There is no doubt that word of mouth is an important way of marketing, and in this increasingly wired era a large part of these conversations originate in the online world. But to what extent do internet discussions impact sales?
On the back of Coca-Cola's advertising campaign to promote Galceau Vitaminwater in China, Media looks at how some brands are pricing themselves at the top of the Chinese market despite going for mass appeal at home.
CHINA In 2009, China overtook the US as the second-largest market for luxury products, and is widely expected to dethrone Japan soon. Meanwhile, according to statistics from Chinese state authorities, the country had 3.84 million internet users by the end of 2009, and the size of its e-commerce market has quadrupled over the past four years.