DDM Asia is a market research and consulting firm headquartered in Shanghai, China. It was founded in 2002 and provides qualitative and quantitative market research services. It has over 20 offices across China and works with major multinational companies, particularly in fast moving consumer goods and retail. DDM Asia conducts focus groups, interviews, surveys, and other research methods to help clients with new product development, brand positioning, distribution strategies, and market entry in China. It has expertise in industries such as consumer packaged goods, retail, finance, and alcohol.

1. Info@ddm-asia.com
www.ddm-asia.com
An introduction to Data Driven Marketing Asia
Shanghai headquartered China-wide market research and consultancy

2. 2
Introduction to DDMA
The 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

3. 3
Introduction to DDMA Business Units
DDMA Group has three divisions working across multiple categories & disciplines
DDMA Market Research:
Provides clients quantitative consumer, trade and retail distribution
research across China and Asia Pacific. DDMA Market Research is
best able to recruit and quantitatively research decision makers
and consumers. (www.ddm-asia.com)
Focus Group China:
One of largest independent qualitative research networks in China.
Provides international standard research at independent agency
prices. Highly experience moderators, and excellent facilities in all
major China markets. (www.focusgroupchina.com)
DDMA Business Consulting:
Led by a highly experienced management team of people with
Fortune 500 experience our team consults on: market entry,
corporate restructuring, business development and joint venture
formation. Clients include private equity companies, finance groups
and large scale brand owners.

4. 4
Qualitative Research Capabilities
www.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

5. 5
Qualitative Research Capabilities
www.focusgroupchina.com
Our qualitative team of moderators are highly experienced and employ some of the most advanced
projective 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

6. 6
Qualitative Research Facilities across China
Most advanced facilities in Shanghai and coverage across China
Focus 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

7. 7
Quantitative Consumer and Trade Research
www.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

8. 8
Quantitative Consumer and Trade Research
www.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

9. 9
Full China Coverage
We manage research across China from 20 Research Centers
We conduct research in:
Shanghai Headquarters
Beijing
Changsha
Chengdu
Chongqing
Fuzhou
Guangzhou
Guiyang
Hangzhou
Hefei
Jinan
Kunming
Lanzhou
Nanjing
Ningbo
Qingdao
Shenyang
Shenzhen
Wuhan
Xiamen

10. Consumer Products
Banking & Finance
10
Our Industry Experience
We bring China experience in these industries with particular strength in FMCG and Retail
Food & Beverage
Retail & Hotel
Healthcare

11. 11
China Alcohol Research
DDMA is highly prominent in China alcohol market research and business consultancy
DDMA provides a full range of consumer, retail, distribution, market research as well as
business consulting to many leading international and Chinese alcoholic beverage companies.
Our client experience includes:

12. DDMA China Online Influence Report
Online Supermarket report is designed to supplement earlier publications by DDMA
Data Driven Marketing Asia
512 consumer interviews to quantify popularity of
online channels and websites
Focus Group China
28 consumer focus groups to understand how they
collect information online for purchases
Product Categories Covered
3G and Smartphone Handsets
Consumer Electronics
PCs and Peripherals
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

13. 13
Online Supermarkets Study Shanghai
DDMA study into drivers and barriers of online supermarket usage
The No.1 Store
Taobao Online
Supermarket
Lianhua OK
Blemall
DaHuoZhan
Auchan Online
Supermarket
Quantitative and Qualitative Market Research
Study Conducted in Shanghai in April 2011. A total of four
focus groups with people that have used online
supermarkets in last three months and 150 interviews
conducted online with main household grocery buyers.
Research Objectives: To determine the:
1. Incidence of online supermarket usage among this
affluent group of consumers
2. Drivers of online supermarket usage among this
affluent group of consumers and general usage
characteristics
3. Barriers to the usage of online supermarkets
4. Identification of the opportunities and challenges
which online supermarkets present

14. 14
DDMA in the News
DDMA 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%

15. DDMA Case Study - V&S Group/Absolut Vodka
New Product Development - China
15
Project Objectives:
V&S(Absolut Vodka)
commenced a project
to identify potential
opportunities within
the Chinese domestic
baijiu market.
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 Outcome:
The joint venture has been successful in the development of new braand has
demonstrated that the new brands have high potential in the market. These brands
are imbedded in and sold through the PernodRicard China network.

