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