Across the divide

China’s leaders are not the only ones struggling to reconcile the needs of the urban elite and the masses. Marketers are too.

The most pressing challenge marketers face is how to position brands for lower-tier and rural consumers. Any successful product must have both high margins and broad scale, lest it lack to momentum to maintain successful volumes over a long-term time frame. Therefore, understanding the drivers of mass market consumers has become a matter of great ...

log in to continue reading...