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Week 12 Presentation- Coach reaches Asia's emerging middle class

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Narelle Martin

Week 12 Presentation Coach reaches Asia's emerging middle class BMA262 Consumer Behaviour Assessment Item 1: Group Assignment Natasha Ioannidis, Amanda James and Narelle Martin (134635)

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COACH REACHES ASIA'S EMERGING MIDDLE CLASS Natasha Ioannidis, Amanda James and Narelle Martin
COACH Brief history on Coach Entry into China
SHOULD SOCIAL CLAS S ALONE BE USED IN SEGMENTING CONSUMERS N CHINA FOR LUXURY BRANDS ? Different types of segmentation. Such as geographical and demographical. Example: a luxury item being marketed towards middle-upper class consumers.
WHAT AR E THE ADVANTAGES AND DI SADVANTAGES OF SUCH AN AP P ROACH? Advantage: Less time to determine who they are wanting to market towards. Disadvantage: Not accounting for options outside the single social class.
WHAT A R E T HE CHA L L ENGE S FAC ED B Y LU X U RY-B R ANDED GOODS ENT E R ING CHINA AND TA RGE T ING THE MIDDL E C L A S S CONS UME R ? Issues are related to market segmentation and positioning through social class Luxury brand targeting middle class consumers. Devalues the brand image and reputation (quality and prestige).
WHAT A R E THE CHA L L ENGE S FAC ED B Y LU X U RY- B R ANDED GOODS ENT E R ING CHINA AND TA RGE T ING THE MIDDL E C L A S S CONS UME R ? An approach to minimise the impact of these challenges: Create a diffusion line. Main line targeted towards the upper class consumer. Diffusion line targeted towards the middle class consumer.
WHAT AR E THE DI S T INC T CHARAC TER I S T I C S SHAR ED BETWEEN THE CONSUMER S OF LUXURY B RANDS IN CHINA? Younger Generation Percentage of middle class Social Status Internet
C O N S I D E R T H E FA C T O R S I N F L U E N C E C H I N E S E M I D D L E C L A S S C O N S U M E R FA S H I O N C O N S U M P T I O N C H O I C E S A N D A P P L Y T H E M T O C OA C H Four Main Motivators: Social Status Gifting Self-rewarding Following of Western Trends
C O N S I D E R T H E FA C T O R S I N F L U E N C E C H I N E S E M I D D L E C L A S S C O N S U M E R FA S H I O N C O N S U M P T I O N C H O I C E S A N D A P P L Y T H E M T O C OA C H . Strategy: Use of red and gold. Chinese consumers value red and gold. These colours symbolize wealth and luck in their culture.
WH A T C O M M U N I C A T I O N S S T R A T E G I E S S H O U L D M A R K E T E R S O F C OA C H I M P L E M E N T T O T A RG E T T H E M I D D L E C L A S S C H I N E S E C O N S U M E R ? Currently using techniques such as: Famous personnel. Campaigns in conjunction with the Chinese New Year celebrations. Online shopping options/Chinese website.
WH A T C O M M U N I C A T I O N S S T R A T E G I E S S H O U L D M A R K E T E R S O F C OA C H I M P L E M E N T T O T A RG E T T H E M I D D L E C L A S S C H I N E S E C O N S U M E R ? Coach should look into techniques such as: Social media Billboard advertising Western advertising
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Week 12 Presentation- Coach reaches Asia's emerging middle class

  • 1. COACH REACHES ASIA'S EMERGING MIDDLE CLASS Natasha Ioannidis, Amanda James and Narelle Martin
  • 2. COACH Brief history on Coach Entry into China
  • 3. SHOULD SOCIAL CLAS S ALONE BE USED IN SEGMENTING CONSUMERS N CHINA FOR LUXURY BRANDS ? Different types of segmentation. Such as geographical and demographical. Example: a luxury item being marketed towards middle-upper class consumers.
  • 4. WHAT AR E THE ADVANTAGES AND DI SADVANTAGES OF SUCH AN AP P ROACH? Advantage: Less time to determine who they are wanting to market towards. Disadvantage: Not accounting for options outside the single social class.
  • 5. WHAT A R E T HE CHA L L ENGE S FAC ED B Y LU X U RY-B R ANDED GOODS ENT E R ING CHINA AND TA RGE T ING THE MIDDL E C L A S S CONS UME R ? Issues are related to market segmentation and positioning through social class Luxury brand targeting middle class consumers. Devalues the brand image and reputation (quality and prestige).
  • 6. WHAT A R E THE CHA L L ENGE S FAC ED B Y LU X U RY- B R ANDED GOODS ENT E R ING CHINA AND TA RGE T ING THE MIDDL E C L A S S CONS UME R ? An approach to minimise the impact of these challenges: Create a diffusion line. Main line targeted towards the upper class consumer. Diffusion line targeted towards the middle class consumer.
  • 7. WHAT AR E THE DI S T INC T CHARAC TER I S T I C S SHAR ED BETWEEN THE CONSUMER S OF LUXURY B RANDS IN CHINA? Younger Generation Percentage of middle class Social Status Internet
  • 8. C O N S I D E R T H E FA C T O R S I N F L U E N C E C H I N E S E M I D D L E C L A S S C O N S U M E R FA S H I O N C O N S U M P T I O N C H O I C E S A N D A P P L Y T H E M T O C OA C H Four Main Motivators: Social Status Gifting Self-rewarding Following of Western Trends
  • 9. C O N S I D E R T H E FA C T O R S I N F L U E N C E C H I N E S E M I D D L E C L A S S C O N S U M E R FA S H I O N C O N S U M P T I O N C H O I C E S A N D A P P L Y T H E M T O C OA C H . Strategy: Use of red and gold. Chinese consumers value red and gold. These colours symbolize wealth and luck in their culture.
  • 10. WH A T C O M M U N I C A T I O N S S T R A T E G I E S S H O U L D M A R K E T E R S O F C OA C H I M P L E M E N T T O T A RG E T T H E M I D D L E C L A S S C H I N E S E C O N S U M E R ? Currently using techniques such as: Famous personnel. Campaigns in conjunction with the Chinese New Year celebrations. Online shopping options/Chinese website.
  • 11. WH A T C O M M U N I C A T I O N S S T R A T E G I E S S H O U L D M A R K E T E R S O F C OA C H I M P L E M E N T T O T A RG E T T H E M I D D L E C L A S S C H I N E S E C O N S U M E R ? Coach should look into techniques such as: Social media Billboard advertising Western advertising