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The client has been present in China for a few years, including selling on Tmall. During the past few years, it has lost some of its market position and is currently planning for what its strategy & vision for the coming 3-5 years should look like.
In this context, the client reached out to Daxue Consulting for support in setting up its China market ‘re-entry’ and to support crucial decisions and roadmap for the Chinese market.
We decided to divide our work into 4 steps:
Step 1: Internal Assessment of Strengths, Capabilities and Gaps
Step 2: Marketing Analysis
Step 3: Deep-dive consumer analysis
Step 4: Executive summary report
We organized a few interviews and workshops with our client’s team, that were meant to give us a clear picture of existing capabilities, strengths, USP, gaps in the offering, revenue drivers etc. After collecting all the necessary information, we were able to form a hypothesis outcome for the project.
We listed key retailers and distributors’ sales and communication channels and analysed their strategies, value propositions, product types and selling points. From this report, we formed a working hypothesis for the client to build its USP and new value proposition.
To identify consumer groups of our client, we organized focus group discussions online (with 4 sessions of 6 participants) and online survey among 1200 consumers. We also used social listening tools to analyse purchasing patterns, touch-points, consumer journeys etc.
After the research stage of the project, which helped us assess the current situation and consumers’ perception of the company and its products, we then proposed a new marketing plan, with a target consumer persona and an assessment of the required investment for each marketing scenario.
We shared findings with the client from our research every step of the way, including:
And, above all, a directly implementable marketing plan with an assessment of required investment in the form of an extensive report.
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