MINI CASE STUDY:
HAIR CARE PRODUCTS IN CHINA
From no presence to market leader in 4 years
- Professional line
- Full time manager from US in-country: American, speaks Chinese
- Dealers on cash terms
- Second city strategy: Beijing, Shanghai, Guangzhou are saturated. Focus on Qingdao, Nanjing, Fuzhou.
- Competitor manages from US; can steal their dealers with ease
- Capitalize on brand’s success in the US
- Largest part of advertising budget spent on in-store promotions, training, and incentive promotion
Selection of Sales Method
Christopher E. Meyer Background