M.A. Final Project Proposal
Integrated Marketing Communication Plan: Prada Cafe & Restaurant
Savannah College of Art and Design Luxury and Fashion Management
Chuhao Zhou
Careful observation and interest in the world, society, and culture are at the core of Prada’s creativity and modernity. This has pushed Prada beyond the physical limitations of boutiques and showrooms, leading us to interact with diverse, seemingly distant worlds, and introduce, very naturally, a new way of creating fashion. Miuccia Prada and Patrizio Bertelli
Table of Content
1.0 Biography 2.0 Abstract 3.0 Overview 4.0 Market Overview 5.0 Target Consumers Identification 6.0 Key Success Factor 7.0 Methodology 8.0 Research Design 9.0 Annotated Bibliography 10.0 Appendix
1.0 Biography
Chuhao Zhou comes from Shanghai, China. She was born in 1992, 02. 05. From 2009 to 2014, Zhou studied oil painting in Xi’an Academic of Fine Arts, with a focus on impressionism. She began her graduate education at Savannah College of Art and Design in the Luxury and Fashion Management program in 2013. During that time, Zhou had internships at 3M and Shanghai Tang Plaza with public relationship and retail. Zhou plans to start a career in the luxury and fashion industry after graduation.
Born in 1992,02.05. Shanghai, China
2013 3M, Internship
2009 - 2013 Xi'an Academic of Fine Arts Oil Painting
2015 Shanghai Tang Plaza, Internship
2013 Savannah College of Art and Design Luxury and Fashion Management
2016 Will graduate Spring 2016
2.0 Abstract The luxury and fashion industry is becoming more and more diversified and competitive, and consumers' tastes have become more selective. With globalization, the Internet and social media become more and more developed and affect more consumers because it’s easier to get more information and news. So, consumers cannot be met only by simple marketing tools. More and more brands are beginning to diversify their sales tools to attract consumers to improve their brand image and consumer preference. As a new trend, it has become popular for luxury and fashion brands to extend into food industry. In my final project, I'm going to complete an IMC Plan (integrated marketing communication) and open the Prada coffee shop, called Pasticceria Marchesi, which Prada bought, and combined with a new restaurant, called Mario 1913 (Mario Prada is the founder, and he established in 1913. So, the name for the new Prada’s restaurant will combine the two important elements together to be the name of Prada’s new restaurant), in Shanghai, China. Prada is known as one of the first luxury and fashion brands that Chinese consumers recognize. In their mind, Prada, Louis Vuitton, and Gucci are the three most classic luxury brands. However, in a competitive market, Prada's popularity is less than before. Therefore, the goal of this project is to help get more consumers to shift their preference to Prada, consolidate the relationship between Prada and consumers, bring a more diversified brand experience to discerning consumers, and create more excitement for the brand through the Prada cafe shop and Mario 1913. This project will be done through the ten-week quarter, mainly through primary and secondary research to collect the data and information. The primary research will be gathered through telephone, email, and face-toface interviews, surveys, questionnaires and so on. The secondary research will be gathered mainly by looking at the official website and relevant websites to collect information on professional data. Finally, the data and information will be collated and summarized to identify the problems and provide completed detailed solutions and plan.
