 2010| Hermès is set to launch a new brand in China in September, in an attempt by the French company to win more customers in the world’s second-largest luxury goods market. Florian Craen, Hermès managing director in north Asia, said the Shang Xia brand – which means “up and down” in English – would remain “completely separate” from the main Hermès line to avoid customer confusion. Some analysts believe that the new Shang Xia shop, which will open in Shanghai selling tableware and furniture, will dilute the Hermès brand, famed for its Kelly and Birkin bags. However, Mr Craen said that while Hermès was a “Parisian company,” Shang Xia would be “completely different. “It is a Chinese brand, developed in China with the Chinese team, based on Chinese craftsmanship and broadly made in China. We don’t want any confusion.” Some western luxury groups have designed specialised lines for Asian markets, such as the Burberry’s Black and Blue Labels that are sold exclusively in Japan and Hong Kong. Levi Strauss, the jeans company, is reportedly planning on launching a Chinese brand this year. Hermès’ decision to create a brand for the Chinese market also reflects a thorny issue faced by luxury companies on the mainland. Companies need to figure out ways to appeal to more Chinese consumers with localised products without jeopardising the value of their brands. Hair and skincare brands must adapt their products...
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...International marketing is that the company wants to expand their market enter into other countries. If one company wants to enter international market they should think about many things. Such as that people all over the world have different needs and requirements, evaluate marketing environment and the overseas potential of markets has to be carefully scrutinized. International marketing also involves marketing, advertising, and selling a company’s product or brand on a global scale. Many fashions of advertising use this marketing such as television, publications, Internet and so on. An International Marketing strategy is one part of a global strategy. If an international marketing is correct, it will have many benefits for a company. Following is four benefits: Make more effective and profitable about the products. You change the produces and services to learn more. The more you learn, the faster you learn, the more effective can become at the releasing products and services. And then it is easy for the company to enter into the international marketing. This essay is an example of a student's work Disclaimer This essay has been submitted to us by a student in order to help you with your studies. This is not an example of the work written by our professional essay writers. Have stronger competitive advantage More and more competition will appear in the international marketing. So the company should be ready at any time to face to face to the competition...
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...Development Plan for Blanc de Chine To: Lisa Liu, Vice CEO, Blanc de Chine Prepared by: Xiaoxi Zeng Submitted: 9 December 2014 Subject: Recommended strategy to for Blanc de Chine to enhance competitiveness Executive Summary: Luxury brand is regarded as the highest level of prestigious brand. Researchers underscore its intangible value and psychological value, for example: conspicuous value, society value, quality value and uniqueness value. Fashion always associates and integrates the past and the future. Blanc de Chine devoted itself into translating the past Chinese cultural value into modern fashion. Making a comparison among famous luxury brands, we can conclude that even though those companies use different adverting methods, they all try to broadcast their brand culture and concept. Their advertising objectives is in consistent with the researchers’ study. Therefore, the company can make a good use of its Chinese culture background to gain loyal customers. This paper provides with three detailed recommendations: a, culture exploring; b, establishing culture display platform; c, event advertising. Blanc de Chine should make full use of their products’ cultural value and advertise their concept by appropriate methods to gain loyal customer and enhance competitiveness. Table of Contents: I. Introduction and Background.........................................
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...Danone and China’s Wahaha had been a very successful joint venture in China. Danone’s capital, expertise & technology know-how, combined with Wahaha’s huge local presence in the market had seen the company soared in the food & beverage industry. It was until then when Danone accused its partner, Zong, founder of Wahaha of illegally selling Wahaha brand products using a distributor not selected by the joint venture agreement. Danone also filed for arbitration (appoint an official body to settle the dispute) to resolve the trademark dispute. Despite holding on to the majority stake of 51% in the Wahaha brand, Danone did not take any action until now because it needed the Wahaha brand as much as it needed Zong. Zong and his management were the driving force for Wahaha and Danone’s efforts in sending its own executives were futile. The dispute highlighted a key issue which many foreign investors have long grappled in China due to the lack of respect and understanding of legal agreements in the country. In China where informal institutions play a larger role than formal institutions, Danone had used the wrong approach to resolve the dispute and had lost the support of the people in China. Was joint venture appropriate for Danone to enter China? Joint venture allows Danone which is a multi-national company based in France to tap into the lucrative market in China. At the time of the joint venture, China is pretty much a closed economy with little to no foreign direct investments...
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...China wine market 1.1.2 Asia wine market SWOT Analysis Strengths—Huge background, High-quality products, K/A (Key Account)Customer communication system, Mystery of France. Weaknesses--The confusion wine market, how to make our brand become a well-known brands, how to open the sale channel Opportunities--Huge market demand, purchasing power &private consumption growth, Traditional viniculture present, the right distribution partners, the good advertising partners Threats--Aggressive producers, Domestic product, Consumer acceptance 1.2 China wine market general introduction As we all know, Asia market now is a new develop market, it is still confusion (the wine law, the regulation).So, we choice the focus market in Asia--China to enter, this will reduce the trouble of our market development. We should be aware that the Asian market, 95% wine consumption is face to the civilian population, only 5% high-end products sells to truly rich wine collector. Of course, with the further development of Asian economies, which 5% people will continue to expand. For the past few years, the maximum annual production of Chinese wine was about 30 million tons; it was less than 2% of beer output and 6% of Chinese liquor production, also it was only 1% of the world wine production, and the consumption per head was equivalent to France, Italy, Spain and other developed countries by 0.5%. China’s demand for wine will be reaching 600,000 tons by 2010, thus, the wine industry in China...
