Demystifying China

Date of publication: November 15, 2005

Abstract:

China's huge size and population raises interesting questions as to how marketers can best approach the entry of their brands and products into this consumer frontier. The presentation seeks to demystify China for marketers by providing a life value mosaic. Key learnings include which cities marketers should target for their brands in China; and what tailored messaging marketers can follow for maximum marketing return on investment. Results are based on the China TGI-(CMMS) survey data from 28 cities in China in 2004.

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