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Ddma market-research-credentials-2012






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    Ddma market-research-credentials-2012 Ddma market-research-credentials-2012 Presentation Transcript

    • An introduction to Data Driven Marketing AsiaShanghai headquartered China-wide market research and consultancyInfo@ddm-asia.com www.ddm-asia.com
    • Introduction to DDMAThe facts Founded in 2002 Independent full service agency providing qualitative and quantitative market research Headquartered in Shanghai with coverage across 20 cities in China Clients include major multinationals, with particular strength in FMCG and retail DDMA works closely with Chinese companies such as the China Sports Lottery and leading baijiu brands 2
    • Introduction to DDMA Business UnitsDDMA Group has three divisions working across multiple categories & disciplinesDDMA Market Research:Provides clients quantitative consumer, trade and retail distributionresearch across China and Asia Pacific. DDMA Market Research isbest able to recruit and quantitatively research decision makersand consumers. (www.ddm-asia.com)Focus Group China:One of largest independent qualitative research networks in China.Provides international standard research at independent agencyprices. Highly experience moderators, and excellent facilities in allmajor China markets. (www.focusgroupchina.com)DDMA Business Consulting:Led by a highly experienced management team of people withFortune 500 experience our team consults on: market entry,corporate restructuring, business development and joint ventureformation. Clients include private equity companies, finance groupsand large scale brand owners. 3
    • Qualitative Research Capabilitieswww.focusgroupchina.com DDMA in-house qualitative unit Focus Group China provides our clients the following services:  Focus Groups  Mini Focus Groups  In-Depth Interviews  Buddy Groups  Observational and Mystery Shopping 4
    • Qualitative Research Capabilitieswww.focusgroupchina.comOur qualitative team of moderators are highly experienced and employ some of the most advancedprojective techniques.Our recent qualitative projects include: Online Purchase Behavior Studies Brand Positioning and Repositioning Studies Communication and Advertising Evaluation and Testing Concept Screening and Testing Customer Needs Mapping Industry Process and Performance Mystery Shopping New Product Development Senior Management/Executive Interviews 5
    • Qualitative Research Facilities across ChinaMost advanced facilities in Shanghai and coverage across ChinaFocus Group China research facilities across China offer clients: Spacious city-center focus group rooms Seamless online viewing system allows clients to observe and interact with focus groups in real- time from anywhere in the world Large capacity client viewing rooms with one-way mirror and comfortable client lounges with refreshments Shanghai headquarter facilities are the most advanced in the market, and are fitted with high-end Logitech and Sony AV equipment 6
    • Quantitative Consumer and Trade Researchwww.ddm-asia.com DDMA Market Research provides data collection capabilities, and conducts large scale consumer, trade and research projects across China, and in other Asian markets. DDMA Market Research uses a variety of different methodologies in our data collection operations including :  Telephone Interviewing  Face to Face Interviews via Central Location, Door-to-Door, and Street Intercept  Mail & Online Surveys  Hall Test 7
    • Quantitative Consumer and Trade Researchwww.ddm-asia.com Recent quantitative research projects conducted by DDMA Market Research include:  Retail and Channel Evaluation Studies  Retail Audits  Retail Census  Brand Usage and Awareness Studies  Brand and Product Switching Studies  Concept Test  Taste Test  Packaging Test  Advertising Test 8
    • Full China CoverageWe manage research across China from 20 Research Centers We conduct research in: Shanghai HeadquartersBeijing KunmingChangsha LanzhouChengdu NanjingChongqing NingboFuzhou QingdaoGuangzhou ShenyangGuiyang ShenzhenHangzhou WuhanHefei XiamenJinan 9
    • Our Industry ExperienceWe bring China experience in these industries with particular strength in FMCG and Retail Food & Beverage Consumer Products Retail & Hotel Banking & Finance Healthcare 10
    • China Alcohol ResearchDDMA is highly prominent in China alcohol market research and business consultancyDDMA provides a full range of consumer, retail, distribution, market research as well asbusiness consulting to many leading international and Chinese alcoholic beverage companies.Our client experience includes: 11
    • DDMA China Online Influence ReportOnline Supermarket report is designed to supplement earlier publications by DDMAData Driven Marketing Asia512 consumer interviews to quantify popularity of Product Categories Coveredonline channels and websites 3G and Smartphone HandsetsFocus Group China Consumer Electronics28 consumer focus groups to understand how they PCs and Peripheralscollect information online for purchases Travel and Tourism Cosmetics and Skincare Movies and Cinema Social Places (Bars, Restaurants, KTVs) Fashion Clothing Passenger Cars, Accessories, Services Printed Books Household Furnishings Home Appliances