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...“To do business in China, you have to do local, that is, local innovation with a global perspective.” (James Xia, 2006) 1 Introduction I recently visited Shanghai to attend the Cass Business School China Symposium. There were a number of very interesting presentations by excellent leaders and experts from across the industry spectrum. For me, the most compelling of these was the ‘Branding in China’ presentation given by Ruth Ang, and this paper focuses on that topic. The main area that I will be analysing is how Chinese and foreign companies are building brands in China, and what the future holds in terms of branding in China. Here I will look at the activities that firms are pursuing in order to build a lasting competitive advantage, not only in the tier one cities like Shanghai and Beijing, but also in the tier two and three cities where hundreds of millions of consumers live, work and purchase. I will also briefly examine the impact of fake brands in the Chinese market. I then briefly analyse exactly how Chinese companies are positioning their brands outside China, and conclude by looking at what branding and marketing core competencies are required in order to build a lasting competitive advantage both inside and outside China, and how Chinese firms can position themselves to succeed strategically in these fluid markets. 2 Branding in China “If it can be Chinese, it should be Chinese.” (Professor Chris Brady, 2006) One only has to look at some of the big established...
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...INTRODUCTION This project puts in perspective the multinational company called Yum!Brands, which is an American company in the fast-food industry. We will be discussing about some aspects of this company generally, but we intend to give more details on the company Kentucky Fried Chicken(KFC) which is one of the Strategic Business Units (SBU) of Yum!Brands. We will give the profile of Yum!Brands and KFC, and also analyze the strategy of the company, its internal and external environment, its position vis-à-vis its competitors, its competitive advantage and how far it has come/how well it is doing today. We intend to focus on one local market, so in this project we are taking KFC China as our case study. We decided to choose Yum!Brands and specifically KFC as our project case study because we have noticed the rapid growth of the fast-food industry. Fast-food is a typical American trend which reflects the American eating culture of “grabbing a quick bite” so to speak. Today people are very busy, not only in America but all over the world. People have less time to sit and eat a home cooked meal, especially at lunch time when almost everyone is out of the house and working. The most convenient thing to do is to go for a “fast-food”. We noticed that this trend has even moved from being just a lunch-time substitute for home cooked meals to being a fun time meal between friends, colleagues and family. Some corporate bodies even order fast-food for meetings or corporate get-togethers...
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... MAUD KAYAT – 2C | TABLE OF CONTENTS INTRODUCTION 3 1. The Ansoff Matrix 4 2. PEST Analysis of China 5 2.1 Political 5 2.2 Economical 5 2.3 Social 5 2.4Technological 6 3. The 3 V’s Business Model 6 3.1 Valued Customers – Who to serve ? 6 3.2 Value Proposition – What to offer? 6 3.3 Value Network – How to deliver? 7 4. Marketing Mix 7 4.1 Product 7 4.2 Price 9 4.3 Promotion 10 4.4 Place 11 5. Brand Positioning 13 6. The Porter Five Forces 14 7. The Value Chain 15 8. SWOT Analysis 16 CONCLUSION 18 INTRODUCTION Caroll Paris is a French ‘fashion house’ created in 1963 by Raphael Levy and Joseph Bigio. Originally the French brand was called "Les Tricots Caroll". The brand was first known for knitwear, more precisely for Shetland woolens. Then the brand expanded its range to offer entire women’s ready to wear collections. In 1986, the brand Caroll joined the group André; now known as Vivarte since 2001. This Group owns several brands such as André, La Halle aux Chaussures, Kookaï, Liberto, Minelli… In 1994 the brand changed its name to "Caroll Paris", it opens up franchises all over France and was launch on the market stock exchange. The challenge was to become a major player in the ready to wear market. In the same time, the brand changed its positioning to become a dynamic brand that offers fashion products. Today, Caroll has more than 400 stores in France and expand itself abroad since...
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...OROTON International Marketing Report Student: Erin Burgess Student: Kellie Burmeister Student: Mark Bell Lecturer: Suzanna Mahinder Due date: 25th August 2013 OROTON page 2 TABLE OF CONTENTS INTRODUCTION ................................................................................................. 3 THE OROTON BRAND ....................................................................................... 3 OROTON PRODUCTS........................................................................................ 3 THE CHINESE MARKET .................................................................................... 4 OBJECTIVES ...................................................................................................... 4 TARGET MARKET .............................................................................................. 5 MARKET RESEARCH ......................................................................................... 5 ENTRY STRATEGY ............................................................................................ 6 PRICE STRATEGY ............................................................................................. 7 PRODUCT STRATEGY....................................................................................... 8 PROMOTION STRATEGY .................................................................................. 8 DISTRIBUTION STRATEGY ................................................................................
