Helping grow market share quickly in the world’s most dynamic market
The a2 Milk Company™ (A2MC) is in the business of pioneering the scientific understanding of the A2 protein type so more people can enjoy the nutritional goodness that only comes from real and natural milk across a range of products including fresh milk, infant milk formula, and milk powder. a2MC approached TSI to assist with developing a fortified children’s milk powder specifically for the China market.
Service
Insights, Strategy
Client
The a2 Milk Company™
Region
China
Industry
Food & Beverage
Approach
We began by conducting qualitative research among Chinese mums to understand the fortified children’s milk powder market and needs within this. As part of this we tested a2MC’s new concept and used the findings to provide optimisations for the brand’s proposed launch.
Armed with a refined concept, we took this to an online survey throughout four cities in China to evaluate the appeal of the new concept and explore various marketing mix elements to be refined.
Once the final concept was settled on, we conducted another survey to provide volumetric modelling for the new product. This provided our client with the commercial forecasting needed to present a business case internally to make their new brand and product portfolio a reality.
Deliverables
Focus groups in three cities • Two rounds of online surveys • Key occasion identification and profiling
Points of Difference
Provided strategy that led to key messaging • Over 100,000 unique simulations in forecast modeling
TSI’s “Smart Nutrition” work on display at Melbourne International Airport.
Related Case Studies
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Ut elit tellus, luctus nec ullamcorper mattis, pulvinar dapibus leo.
