Consumers are the core of the market, and understanding consumers is the key to the success of enterprises. With the change of the market and the diversification of consumers, enterprises are facing more and more fierce competition and higher consumer expectations. How to stand out among many brands and products and win the recognition and loyalty of consumers is a problem that every enterprise needs to think about and solve.

Shangpu Consulting is a well-known independent third-party research and investment and financing consulting agency in China, dedicated to providing professional solutions for corporate strategic decision-making. Shangpu Consulting has rich experience in industry research, market research, investment and financing consulting, IPO listing consulting and other business experience, serving customers covering many industry fields, among which consumer goods and retail industry is one of the key service areas of Shangpu Consulting.

Shangpu Consulting believes that consumer insight is one of the core competitiveness of the consumer goods and retail industry. Consumer insight refers to the experience that can guide business behavior from the internal psychology and behavior of consumers. Consumer insights can help companies understand consumers' needs, preferences, motivations, values, etc., so as to develop more effective marketing strategies. Shangpu Consulting obtains consumer insights through a variety of methods, including market research, data analysis, social media monitoring, consumer interviews, neuromarketing, etc., to provide different customers with differentiated marketing strategies, including product strategies, price strategies, and channel strategies. And promotion strategies.

The following is a case study of the differentiated marketing strategy provided by Champ Consulting for customers in some consumer goods and retail industries:

Case 1: Providing a differentiated product strategy for an international sports brand

The customer is an international sports brand, mainly selling sportswear, footwear and accessories, with multiple sub-brands, covering different sports and consumer groups. The main problem facing this customer is how to distinguish from competitors in the Chinese market, increase brand awareness and loyalty, and increase market share.

Champu Consulting conducted in-depth consumer insight for the customer and found that Chinese consumers' choice of sports brands has the following characteristics:

The choice of sports brand is influenced by multiple factors, including personal preference, social identity, functionality, fashion, price and so on.

Different sports and consumer groups have different needs and preferences. For example, runners pay more attention to the comfort and durability of footwear, basketball enthusiasts pay more attention to the appearance and trend of footwear, and female consumers pay more attention to the style and color of clothing.

Consumers are not loyal to sports brands, are easily attracted by new brands and new products, and like to try different brands and products.

Based on these consumer insights, Champ Consulting proposed the following differentiated product strategies for this customer:

With sub-brands as a unit, we provide more personalized and professional products for different sports and consumer groups, highlight the functionality and fashion of products, and meet the diverse needs of consumers.

Strengthen the innovation of products, launch more new products and limited editions, attract consumers' attention and interest, and enhance the brand's topic and influence.

Strengthen the story of the product, use brand ambassadors, celebrity endorsements, cross-border cooperation and other methods to convey the concept and value of the brand, create the emotional link of the brand, and enhance the loyalty of the brand.

Case 2: Providing a differentiated price strategy for a domestic milk tea brand

The customer is a domestic milk tea brand, mainly selling milk tea, fruit tea, coffee and other drinks, with a number of stores, covering the first to third tier cities. The main problem facing the customer is how to obtain more consumers in the highly competitive milk tea market, improve the profitability of the brand, and achieve sustainable development.

Shangpu Consulting conducted in-depth consumer insight for the customer and found that Chinese consumers' choice of milk tea brands has the following characteristics:

The choice of milk tea brand is affected by multiple factors, including taste, quality, service, environment, reputation and so on.

Different consumption scenarios and consumption purposes have different price sensitivities. For example, the price sensitivity of daily consumption and leisure consumption is higher, and the price sensitivity of gift consumption and social consumption is lower.

Consumers are not loyal to milk tea brands and are easily affected by prices and promotions. They like to look for cost-effective brands and products.

Based on these consumer insights, Champ Consulting proposed the following differentiated pricing strategies for this client:

With products as the unit, according to different tastes and quality, provide different price ranges, highlight product differentiation and positioning, and meet the diverse needs of consumers.

Taking the scene as a unit, we provide different price strategies for different consumption scenarios and consumption purposes, highlight the value and significance of products, and meet the different psychology of consumers.

In terms of time, different price strategies are provided for different consumption periods and frequencies, highlighting the timeliness and scarcity of products and stimulating consumers' desire to buy.

Case 3: Providing a differentiated channel strategy for a domestic e-commerce platform

The customer is a domestic e-commerce platform, mainly selling clothing, shoes and bags, beauty, home and other goods, with multiple categories, covering different consumer groups. The main problem facing this customer is how to distinguish from competitors in the e-commerce market, increase the traffic and conversion rate of the platform, and increase the revenue and profit of the platform.

Shangpu Consulting conducted in-depth consumer insights for the customer and found that Chinese consumers' choice of e-commerce platforms has the following characteristics:

The choice of e-commerce platform is affected by multiple factors, including the quality of goods, price, evaluation, service, logistics and so on.

Different consumption scenarios and consumption purposes have different channel preferences, for example, the channel preferences for daily consumption and leisure consumption are wider, and the channel preferences for gift consumption and social consumption are narrower.

Consumers are not loyal to e-commerce platforms, are easily affected by discounts and activities, and like to compare different platforms and products.

Based on these consumer insights, Champ Consulting proposed the following differentiated channel strategies for this customer:

Take the platform as a unit, provide a more professional and personalized platform for different categories and consumer groups, highlight the characteristics and advantages of the platform, and meet the diverse needs of consumers.

With channels as a unit, we provide more diversified and interactive channels for different consumption scenarios and consumption purposes, highlight the convenience and interest of channels, and meet the different psychology of consumers.

Based on content, we provide more enriched and intelligent content for different consumption periods and consumption frequencies, highlight the timeliness and relevance of content, and stimulate consumers' desire to buy.

Case 4: Provide a differentiated promotion strategy for a domestic catering brand.

The customer is a domestic catering brand, mainly selling Chinese fast food, with a number of stores, covering the first to third tier cities. The main problem facing the customer is how to distinguish from competitors in the catering market, enhance brand awareness and loyalty, and increase store passenger flow and sales.

Champu Consulting conducted in-depth consumer insight for the customer and found that Chinese consumers have the following characteristics in their choice of catering brands:

The choice of catering brand is affected by multiple factors, including the taste, quality, hygiene, service, environment and so on.

Different consumption scenarios and consumption purposes have different promotional sensitivities. For example, the promotional sensitivity of daily consumption and leisure consumption is higher, and the promotional sensitivity of gift consumption and social consumption is lower.

Consumers are not loyal to catering brands, are easily attracted by new brands and new dishes, and like to try different brands and dishes.

Based on these consumer insights, Champ Consulting proposed the following differentiated promotional strategies for this customer:

Taking dishes as a unit, according to different tastes and qualities, provide different promotional activities, highlight the differentiation and positioning of dishes, and meet the diverse needs of consumers.

Taking the scene as a unit, according to different consumption scenes and consumption purposes, different promotional activities are provided to highlight the value and significance of dishes and meet the different psychology of consumers.

In terms of time, different promotional activities are provided for different consumption periods and consumption frequencies, highlighting the timeliness and scarcity of dishes, and stimulating consumers' desire to buy.