The industry has, quite simply, been turned on its head by the melamine scandal. Formerly dominant Chinese brands have been left scrambling to reassure consumers, while foreign brands with higher trust levels are working out the best way to position themselves. Wyeth, for example, faces competition from Japanese brands that have benefited from positive word-of-mouth. Expect plenty of marketing activity in the coming year.
Leader... Milk brands begin vying for attention
Abbott's decision to appoint a new agency for its infant milk formula in China and Wyeth's media review are both indicative of the current jostling for position in that sector.
Source:
Campaign China
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advertising
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fmcg
