In marketing strategy there is first the product, next comes the price, distribution (placement), if desired people (or personnel), and finally, promotion, as the elements of the marketing mix. The strategy of Chinese and western companies alike regarding promotion on the Chinese market in the form of sales promotion, product image, product perception, advertising, etc., can hardly be called structural, consistent and is often controversial.
The relationship between the above mentioned components of marketing strategy requires a continual adaptation of each of these so-called four or five (including people) 'Ps' to market circumstances. Without adaptation on the right moment, the promotion strategy will come to an untimely end. Flexibility with regard to the needs and demands of the local market is always a prerequisite. For example, one does well not to offer the best quality and latest version of a product all the time, believing that a promotion campaign will do the rest.
The positioning of your product can only succeed through close co-operation between experienced Chinese and western marketers. It is important when launching a promotion campaign, with promotion material, advertising spots, advertising bills or banners (and their layout), as well as the selection of the region and the duration involved, to let all promotion activities also be developed and judged by authorized Chinese marketers.
The controversial character of product positioning can be seen quite often with the release of promotion material that rather unexpectedly turns out to be of an offensive nature and other advertising communication means that are regarded as violations of the law, economical or otherwise with all its consequences. Other mistakes concerning product positioning that can frequently be observed on the Chinese market are: the inability to reach the target group, sales promotion activities that fall short, a lack of knowledge in retail of the product in question and hardly any personal service as a part of product positioning including after sales service.
Yujie Services comes each month with a premise that focuses upon a certain aspect of the Chinese business culture where things may go wrong.
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