Research Of Chocolate Brand's Marketing Strategy In China

Globalization is gradually erasing the economic boundaries between countries.Those products that were known only in their homeland,are sweeping across the globe,large corporations create transnational companies,different nations try food that they have not known before.All this leads to the fact that marketers and economists around the world are concerned about the problems of adaptation.This research paper was devoted to exploring ways to promote a previously unpopular product in China – chocolate – among the Chinese population.The basis of the work was a case study of the American brand – Dove chocolate,principles of marketing campaign in accordance with Megamarketing Thinking by Philip Kotler,comparison analyze and prospects of promoting Russian chocolate brand – Alenka.For completeness of the study and more detailed consideration of the problem,the Grounded theory and extrapolation method were chosen to build a study model and to calculating an economic forecast for Russian brand Alenka.