    • Online Supermarkets Study ShanghaiDDMA study into drivers and barriers of online supermarket usageQuantitative and Qualitative Market ResearchStudy Conducted in Shanghai in April 2011. A total of four The No.1 Storefocus groups with people that have used onlinesupermarkets in last three months and 150 interviewsconducted online with main household grocery buyers. Taobao Online SupermarketResearch Objectives: To determine the: Lianhua OK1. Incidence of online supermarket usage among this Blemall affluent group of consumers2. Drivers of online supermarket usage among this affluent group of consumers and general usage DaHuoZhan characteristics3. Barriers to the usage of online supermarkets4. Identification of the opportunities and challenges Auchan Online which online supermarkets present Supermarket 13
    • DDMA in the NewsDDMA is regularly quoted in international media May 18, 2011 – Bloomberg Wal-Mart to ‘Actively Invest’ in China Internet Shopping May 11, 2011 – BBC TV News Online Retail takes off in China April 22, 2011 – South China Morning Post Online Supermarkets Take off in Shanghai April 13, 2011 – Wall Street Journal Burberry Stores in China Get Digital Makeover Feb. 18, 2011 – The Independent: Web Plays Key Role in Shanghai Shoppers Purchasing Decisions Jan. 31, 2011 – Financial Times High Spirits Lift Chinese Liquor Price 20% 14
    • DDMA Case Study - V&S Group/Absolut VodkaNew Product Development - China Methodology: Focus Group China conducted extensive market and industry research among consumers, business leaders in producer and distributor companies and senior government officials. The result of this research was the identification of several key opportunities within the baijiu category. As the project moved forward DDMA Business Consulting held direct negotiations with over 20 leading baijiu producers. From this process three potential partners were identified. Negotiations progressed with one key company and a joint venture was formed in 2007. In addition, two new baijiu brands were developed, and are the property of the joint venture. The first of these is a super-premium baijiu that has won awards for taste and design. The second is a completely new type of baijiu for young drinkers. Project Objectives: V&S(Absolut Vodka) commenced a project to identify potential opportunities within Project Outcome: the Chinese domestic The joint venture has been successful in the development of new braand has baijiu market. demonstrated that the new brands have high potential in the market. These brands are imbedded in and sold through the PernodRicard China network. 15
    • DDMA Case Study – Scientific GamesDistribution Channel Consultation - Shanghai Methodology: Scientific Games (SG) is the largest lottery management company in the world. SG established a joint venture with Chinese National Lottery to develop and sell instant scratch games in China. There was a strong need to revamp the existing distribution and marketing network in order to support sales. Project Objectives: Project Outcome: Scientific Games (SG) is the largest In the selected markets, sales of instant tickets have increased lottery management company in considerably and continue to expand. the world. SG established a joint venture with Chinese National Lottery to develop and sell instant scratch games in China. There was a strong need to revamp the existing distribution and marketing network in order to support sales. 16
    • DDMA Case Study - ParkwayHealthHealth Insurance – Shanghai Methodology: Focus Group China held one-on-one interviews with expatriates from over 15 countries, including a full range of incomes, up to very high. Project Objectives: Project Outcome: Objectives were to measure the We then determined final insurance pricing, positioning and perceptions and requirements of package structure. In addition, we developed a strategy for expatriates and their families in providing insurance at local Shanghai hospitals. Shanghai on private health insurance and a range of local hospitals for ParkwayHealth to develop and position its health insurance. 17
    • DDMA Case Study - Icelandic Glacial Mineral WaterBrand & Packaging Evaluation – Shanghai, Beijing, Guangzhou , Chengdu Project Objectives: Objectives were to measure the level of acceptance among Chinese consumers for Icelandic Glacial Mineral Water. We were also tasked with identifying preferred brand name, packaging and label design, acceptable price point, taglines and most compelling brand positioning and brand communication strategy for the brand. In addition, we were charged with measuring brand positioning relative to key competitors and identifying strengths and weaknesses relative to key competitors. Methodology: Project Outcome: We conducted a total of 24 focus We determined final brand name and groups were across four key brand positioning as well as pricing markets. We recruited white strategy for various different SKUs. collar respondents aged between 25 and 45 years old. All Brand communication strategy was respondents were current buyers finalized as a result of this research and of premium bottled water. Icelandic Glacial was successfully launched in Shanghai and Beijing in mid-2010. 18
