Raffles College of Higher Education 1

Fashion Marketing 2

Academic Research and Communication Skills 3

Assignment 3 – Research Report 4

Dove – Encapsulating the modern Chinese woman 5

Name(s) 6

Sunny Octavia, Zhu Ji and Han Xiao

Lecturer 7

Kavita Parwani

Date 8

8 August 2011

Word Count 9

1370

Contents 1 0

Contents…………………………………………………...………………………………….1

Figures ….……………………….……………………………………………………………2

1. INTRODUCTION…………………...…….……………………………………………….3

1.1 Objectives……………………………………..……………………..3

2. METHODOLOGY ……...…………………………………………………………………4

3. ANALYSIS: Dove – Encapsulating the modern Chinese woman ………………….. 4

3.1 Consumers: Young, single, urban career women..……………...5

3.2 Foreign concept? Individual freedom ..………………….....….....6

4. CONCLUSIONS…………………………………………………………………………..7

5. RECOMMENDATIONS … … … … … … … ……. … … … … … … … ... … … … 7

References……………………...……………………………………………………………8

APPENDICES …………………………………………………………………………….....9

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Figures1 1

Figure 1 – Ariel Printing Advertisement - Source: He, C. & Gao, Y. (2003). All the Previos China Advertising Festival Golden Award Works Collection, Jiangsu Art Press, pp. 22-23 ……………………………….………………………………………..5

Figure 2 – Response to Survey question 3 - Source: Zhu, J. & Han, X. (2009). Psychographic Survey Results …………….………………………………………...5

Figure 3 – Coca Cola TV Commercial - Source: Hu, C (2008) McCann-Erickson Guangming 1991-2001, China General Price Press, p.124 ..……………………..6

Figure 4 – Zhao Wei - Source: China Daily. (2008). Retrieved: June 1, 2009 from http://www.chinadaily.com.cn/english/doc/2004-11/09/content_389877.htm …...8

Figure 5 – Zhou Xun - Source: China Daily. (2008). Retrieved: June 1, 2009 from http://www.chinadaily.com.cn/lifestyle/2006-05/23/content_597722_3.htm ... ......8

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1. INTRODUCTION

Over the past 15 years Dove has created many successful

and innovative camapignsIntercultural communication is the

circumstance in which people

from diverse cultural

backgrounds are engaged

in communication (Samovar

& Porter, 2001,

p. 2). The cultural

context

In themental valley of Figaro and Joe Henderson, nothing is

considered impossible when Miles blows his horn all the world

takes notice and babies cry and mothers run away with the

best and the brightest of a generation ruined by telvesion and

radion includes all the

factors and influences

that make up one’s

culture. It is the

cultural environment in which

communication occurs (Neuliep, 2002, pp. 11-12).

1.1 Objectives

This report explains the key details of our research for Dove.

The campaign uses a strong concept associating the brand

with freedom and independence. We believe these values

resonate well with our target audience – young, single, urban

professional Chinese women. Following extensive research

into the audience, competitors and the Chinese context using

primary and secondary research methods, we have decided to

prioritize the use of Chinese celebrity spokesmodels in order

to best reach our audience. We expect this campaign to result

in a higher uptake and increased brand awareness of Dove

brand goods for the Chinese consumer.

3

Introduce background to the project

Who are you working for? What do they do? What does the brand/organization represent? What issue/problem is your research concerned with? How does this relate to the client? What background is important?

Give sources.

Summarize the project

Who is your client? What is the issue/problem? What research methods did you use? What were the key outcomes of your research?

Write in your own words.

2. METHODOLOGY

Secondary research was important in grasping the

complexities of the Chinese market. Our literature review

included key texts such Bradford J. Hall’s Among Cultures:

The Challenge of Communication, which provided important

theory and research on inte rcultural

communication. Other marketing books such as Jian

Wang’s Foreign Advertising I n China: Becoming

Global, Becoming Local and Ye Shi’s P&G Strategies provide

critical evidence to support the project. We

focused on P&G’s campaign for Ariel as part of a

competitor analysis.

Finally, we did a

psychographic

survey (see Appendices 1 and 2) in which we asked single

career orientated Chinese women aged 18-32 what values

they most identified with. We hoped to find out whether

aspects of the Western lifestyle like consumerism and

individualism are growing in importance today. We used the

results of this survey to inform our campaign concept.

3. Dove – Encapsulating the modern Chinese womanForeign advertisings did not actually enter the Chinese market

until 1979 when China began to employ the Policy of Reform

and Opening (Wang, 2000, p. 41). Since 1994, China's

advertising industry has gradually opened up to the outside

world, the world's top ten advertising companies have all

established joint ventures there, with business developing

rapidly (‘New Rules for Foreign Participation in Advertising’,

2004).

Opening a window on the world of capitalism for Chinese

consumers, foreign advertising introduces modern consumer

goods and lifestyles, which certainly intends to influence the

buying habits of Chinese consumers as well as to orient their

consumption behavior (Wang, 2000, p. 9).

