How to reach 1.3bn consumers in China?

Abstract

International companies in China today are facing stiff competiton from not just other foreign firms but local brands, which have moderate or even matching quality but sell at a far lower prices. They also find it more difficult to reach the increasingly sophistated consumer markets. Communications through the traditional mass media such TV and press become more expensive and less effective. Findings from the survey have shown that event marketing, though still at the early stage, can provide these companies with a good alternative, if used in coordination with other elements in the integrated marketing mix. The sponsorship of popular sports, music and local cultural events are reported to be particularly effective in forging direct contact with the opinion leaders, gatering marketing intellegence and encouraging product trials.