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Marketing Communication in China

Marketing Communication in China. The Internet: Curse or Blessing. In 2006, Internet penetration reached 60% in the eight first-tier and second-tier cities The 20-24 age group has an access rate of 91% vs. the 33% for the 50-59 bracket

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Marketing Communication in China

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  1. Marketing Communication in China The Internet: Curse or Blessing

  2. In 2006, Internet penetration reached 60% in the eight first-tier and second-tier cities • The 20-24 age group has an access rate of 91% vs. the 33% for the 50-59 bracket • 81% of those with college and above education have access to Internet • The average Internet access fee is RMB119.8 per month • People surf their favorite portals 9.1 times a day for quick news • 60% of Internet users adopt instant chat tools • 11% have a personal online blog

  3. “We are talking about two different things here: standard and safety. I just want to tell you this. For the instance, the air in Hangzhou is polluted. Can we say the quality of the air is not up to the standards and thus it is not safe to live here? Have people living here all died?”

  4. Why More Frequent Image Crises? • Evolving social-cultural trends • Consumer power • Sentiment of nationalism • Media influence • Internal knowledge limitation

  5. “It is giant, well-known, so big … Media (in China) tend to treat the company as the same as the powerful U.S. government. Pure business issues can get entangled with, for instance, national security issues. Depending on the relationship between the U.S. (government) and China (the Chinese government), the company is vulnerable to becoming the focus of public opinion in various senses.”

  6. Why More Frequent Image Crises? • Evolving social-cultural trends • Consumer power • Sentiment of nationalism • Media influence • Internal knowledge limitation

  7. Greenfull Group • Manufacturer and marketer of snack food, specializing in “dried beef slices” • Distributed in 17 provinces • Daily processing capacity of 50 tons • Annual sales of 0.1 billion units

  8. Greenfull Drift Bottle Campaign • April 29, 2007 • 1000 online blog writers • “Wishes in 10 million bottles” • Wish card with password • Help 10 kids finish school • Get 10 computers for those who are filial to parents • Raise RMB50,000 to support a young man to start his own business • The concept of Yuan (destiny) • Package of dried beef slices • Distribution channels • An 65% increase in sales after 5 months

  9. Thank You Very Much for Your Time and Interest I Would Like to Take Questions Now … Your Comments are Also More than Welcome …

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