3.0 Overview
3.0.1 Area of Interest According to Prada’s 2014 annual report, “Prada’s distinctive features and prestige derive from its particular management of the creative and production process which allows the Group to offer its customers all around the world products of unequalled quality, creativity and exclusivity. “ Prada is a famous brand with a long history. In its nearly century of development, Prada became a world-renowned brand through commitment to creativity and innovation. The distinctive features of Prada are of unequalled quality, creativity and exclusivity. These are very attractive me. Prada also is one of the first luxury and fashion brands I owned, so I have deep feelings for Prada. These reasons will help me to better explore the brand's current situation, any problems they are facing, and future development. In addition, in this competitive market, Prada has had a lot of problems. Since 2011, Prada’s factories in Dong Guan, Wen Zhou, Hang Zhou of China attracted the attention of the public when it was made apparent that their products and brand heritage lacked the quality of that produced in Milan, which affected Prada's good quality and authentic Italian descent in the minds of Chinese consumers (Finance Sina). Therefore, this project will help re-establish Prada’s brand image and customer preference in Chinese consumers by bringing a traditional and authentic Italian centennial coffee shop to the Chinese market. In consideration of other opportunities, food is very important for the Chinese. Chinese consumers’ critical attitude is reflected not only in the purchase of luxury goods but also a diversified experience. With an emerging middle class and young generation that become more and more active, consumers are beginning to look for a different experience, especially in food and beverage, furniture and travel. A Goldman Sachs report found that China used half of all expenditures on food and clothing (Five Retail Priorities: China 2016 WGSN). For the Chinese, food is as important as a god to people. It shows the high position of food for the Chinese. Meanwhile, my family’s business is related to the food industry, so it can help me to improve my final project to better understand the Chinese consumer and food industry.
3.0.2 Background & History
Prada Prada was founded in 1913 by Mario Prada, Miuccia Prada's grandfather, in Milan. Located in the prestigious Galleria Vittorio Emanuele II, Prada’s first store was an exclusive and stylish store, selling luggage, accessories and luxury goods with fine materials and sophisticated workmanship (Prada official website). The Prada brand has become one of the most prestigious and widely-recognized brands in the fashion and luxury industries. Also, Prada represents the best of creativity and the Italian manufacturing tradition, sophisticated style and uncompromising quality (Prada Annual Report 2014). In December 2015, Prada reported a 37.6% fall in its net income to €46.5 million in the August-October period as sales plunged in China, Hong Kong, Macau and Taiwan (“Why is Prada eyeing restaurant business in China?” South China Morning Post).
Market Value: USD 61,962.4 million (22. Jan 2016) (Reference USA) 2.1 in Chinese market (Euromonitor) Brand share: Stores in China: 55 (2015) Euro 774.1 million（USD 838.4 million), Net Sales:
decrease of 6.3% (-7.3% at constant exchange rates) in 2014 (Prada Annual Report 2014).
Pasticceria Marchesi Pasticceria Marchesi was built in 1824, as one of the properties of Prada Group; it was one of Milan's most iconic Cafe shop with nearly 200 years of history. Prada purchased the cafe shop in 2014; after one and a half years of preparation, it reopened the shop in Prada’s flagship store in Via Monte Napoleone, Milan, in September 2015. Old shops remain in Via Santa Maria Alla Porta, Milan. Today, it’s managed by Angelo Marchesi's grandson (also named Angelo) together with his wife and two children. The coffee shop retains the original principle of operation and brand heritage. Pasticceria Marchesi offers fresh pastries, cakes, cookies, candy and coffee; cocktail service is also provided in the evening. Since 1824, Pasticceria Marchesi products are still made the traditional, old-fashioned way: by hand and with simple, fresh ingredients. Also, they are very focused on quality, just as Prada is. They also focus on innovation based on the original traditional techniques (Pasticceria Marchesi official website). All of Pasticceria Marchesi’s desserts are made in the store using original recipes to bring a complete Milan tradition to customers. They also use a selection of coffee beans to provide the best quality to customers. In the other side of the store, wine drinkers can stand in front of tables and enjoy a cup of traditional Italian aperitif. The store’s interior was designed by Prada store architect Roberto Baciocchi, who has a long relationship with Prada. The store shows not only a classic atmosphere but also fully reflects the style of Prada. The interior and furniture exude an exquisite, elegant feeling. Looking from the street, its stonewall is inlaid with the Marchesi classic logo; windows are filled with a variety of products, offering a bright Interior panoramic view of the space.
