{"id":27437,"date":"2017-03-09T09:38:46","date_gmt":"2017-03-09T01:38:46","guid":{"rendered":"https:\/\/daxueconsulting.com\/?page_id=27437"},"modified":"2017-03-08T12:45:27","modified_gmt":"2017-03-08T04:45:27","slug":"product-launch-in-the-baby-food-market-in-china","status":"publish","type":"page","link":"https:\/\/daxueconsulting.com\/product-launch-in-the-baby-food-market-in-china\/","title":{"rendered":"Product launch & naming project in China in the baby food market"},"content":{"rendered":"

Product launch in the baby food market in China<\/strong><\/h2>\n

Product launch in the baby food market in China<\/em>. China is the world\u2019s largest market for infant formula, which is the biggest segment in baby food. It is expected to grow immensely. According to forecasts, the sales value will reach CNY 250 billion by 2020 in comparison to 2015 when it amounted to CNY 122 billion. There are several reasons for the steady growth in this industry. The increasing urbanization and the rise of China\u2019s middle-clas<\/a>s, for instance, as well as their changing consumer behavior as a result of busier lifestyles, play a significant role in the decline of breastfeeding. Research has shown, trends lead towards e-commerce<\/a>, O2O (online-to-offline), and organic food. Also, the opening of the two-child policy in China needs to be taken into consideration. Don\u2019t forget the high demand for imported baby food, which is perceived as healthier and having a better quality, due to issues concerning food safety in China<\/a>.<\/p>\n

Case description:\u00a0Product launch in the baby food market in China<\/strong><\/h3>\n

Daxue Consulting\u2019s client, a well-recognized, international brand operating within the health care industry, aimed to enter the Chinese market by developing and launching a new product. As to understand consumers\u2019 needs and perceptions, as well as market risks and opportunities, the company approached our research team at Daxue Consulting. The task was to perform a comprehensive market research report<\/strong><\/a> including a general market overview, competitors\u2019 benchmarking, pricing, packaging, upcoming trends, and demand expectations, as well as an analysis of distribution channels and potential risks. Additionally, our client asked Daxue to perform a naming project<\/strong>.<\/p>\n

Phases of the market research<\/strong><\/h3>\n

The primary goal was to analyze the future development for the infant formula segment in China as well as to decide on a strong name. According to Clement Mougenot, Head of Research at Daxue Consulting, one of the critical parts of the branding process is naming. “If a brand wants to be serious and intends to build a reliable and comprehensive marketing strategy, naming is one of the key steps for brand building; it is the main component of the positioning strategy,” Mougenot says. Therefore, the market research team of Daxue Consulting created a tailor-made project for the client\u2019s case by performing the following steps:<\/p>\n

Phase 1: Desk Research & Competitor Analysis<\/strong><\/h4>\n

As a first step, Daxue Consulting executed an extensive desk research. Our market research team gathered general information about the current market situation including demographics, or shifts in consumer preferences. Additionally, Daxue performed a detailed competitors’ benchmarking to compare market shares, their distribution, packaging, and price strategy. Furthermore, the research team of Daxue analyzed our client\u2019s brand positioning using Daxue\u2019s in-depth experience with store-checks<\/a> to proceed with the following phase.\u00a0<\/strong><\/p>\n

Phase 2: Preparation of Naming<\/strong><\/h4>\n

As a second step, Daxue Consulting\u2019s project managers developed a list of around a thousand keywords and names, which can be connected either to the brands’ sound, the relation to the industry or to the image of the product our client desired to have. After brainstorming, Daxue\u2019s team weighed and ranked the suggestions according to a particular scheme including, for instance, relevance, depth of meaning, distinctiveness, appearance, or sound, considering questions such as:<\/p>\n