360 Report of Guccio Gucci in China Coursework Example | Topics and Well Written Essays - 1500 words

360 Report of Guccio Gucci in China - Coursework Example These strategies include: advertising, craftsmanship, public relations, a touch of mythology, and word of mouth (Marketing Mentor, n.d.). In order to develop effective marketing campaing in China, it is vital to understand the luxry market in China and consumers’ behavior. The Chinese luxury market is huge and is projected to grow by 18% annually from 2010 to 2015, exceeding 20% of the global luxury market (GroupM and CIC 2011). Luxury buyers in China value the status they gain by wearing luxury goods. Chinese consumers like to show their off their shopping achievements and purchasing power. That is why sharing of shopping experience is common in the luxury segment (GroupM and CIC 2011). By developing a business expansion strategy in China, Gucci’s marketers have to focus on the top domestic markets by RMB 10 million-plus population. These cities inlcude: 1) Beijing, 2) Guangdong, 3) Shanghai, 4) Zhejiang, 5) Jiangsu, 6) Fujian, 7) Shandong, 8) Liaoning, 9) Sichuan, and 10) Henan (GroupM and CIC 2011). See the map below. Fast growing luxury market in China captures consumers with different motivations and behaviors. In order to develop effective marketing strategy for this Asian market, Gucci has to consider the purchase drivers common for Chinese luxury consumers. There are indentified four major segments of Chinese luxury consumers: aspirational buyers; quality pursuers; status seekers; trend setters (GroupM & CIC, 2011). Aspirational buyers are mainly white-collars and college students who are very sensitive to price and tend to purchase accessories of famous luxury brands. The purchase drivers include: brand awareness, style and design, and price (GroupM & CIC, 2011). For Qaulity pursuers quality and fine workmanship are the major criteria while purchasing the luxury brands. The purchase drivers include: quality, price, style and design (GroupM & CIC, 2011). The third category of Status seekers implies