Prada & Pasticceria Marchesi Prada, Mario 1913 and Pasticceria Marchesi‘s project CARE'S supports, promotes, and protects traditional hand-made skills. The goal: to take into consideration factors such as the regions, the environment, respecting Mother Nature, the seasons of products and the culture of food in all its forms (Pasticceria Marchesi Official Website).
Prada, Mario 1913 & Pasticceria Marchesi
Prada
Pasticceria Marchesi
Mario 1913
The same valueďźšexcellent quality , innovation and authentic Italian heritage
3.0.2 SWOT Analysis
Strengths: • Strong brand power for Prada • Large number of customer bases and potential customers
Weakness: • No drink and food experience in the new market • Lack of consumer brand preference
Opportunities: • Positive market environment in China • Rising Consumer disposable incomes (Euromonitor) • Chinese consumer prefer western food • Younger generations were affected by western culture and think-drinking coffee is a kind of lifestyle • Meeting friends and eating outside are more popular • Shanghai is a modern city and welcomes new food from other countries • Girls prefer dessert and coffee • Workers usually have lunch of simple food at a coffee shop
Threat: • Many competitors that are not luxury and fashion brands are in the industry • Consumers’ preference are changing (taste, habits, trends, product, packaging preference)
4.0 Market Overview
4.0.1 Chinese Food Industry With consumers’ increasing investment in lifestyle experiences, more brands are setting up multiple experiences in their flagship stores, combining entertainment and leisure together, including cafes, bars, restaurants, bookstores, art galleries, activity centers, display devices and so on. They aim to further communicate the brand information with customers and meet the consumers’ new life interests. Both well-known brands and small independent brands are trying to create a hard copy experience for consumers by competitors to enhance their brand images (WGSN Best of Business & Strategy 2015). According to a Mintel report, Chinese consumption growth in food service was 8.1%, reaching CNY 7.99 billion (USD 1.2 billion) in 2014 (“Why Fashion Retailers Are Staying Food Experience”).
Full - service restaurants Full - service restaurants is a well-developed category in China, boasting the highest value sales and outlet numbers within consumer foodservice during the review period. Full-service restaurants grew by 9%, 6% and 4% in terms of value sales, outlets and transactions, respectively in 2014, amounting to CNY 2,547 billion, six million outlets and 45 billion transactions. The channel also faced intensifying competition from other foodservice channels, such as 100% home delivery/takeaway and cafés/bars, thanks to the convenience and relaxed dining experience offered by these two foodservice formats (“Full-Service Restaurant in China” Euronmonitor). Increasing Chained European full - service restaurants registered the fastest value growth in 2014, with a rise of 15%. European full - service restaurants enjoyed rising popularity in China as a result of the growing acceptance of western-style cuisine and dining culture. Aside from wealthy consumers, government officials used to be the target consumers of high-end full-service restaurants. However, since the promulgation of the ban from Central Government on the use of public funds for “wining and dining” since 2013, the value sales of high-end full-service restaurants have been severely affected, making many operators change their menus in 2013 and 2014 to cater to middle-income customers.
Souces:“Full-Service Restaurant in China.”Euronmonitor
To stay competitive in the context of fierce competition, many full-service restaurant operators have extended their business times by adding breakfast, afternoon tea and late-night supper offerings to their menu in addition to the normal lunch and dinner periods (“Full-Service Restaurant in China” Euronmonitor).
Cafe market
Retail Sales of Coffee by Category: Value 2009-2014 (CNY million)
To considering more specific, retail volume and value growth of cafe increased by 3% and 7% in 2014 to reach 61 thousand tonnes and CNY 6.6 billion. Meanwhile, Key players launched more Italian cafe to the market in 2014 (“coffee in China” Euromonitor). Meanwhile, despite an increase in sales, instant cafes in first-tier and second-tier cities are expected to slow because consumers are gradually developing a preference for freshly ground coffee (“Coffee in China” Euronmonitor). In addition, eating in the cafe or bar occupied a total sales value of 71%. In 2014, because consumers prefer a relaxing and comfortable atmosphere, the coffee/bar store usually satisfied the requirement of the consumers’ need (“Coffee Bar in China” Euromonitor). So, providing a comfortable and relaxing atmosphere to customers is important for Pasticceria Marchesi.
