PANEL 3: MARKETING IN CHINA: CONNECTING WITH 1.3 BILLION CONSUMERS

Who is the "Chinese consumer"? What are the key drivers of the Chinese consumer, and how do companies leverage these drivers to connect with consumers? Is it truly feasible to market to the masses, or is China a market with many niche segments? This panel will focus on the challenges and opportunities of marketing to the Chinese consumer. It will feature distinguished speakers from a variety of backgrounds, all of whom have a wealth of experience with marketing in China, ranging from market entrance to expansion.

M o d e r a t o r
Professor Philip Corse
Adjunct Professor of Marketing, Kellogg School of Management


Professor Philip Corse has a classical marketing background and has worked for several consumer products package goods and durables companies for 15 years. He has held a variety of positions in global marketing, sales and general management positions. He co-founded 5 companies with new products/new technology in Singapore, China and Chicago. He has conducted hundreds of new product and marketing engagements. He sources products from China for his clients and his own companies. Phil has helped launch dozens of new products that have generated hundreds of millions of dollars in sales.

He is an Adjunct Professor of Marketing at Northwestern where he has been teaching International Marketing at Kellogg since 1993. He also teaches the capstone course in marketing for the Master of Product Development program at the McCormick School of Engineering at Northwestern and a Global New Product Development course for Thunderbird. Professor Corse was a member of the Lake Forest Graduate School of Management Board of Directors for 9 years where he currently teaches the Asia Perspective course in Beijing and Bangkok. He has also taught marketing, entrepreneurship and the capstone strategy course at LFGSM.

Currently, Professor Corse is the CEO of Connectables, LLC, a China sourcing and trading company and Senior Vice President, Marketing Consulting Services with Herbst Lazar Bell, a new products research, design and development company where he consults on selective engagements. Some of his new product, competitive strategy, and marketing consulting clients include: Hewlett Packard, Samsung, Motorola, Microsoft, Kraft, Nestle, Wrigley, 3M, SC Johnson, Magellan, Abbott, HSBC, Unilever, Fortune Brands, Sunbeam, Hospira, Chamberlain, TAP, Bemis, Rexon, Bosch and JNJ.

Prior to that, he was Executive Vice President and co-founder of Telefonix, a B2B supplier of telecom/security products to Verizon, Panasonic, Wal-Mart and other big box retailers, and he currently serves on its Board of Directors. Previously Professor Corse held various global marketing, sales and general management positions at Avery Dennison, the West Bend Company, Waring and Borden's. He served as a Master Instructor for Motorola for the US and Europe. He has an MBA from Ohio State University.


P a n e l i s t s


Mr. Robert Collins (KSM'99)
Founder, Doing China Business LLC


Mr. Collins has been involved in the Chinese market for 25 years. He gained a strong understanding of Chinese business and management while living and working in Beijing and Hong Kong in the 1980s and 1990s. There he was the manager of one of the earliest representative offices, and an officer with the American Chamber of Commerce in China.

Mr. Collins has both studied and lived the world of doing business in and with China. He obtained a joint MBA degree from the Kellogg School of Management at Northwestern University and the Hong Kong University of Science and Technology. Today Mr. Collins is a senior executive with a Fortune 500 financial services company, as well as a consultant and popular speaker on China.

Mr. Collins has worked as an executive and consultant throughout the world, including Asia, Europe, North and South America. He is an active member of Chicago Mayor Daley's Shanghai Sister Cities' Business Committee. Mr. Collins enjoys promoting Mandarin language programs; he chose his children's school based on it being the nation's strongest Mandarin language teaching school system. All of his children speak fluently. Mr. Collins is based in Chicago land, where he lives with his wife and three children.




Mr. Pat Cotter
Vice President of Asian Development, Worthington Industries, Inc


Mr. Cotter was named Vice President of Asian Development for Worthington Industries in February of 2003. He is responsible for the development and execution of strategy on business developments in Asia.

Mr. Cotter most recently was vice president and general manager of Worthington Steelpac Systems. Mr. Cotter was instrumental in the start-up of Worthington Steelpac, a new business for the company, started in 1999, that engineers steel pallets to suit the needs of customers.

Mr. Cotter joined Worthington Steel in 1987 in sales and was later transferred to joint venture Worthington Armstrong (WAVE) to serve as sales manager, in New York City. In 1992, he was given the opportunity to help develop Acerex, a new joint venture in Mexico with Hylsa. Acerex was Worthington Steel's first joint venture outside the United States. In 1994, Mr. Cotter returned to WAVE where he was responsible for developing business in China and eventually opened a plant in Shanghai, serving as general manager of the facility.