16. 16
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 Outcome:
In the selected markets, sales of instant tickets have increased
considerably and continue to expand.
DDMA Case Study – Scientific Games
Distribution Channel Consultation - Shanghai
Project Objectives:
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.

17. 17
Project Objectives:
Objectives were to measure the
perceptions and requirements of
expatriates and their families in
Shanghai on private health
insurance and a range of local
hospitals for ParkwayHealth to
develop and position its health
insurance.
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 Outcome:
We then determined final insurance pricing, positioning and
package structure. In addition, we developed a strategy for
providing insurance at local Shanghai hospitals.
DDMA Case Study - ParkwayHealth
Health Insurance – Shanghai

18. 18
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:
We conducted a total of 24 focus
groups were across four key
markets. We recruited white
collar respondents aged between
25 and 45 years old. All
respondents were current buyers
of premium bottled water.
Project Outcome:
We determined final brand name and
brand positioning as well as pricing
strategy for various different SKUs.
Brand communication strategy was
finalized as a result of this research and
Icelandic Glacial was successfully launched
in Shanghai and Beijing in mid-2010.
DDMACaseStudy-Icelandic GlacialMineralWater
Brand & Packaging Evaluation – Shanghai, Beijing, Guangzhou , Chengdu

19. 19
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:
We held 48 focus groups across four key markets.
In addition, our team invited 150 respondents to Chinese
restaurants for taste testing and perceived suitability
testing. We recruited 300 respondents to participate in our
online research.
Target respondents were white collar consumers aged
between 25 and 40 years old and drink baijiu at least once
every three months.
Project Outcome:
Our research determined final brand name,
packaging, tagline and key advertising
concept. Pricing strategy for on-premise
and off-premise channels was completed.
We determined most popular flavors
among target consumers.Purfeel 21 was
successfully launched in Shanghai market
in December 2009.
DDMA Case Study – Purfeel 21 Baijiu
Brand, Taste, Packaging & Advertising Evaluation – Shanghai, Beijing, Guangzhou , Chengdu

20. ProductConcept,Brand&PackagingEvaluation,TasteTest–Shanghai,Beijing,Guangzhou,Chengdu
20
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:
A total of 48 focus groups were
conducted across four key markets.
Target respondents were aged
between 30 years old and 50 years
old. All respondents were current
premium baijiu drinkers and consume
baijiu most often in business
occasions.
Project Outcome:
We determined target consumer insight, and based on this, the
ladder of brand benefit, brand value and brand vision was
developed.
Final brand naming and packaging was determined.
Pricing strategy for various different SKUs was determined.
Brand communication strategy was finalized as a result of this
research and Tianchengxiang was successfully launched in
Chengdu in 2008.
DDMA Case Study – Tianchengxiang Baijiu

21. 21
DDMA Case Study – Pop Weaver
Product 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 Outcome:
We determined the preferred taste and appearance profile.
The product is going to be launched in China mid-2011.
Project Objectives:
Our objectives were to identify
the preferred taste profile for a
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.

22. 22
DDMA Case Study – WangLaoJi
Product 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:
We recruited and conducted 60 retailer and 30 trade
interviews across 3 cities. The retailers were segmented
into: mum and pop stores, convenience stores and
supermarkets. Trade interviews were with wholesalers
in the business of soft drink distribution.
Project Outcome:
We helped confirm Wanglaoji’s product
positioning, which was successfully re-
launched in 2003.

23. 23
DDMA Case Study - Anheuser Busch
Market 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:
Focus Group China conducted a series consumer and
trade research by including C-suite respondents in key
markets across Vietnam to evaluate the strength of local
partner’s operations and to determine how Budweiser
would fit into existing brand portfolios and business
operations.
Project Outcome:
As a result of our research, Anheuser
Busch launched in Vietnam in 2008
through an import and distribution
agreement with the GANNON
Distribution Company.

24. Headquarter Office: Shanghai
Info@ddm-asia.com
www.ddm-asia.com