4

Explain your research methodology

What secondary research did you do?What primary research did your do?Did you gather on quantitative or qualitative data? Or both?How did you sample your respondents? What problems did you encounter?

Provide details and explain the use of the research.

Introduce your findings

What is the context? Why is this research needed?

3.1 Consumers: Young, single, urban career women

Our research focused on finding out what the chosen audience

wants in their cultural context and trying to match that without

concern for our own needs (Hall, 2002, p. 238).

Moreover, while P&G realized that 85% of the population in

China is rural. They may not afford luxury products, but they

are the key target market of daily necessities. The campaign

for Ariel soap powder (Figure 1) took their needs fully account.

For lots of countrywomen washing clothes is a heavy work

since they don’t have washing machine. What they concern is

how to use least amount of soap powder and least labor to

clean the clothes by hand. A series of printing advertisement

show broken fetter, cuff and cage made of clothes, which

representing the women were trapped by heavy hand washing

work are now released thanks for the new Ariel soap powder.

It convinces consumer with reality, intimacy and relativity

instead of fancy taglines, which exactly complies with their

consumption habit.

Recent study shows that the cultural values of Chinese people

reflected in television adverting, by order of importance, are:

modernity, youth, family, technology, and tradition. The weight

given to these categories of cultural values closely depends on the

type of product concerned: for food, tradition will be stressed,

whereas for cars, modernity will be the focus (Chillier & Denis,

n.d.).

It’s true that imported cars advertise themselves in China as a

symbol of modernity. These advertising often emphasize the

safety and high quality of cars, demonstrate the modern

lifestyle through an image of successful person who is driving

the car, to define what is success. The message to the

consumer is: only successful woman can have these items;

acquire them and you are judged a success in modern

Chinese society.

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Fig. 1 – Ariel Print Adverts 12

Fig. 2 – Survey question 3. 61.54% of respondents said a better paying job would be the key factor in making them happier. 23% said finding a wealthy husband would make them happier.

Explain Research Findings

Compare and contrast your primary and secondary findings. Divide the analysis into subsections according to topic.

Do the findings support or contradict each other? What data is worth highlighting? What insights did you gain from the research?

3.2 Foreign Concept? Individual freedom

Foreign advertisers have come to realize that, translated

literally into Chinese; the English names of products meant

absolutely nothing to Chinese consumers. They thus

completely reformulated the names in Chinese, so as to

transcribe the idea of feeling good and looking beautiful

(Chillier & Denis, n.d.), such as skincare brand “玉兰油 (Olay)”

which means essence of flowers, hair care brand “ 海 飞 丝 (Head & Shoulders)” which means clean and shinny hair like

silk and soap powder “碧浪 (Ariel)” which means blue waves.

These names are easy to remember and understand, as well

as represent the function and benefit of the products. As soon

as printing advertisement and TV commercials launched, P&G

quickly won recognition of Chinese consumers.

Though Coca Cola has been considered as the symbol of

American culture, its advertising in China always delights

consumers with typical Chinese element. The TV commercial

in Chinese New Year 2001 told a story of Chinese New Year

Eve with cartoon characters (Figure 2). Two lovely kids in

traditional Chinese costumes failed to stick the spring festival

couplets onto the door since they are too short to reach the

top, when the parents asked them to have a rest and drink

some Coca Cola. After finishing a cup of Coca Cola, a great

idea came up to the boy’s mind. He climbed up onto his

father’s shoulder and successfully stick the couplets. At that

time, the splendid fireworks burst forth in the sky. The whole

family immersed in the atmosphere of a happy New Year.

Recent study shows that the cultural values of Chinese people

reflected in television adverting, by order of importance, are:

modernity, youth, family, technology, and tradition. The weight

given to these categories of cultural values closely depends on the

type of product concerned; so for food and beverage, tradition will

be stressed, whereas for cosmetics and beauty products,

modernity should be the focus (Chillier & Denis, n.d.).

6

Fig. 3 – Coca-Cola TVC

Explain Research Findings

Compare and contrast your primary and secondary findings. Divide the analysis into subsections according to topic.

Do the findings support or contradict each other? What data is worth highlighting? What insights did you gain from the research?

4. CONCLUSIONS

The success of any advertising campaign in China can be

manifested in the audience’s impressive recall of

advertisements and brand names, as well as sales amount

and market share. Today, among Chinese consumers, foreign

advertising appears to be preferred over local advertising.

Chinese consumers adopt what they consider good in each

cult. But modernization does not mean Westernization for the

Chinese: they are not at all inclined to imitate (Best 2001, p.5)

Western lifestyles and new ways of thinking and behaving in

their choice of beauty product.

Given the growing focus on celebrity news and actors are fast

becoming the TV commercial in Chinese (Jacques 2006)

told a story of Chinese New Year Eve with celebrities (Figures

4 and 5).

The weight given to these categories of cultural values closely

depends on are considered trustworthy, successful and

glamorous. A recent study (Delmer 2008) shows that the cultural

values of Chinese people reflected in television adverting, by order

of importance, are: modernity, youth, family, technology, and

tradition.

