Project background:

A household appliance brand is a well-known manufacturer of air conditioners, refrigerators, washing machines and other products in China. It has many sub-brands and series, and its products cover all parts of the country. The brand enjoys high popularity and reputation in the market, but in recent years, it has faced fierce competition and changes in consumer demand, slowing sales growth and challenging market share.

Customer pain points:

The brand hopes to enhance its brand image and trust, enhance consumers' purchase intention and loyalty, and provide data support and reference for future market expansion and product innovation by certifying its own sales volume.

Project purpose:

The brand commissioned Shangpu Consulting Company to carry out brand sales certification business, the main purpose of the following points:

Understand their own sales in various market segments, including total sales, single product sales, regional sales, etc;

Compare sales with competitors, analyze their strengths and weaknesses, and identify gaps and opportunities;

Evaluate their status and reputation in the minds of consumers and explore consumer needs and preferences;

Based on the sales certification results, formulate corresponding brand strategy and marketing strategy to enhance brand influence and competitiveness.

Research object:

The research objects of this project mainly include the following two categories:

Sales data provided by the brand, including sales, sales volume, and sales percentage for each product line, channel, and region;

Industry data collected by Shangpu Consulting through third-party data platforms, including market size, market structure, market trends, competitive landscape, and consumer portraits of the household appliance industry.

Project Content:

The main contents of this project include the following aspects:

The design and implementation of sales volume certification methodology, including the selection of data sources, data collection methods, data cleaning processes, data analysis methods, data presentation forms, etc;

Compilation of the overall sales certification report of the brand, including the overall sales of the brand, the sales ranking of the brand in each market segment, the sales comparison between the brand and competitors, and the evaluation of the brand in the minds of consumers;

The preparation of sales volume certification report of each sub-brand or series of the brand, including the overall sales volume of the sub-brand or series, the sales volume ranking of the sub-brand or series in each market segment, the sales volume comparison between the sub-brand or series and competitors, and the evaluation of the sub-brand or series in the minds of consumers;

Based on the sales certification results, provide targeted suggestions and strategies for brands, including how to improve their product quality and innovation capabilities, how to optimize their own channel layout and management, how to enhance their own brand image and reputation, how to expand new markets and consumer groups.

Project Value:

This project provides the brand with the following aspects of value:

Through the certification of its own sales volume, the credibility and authority of the brand are enhanced, the trust and recognition of consumers are increased, and the purchase intention and loyalty of consumers are improved;

Through the comparison of sales volume with competitors, we understand our own advantages and disadvantages in various market segments, and find out the gaps and opportunities, which is conducive to the formulation of more targeted and effective brand strategy and marketing strategy;

By evaluating its own status and reputation in the minds of consumers, it explores the needs and preferences of consumers, which is conducive to improving its own product quality and innovation ability, and meeting the diversified and personalized needs of consumers.