CASE STUDY

China New Market Opportunity

Background

The client had two global food brands which they believed had potential in Chinese modern trade and e-commerce channels. They wanted to understand how to position them, where to play and estimated size of prize.

Objectives

Identify “white space” opportunities for the client’s brands in the Chinese cooking market
Assess the appeal of its global brands and uncover positioning options for both

Outputs

We started by looking at how economic growth, the rise of the middle class and wealth had shaped consumer attitudes to food and meals in China today including how successful international brands have adapted their offer for the Chinese market.

Through in depth shopping and in home cooking sessions with the target market we understood how the Chinese consumer would buy & use the brand & category. We identified usage occasions, which channels were best for trial and where to enter geographically.

The final outputs included a summary of positioning options for each of the client’s brands with executional elements for each covering consumer target, usage occasion, RTB, single message, packaging and pricing.

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