2009
2010
2011
2012
2013
2014
Souces:“Coffee in China.”Euronmonitor
Future Looking Full Service Restaurant Growth will be fuelled by the quickening pace of life in China, especially in urban centers, and the resultant pressure on consumers' free time to cook. To stay relevant, full - service restaurant operators are expected to enhance their customers' dining experience, winning repeated patronage by creating a better dining environment and an enriched menu. With increasing knowledge and awareness of health issues in the country, as well as rising hygiene standards, local consumers are increasingly concerned about the food quality and cleanliness of restaurants. Cafe Store China's population consumes only 4.5 billion cups of coffee a year, far lower than North America with 133.9 billion cups coffee. From 2014 to 2019, coffee consumption in China is forecasted to rise 18%, and the United States is projected to grow 0.9% (China's Changing Tastes Offer Upside for Coffee). So, the market has a lot of potential space to grow, which will help the business to succeed.
4.0.2 Competitors Analysis Globally The food industry still has a lot of competition in the Chinese market; knowing the competitors can help it better understands the market and brand positioning. Competitor analysis is divided into two parts, the global markets and the Chinese market. The global competitor analysis includes luxury and fashion brands who also opened Cafe shops and restaurants, while the Chinese market mainly focuses on the luxury and fashion brands in China that opened a cafe store and restaurant and other brands who have the same competitiveness and share the same consumer base with Pasticceria Marchesi and Mario 1913 (Prada’s new restaurant). The effected factors will be considered by store’s interior, price and food.
COVA
Crystal Jade Restaurant
1912 GUCCI
COVA
GUCCI Cafe
Crystal Jade Restaurant
GUCCI MUSEO
Crystal Jade Restaurant
Beige
HERMÈS Café MADANG
IL Cafe
Thomas's
Sevva
Trussardi Alla Lascala
Shanghai Tang Cafe
Armani AQUA
Gold Restaurant
Cafe Pierre Herme
Gucci & 1921 Gucci
Shanghai Tang VS Shanghai Tang Cafe
LVMH & COVA
Shanghai
Bulgari VS Restaurants (2017)
LVMH & Crystal Jade Restaurant
Vivienne Westwood & Vivienne Westwood Cafe
Competitors in Shanghai Location
5.0 Target Consumers Identification
Demographic Segmentation Age: 23- 38 Gender: both male and female Occupations: Students, editors, white-collar workers, photographer, stylist Income: at least CNY 250,000 (USD 38,000)
Behavior Segmentation • QR code using Chinese consumers have been accustomed to using mobile phones to scan QR codes to download the application, use coupons. • Social networking using More and more consumers connect with friends and latch onto celebrities and brands on a social networking platform. • Social media using A growing number of people posted photos on the Interne, in addition to discussing their experience with friends, family or others in social media. • Mobile payments In recent years, Alipay and Wechat Payment become the most popular way to make online payments. • Young people prefer stay with friends together in free time at places such as cafes, kareoke, etc.
