Kiehl's Marketing Plan

International Marketing Hair care products in the BRIC countries
Prof. Dr. Pierre François Academic Year 2011 – 2012 Naomi Herssens D0R36a

Naomi Herssens 0

Table of contents
Table of contents ........................................................................................................................ 1 Introduction................................................................................................................................ 4 I. 1. National culture .................................................................................................................. 5 Evolution of the beliefs and the dynamics of Chinese families ..................................... 5 Family first ...................................................................................................................... 5 One-child policy and the four-two-one problem ........................................................... 6 Little Emperor Syndrome ............................................................................................... 8 Overweight children ....................................................................................................... 9 Secularization of the modern Chinese youth ............................................................... 11 Chinese youth today..................................................................................................... 13 Chinese men and women and their place in the Chinese society ............................... 15 2. Chinese hair culture ..................................................................................................... 20 Beauty in China............................................................................................................. 20 Chinese hair structure, hairstyles and traditions ......................................................... 22 3. A. Segmentation and pretargeting

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