Consumer Products in China (Colgate Toothpaste)
Consumer products in China
(Colgate Toothpaste)
Marketing on regional markets
Table of context
Introduction 4
PEST Analysis 5
POLITICAL AND LEGAL 5
ECONOMIC 6
SOCIAL 8
TECHNOLOGICAL 9
Consumer Survey China 10
The growing importance of regional differences 10
Cluster map – from city tiers to city clusters 12
Position of Brands 14
Increased Demand for Premium Products 14
Brand loyalty 16
Trust in Big Brands 17
Importance of focus on the Right brand attitudes 17
Customer communication Channels 19
Television 19
In Store Promotions 20
Sponsorships 21
Blogs and Online Forums 21
Recession impact to Consumer Behavior trends 23
Colgate Palmolive company in China 27
Subsidiaries of Colgate in China 27
Toothpaste market in China 28
Colgate toothpaste on market in China 29
Strong branding and adaptation 30
Entering on Chinese Market 31
Advertising and marketing 32
Colgate copycats and counterfeits 33
Conclusion 34
Bibliography 35
Appendix 36
Table of exhibit 41
Table of figures 42
Introduction
China is a dynamic market that continuously challenges our assumptions and compels us to innovate. As the second biggest economy of the World, it rapidly changes. It has the biggest middle class population with over 300 million people. Economical development started in the seventies and since then China quadruplet output. Similarly to that, Colgate has outsourced their facilities in China and took significant part on Chinese market, as well as Asian regional exporting market. In the first part we made PEST analyze of Chinese market Secondly, we commented market position of Colgate-Palmolive products in PRC. Finally, we made analysis of advertising market and the challenges of products.
PEST Analysis
POLITICAL AND LEGAL
For centuries China stood as a leading civilization, outpacing the rest of the world in the arts and sciences, but in the 19th and early 20th centuries, the country was beset by civil unrest, major famines,
(Colgate Toothpaste)
Marketing on regional markets
Table of context
Introduction 4
PEST Analysis 5
POLITICAL AND LEGAL 5
ECONOMIC 6
SOCIAL 8
TECHNOLOGICAL 9
Consumer Survey China 10
The growing importance of regional differences 10
Cluster map – from city tiers to city clusters 12
Position of Brands 14
Increased Demand for Premium Products 14
Brand loyalty 16
Trust in Big Brands 17
Importance of focus on the Right brand attitudes 17
Customer communication Channels 19
Television 19
In Store Promotions 20
Sponsorships 21
Blogs and Online Forums 21
Recession impact to Consumer Behavior trends 23
Colgate Palmolive company in China 27
Subsidiaries of Colgate in China 27
Toothpaste market in China 28
Colgate toothpaste on market in China 29
Strong branding and adaptation 30
Entering on Chinese Market 31
Advertising and marketing 32
Colgate copycats and counterfeits 33
Conclusion 34
Bibliography 35
Appendix 36
Table of exhibit 41
Table of figures 42
Introduction
China is a dynamic market that continuously challenges our assumptions and compels us to innovate. As the second biggest economy of the World, it rapidly changes. It has the biggest middle class population with over 300 million people. Economical development started in the seventies and since then China quadruplet output. Similarly to that, Colgate has outsourced their facilities in China and took significant part on Chinese market, as well as Asian regional exporting market. In the first part we made PEST analyze of Chinese market Secondly, we commented market position of Colgate-Palmolive products in PRC. Finally, we made analysis of advertising market and the challenges of products.
PEST Analysis
POLITICAL AND LEGAL
For centuries China stood as a leading civilization, outpacing the rest of the world in the arts and sciences, but in the 19th and early 20th centuries, the country was beset by civil unrest, major famines,
Bibliography: 1. 6 Foreign Companies Take 60% of China 's Toothpaste Market. 2006, July 27. SinoCast China Business Daily News, p. 1. 2. Chinese Toothpaste Market Continues to Enjoy Slow Steady Growth. 2006, Nov 14. Business Wire. 3. Dixit, V., Magni, M., St-Maurice, I., Suessmuth-Dyckerhoff, C., Tsai, H. (2008). Annual Chinese Consumer Survey - Insights China by Mckinsey&Company 08. McKinsey & Company. 4. Oral care Products [Colgate Palmolive]. Retrived 1. 11. 2009, from http://www.colgate.com/app/Colgate/US/OC/Products/Toothpastes/Name.cvsp. 5. Chen, A., Vishwanath, V.(2004, Jan 16th ) 6. Ding, J., Dixit, V., Leibowitz, G., Magni, M., Zipser, D. (2009). 2009 Annual Chinese Consumer Study, Part I: Consumer behavior during the financial downturn. 7. Atsmon, Y., Ding, J., Dixit, V., Leibowitz, G., Magni, M., Zipser, D 8. Devan, J., Negri, S., Woetzel, J. R. (2008). Meeting the challenges of China`s growing cities. McKinsey & Company. 9. Some Observations on the Study. (2009, October). World Trade, 22(10), 19. Retrieved November 2, 2009, from ABI/INFORM Trade & Industry. (Document ID: 1879782911). 11. LG Eyes China 's Toothpaste Market. (2007, July 6). SinoCast China Business Daily News,1. Retrieved November 2, 2009, from ABI/INFORM Trade & Industry. (Document ID: 1301191211). 13. Meyer, M., Michael, D., & Nettesheim, C.. (2009, January). Reaching China 's Digital Consumers. The China Business Review, 36(1), 24-27. Retrieved November 2, 2009, from ABI/INFORM Trade & Industry. (Document ID: 1637535311). 14. CIA Factbook. Retrived November 2, 2009 from: https://www.cia.gov/library/publications/the-world-factbook/geos/ch.html Appendix