Client: Tasly
Tasly Holding Group ist ein chinesischer Gesundheitskonglomerat, der sich auf die Herstellung von TCM-Produkten (Traditionelle Chinesische Medizin) spezialisiert hat. Deepure ist ein Premium-Tee-Produkt.
Our task
HOW TO ENTER THE GERMAN MARKET WITH HIGH- END TEA CAPSULES
Process flow
Case study Tasly
Challenge
Key challenge was to quantify market potential for Germany and to get an in-depth understanding of target groups and their preferences.
Process
- Planning the German market entry for TASLY with Deepure
- Identifying business potentials and core target groups
- Generating market segments as well as trend profiles specific for the tea market
- Target group research:
- QUANTITATIVE ONLINE SURVEY ON CONSUMPTION & MOTIVATION TO PURCHASE
- MODERATED FOCUS GROUPS ON QUALITATIVE MOTIVES
- BLIND TASTINGS OF ESTABLISHED GERMAN TEA BRANDS AND DEEPURE PRODUCTS
- Identifying consumer insights based on preliminary results
- 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
Katharina Berning
Die Marktchancen-Frau
Gunnar Brune
Der Markenguru
Stefanie Peters CEO
Die Steuerfrau mit Weitblick