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: Wanglaoji
Product Taste Test
Project Objectives:
Our objectives were to identify the brand positioning and to forecast potential market size. We were also tasked with finding out a unique and appealing brand positioning relative to other key soft drink categories and functional drinks – to understand whether Wanglaoji should be positioned as a tea, soft drink or functional tea.
Our objectives were to identify the brand positioning and to forecast potential market size. We were also tasked with finding out a unique and appealing brand positioning relative to other key soft drink categories and functional drinks – to understand whether Wanglaoji should be positioned as a tea, soft drink or functional tea.
Project Outcome:
We helped confirm Wanglaoji’s product positioning, which was successfully re-launched in 2003.
We helped confirm Wanglaoji’s product positioning, which was successfully re-launched in 2003.
Methodology:
We recruited and conducted 60 retailer and 30 trade interviews across 3 cities. The retailers were segmented into: mum and pop stores, convenience stores and supermarkets. Trade interviews were with wholesalers in the business of soft drink distribution.
We recruited and conducted 60 retailer and 30 trade interviews across 3 cities. The retailers were segmented into: mum and pop stores, convenience stores and supermarkets. Trade interviews were with wholesalers in the business of soft drink distribution.
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