Top 3 Largest Korean Conglomerate

Stage 1 Consumer Insights
Stage 2 Strategy Building

Background

Our client is one of Korea's largest conglomerates, already selling over $10 billion USD worth of electronic items such as mobile phones, flat screen televisions, washing machines and refrigerators into the China market every year. They enlisted our help in strengthening long-term growth strategy by identifying the specific consumer groups they should target, creating the most practical and profitable strategies by which to target them, and determining a new unified company brand position to help rid the company of business silos.

CMR interviewed 300 target consumers in first and second tier cities throughout China to develop the perspective and strategy our client needed to position itself effectively and reach its target base.

Stage 1 Consumer Insights

In-depth interviews with 300 consumers of our client's and our client's competitors products throughout China allowed us to clearly identify and segment the different types of consumers purchasing our client's products, and determine which group as defined by age, gender, and spending habits should be targeted by our client in order to yield the highest ROI.

Stage 2 Strategy

Our extensive research allowed us to sort and rank consumers by potential profitability to our client. After identifying the most profitable consumer group, we considered consumers' reported purchasing habits and motivations, brand preferences, product and service needs and comments on competitors to identify opportunities and challenges facing our client, and create a prioritized list of specific action items for our client detailing how best to target and reach these consumers and create a new unified brand image.

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