Marketing to China. Keys for "culture" and "marketing strategy" add 1 +1 = 11

Transcription

1 Marketing to China Keys for "culture" and "marketing strategy" add 1 +1 = 11 ESEUNE Beijing Chinas MBA Tuesday, september the 18 th 2012 ntil Thursday september the 20 th 2012 Manu Sánchez Monasterio President "China Marketing Center Club Marketing Barcelona Marketing Professor at Beijing University, ESEUNE, Barcelona University and ESADE

2 Chinese Face : key to integrate culture and business strategy in a winning marketing plan for the China market. The China market has caught attentiones of many companys for its enormous potential. I interest is increased for for local market slack.. The size of the opportunity does not mean it's easy to take advantage of it. There are many lessons we can study, results of experiences of others(good and bad) and those can help us resolve the questions: Simplicity: The Elimina1on of Clu6er 1. How to develop a marketing and sales strategy to sell profitably in the short and long term? 2. How to avoid more frequent cultural errors in the Chinese market? 3. How to invest more intelligently financial and human resources? Method In the session real cases will be discussed, which clarify the keys to a good strategy in China. In a dynamic and interactive way,there will have questiones that can help the participants to reflect on and develop solutions for their particular situationse

3 China: The Market for more and more Western companies (which attend,by the international economic crisis, the plummeting sales in their home markets)

4 Do you know another market in the world with a high middle class of 300 million people in the world?

5 No puedo encontrar si ellos 1enen equipo de venta en China o no. Pero creo que ellos 1enen porque China 1ene un mercado grande y especial.

6 certain competitive market and therefore, not easy to climb...

7 In China there are only opportunity for companies with winner products and services

8 The key?

9 Chinese face

10 Professor Manu Sánchez Monasterio President of the "China Marketing Center" Barcelona Marketing Club ) HaoLeChina Partner Beijing Office ESADE China Team Founder Marketing to China Top Strategist Living & working (by periodes) in China during more than 8 years. Giving advice to top europeans companies in the detection of business opportunities In China, process of entry into the Chinese market or introduction of new products ( Desigual, Mediapro: FC Barcelona,Spanish Football League... Codorniu, Mondragon Cooperative, Argal, Cobega, Maeva, Javier Simorra, Toyota, Heineken, Wine Riojanas, Cavas Mas Tinell, Colgate, Coren Group, Heineken, Ron Barceló, Matarromera, Pinord, Panasonic, Diktons, Budweiser, Santiveri, Farggi, Moritz, Pronovias, etc.)

11 CEOE. Madrid junio de 2011 Marketing Professor at ESEUNE ( China s MBA), ESADE ( Executive Master in Marketing Management, MBA Full Time & Part Time and BA in Business Administration). Barcelona University. UAB (Master in EuroAsian International Business, Master in International Business, Management, Master EU- China en Economy and Culture) & Beijing University Member of the China - Spain Economic Forum. Continuous Papers and articles on Marketing Management to China in the major national and international Marketing stages (ESADE,Harvard Deusto Marketing & Venta, Peking Universi ty.expansión, Berkeley University (USA), Tecnològico de Monterrey (Mexico), Club de Marketing de Barcelona, Internet Global Congress, Fudan University,ICEX, COPCA, Casa Asia, Universidad de Deusto, Foment del Treball Nacional, IQS. Glo bal Asia, Cámara de Comercio de Barcelona, CEOE, Confede ración Empresarial de Madrid, European Commission Enterpri se Europe Network, China at Barcelona Summit )

12 ESEUNE

13 Excellence in knowledge and practice Manu Sánchez Monasterio : Some of the scenes of national and international elite Marketing in which continuously impart lectures, articles and classes on Marketing Management and Sales in China... 13

14

15 IQS Business School Universidad Ramón Llull

16 Peking University

17

18 18

19 We will see during the 3 ESEUNE lectures the keys to integrate "Culture and business strategy" in a Winner Marketing Plan for the China Market

20 And, in this context, the steps for "Achinar or create a specific offer from your company to your chinese target

21 Bean ice cream cream??? Picture Superiority Effect (PSE)

22 Olive oil extra virgin in China: Low acidity " and prevalence of the "olive Arbequino "?

23 Churros with ice cream? Picture Superiority Effect (PSE)

24 Picture Superiority Effect (PSE)

25 Snack estrella en ventas en China.

26

27 sunflower seeds. Favorite flavor ; milk

28 2020: Upper middle class 600 million people

29 China will be the largest world consumption market in 2015

30 Marketing to China Top trend; China Social Media

31 Social Media ; Top Marketing trend in China

32 Winner Social Media with Chinese characteristics : RenRen, Weibo, Youku (No Facebook, no Twitter, no Youtube )

33 We will see also during the lectures how China Social Media Marketing has the potential to transform the relationship between Brands and Chinese consumers 33

34 And those Marketing to China successful examples, Agua Sierra de Cazorla Hermes ( ) Moritz Barcelona FC Barcelona ( ) General Motors ( ) Maeva Nivea ( ) Casa Modena Coca Cola Cola Cao ( ) Pronovias ( Pirelli ( ) FKC Carrefour ( ) Disney ( ) Shanghai Tang ( )

35 Marketing to China Keys for "culture" and "marketing strategy" add 1 +1 = 11 ESEUNE Beijing Chinas MBA Tuesday, september the 18 th 2012 until Thursday september the 20 th 2012 Manu Sánchez Monasterio President "China Marketing Center Club Marketing Barcelona Marketing Professor at Beijing University, ESEUNE, Barcelona University and ESADE