RAISING COTTON AWARENESS IN CHINA. TEAM INDIGO Ruth Matos Carmen Galan Angelica Aguilar Kim Garcia Bichthu Cao Minh

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1 RAISING COTTON AWARENESS IN CHINA TEAM INDIGO Ruth Matos Carmen Galan Angelica Aguilar Kim Garcia Bichthu Cao Minh

2 Why China? China has huge unexplored market potential for U.S. products China has an emerging middle class with increasing disposable income To grow market share for U.S. cotton

3 Primary and Secondary Markets in China include: Beijing, Shanghai, Guangzhou, Dalian, Qingdao, Nanjing, Wuhan, Xianen, Shenzhen, & Hong Kong

4 RAISING COTTON AWARENESS IN CHINA China currently imports more cotton than it produces U.S. cotton is currently China s s number one cotton importer, with Uzbekistan their second biggest importer to the U.S.

5 UNITED STATES SHARES IN PERCENTAGE Burkina Faso 3% Benin 12% Australia 2% Cote d'ivoire 0% Mali 4% Other India 10% 0% Uzbekistan 23% United States 46% CHINA QUARTERLY COTTON IMPORTS BY COUNTRY - UNIT METRIC TONS United States Uzbekistan Cote d'ivoire Australia Benin Burkina Faso India Mali Other

6 RAISING COTTON AWARENESS IN CHINA Who do we market to? China s s Middle Class Population 65 million

7 WHO IS INCLUDED IN CHINA S S MIDDLE CLASS? Chinese families with assets valued from US $18,137 (150,000 RMB) and US$ 36,275 (300,000 RMB) The Chinese Academy of Social Sciences

8 WHAT DO THEY DO? Unemployed and Pensioners 9.8% Factory Workers 34.8% Professions of China's Middle Class As % of Urban Population Business Executives/ Professionals 19.1% Workers in Commercial and Services Sectors 18.2% Clerical Staff 7.3% Private Business Owners/Self Employed 7.8%

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10 VALUES OF CHINA S GENERATION X Health Enhancing social status Acquiring and experiencing new things!

11 NARROWING OUR TARGET MARKET

12 WHY THIS SEGMENT ON GENERATION X? CHINA S S ONE CHILD POLICY

13 CHILDREN S S ECONOMIC CLOUT Child s preferences determine 69% of family s s overall spending Couples spend 40-50% of their disposable income on their child

14 CREATIVE RECOMMENDATION Our creative recommendation is to introduce a new cotton inc. slogan to China, Experience Cotton.. The Experience Cotton campaigned is aimed at sharing the new, sophisticated and different lives of China s s middle class. This campaign will emphasize cotton as a luxurious product for home and apparel, kid friendly and a healthy alternative to synthetic fabrics.

15 HOW TO REACH OUR TARGET MARKET? Billboards Print Ads Point of Sale Promotions Website Variety Show Cotton Inc. Kids Day!

16 EXPERIENCE COTTON S CREATIVE BOARDS

17 CHOOSING GENERATION X Increasing income & expenditure The National Bureau of Statistics findings Brand & quality consciousness

18 EXPERIENCE COTTON CAMPAIGN We will reach our target market (generation X) on their major day to day activities Our slogan will capture their curiosity about Cotton

19 OUR CREATIVE APPROACH Our suggested slogan The Characters What we want it to project to our target market 体验 (tì-yên)

20 BUS STOPS & TRAIN STATIONS

21 SHOPPING CENTER & MAJOR AVENUES

22 THE PRINT AD CAMPAIGN Experience Togetherness Experience Cotton

23 THE PRINT AD CAMPAIGN Experience Love Experience Cotton

24 POINT OF SALES & WEBSITE PROMOTION Where to place our Ads with slogan Website promotion Promotional events

25 PROMOTIONAL EVENTS China's Children s s Day

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27 China s s Children s s Day June 1 National Chinese Holiday All cinemas, parks, children s museums, and palaces are free to children Parents give children presents Elementary schools throw parties

28 EXPERIENCE KIDS DAY! EXPERERIENCE COTTON! Our exciting event includes: -Children s s wear fashion shows -Raffles -Musical Guests -Dancing -Snacks Log on to our website for more details:

29 FLUFFY THE MASCOT

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31 CHINESE VARIETY SHOW!

32 VARIETY SHOW FEATURES Celebrities talk about Cotton Viewers participate in raffle Fashion Show Performers Wear Cotton Cotton Skit

33 RAISING COTTON AWARENESS IN CHINA Goal: Promote the use of cotton Target market: Generation X with one child 4 Step Campaign: 1.Introduce Experience Cotton 2.Advertising 3.Kid s s Day 4. Variety Show