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Domestic Chinese Company Corporate Growth Strategy Case Study

Stage 1 Consumer Insights
Stage 2 Competitor Analysis
Stage 3 Retail and Sales Strategy
Stage 4 Branding and Marketing Communication Strategy

Background

Our client is a leading domestic Chinese producer of home care and cleaning products. A household name in China for decades, they engaged CMR to help them realign corporate growth strategy in the face of rapidly changing consumer needs. Over the course of the 3-month engagement, CMR developed a new branding and sales growth strategy so that our client could become a global leader.

Stage 1 Consumer Insights

For Stage 1 of this project, CMR conducted 300 one on one interviews, 30 shop-alongs, and 6 home visits with consumers in six regions to gain insight into how consumers viewed our client's brand, evolving needs in terms of household cleaning product functions and capabilities, product usage and storage habits, favorite brands, and specifics such as package material and size. These interviews allowed CMR to evaluate our client's current brand positioning, and identify how to adjust positioning to better target consumers and profit from market trends.

Stage 2 Competitor Analysis

In Stage 2 of the project, CMR used consumer insights and mystery shopping in fifty stores throughout China to evaluate the strengths and weaknesses of our client's competitors. CMR evaluated competitors' products' capabilities, brand positioning, sales team, in-store displays, and marketing strategy to determine the most profitable positioning for the client in terms of pricing and brand image versus the competition.

Stage 3 Retail and Sales Strategy

We used store visits and mystery shopping in first through third tier cities throughout China to identify short-term and long-term target markets for our client, evaluate effectiveness of current distribution model, and determine the proper sales channels, such as modern retail versus traditional "Mom & Pop stores", to best reach our client's target consumer group and communicate the appropriate brand image.

Stage 4 Branding and Marketing Communication Strategy

CMR used our research findings to determine the most effective marketing communications strategies including point of sale, TV, and digital marketing to determine the most effective marketing channels for our client to become a global player.

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