VAASAN AMMATTIKORKEAKOULU UNIVERSITY of APPLIED SCIENCES Degree Program in International Business
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Lin Hou MARKETING COMMUNICATION STRATEGY IN CHINA Case: Rovio Entertainment. Ltd Business Economics and Tourism 2013 i VAASAN AMMATTIKORKEAKOULU UNIVERSITY OF APPLIED SCIENCES Degree Program in International Business TIIVISTELMÄ Tekijä Hou Lin Opinnäytetyön nimi Marketing Communication Strategy in China Case: Rovio Entertainment. Ltd Vuosi 2013 Kieli Englanti Sivumäärä 71 + 2 liitettä Ohjaaja Henrik Virtanen Kehityksen, tieteen ja teknologian vanavedessä, on perusta uudenlaisille liiketoiminnan markkinoille. Kiina on toiseksi suurin kohdeyritysten talous maailmassa olevilla markkinoilla. Kiinan markkinat ovat epäilemättä kilpailukykyiset. Kiinan ainutlaatuinen kulttuuri ja asiakkaiden maku, vaikeuttavat sopeutumista näihin markkinoihin. Opinnäytetyö käsittelee sitä, miten ulkomainen yritys voi saada Kiinassa sellaisen aseman, että se on sopiva kiinalaiseen markkinointistrategiaan. Tutustumme Rovio Entertaintment Ltd: tutkimukseen. Rovio on suomalainen viihdealan yritys, joka on perustettu vuonna 2003. Kesäkuun puolivälissä 2012 Rovion ensimmäinen kansainvälinen toimisto avattiin Shanghaissa Kiinassa. Markkinointipäällikkö Peter Vestrebackan mukaan Roviolla tulee olemaan kahden vuoden kuluttua 600 AngryBirds myymälää ja 6 teemapuistoa Kiinassa. Artikkelin tavoitteena on löytää tapa miten Rovio saisi sopivan viestintä- ja markkinointistrategian Kiinassa. Toissijaisena tutkimusmenetelmänä käytettiin internetkirjallisuutta. Uudet havainnot paljastavat, että suulliset ja sosiaaliset verkkopalvelut ovat hyviä markkinointikanavia Kiinan markkinoilla. Tutkimustyö tehdään tapaustutkimuksena. Tiedon keräämiseksi kiinalaisilta asiakkailta lähetettiin kyselylomake miten Rovion suorituskykyä voidaan parantaa. Tietoja kerättiin lähinnä sähköpostitse. Toissijaisena tutkimusmenetelmänä käytettiin internetkirjallisuutta. Internet on suosituin mainosväline Kiinassa ja sillä on tärkeä rooli ihmisten ostokäyttäytymisen vaikuttajana. Rovio on vahvoilla saavuttaakseen johtoaseman Kiinassa. Lisäksi sillä on vahvuutena sen käyttämä SNS (Sosiaalinen verkosto) joka on toinen sen hyvä markkinointistrategia. Tutkimukseni alussa huomasin, että mainostaminen on yksi tehokkaimmista tavoista joilla organisaatio saavuttaa tavoitteensa. Keywords Communications Marketing Strategy, Leisure Industry, Rovio Entertainment Ltd, China ii VAASAN AMMATTIKORKEAKOULU UNIVERSITY OF APPLIED SCIENCES Degree Program in International Business ABSTRACT Author Hou Lin Title Marketing Communication Strategy in China Case: Rovio Entertainment. Ltd Year 2013 Language English Pages 71 + 2 Appendices Name of Supervisor Henrik Virtanen Development in science and technology enables capable companies to establish their businesses in new markets. China, as the second largest economy in the world, is considered as the target business market. However, without doubt, China is an intensely competitive marketplace. In addition, due to the unique Chinese culture and customer taste, it is hard to adjust to this market and satisfy the cus- tomers. In this thesis, I will discuss how a foreign company can get its position in China by using a suitable marketing communication strategy. In this thesis, I will take Rovio Entertainment Ltd as the research sample. Rovio is a Finnish entertainment company which was founded in 2003. In the middle of June 2012, Rovio’s first international office opened in Shanghai, China. Accord- ing to Peter Vesterbacka, the Chief Marketing Officer of Rovio, in two years’ time, there will be 600 Angry Birds stores and 6 theme parks in China. The aim of this thesis is to find a way for Rovio to get its suitable marketing communication strategy in China. The research work will be done in the form of survey. A questionnaire on how to improve Rovio’s performance will be sent to its customers in China to get the da- ta. The data will be collected mainly through emails; moreover, the company lit- erature from the internet will also be used as secondary material. The research findings reveal that word of mouth and Social Network Services are good market- ing channels for Rovio in China market. From the result of the research, I found that advertising is one of the quickest ways that can help organization achieve its goal. And in China, internet is the most popular advertisement media which play an important role on impacting the purchasing behavior. The following one is the word of mouth. To get its position in China, Rovio should strength the word of mouth strategy. In addition, using the SNS (Social Network Service) to help strengthening the marketing strategy in China is another good strategy. Keywords Communications Marketing Strategy, Leisure Industry, Rovio Entertainment Ltd, China 4 CONTENTS TIIVISTELMÄ ABSTRACT 1INTRODUCTION ................................................................................................ 