Kunde: 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.
Unser Auftrag
Markteintrittsstrategie: Wie man mit high-end-Teekapseln in den deutschen Markt einsteigt
Was unser Kunde sagt
Statement
With the support of enable2grow, we identified relevant market potentials in Germany and were able to position our product strongly.
Prozessablauf
Projektbeispiel Tasly
Herausforderung
Key challenge was to quantify market potential for Germany and to get an in-depth understanding of target groups and their preferences.
Prozess
- 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 BRAN S AND DEEPURE PRODUCTRAN E
- Identifying consumer insights based on preliminary results
- Developing an insight-driven brand strategy and positioning
Ergebnis
Differentiated cbusiness 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
Die Steuerfrau mit Weitblick