Project background:

A household goods brand is a company that focuses on the production and sales of high quality, environmentally friendly, and innovative household goods. The main products include cleaning products, personal care products, and kitchen supplies. The brand already has a certain popularity and loyal consumer groups in the domestic market, but is facing the challenge of fierce competition and market changes, and needs to understand its own strengths and weaknesses, as well as consumer needs and preferences, in order to develop more effective market strategies and product innovation.

Project purpose:

The brand commissioned Champ Consulting to conduct a comprehensive market research, the main purposes are:

Evaluate the position and image of the brand in the domestic market, analyze its differences and advantages with competitors;

Understand the characteristics, behavior, attitude and satisfaction of the target consumers, explore their needs and preferences for household products, as well as their cognition and evaluation of the brand;

Identify market opportunities and potential risks, and propose targeted recommendations and strategies to help the brand increase market share and brand loyalty.

Project Content:

Champ Consulting uses a variety of market research methods, including:

Literature analysis: collect and analyze relevant industry reports, policies and regulations, media reports and other literature to understand the development status, trend, scale, structure, competition pattern of the household goods industry;

Network research: use network platforms, such as search engines, social media, e-commerce platforms, etc., to collect and analyze consumers' comments, evaluations, feedback and other information on the brand and its competitors, and understand consumers' concerns, pain points, preferences, etc. on household products;

In-depth interviews: conduct in-depth interviews with the brand's management, sales staff, and distributors through telephone or video to understand the brand's development history, core values, market strategies, product characteristics, and operations;

Panel: Invitation8-10Target consumers from different regions, age groups, income levels, family structures and other backgrounds participated in the panel discussion, and the discussion was guided by a professional moderator to understand consumers' usage habits, purchase behavior, selection criteria, satisfaction, etc. of household products;

Project results:

Through the comprehensive processing of the data collected and analyzed, Champ Consulting has reached the following main conclusions and recommendations:

The position and image of the brand in the domestic market are relatively stable, but not prominent enough. Compared with competitors, its advantages lie in high product quality, strong environmental protection and good innovation ability, but its disadvantages lie in low brand awareness, insufficient channel coverage and lack of marketing activities;

The target consumers are mainly25-45Urban white-collar workers with middle and high income, higher education, quality of life and health, their demand and preference for household goods are mainly safe, effective, convenient and beautiful, and their cognition and evaluation of the brand are mainly positive, but not deep and lasting enough;

Market opportunities mainly exist in the following aspects: First, as consumers' needs for household products become increasingly diversified and personalized, the brand can develop more products that meet their needs and preferences according to different consumer groups and scenarios; Second, as consumers' environmental awareness of household products increases, the brand can use its environmental advantages to create a greener, low-carbon and sustainable brand image; third, with the increasing diversification of consumers' access to information on household products, the brand can use online platforms, such as official website, Weibo, WeChat, etc., to establish closer and interactive consumer relationships and enhance brand awareness and loyalty.

The potential risks mainly exist in the following aspects: first, with the continuous influx and strengthening of competitors, the brand is facing the risk of market share erosion and brand image blurring; second, with the increasing price sensitivity of consumers to household products, the brand is facing the risk of losing consumers due to overpricing; third, with the increasingly strict quality requirements of consumers for household products, the brand is at risk of damaging its reputation by having problems with the quality of its products.

Based on the above conclusions and recommendations, Champ Consulting has proposed the following specific strategies for the brand:

In terms of products, the brand should adhere to quality as the core, environmental protection as the guide, innovation as the driving force, and constantly develop more products that meet the needs and preferences of consumers, and differentiate positioning and packaging according to different market segments;

In terms of channels, the brand should expand its channel coverage. In addition to traditional offline channels, such as specialty stores, supermarkets, department stores, etc., it should also strengthen the construction and operation of online channels, such as e-commerce platforms, social media, Self-operated websites, etc., and realize seamless connection and interaction between online and offline;

In terms of marketing, the brand should improve the frequency and creativity of its marketing activities, and use various forms and channels, such as advertising, public relations, promotion, sponsorship, word-of-mouth, etc., to spread its brand concept and product advantages, and enhance consumers' cognition and goodwill;

In terms of brand, the brand should clarify its brand positioning and image, highlight its high quality, environmental protection, and innovation characteristics, create a brand story and culture that resonates with consumers, and establish a unique and distinctive brand personality;

On the consumer side, the brand should strengthen communication and interaction with consumers, collect and analyze consumer feedback and suggestions, solve consumer problems and complaints in a timely manner, improve consumer satisfaction and loyalty, and cultivate consumer brand advocates and communicators.

Through the professional services of Shangpu Consulting, the brand has achieved remarkable results in the domestic market, its market share and brand loyalty have been significantly improved, and its products have been widely welcomed and praised by consumers. The brand highly recognized and appreciated the market research work of Shangpu consulting, and expressed its willingness to maintain a long-term cooperative relationship with Shangpu consulting.