Fortune 100 Chemical Company

Stage 1 Market Analysis and Target Account Needs and Profiling
Stage 2 Consumer Insights
Stage 3 Retailer Analysis
Stage 4 Strategy

Background

Our client, a Fortune 100 chemical company that has already invested billions of USD into China over the past 2 decades, engaged us to develop a 1, 3, and 5 year China growth strategy for its most profitable business unit worldwide. We developed actionable items by which our client could shape the market towards its products and services.

Through over 1000 in-depth face-to-face and phone interviews over a 6-month engagement, we helped our client understand the value chains that influence purchasing decisions by the end target account, the specific product and service needs of B2B key and target accounts, and the growth plans of their newly emerging domestic Chinese competitors.

Stage 1 Market Analysis

For Stage 1 of this project, we conducted over 500 telephone and face-to-face interviews with key constituents including key accounts, target accounts and key competitors to determine the major trends affecting our client in the next 1, 3, 5 year periods, and beyond. This information allowed CMR to identify key opportunities and obstacles our client could expect to face, expectations and needs of key and target accounts, and market shaping opportunities.

Stage 2 Consumer Insights

In Stage 2 of the project, we conducted 250 face-to-face interviews with end consumers of our client's target accounts' products to discover their needs, purchasing motivations, and price elasticity of demand. We outlined the purchasing process and identified areas where consumers could be influenced via marketing media, which allowed us to create an effective marketing communication strategy for our client.

Stage 3 Retailer Insights

CMR conducted 250 in-depth interviews with distributors and other influential groups in our client's value chain to determine value chain leverage points and how to use them, growth areas in the market, retailer perceptions of consumer shopping patterns, pricing analysis and competitor analysis.

Stage 4 Strategy

Through comprehensive analysis of the current and likely future status of the client's market, consumer needs, B2B and B2C insights, CMR was able to identify the most profitable market segments for our client to target, and build an actionable growth plan for the next 1, 3, and 5 year period by which the client could realize its strategic goals.

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