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Tier tale: How marketers classify cities in China; Population and spending power of different areas at heart of categorization.

Publication: Advertising Age
Publication Date: 19-MAR-07 		Format: Online
Delivery: Immediate Online Access
Full Article Title: Tier tale: How marketers classify cities in China; Population and spending power of different areas at heart of categorization.(The World)

Article Excerpt
Byline: NORMANDY MADDEN

nmadden@adage.com

[shanghai, china] Unilever's Lipton Milk Tea, a single-serving bag of instant tea and milk powder, quickly dominated the category across scores of Chinese regional capitals known as second-tier cities. It offers affordable, prepackaged simplicity, and its foreign origin lets thrifty consumers feel worldly.

Two-year-old Lipton Milk Tea is a rare success story in China for marketers trying to move beyond the three first-tier cities-Beijing, Shanghai and Guangzhou-that are home to China's most well-heeled consumers.

"Unilever has done a great job with...

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