the little emperor in china the chicken run. background: 1978 one-child legislation denial of right...
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The Little Emperor in China
The Chicken Run
Background:
• 1978 one-child legislation• Denial of right to house , electricity• Forced abortions• Girl babies aborted or given up for adoption (1.7
million babies per year)• Obvious goal to contain mushrooming population• For Chinese people – turn out group of young elites –
given what parents did not have
The Little Emperors as a Market
• Adults in early 30’s through to toddlers and babies• Spoilt, demanding, materialistic• Centre of attention• 4-2-1 Indulgence• Demanding!
Factors influencing buying behaviour:• Cultural – more Westernised and demanding• Social – Getting best in life. Only children and friends
are also only children. Competition for the best.• Personal – Self-absorbed and materialistic.• Psychological – Know they have power, obese,
suicide, crime
Marketing Mix
• Price - Given $3 billion annually and control 68% of parents’ spending. High prices = quality
• Distribution – Joint Ventures in China. Want NOW.• Promotion - Western slant. Promote TV and sales
promotions. Careful Internet and Mobile phones – Trust and satisfaction with this media problem.
• Product – High Quality, Western and snob-effect.
Marketing Opportunities
• Laundry, Cooking and Cleaning – helping to cope without parents.
• Healthy Food alternatives.• Health Equipment.• Intellect Products.• Electronic Toys and Games.• Designer Clothes.
Chicken Run Group Members:
• Bezuidenhout, P.J. 1224 6093• Botha, Desere 2250 2556• Buys, Johan 2049 8705• Kleynhans, Wessel 1251 7755• Schoeman, Willie 1032 6065• Van Wieringen, Anton 1231 8388• Wohlfahrt, Andre 2255 3533
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