Comvita

Evaluating the opportunity for a new milk drink for the Chinese market

THE BUSINESS GOAL

To create the optimum UHT manuka honey-infused liquid, supported by a convincing brand proposition, brand positioning and packaging, to obtain optimum market share in China.

WHAT WE NEEDED TO DELIVER

We were tasked with testing and validating both the concept and the liquid in New Zealand among a market as closely aligned to in-market China as possible. This presented numerous challenges around identifying and recruiting very new immigrants from China, communicating with them in their native language and also modifying our approach to deal with children (part of the target consumer group).

HOW WE DID IT A ONE PICTURE CHEW

We used a proprietary CHEW methodology, involving rigorous sensory testing at our in-house facilities in Parnell, Auckland, a quantitative concept test component, and follow-up in depth interviews to provide rich context and insight around milk-based product consumption in China. Consumers could fill in the online survey in Simplified Chinese, and our Mandarin-speaking moderator was heavily involved in individual conversations to ensure that language was not a barrier to deeper insight.

THE OUTCOME

We found that there was strong appeal for the product, gave clear direction on how to optimally formulate the liquid for broadest taste appeal, and identified the best packaging option. Alongside these core insights, we delivered strategic recommendations and identified opportunities for further development to ensure a successful launch

If you would like to know more about NPD, brand perceptions and positioning work, reach out to Robyn (she'll tell you all about it) RobynC@onepicture.com