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 ................................................................................... 27 Segmentation ......................................................................................................... 27 Regional market segments of China: opportunities and barriers in a big emerging market – Geng Cui & Qiming Liu .................................................................................. 27 More detailed information about demographics and consumer behavior ................. 32 Some overall conclusions ............................................................................................. 37 B. II. 1. Pretargeting ........................................................................................................... 40
Segmentation and buying behaviors................................................................................ 41 Segment buying behavior............................................................................................. 41 General ......................................................................................................................... 41 Attitude toward money ................................................................................................ 41
Naomi Herssens 1
Brands and decision making ......................................................................................... 42 Ambition and work motivation .................................................................................... 42 Face .............................................................................................................................. 43 Consumer knowledge................................................................................................... 43 Generation Y ................................................................................................................. 44 Different attitudes ........................................................................................................ 44 2. A. B. III. 1. A. Targeting and...
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 ................................................................................... 27 Segmentation ......................................................................................................... 27 Regional market segments of China: opportunities and barriers in a big emerging market – Geng Cui & Qiming Liu .................................................................................. 27 More detailed information about demographics and consumer behavior ................. 32 Some overall conclusions ............................................................................................. 37 B. II. 1. Pretargeting ........................................................................................................... 40
Segmentation and buying behaviors................................................................................ 41 Segment buying behavior............................................................................................. 41 General ......................................................................................................................... 41 Attitude toward money ................................................................................................ 41
Naomi Herssens 1
Brands and decision making ......................................................................................... 42 Ambition and work motivation .................................................................................... 42 Face .............................................................................................................................. 43 Consumer knowledge................................................................................................... 43 Generation Y ................................................................................................................. 44 Different attitudes ........................................................................................................ 44 2. A. B. III. 1. A. Targeting and...
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