Confectionery sector in China: what has changed? An overlook on the Loacker business in China.

Abstract

This study aspires to show how the confectionery sector in China has changed in recent years. Starting from a cultural analysis of the Global and Chinese market, this thesis focuses on the strong impact that the digital transformation had on marketing strategies to reach Chinese consumers. Moreover, after describing the most popular international confectionery brands in China, like Mars, Hershey, Nestlé, Godiva and Mondelez, I focused my study on “Made in Italy'' brands and their approaches towards the Chinese market, talking about Venchi, Ferrero and Perfetti Van Melle experience. I conclude this thesis by analysing more in depth a case study of Loacker Company describing how it improved its purchasing power thanks to digital marketing strategies.