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...world’s largest cosmetics company, which has developed activities in the field of cosmetics, concentrating on hair color, skin care and so on. In 1973, L’Oréal purchased Synthelabo to pursue its ambitions in the pharmaceutical field. Later on, Synthelabo merged with Sanofi in 1999 to become Sanofi-Synthelabo, which merged with Aventis in 2004 to become Sanofi-Aventis. In the same year, L’Oréal acquired Yue Sai. L’Oréal also purchased The Body Shop in 2006 and acquired major Chinese beauty brand Magic Holidings in 2014. Timeline of L’Oreal Group II. Current Situation and Major Issues 1. Current Situation 1) Global market: L’Oréal is the world’s largest cosmetics company, with worldwide sales of €19.5 billion in 2010. 2) Chinese market: * L’Oréal is the second largest beauty and skincare player in China and No.1 in the luxury segment. Five of its brands, including Lancôme and Maybelline New York, are No.1 in their respective categories. * However, the acquired Chinese brand- Yue Sai does not perform well. a. No substantial profit b. Barely improved sales 2. Major Issues * L’Oreal wants to expand its market share in China’s cosmetics market but it meets some specific problems on...
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...largest in this business sector and therefore it is not surprising that the well known German companies with Volkswagen leading the way want a big market share. According to this initial situation this paper should show up the actual situation of the Chinese markets and their own brands compared to the German and other manufacturers 1.0 Introduction of the market situation The market for automobiles in China has been the largest one in the whole world for now more than 8 years, as they overtook the leadership from the US market in 2008, measured by the total amount of units produced within a year. Since 2009 the numbers for the total production of automobile units exceed the ones of the total European Union or every other comparable market. Worth to say is the special situation of the Chinese market which has a broad variety in manufacturers and different models. So there are in general many foreign brands and a lot more Chinese brands which are mainly known in the Chinese market. As it is easy to recognize, the Chinese car manufacturers are not able to compete with the western quality, companies like General Motors, Volkswagen, Mercedes, BMW and others have great opportunities to challenge indigenous brands and catch a great amount of the market share. 1.1 Statistics Since 1992 the Chinese automotive market experienced and enormous growth. Back in 1992 only about one million cars were produced. 8 years later the numbers already doubled and about 2 million cars were produced and sold...
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...recruitment/education strategy, Multi- Brand Strategy L’Oréal uses a multi-brand strategy to cover the mass market in China. The best way to describe their diversified brands is that of a pyramid: At the base of the pyramid comprise of L’Oréal Paris, Maybelline Garnier, and Mini-Nurse – all products that target the mass market. Brands such as Vichy, Kerastase, and Matrix make up the middle of this pyramid. These products are sold in pharmacies and hair salons meant for consumers looking for that mid-level quality of products. The very top of that pyramid is reserved strictly for the high-end products such as Lancome, Biotherm, Shu Uemura, and Kiehl’s. These products are sold in retail outlets, high-end department stores, and specialized boutiques. Each level of L’Oréal brand pyramid occupies a certain price area, which meets the needs of Chinese consumers from a price sensitivity perspective namely due to the wide income gaps in China. Now beyond price, L’Oréal products go through different tiers of sales channels including supermarkets, pharmacies, hair salons, department stores, and specialized boutiques. Even L’Oréal brands have their own unique ‘personality’ – L’Oréal Paris is a high-performance technology brand, Maybelline New York is fashion driven, and Garnier is often characterized as a natural brand. Diversity in products, branding, and sales distribution all contribute to L’Oréal’s success in cornering the beauty and cosmetic market in China today. Local Acquisitions...
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...might not work well in China. “We have already found in previous research projects on car brand names, that names with this term were not a favourite choice in China because they are a little too spiritual”. • Given both Labbrand’s expertise and MG’s experience, the acquisition might be the perfect opportunity for repositioning the Saab brand, especially if the product line were to change. However this move is not risk-free. • Saab’s name “萨博” is widely recognized by the Chinese audience, so renaming might mean losing loyal customers. To solve this Vladimir Djurovic, president of Labbrand, believes that “instead of renaming, Saab could consider developing a better tagline to fit the Chinese market and make the brand more vivid in the imagination of Chinese consumers”. Chivas Regal Trademark Case • Chivas Brothers failed to establish that the spirits brand was “well-known” in China before the registration of Chivas Regal clothing in 2003, which would have been grounds to deny the application.Before the 2003 registration by the Wenzhou squatter, Chivas Brothers (the brand owner) had registered the marks in a number of Classes, including 33, which includes alcoholic beverages. However, just because a brand owner registers the mark in one Class this does not automatically protect against other registrants for different goods/services or for products in other Classes. The board has said the Zhejiang man didn’t violate Chinese trademark law because the brand is used in different...
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