The document discusses a company's successful premium repositioning strategy in China which targeted high-end customers by focusing on luxury and fashion at high prices. The company introduced new products for the Chinese market, engaged celebrities in advertisements, and properly targeted and positioned itself by making use of traditional marketing methods and an adaptation strategy.

4. Successful in
China

12. Premium Repositioning
• Targeted high-end customers
(nobles of China)

13. Premium Repositioning
• Luxury + Fashion = High Price
• Earn ‘face’
• Destinations to show off wealth and luxury

14. • engages the popular celebrities in their
advertisements

17. •
Introduced new products specific
to the Chinese market

22. • Target its market &
position itself
appropriately
• Make use of the
traditional marketing
method
• Make use of the
adaptation strategy