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Marketing “Made in China”
August 31, 2007
Companies making their products in China are going to face an interesting challenge in 2008. How do they let the consumer know that, yes, the product is made in China and, yes, it is safe?
As I mentioned in my last blog, calling out country of origin prominently on the front of the package may well be “a” or “the” key marketing decision of 2008. As a consequence, failing to do so may not be an option.
So how do companies that make goods in China, call out that fact and at the same time reassure the consumer? I think we all agree that the manufacturer needs to begin by satisfying themselves that their factory of origin meets strict safety standards. That means their own standards, US standards, and most importantly the standards of that nervous mom and dad.
Once satisfied, the manufacturer can then call out something like “Made with care in China” or “Made with the highest safety standards” in China. The call out may want to include a reference to the back of the package for more on the companies safety standards.
It’s an interesting to see how the various companies meet this new marketing challenge. Stay tuned.
Posted by Richard Gottlieb on August 31, 2007 | Comments (0)
