April 20, 2009. --  Professor Waldemar Pfoersch presented his insights on the topic of 'Marketing and Branding in China' to a group of senior Italian business people in Milan. The event was organised by the Fondazione Italia Cina who have been a strong supporter and partner of CEIBS for the past three years.  

Prof. Waldemar Pfoersch, CEIBS Associate Professor of Marketing

Professor Pfoertsch opened his presentation by discussing the current economic landscape in China and put into perspective the characteristics of Chinese consumer behaviour in context of specific Chinese culture aspects such as the importance of face, family, guanxi, diet and consumerism. He presented the complexity of the ‘Chinese Consumer’- highlighting the coexistence of savings and conspicuous consumption; the dominance of cash; the appreciation for product design and international brands but also loyalty to Chinese brands. 

Successful branding in China, Professor Pfoertsch advocated, was based on three key elements; consistent and long term investment, good relationship with stakeholders and a great brand name in Chinese. He examined the cases of successful Chinese companies going global; Lenovo, Haier and TCL as well as successful investments in China including Melco China Resorts, Seacan Realty, Raivent Inc. In Summary Professor Pfoertsch outlined the 4 Ps for successful marketing and branding in China: Preparation; Patience; Partners, People.