Winning the China Market by a Confectionery Company through Effective Branding

Executive Summary

The purpose of this is to gain an understanding of the concepts of branding , the power of effective branding and explore how these concepts can be used to penetrate and ultimately win the China market

To be able to understand the China market can lead to a winning situation for the company . Understanding and evaluating the social demographics and economic environment of the country of study - China are crucial for undertaking different aspects in branding . It should have a careful consideration of various factors of branding such as brand

analysis , brand name , brand strategy , brand implementation and brand development . Another important key issue to identify are the characteristics and behaviour of potential consumers in China and what drives their consumption of confectionery products . It is also pertinent for this study to undertake in depth analysis of the current state of the confectionery industry in China , which will pinpoint major players in the confectionery industry . The new product development trends in the confectionery industry and the distribution network of confectionery products are also given importance for an overall understanding of China market

After identifying various aspects of branding , it was then applied to ABC Confectionary . SWOT analysis , Porter 's Five Forces and Aakers Brand Framework were then used into concepts of branding and marketing strategy to further evaluate and analyze ABC Confectionary

In China , where consumers are increasingly incorporating western habits but have not yet developed loyalty for particular western brands . The importance of branding is likely to increase owing to the reassurance that brand names are a signal of quality . With a growing middle class brand loyalty is also likely to increase as consumers use branded goods to convey status and achievement

If the company wants to be successful in a diverse culture such as China , marketing should be strategically planned , yet winning the Chinese consumers takes years , thus the company needs to be patient innovative , and strong

After successfully penetrating the market , does not mean that the company has to be complacent rather should continue to strive in to stay competitive and be on top of the market

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