1 / 7

The Little Emperor in China

The Little Emperor in China. The Chicken Run. Background:. 1978 one-child legislation Denial of right to house , electricity Forced abortions Girl babies aborted or given up for adoption (1.7 million babies per year) Obvious goal to contain mushrooming population

malik-harper
Download Presentation

The Little Emperor in China

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. The Little Emperor in China The Chicken Run

  2. Background: • 1978 one-child legislation • Denial of right to house , electricity • Forced abortions • Girl babies aborted or given up for adoption (1.7 million babies per year) • Obvious goal to contain mushrooming population • For Chinese people – turn out group of young elites – given what parents did not have

  3. The Little Emperors as a Market • Adults in early 30’s through to toddlers and babies • Spoilt, demanding, materialistic • Centre of attention • 4-2-1 Indulgence • Demanding!

  4. Factors influencing buying behaviour: • Cultural – more Westernised and demanding • Social – Getting best in life. Only children and friends are also only children. Competition for the best. • Personal – Self-absorbed and materialistic. • Psychological – Know they have power, obese, suicide, crime

  5. Marketing Mix • Price - Given $3 billion annually and control 68% of parents’ spending. High prices = quality • Distribution – Joint Ventures in China. Want NOW. • Promotion - Western slant. Promote TV and sales promotions. Careful Internet and Mobile phones – Trust and satisfaction with this media problem. • Product – High Quality, Western and snob-effect.

  6. Marketing Opportunities • Laundry, Cooking and Cleaning – helping to cope without parents. • Healthy Food alternatives. • Health Equipment. • Intellect Products. • Electronic Toys and Games. • Designer Clothes.

  7. Chicken Run Group Members: • Bezuidenhout, P.J. 1224 6093 • Botha, Desere 2250 2556 • Buys, Johan 2049 8705 • Kleynhans, Wessel 1251 7755 • Schoeman, Willie 1032 6065 • Van Wieringen, Anton 1231 8388 • Wohlfahrt, Andre 2255 3533

More Related