Lifestyle & Attitude • Fusion cuisine & creative menus Chinese consumers rise interest in fusion cuisine and creative menus, particularly in first-tier cities, such as Shanghai, Beijing, Guangzhou, etc. • Younger customers are more willing to spend money on luxuries • Natural and healthy is more important for them; they are paying attention to food safety issues and prefer fresh and healthy food. By 2014, consumers had increased to CNY 3,951 per person (in real terms). Many Chinese consumers distrust current food safety practices; a recent series of food safety scandals has prompted many consumers to look for what they think is safer and healthier foods, such as western food. • Fine wine culture in China Drinking fine wine can increase friendship and provide more opportunities with colleagues and friends and family. • Under the influence of western culture, younger generation like coffee more than older people, and it becomes a habit for them; and pay more attention on the western holiday, such as the Christmas, Halloween, and so on. Younger people will have western food or drink in the restaurant, not Chinese food. • Because women are influenced by Korean drama which often include scenes in coffee shops, they are more likely to prefer cafes and would prefer to spend more time taking afternoon tea with their friends in a cafe. • Younger generations prefer a relaxed and comfortable atmosphere and spend free time with friends at the coffee shop. • Younger people don't like cooking at home and prefer dining out. • These groups of consumers are more educated and more open than their parents. • Compared with the older generations, younger consumers save less, spend more on entertainment, shop on the Internet, and are constantly looking for new products. • They pursue value and quality rather than low prices. • Younger generations will become the most important consumer in the next decade. • Service is more important for Chinese consumers in the competitive market. According to a Mintel report in 2015, 31% of China's consumers think the service in a full service restaurant experience is more important than food or drink. • The Chinese economy shows signs of slowing down, but consumer spending is still growing as disposable incomes continue to rise. • Younger people are pickier and place more emphasis on food because they believe food can cure loneliness and isolation, especially in the first-tier cities like Shanghai and Beijing.
6.0 Key Success Factor Brand awareness: good service Service has become more and more important for customers; it is the one of the essential factors to prompt the customers to think about the brand. Also, as good service will bring benefits to customers, the customers will feel that the brand will take care of them. For Prada, the brand has a strong brand image with customers; therefore, the customers also will require higher expectations than the other restaurants. Service also is an intangible product; it will affect the customers. However, the good service will enhance their brand image and bring more intangible value to Prada. The services provided in a restaurant and cafe is different with Prada’s store. In a restaurant and cafe, the service happened before they purchase their food. In a Prada store, customers will buy a bag first, and then they will use it. However, the restaurant and cafe shows an opposite way. The service becomes important for Prada. Also, the different waiters will have different qualities of service. The other important thing is to provide the same good quality of service to customers, which also will help them to enhance the brand awareness, avoiding the different quality of service that affects the customers.
Differentiation Strategy Food innovation: Italia & Chinese & Prada classic elements In the Chinese market, the luxury and fashion brands that already have a restaurant and cafe in shanghai offer food and drink that is more classic and traditional on the market. So, Prada can focus on the innovation of food and drink to differentiate Prada from other luxury and fashion brand restaurants and cafes. This differentiation strategy will help Prada to be successful. Also, in the food industry, Prada has a strong brand image for customers when compared to the other high-end restaurants. So, combining the two factors will help Prada enhance the brand awareness to make the business successful.
Interior design: comfortable environment & Prada brand elements Customers are very sensitive regarding the shopping environment. People’s feelings have five main types, including sight, hearing, smell, taste, and touch. A well-designed space can be good for consumers and further affect their buying behavior. For Prada, the interior design will reflect the original store concept with comfortable eating surroundings to show Prada’s mission to make customers understand that they are eating at Prada’s restaurant and not others. It will help Prada to enhance the brand awareness and make customers to learn more about Prada.
Promotion word-of-mouth marketing and network media： Chinese costumers will look to the opinions of others when they decide to try a new restaurant. Also, their friends or family share their new food discoveries on weibo, Wechat and other social medial, which will make their posts interesting and attract more potential customers. Then, people will go to that restaurant and eat food and have a chance to know Prada. It will help Prada extend their consumers. Prada should be very careful about word of mouth, as this strategy will be based on the high quality service and food: when customers have a good experience with Mario 1913, word of mouth will work. The benefit for Prada is the high reliability of this strategy because customers trust their family and friends. In addition, the other network media also can use this method. With the development of the Internet, reviews of the food on websites such as DianPing (like the China’s Yelp) become more and more popular and influence customers. Prada should pay attention to these websites and sets a good reputation to create efficient communicate with customers.
