Request: For the four brands identified in the project called "Brands that transitioning from the

US to China - Lifestyle, Kitchen, or Wellness", what tactics or strategies did they use to translate
their brand equity from one market to another?

INSIGHTS

- The tactics and strategies used by Lululemon, Anytime Fitness, and Centrum to translate
brand loyalty from one market to another are focusing on the community, partnering with
local teams and organizations, taking advantage of the government laws mandated to
boost the health and fitness markets in China, using local traditions in marketing
strategies, and the use of e-commerce in foreign markets.

In this study, we found that the tactics and strategies used by Lululemon, Anytime Fitness, and
Centrum to translate brand loyalty from one market to another are focusing on the community,
partnering with local, active groups, taking advantage of the government laws mandated to
improve the Chinese health and fitness markets, using local traditions and beliefs in marketing
tactics, and using e-commerce in foreign markets. Below is a detailed explanation of our
methodology and findings.

METHODOLOGY

We initially began the research by searching for information regarding the strategies and
methods of the three brands: Lululemon, Anytime Fitness, and Centrum that they used in
translating their brand equity from one market to another from news, business, and e-commerce
websites such as PR Newswire, Medium, ChinaDaily, Alizila, Welltodo, and many more. From
these sources, we found that focusing on the community is the primary contributor to Lululemon
and Anytime Fitness’ success in translating brand equity for foreign, including Chinese, markets.
GuavaPass is one of the tools to influence and endorse healthy lifestyles to different communities
with the help of local athletic teams. Moreover, there are government mandates for the Chinese
youth to emphasize the importance of healthy living which enabled the brand equity to be
translated to the Chinese market.

However, Centrum had different tactics and strategies in translating brand equity. This brand
uses the traditions of the local markets which are relevant to the customers’ needs. This resulted
to Centrum having unexpected success in the Chinese market. We focused most of our research
in the Chinese market, but we have also included similar data of local markets in other countries
such as Singapore. In relation to Centrum’s tactics in translating its brand equity, the most recent
and relevant information available is from 2015.

We were unsure as how to specifically define translating brand equity from one market to
another. However, since these brands are proven to be successful brands that can translate their
brand equity to the Chinese market, we decided to focus on the tactics on how to achieve
success. Lastly, we used a quote from one of Wonder's own reports entitled Brands that
transitioning from the US to China - Lifestyle, Kitchen, or Wellness as an additional information.
STRATEGIES AND TACTICS IN TRANSLATING BRAND EQUITY

LULULEMON. In May 2016, Lululemon partnered with GuavaPass, an Asian boutique fitness
community, to mark a presence in Chinese fitness market since GuavaPass is expected to have
growing opportunities regarding fitness brands in China. Aside from GuavaPass, Lululemon also
teamed up with various local groups such as entrepreneurs, athletic teams, and fitness teams to
provide different methods and strategies for its own brand, and to provide better health and
wellness tips for the local and surrounding communities. Lululemon continues to team up with
various teams and organizations provided that they are continuously working for the
improvement of their communities.

ANYTIME FITNESS. Similar to Lululemon, Anytime Fitness also aims to improve the
communities by ensuring that they have their own consumer base in China and by bringing
fitness to the Asian community to support people on adopting a healthy lifestyle. Maurice
Levine, a master franchisee who has successfully opened several Anytime Fitness gyms in Asia,
discovered that focusing on communities is an important tool in effectively translating brand
equity from one market to another. Additionally, he is willing to provide 24-hour fitness
opportunity to Chinese fitness markets just as he provided fitness opportunities to the
Philippines, Malaysia, and Singapore.

CENTRUM. Centrum had an unexpectedly incredible sales since Pfizer had adapted to foreign
markets, including incorporating tradition in marketing strategies. E-commerce is also one of the
most effective tools that can effectively translate Centrum’s brand equity to the other markets
such as the Chinese market. A key factor for translating the three brand equities mentioned to the
Chinese market, specifically, is taking advantage of the rapid, continuous growth of China's
health and wellness markets that are mandated by the Chinese government for uplifting the
citizens’ lives.