Ducati Brand Strategy In The Chinese Market

The study started from the consideration of the potential of the Chinese motorcycle market being the biggest in the world. The Asian market is characterized by the preference for cheap vehicles with small powerful engine, in comparison with Europe. In the early future the previsions also declare that customers will move until premium brand motorcycle with a higher powerful engine.The thesis will deal with different theories. Firstly there will be the brand building strategy and brand management one, followed by the customer behavior strategy and the implication in the Chinese market and the definition of luxury goods and the trend of luxury goods in China.Furthermore there will be the possibility to define a Chinese customer profile and his approach to the motorcycle market considering his background but, at the same time also which are the new needs of the new Chinese consumer. In order to have a consumer profile will be analyzed the results of a questionnaire.Will be presented the history of the company, the first movements towards the Chinese market and their products, and finally now how they acting in the market.At last, the aim of Ducati is to capture the Chinese customers thanks to an important strategy of brand building and successively continuing with a brand awareness strategy. The company needs to create a fidelity tie with the customer and create on him the necessity to buy a bike as a luxury symbol as a new exciting entertainment. This process is the way to enter the Chinese market and become the n.1 in the sector following the history of other big Italian brands as Ferrari and Lamborghini. The company knows that will be a long term process because the Chinese customer needs to get used to the premium brand motorcycles.