Introducing Chinese kids to a favorite US cracker
Getting a popular U.S. children’s snack brand China market entry ready.
Develop a full marketing mix blueprint for our client’s brand that would see it successfully launched in China.
We knew that breaking into a fast moving and competitive category would be tough, so we dialled back our learning among the competition to decipher what rules they were playing to across the marketing mix. We knew there were different needs at play, with mum and kid both looking for different cues across product, pack and proposition. We worked with mums to uncover what elements of the competitive marketing mix stimulated her and her kid at shelf, and in which hero occasion she would use our clients product and competitors. We applied a fresh lens to the competitive set, and exploited consumer insights and tensions to amplify a winning marketing mix that offered much more than what was currently on the shelf in children’s snacking in China today.
Our deliverables ranged from a macro-level category examination down to an understanding of consumer behavior across regions that ensured a well-oiled proposition with a clear strategy across the entire marketing mix ready for China activation.