Tasly

Client: Tasly

Tasly Holding Group is a Chinese Health Conglomerate specialized in manufacturing TCM products (Traditional Chinese Medicine). Deepure is a premium tea product.

Our task

HOW TO ENTER THE GERMAN MARKET WITH HIGH- END TEA CAPSULES

Process flow

Challenge

Key challenge was to quantify market potential for Germany  and to get an in-depth understanding of target groups and their preferences.

Process

  1. Planning the German market entry for TASLY with Deepure
  2. Identifying business potentials and core target groups
  3. Generating market segments as well as trend profiles specific for the tea market
  4. Target group research:
    1. QUANTITATIVE ONLINE SURVEY ON CONSUMPTION & MOTIVATION TO PURCHASE
    2. MODERATED FOCUS GROUPS ON QUALITATIVE MOTIVES
    3. BLIND TASTINGS OF ESTABLISHED GERMAN TEA BRANDS AND DEEPURE PRODUCTS
  5. Identifying consumer insights based on preliminary results
  6. Developing an insight-driven brand strategy and positioning

Result

Differentiated business potential analysis

Relevant consumer  insight

Focused brand promise

Efficient template for brand creation

Roadmap to launch

Enabler Team

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