Wanglaoji’s Target Audience

3. Describe WangLaoji’s target audience.

A marketing communicator starts with a clear target audience in mind. The audience may be current users or potential buyers, those who make the buying decision or those who influence it. The audience may be individuals, groups, special publics, or the general public. The target audience will heavily affect the communicator’s decisions on what will be said, how it will be said, when it be said, where it will be said, and who will say it.

WangLaoji understand and embrace social media and viral marketing. They knew that about 92% of Chinese have internet access and use social media sites. WangLaoji has taken social media head on with advertising via YouTube, and several influential blog sites in China.  Because of China’s censorship issues – including the country’s shutting down of Twitter and Facebook, censorship of Google, and the country’s most recent shutout of Foursquare, Chinese companies must get creative in reaching out to the masses in mainland China.

Furthermore, Wang Lao Ji recognizes the power of word of mouth influence. It is personal communications about the product between target buyers and neighbors, friends, family members and associates. The Chinese are by far more interested in word of mouth recommendations than their western counterparts. 66% of Chinese consumers would be influenced in purchase recommendations of friends and family, while just 38% would be in the US and UK.

WangLaoji’s target audience responds to rational appeals which relates to audience’s self- interest. It is believed that the original recipe of the herbal tea was invented during Quing Dynasty. Having traced its history and Chinese consumers’ trust in culture while ensuring that the quality of the product has never been compromised the company’s marketing campaigns emphasize health and a way of life that resonate with Chinese consumers.

Also, Chinese consumers respond to emotional appeals which attempts to stir up either...