5. RECOMMENDATIONS

i. Change the focus by develop a brand image consistent with the lifestyle aspirations of young urban female professionals.

ii. Create an image of strong young women acting independently and breaking with elements

iii. Develop a brand image consistent with the lifestyle aspirations of young urban female professionals.

iv. Emphasize the independence strong young women acting independently and breaking with elements

v. Use celebrity strong young women acting independently and breaking with elements

vi. Incorporate a strong independent image into the advertising images, showing strong young women acting independently and breaking with elements of tradition that

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Summarize Main Findings

So what? What does your research tell you?

Provide suggestions

What should the client do?How should they address the issue?

Use short clear statements.

Fig. 4 – Zhao Wei

Fig. 5 – Zhou Xun

limit their advancement while still celebrating those elements which allow the individual to flourish.

References13

Branding in China. (2005). Singapore: China Knowledge Press.

Chillier, C. & Denis, J. (n.d.) Advertising in China: Trends, Constraints, and Implications for Foreign Firms. University of Geneva. Retrieved: June 1, 2009, fromhttp://market.unige.ch/docs_online/papers_Denis/199722.pdf

Delmer, K. (2008). TV Commercials: A true mirror of Chinese values? Marketsnoop. Retrieved: June 4, 2009, from http://www.marketsnoop.com/ctvchina_delmer.htm

Hall, B. (2002). Among Cultures: The Challenge of Communication. USA: Wadsworth Group.

Neuliep, J. (2000) Intercultural Communication: A Contextual Approach. Boston: Houghton Mifflin Company.

New Rules for Foreign Participation in Advertising. (2004). TDC Trade. Retrieved: 7 May, 2009, from http://www.tdctrade.com/alert/cba-e0406e.htm

Samovar, L. & Porter, R. (2001). Communication between Cultures. USA: Wadsworth.

Shi, Y. (2005). P&G Strategies. China: Nanfang Daily Press.

Wang, J. (2000). Foreign Advertising in China: Becoming Global, Becoming Local. USA: Iowa State University Press.

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APPENDICES

Appendix 1: Psychographic survey for single Chinese professional women 18-3214

Question 1

Please rank the following statements. Place the statement that you agree with most strongly first.

a. My boss knows best and I should listen to their advice carefully.

b. My friends know me best and have valuable experiences and knowledge. I listen to them most when I am in need of help.

c. The news media provide me with valuable insight into the world around me and are most important to me in making my decisions.

d. I make judgments and choices based on the advertising messages that surround me.

e. I highly respect my father and he is the first person I turn to for advice.

f. My mother is my main source of support and guidance.

g. I listen to lots of different sources – the media, marketing, friends, family, co-workers – and use my own judgment to decide the best direction to take.

Question 2

What is most important for your happiness right now? Rank the following, putting the most important first and the least important last.

a. Friends

b. Work and Career

c. Money and Financial Security

d. Religion and God

e. Fun and Entertainment

f. Beauty and Fashion

g. Family

h. Helping Others

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h. Free Speech

i. Foreign Travel

j. Safe, Comfortable Home

k. Clean Environment

l. Finding a Husband

m. Your Independence

n. Children

o. Shopping

Helping Others

Question 3

What would make you happier than you currently are? Choose one.

o Better paying job

o Wealthy husband

o More attractive physical appearance

o Better education

o Luxurious lifestyle

o Right to vote

o Greater personal freedom

o Children

Appendix 2: Psychographic survey results

Question 1

Please rank the following statements. Place the statement that you agree with most strongly first.

10

Question 2

What is most important for your happiness right now? Rank the following, putting the most important first and the least important last.

11

Question 3

What would make you happier than you currently are? Choose one.

12

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NOTES ON WRITING A RESEARCH REPORT

Text should be 1.5-spaced (except for lists of Figures and References) Arial or Helvetica 11 point.

1. School name (e.g. Raffles Design Institute, Raffles College, etc.).2. Programme name (e.g. Fashion Design, Tourism and Hospitality, Visual Communication, etc).3. Unit title (e.g. Cultural Studies, International Business, etc.).4. Assignment details.5. Report title - title tells us about the focus on the topic and objectives. The title should catch the reader’s eye

and explain the research focus. Try to think of something interesting and eye-catching.6. Student’s full name.7. Lecturer’s full name.8. Date of submission. The date you hand in the assignment.9. The number of words in the main body of the report. Not including the preliminary sections (Figures,

Contents) or the supplementary sections (References, Appendices, Glossary).10. The table of contents should be neatly formatted as shown in the sample report. Make sure page numbers

are correct.11. Include figure numbers, title of figure, source and page number.12. Illustrations should be numbered, titled and mentioned in the text.13. References to all sources mentioned, quoted or paraphrased in the report. Correct author-date referencing

format must be used. At least 5 sources should be listed – at least one book and one Internet source. Single-spaced.

14. Include Appendices for primary research material. For example, surveys, interviews, photostudies.