HM: here’s a full breakdown of the market research for you to look at.
HS: Ok. So you interviewed 250 people in Shanghai, is that right?
HM: Not just Shanghai, 250 people in Shanghai, 20 in Beijing, and 250 in Guangzhou.
HS: Oh, right, it looks like you got similar results in all three cities.
HM: Yes. The main question we were asking was how people would respond to a new brand coming in at the high end of the market.
HS: And it seems as if a lot of people liked the idea.
HM: Exactly. We found that only 30 % of people weren’t interested at all.
HS: But the other 70% are interested?
HM: yes. 70% of people like a well-respected brand name, it’s as simple as that.
HS: But will they want to buy our products or stick to what they know.
HM: well most people like the idea of being able to buy a Chinese brand rather than a foreign one.
HS: what do you mean by ‘most people’ exactly?
HM: In our target market of 16 to 30 year olds, only 15% said they would be put off buying a Chinese brand.
HS: so you’d say that being a Chinese brand is one of our major strengths?
HM: Definitely. I think the main thrust of our marketing campaign should be our Chinese identity.
HS: The trick will be convincing them that our products are of the same quality as the established brands.
HM: yes, and our research showed that pricing will have a lot to do with that.
HS: we can’t afford to price our products too high, obviously.
HM: that’s right. The research suggests we should go for price points just below those of our main competitors.
HS: I agree –we need to be noticeably cheaper but still be in the same price bracket as the other top brands.