In this episode of The Negotiation, we speak with Karen Raghavan, a Brand and Business Development Consultant and Growth Advisor to both heritage beauty brands and startups. She is also the Vice President of Brand Development at Purissima, a natural ingredient company. We kick off the discussion exploring the dynamic between heritage brands and startups operating in the same vertical, then moving to discuss how consumption patterns for Chinese consumers can change when shopping abroad. We discuss the changes the pandemic has brought to beauty brands and their marketing, as well as the overall impact it has had on the retail environment. Karen also dives into what brands should consider when looking at KOLs and KOCs, and why it’s important to market your hero products vs your entire suite of products. We then dive into one of her passion projects, VIPKid, an education platform, addressing the pressure cooker environment around academic expectations Chinese parents have of their children, ending with a comparison of the American and Chinese school systems and how well they prepare our young for their professional adult lives. Enjoy!
What is The Negotiation?
Despite being the world’s most potent economic area, Asia can be one of the most challenging regions to navigate and manage well for foreign brands. However, plenty of positive stories exist and more are emerging every day as brands start to see success in engaging and deploying appropriate market growth strategies – with the help of specialists.
The Negotiation is an interview show that showcases those hard-to-find success stories and chats with the incredible leaders behind them, teasing out the nuances and digging into the details that can make market growth in APAC a winning proposition.