1. COACH REACHES ASIA'SEMERGING MIDDLE CLASSNatasha Ioannidis, Amanda James and Narelle Martin

2. COACH Brief history on Coach Entry into China 3. SHOULD SOCIAL CLAS S ALONE BE USEDIN SEGMENTING CONSUMERS N CHINAFOR LUXURY BRANDS ? Different types of segmentation. Such as geographical anddemographical. Example: a luxury item being marketed towards middle-upperclass consumers. 4. WHAT AR E THE ADVANTAGES ANDDI SADVANTAGES OF SUCH AN AP P ROACH? Advantage: Less time to determine who they are wanting tomarket towards. Disadvantage: Not accounting for options outside the single socialclass. 5. WHAT A R E T HE CHA L L ENGE S FAC ED B Y LU X U RY-BR ANDED GOODS ENT E R ING CHINA ANDTA RGE T ING THE MIDDL E C L A S S CONS UME R ?Issues are related to market segmentation and positioning throughsocial class Luxury brand targeting middle class consumers. Devalues the brand image and reputation (quality andprestige). 6. WHAT A R E THE CHA L L ENGE S FAC ED B YLU X U RY- B R ANDED GOODS ENT E R ING CHINAAND TA RGE T ING THE MIDDL E C L A S SCONS UME R ?An approach to minimise the impact of these challenges: Create a diffusion line. Main line targeted towards the upper class consumer. Diffusion line targeted towards the middle class consumer. 7. WHAT AR E THE DI S T INC TCHARAC TER I S T I C S SHAR ED BETWEEN THECONSUMER S OF LUXURY B RANDS IN CHINA? Younger Generation Percentage of middle class Social Status Internet 8. C O N S I D E R T H E FA C T O R S I N F L U E N C E C H I N E S EM I D D L E C L A S S C O N S U M E R FA S H I O N C O N S U M P T I O NC H O I C E S A N D A P P L Y T H E M T O C OA C HFour Main Motivators: Social Status Gifting Self-rewarding Following of Western Trends 9. C O N S I D E R T H E FA C T O R S I N F L U E N C E C H I N E S EM I D D L E C L A S S C O N S U M E R FA S H I O N C O N S U M P T I O NC H O I C E S A N D A P P L Y T H E M T O C OA C H . Strategy: Use of red and gold. Chinese consumers value red and gold. These colours symbolize wealth and luck in their culture. 10. WH A T C O M M U N I C A T I O N S S T R A T E G I E S S H O U L DM A R K E T E R S O F C OA C H I M P L E M E N T T O T A RG E T T H EM I D D L E C L A S S C H I N E S E C O N S U M E R ?Currently using techniques such as: Famous personnel. Campaigns in conjunction with the Chinese New Yearcelebrations. Online shopping options/Chinese website. 11. WH A T C O M M U N I C A T I O N S S T R A T E G I E S S H O U L DM A R K E T E R S O F C OA C H I M P L E M E N T T O T A RG E T T H EM I D D L E C L A S S C H I N E S E C O N S U M E R ?Coach should look into techniques such as: Social media Billboard advertising Western advertising 12. THANK YOU