V&S Group/Absolut Vodka
New Product Development

Scientific Games
Distribution Channel Consultation

ParkwayHealth
Service Positioning

Icelandic Glacial Mineral Water
Brand and Packaging Evaluation

Purfeel 21 Baijiu
Brand, Taste, Packaging & Advertising Evaluation

Jiannanchun Group
Product Concept, Brand and Packaging Evaluation

Pop Weaver
Product Taste Test

Wanglaoji
Product Taste Test

Anheuser-Busch
Market Entry

Case Study: Purfeel 21 Baijiu

Brand, Taste, Packaging & Advertising Evaluation

Project Objectives:
Objectives were to Develop a new and fashionable baijiu for Chinese consumers, determine brand name, packaging, advertising concept, tagline design and price point for Purfeel 21. We were charged with measuring channels Purfeel 21 is perceived as being most suitable to be consumed in and on which type of drinking occasions Purfeel is most suitable for. We also were responsible for testing which flavor is most liked by Chinese consumers.

Project Outcome:
Our research determined final brand name, packaging, tagline and key advertising concept. Pricing strategy for on-premise and off-premise channels was completed. We determined most popular flavors among target consumers.Purfeel 21 was successfully launched in Shanghai market in December 2009.

Methodology:
We held 48 focus groups across four key markets.
In addition, our team invited 150 respondents to Chinese restaurants for taste testing and perceived suitability testing. We recruited 300 respondents to participate in our online research.
Target respondents were white collar consumers aged between 25 and 40 years old and drink baijiu at least once every three months.