9 1.1 Background ....................................................................................... 9 1.2 Problem statement ........................................................................... 10 1.3 Research objective .......................................................................... 10 1.4 Limitation of the study .................................................................... 11 1.5 Structure of the thesis ...................................................................... 11 2 THEORETICAL FRAMWORK .................................................................. 13 2.1 Marketing ........................................................................................ 13 2.1.1 Definition of marketing ....................................................... 13 2.1.2 Marketing mix ..................................................................... 13 2.2 The Marketing Environmentt .......................................................... 17 2.2.1 The socioculture environment ............................................ 18 2.2.2 The technological environment .......................................... 19 2.2.3 The economic and competitive environment ..................... 19 2.2.4 The political and legal environment .................................. 20 2.3 Marketing strategy .......................................................................... 21 2.3.1 Definition of marketing strategy ......................................... 21 2.3.2 The importance of marketing strategy ................................ 21 2.4 Communication and promotion Marketing strategy ..................... 21 2.4.1 Advertising ........................................................................ 22 2.4.2 Sales promotion .................................................................. 23 2.4.3 Personal selling and sales management ............................. 24 2.4.4 Direct and online marketing ................................................ 25 2.4.5 Public relation, sponsorship and exhibitions ........................................................................................................ 26 3 RESEARCH METHODOLOGY ................................................................ 28 3.1 The research process ....................................................................... 28 3.2 Topic and research problems ........................................................... 29 3.3Research design and plan .................................................................. 30 5 3.4 Data collection ................................................................................. 33 3.5 Data analysis and interpretation ...................................................... 34 3.6 Reliability and validity of the research ............................................ 34 4 EMPIRICAL PART .................................................................................. 36 4.1 China as the target market ............................................................... 36 4.2 Leisure industry in China ................................................................ 39 4.2.1 Leisure industry ................................................................... 39 4.2.2 Pest analysis of leisure industry in China ............................ 41 4.3. Case company .................................................................................. 44 4.4 Research result ................................................................................ 48 4.5 Summary of the empirical research ................................................ 62 5 RESULTS AND CONCLUSION .................................................................. 64 5.1 Answers to the research questions ................................................... 64 5.2 Recommendation ............................................................................. 69 6REFERENCES ................................................................................................... 70 APPENDICES ...................................................................................................... 72 6 LIST OF FIGURES Figure 1 Marketing mix of 7Ps Figure 2 Marketing environment: PEST Analysis Figure 3 Advertising types Figure 4 Public relations Figure 5 Research process Figure 6 Research design model. Figure 7 The 2011 nominal GDPs of major economies in US$ billions. Figure 8 A 2009 population density map of the People's Republic of China Figure 9 The branches of leisure industry Figure 10 The logo of Rovio Entertainment ltd Figure 11 Angry bird star wars Figure 12 Angry bird theme park Figure 13 Angry bird real store Figure 14 Q1 What is your gender? Figure 15 Q2 What is your age? Figure 16 Q3 What