    • DDMA Case Study – Purfeel 21 BaijiuBrand, Taste, Packaging & Advertising Evaluation – Shanghai, Beijing, Guangzhou , Chengdu Project Objectives: Objectives were to Develop a new and fashionable baijiu for Chinese consumers, determine brand name, packaging, advertising concept, tagline design and price point for Purfeel 21. We were charged with measuring channels Purfeel 21 is perceived as being most suitable to be consumed in and on which type of drinking occasions Purfeel is most suitable for. We also were responsible for testing which flavor is most liked by Chinese consumers. Methodology: Project Outcome: We held 48 focus groups across four key markets. Our research determined final brand name, In addition, our team invited 150 respondents to Chinese packaging, tagline and key advertising restaurants for taste testing and perceived suitability concept. Pricing strategy for on-premise testing. We recruited 300 respondents to participate in our and off-premise channels was completed. online research. We determined most popular flavors Target respondents were white collar consumers aged among target consumers.Purfeel 21 was between 25 and 40 years old and drink baijiu at least once successfully launched in Shanghai market every three months. in December 2009. 19
    • DDMA Case Study – Tianchengxiang BaijiuProduct Concept, Brand & Packaging Evaluation, Taste Test – Shanghai, Beijing, Guangzhou , Chengdu Project Objectives: Objectives were to identify an appropriate modern baijiu product concept that meets the needs of modern successful Chinese business people. We were tasked with measuring the acceptance of Tianchengxiang’s taste, packaging design and brand name. Our team was also responsible for testing the most suitable drinking occasions as well as ideal price relative to competitors. Methodology: Project Outcome: A total of 48 focus groups were We determined target consumer insight, and based on this, the conducted across four key markets. ladder of brand benefit, brand value and brand vision was Target respondents were aged developed. between 30 years old and 50 years Final brand naming and packaging was determined. old. All respondents were current Pricing strategy for various different SKUs was determined. premium baijiu drinkers and consume Brand communication strategy was finalized as a result of this baijiu most often in business research and Tianchengxiang was successfully launched in occasions. Chengdu in 2008. 20
    • DDMA Case Study – Pop WeaverProduct Taste Test – Shanghai & Beijing Methodology: We recruited 200 white collar consumers to attend a sensory test at our focus group facilities in Shanghai and Beijing. All were frequent consumers of concession popcorn aged between 20 and 35 years old. Also we researched 32 respondents for focus groups to test their consumption behavior and opinions of the test products. Project Objectives: Project Outcome: Our objectives were to identify We determined the preferred taste and appearance profile. the preferred taste profile for a The product is going to be launched in China mid-2011. concession popcorn in terms of overall flavor, butter flavor, crunchiness, and appearance, including kernel size. We were also tasked with identifying the ideal price level for on-premise consumption. 21
    • DDMA Case Study – WangLaoJiProduct Taste Test – Shanghai, Beijing & Guangzhou Project Objectives: Our objectives were to identify the brand positioning and to forecast potential market size. We were also tasked with finding out a unique and appealing brand positioning relative to other key soft drink categories and functional drinks – to understand whether Wanglaoji should be positioned as a tea, soft drink or functional tea. Methodology: Project Outcome: We recruited and conducted 60 retailer and 30 trade We helped confirm Wanglaoji’s product interviews across 3 cities. The retailers were segmented positioning, which was successfully re- into: mum and pop stores, convenience stores and launched in 2003. supermarkets. Trade interviews were with wholesalers in the business of soft drink distribution. 22
    • DDMA Case Study - Anheuser BuschMarket Entry - Vietnam Project Objectives: Anheuser Busch wanted to evaluate a series of entry options into the Vietnam beer market. These options included establishing a wholly owned subsidiary, working through an established importer or distributor or forming a joint venture with a large government owned entity. Methodology: Project Outcome: Focus Group China conducted a series consumer and As a result of our research, Anheuser trade research by including C-suite respondents in key Busch launched in Vietnam in 2008 markets across Vietnam to evaluate the strength of local through an import and distribution partner’s operations and to determine how Budweiser agreement with the GANNON would fit into existing brand portfolios and business Distribution Company. operations. 23
    • Headquarter Office: ShanghaiInfo@ddm-asia.com www.ddm-asia.com