7.0 Methodology 7.0.1 Primary research This project aims to improve Prada brand awareness and competitiveness in the Chinese market. The primary research methods for this project will include an online survey, questionnaires, and interviews.
Online survey & questionnaires The online survey and questionnaires will be based on the secondary research to get deeper knowledge about the market, consumers and Chinese food industry; the studies will make the project deeper and more complete. The surveys will involve larger groups of people, which will help the researcher collect more quantitative data. The selection will include different platforms such as Survey Monkey, 51 Diaocha and so on.
Interviews The interviews will include face-to-face, email and phone interviews. The interviews will mainly focus on the target consumers’ base to get qualitative data. The interviewees will mainly be Chinese luxury consumers and potential groups of the consumer base, by using email, We Chat, and phone. In addition, the interview will include the market primary research. My family has a business in the food industry in China. This relationship will help me to get richer data about Chinese food industry knowledge. In order to gather even more industry-specific data, the interviewees will also include Wu Gang, the executive chef and member of the China Cuisine Association; he has worked in the food industry for 8 years. I conducted interviews with Wu during the last winter break to discuss the Chinese food industry’s current situation. Those useful resources will help the project create a deeper and more complete outcome.
Visiting Shanghai During the last winter break, I visited Shanghai and looked for several luxury and fashion brand cafes and restaurants, including Vivienne Westwood, Gucci 1921, and Dunhill. I mainly looked for the customer behavior, service in the store, interior, and how the brands reflect the brand DNA to the cafe or restaurant, etc.
7.0.2 Secondary research The secondary research include: • Official website (Restaurant) & Competitors The official website will include Prada, other competitor’s official websites for cafes or restaurants, and the China Cuisine Association’s official website as a way to examine the Chinese food industry situation. • Euromonitor Euromonitor data includes competitor intelligence, market and trend analysis, statistical data analysis and modeling in industries ranging from consumer goods to travel services. The project will mainly use the consumer’s analysis, market environment and trend analysis. • LexisNexis This resource will focus on the financial information about the brand. • Business Source Premier Business Source Premier provides a widely business database, including market research, industry, country reports, company profiles and SWOT analyses. • Business of Fashion Business of Fashion provides original fashion business news and authoritative fashion industry intelligence analysis. • WGSN WGSN is the world’s leading trend authority, serving the fashion and creative industries. • WARC WARC offers international market analysis, reports and case studies. • WWD Women’s Wear Daily provides market analyses, business, retail, media, and trends analyses, etc.
8.0 Research Design 2015.12.01- 2015.12.20
Primary Research Visit Shanghai Survey & questionaries Email/Phone Interviews
Secondary Research Company Overview Market Overview Target Market
Research Analysis Competitive Analysis Positioning Maps Key Success Factors
Strategies
Product Pricing Promotion Promotion Design Part
Financial Budget References & Appendix Final Delivery Final Book Layout & Print Presentation Design Presentation Practice Presentation
16.1.6-2.20
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9.0 Annotated Bibliography Wang, Fang. “Prada luxury OEM Industrial Chain Labeled Dongguan Production Italy.” Sina Finance.Com. Jan. 9 2010. Web. <http://finance.sina.com.cn/roll/20100109/09407218590.shtml>.
The news article reports on luxury manufacturers through interviews with factory workers in China. Cole Haan, Prada, Camper and other brand products produced in Chinese factories. In order to reduce costs, a growing number of luxury and fashion brands shifted their manufacturing to China.
“Five Retail Priorities: China 2016.” WGSN.Com. N,d. N,p. Web. Feb. 8, 2016.
Men’s lifestyle and travel will drive retail growth in China in 2016. Digital commerce will evolve with a focus on mobile scanning and bigger, more integrated shopping festivals.