Mr. Cotter earned his bachelor's degree from the University of Toledo. After graduation, Mr. Cotter moved to Brazil for one year where he lived with the Mundurucu Indians teaching English. In 1977, he returned to the United States to obtain his master's degree in community education and international studies at Brigham Young University. In 1979, Mr. Cotter worked for Anheuser Bush in Denver, Colorado, starting as a night warehouseman and working his way up to vice president of sales.

Worthington Industries is the country's leading intermediate steel processor and a leading manufacturer of metals related products, with annualized sales of approximately $3 billion. Worthington employs over 8,000 people and operates 68 facilities in 10 countries.



Mr. Yao Zhao
Founder and CEO, China DR Solutions


Mr. Zhao has a proven track record as a successful business leader and consultant in management and technology consulting. After joining Silicon Space, Inc. ("SSI"), a consulting firm, in 1998, he worked in various capacities as technical lead, project manager, director of client engagement, and general manager of the company's Los Angeles office. During six years at the firm, Mr. Zhao excelled in building teams and delivering solutions to address complex challenges for enterprise clients including The Walt Disney Company, Twentieth Century Fox, HP, Intel, Union Bank of California ("UBOC"), etc. Since 2001, Mr. Zhao has been helping prominent direct response marketers, such as Ronco LLC and Alchemy Worldwide, develop information systems and manage business processes. Starting 2004, Mr. Zhao has been leveraging his contacts in the direct response industry to build a case for a direct response service provider for world marketers entering China market. Mr. Zhao founded China DR Solutions Inc. ("CDRS") in 2006. CDRS provides turnkey technologies and marketing services for direct marketers entering China market place. Under Mr. Zhao's leadership, CDRS' Frontier Winning Sales System for call centers and Expansion Winning Sales System for customer and order management focuses on maximizing sales opportunities through extensive support for dynamic promotion policies. In addition, CDRS offers media production management, call center management, and logistics management for its clients. Since its inception, CDRS has provided DR services for brand names such as George Foreman Grill. Recently, CDRS has started providing in-store DR promotion services for the biggest auto maker in China within its dealerships nationwide.

Mr. Zhao graduated from Renmin University of China (People's University of China) in 1994 with a BS degree in International Accounting. His bachelor's degree thesis was on computerized enterprise budgeting and was published in China ComputerWorld (1994), an IDG joint venture publication. After college, he joined Pricewaterhouse's Beijing office as an auditor and received two promotions within six months. He came to United States in 1995 to pursue his MBA with a scholarship from the University of Wyoming. He received the Unicover Entrepreneurial Spirit Award in 1996 at the UW College of Business.

Mr. Zhao earned the No. 6 position in Win in China, a reality TV program on CCTV, the biggest Chinese TV network, promoting entrepreneurship out of 120,000 contestants.



Mr. Charles Li
Vice President, NaviAsia Consulting


Mr. Li is a Vice President at NaviAsia Consulting Group and a leader of NaviAsia's Globalization and Growth Practice and Electronics Manufacturing Services Practice. He is also one of the architects of firm's subsidary, NaviAsia Supply Chain Support Group (SCSG). Mr. Li has over 14 years experience in consulting and industry in the U.S and Greater China, and he has consulted to a range of industries including automotive, consumer packaged and industrial goods, electronics, financial services, telecommunication and medical device.

Mr. Li assisted more than 10 US companies in China strategic sourcing initiatives with development of strategy, in-depth review of make/buy options, identification, negotiation and setting up of supply bases across China. He conducted the strategic and day-to-day suppliers management and the implementation of China-US supply chain with identified annual buy of over $100 million for US companies. He established and developed the core supply base for electronic manufacturing to achieve top 1% in product quality in China on behalf of US companies. Mr Li managed the end-to-end supply chain activities from new product development, raw materials procurement, volume manufacturing and quality assurance programs for more than twenty product lines. He also designed China growth and market entry strategy and created strategic alliances in automotive, consumer packaged goods, financial services, and medical device industries for US companies.

Prior to joining NaviAsia, Mr. Li worked for McKinsey & Company, Morgan Stanley and Dell Computer. He holds an MBA from University of Michigan as well as BS in Electrical Engineering from University of Wisconsin - Madison.