Global brands like L'Oreal and Oil of Olay control the skin care market of China. A Chinese national brand, after some success in partnership with Sephora in Europe, aspires to challenge the French and U.S. brands' hold on the China market.
It must decide the best way to segment the marketplace, how to balance its Chinese tradition claims with claims of modernity, and how to position against global pledges of purity and quality. The China skin care market is growing amazingly quickly. Is that a liability or an asset?
PUBLICATION DATE: August 12, 2010 PRODUCT #: 511C03-PDF-CHI
This is just an excerpt. This case is about SALES & MARKETING
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