“Why Is Prada Eyeing the Restaurant Business in China?” South China Morning Post. Com. Feb. 2 2016. N.p. Web. 8 Feb. 2016. <http://www.scmp.com/business/article/1907062/why-prada-eyeing-restaurant-business-china>.
Prada seeks to change its traditional sales model in China and wants to open a restaurant in the new 4 floors flagship store in Shanghai. In the Chinese market, under the influence of anti-corruption policy and overseas buying, Prada saw a severe decline in sales in China, so the brand began to seek new opportunities for growth.
“Best of Business & Strategy 2015.” WGSN.Com. N.d. N.p. Web. 2 Feb 2 2016.
In 2015 retail trends, mobile platforms will be online and offline entities of integration point and bridge, which will also affect the 2016. In addition, the "consumer experience" becomes more and more important in all aspects of operations; from the shop to the employees to mobile platforms, these changes have had a positive impact on consumers.
“Why Fashion Retailers Are Staying Food Experience.” Business of Fashion.Com. 9 Aug. 2016. N.p. Web. Feb 2, 2016. <http://cn.businessoffashion.com/2015/08/why-fashion-retailers-are-staging-food-experiences-2.html>.
Customers are looking for a more engaged and more memorable shopping experience. If the retailer can use platforms such as restaurants and cafes and other experiential elements to attract them, they will increase the shopping time to enhance sales.
“China's Changing Tastes Offer Upside for Coffee.” The Wall Street Journal.Com. 16 Sep. 2015. Web. 2 Feb. 2016. <http://www.wsj.com/articles/chinas-changing-tastes-offer-upside-for-coffee-1442431980>. While drinking tea has been a tradition for Chinese consumers, young generations have been affected by western culture, which drinks coffee instead. More and more of these young consumers, therefore, think that drinking coffee is a behavior that represents their generation. This gives the coffee market a huge advantage for potential development in the future. “Luxury Brand Open a Restaurant.” Finance China.Com. 14 Aug. 2015. Web. 2 Feb. 2016. <http://finance.china.com.cn/roll/20150814/3290714.shtml>.
Luxury brands sell a "bite of culture" to show consumers their brand images and to expand product lines of the channel. Food is also a fashion: people can buy products online, but could not be adventurous on the Web, so food and retailing company. Luxury brands across borders opened restaurants not only to resolve the problem of poor sales performance, but also to take a single product and turn it into a lifestyle brand. This will help them reach more consumers and gather popularity, resulting in larger sales and increasing capital in the wider area of chain, increased revenue, and a bigger and stronger industry.
“2016 FMCG Sales Forecast: Quality, Health and Convenience Will Be the New Year Noost.” Nielsen.Com. 8 Jan. 2016. Web. 2 Feb. 2016. <http://www.nielsen.com/cn/zh/insights/news/2016/2016-Consumer-Goods-Sales-Forecast-Quality-Health-and-Convenience- Drive-Growth-into-The-New-Yearly-Mature.html>.
With China’s accelerated urbanization, the income levels and purchasing power of Chinese consumers grew significantly. This trend not only increased residents 'disposable income, but also helped the Chinese consumers to become more sophisticated. As a result, the demand for high quality products continues to increase.
“Country Profile in China.” Euromonitor. Com. 2015. N,p. Web. Feb 2, 2016. “Coffee/bar in China.” Euromonitor. Com. 2015. N,p. Web. Feb 2, 2016. “Consumer Food Service in China.” Euromonitor. Com. 2015. N,p. Web. Feb 2, 2016. “Country Plus in China.” Euromonitor. Com. 2015. N,p. Web. Feb 2, 2016. “Full Service Restaurant in China.” Euromonitor. Com. 2015. N,p. Web. Feb 2, 2016. Prada Annual Report 2015 Pasticceria Marchesi Official Website Prada Official Website
10.0 Appendix Pasticceria Marchesi Menu Vivineen Westwood Cafe COVA