Marketers head to China

Marketers head to China [Case Study 7]

          For many year marketers could only dream to selling their product to China’s consumer because they became one of the fastest-growing consumer markets in the world. Advertising is now encouraged consumption by the Chinese government as well as helping educate consumer and business leader, which view it as a catalyst that can accelerate China’s economic development. The growth of advertising in China is the tremendous economic growth of the country. There is a new spirit of consumption, as reform in China has brought about dramatic increases in the purchasing power and size of the middle class.

            Then, The newly emerging middle class in China is very brand conscious, and demand for popular Western product as well as goods from Japan and Korea is increase because they mean one thing to Chinese consumer: status. Chinese companies competed on the basis of price, but trying to move away from the low end of the market by developing higher-end products with more brand equity. One company that has been extremely successful in marketing its product in China is Nike, which is regarded as the coolest brand among young consumer in the country. Nike’s IMC strategy for China involved building brand awareness and recognition. This was done by outfitting top Chinese athletes and sponsoring the Chinese activity and celebration. Such clever marketing tactics have helped make Nike the icon for the new China. Nike promoted the right sports and launched a series of inspired advertising campaigns. Nike uses the famous athlete such as Michael Jordan and Yao Ming, Chinese hoopster as their presenter because Nike knows what is Chinese proud.

            Finally, A number of other companies are also taking advantage of the growing interest in sports and fitness, particularly among China’s urban professionals who are turning to leisure-time sports to stay fit as they work longer hours and face more stress. The best alternative is worked with the Chinese government for the flow of performance. Multinational companies recognize that the enormous size of the Chinese market, along with the strong economic development and growth, make it imperative for them to be there.