While creating an advertising strategy it should focus on some general key issues and strategies.
UK Women have a high disposable income and are likely to try out new products in order to experience cultures of the different geographical zones. They are more attuned to try out products. Chinese women have high regard to their own cultures. Hence they will look for quality and the aesthetic importance that the brand gives in order to connect with the audience.
Unique selling proposition of the product is quality, remembrance of Chinese culture. The brand should also try to imbibe traditional values in contemporary society. Hofestede culture model states that UK consumers are more ready to be indulgent. It is significantly lesser in China (Minkow and Hofestde, 2011). Subsequent to this model it is prescribed that the company focuses on the quality of the product and how it makes the consumers feel essentially.
There is a lot of importance given to the brand that essentially cares for the people. People in UK are found to be more accepting of the brands that connect with the local communities. For this particular aspect it is recommended that the company connects with the local communities by partaking in a number of promotional features. Message of the company should be that the company wants to spread Chinese heritage and culture to the world. It will discuss in detail about the richness in tradition and culture involved in China.