After a successful launch, a large Australian dairy started to see sales of its new coffee-based drinks declining in China. The company engaged TSI to gauge future success factors to sustainably grow the new product range. Key to this would be adapting the drink to meet evolving tastes, particularly for younger consumers.
TSI partnered with this client to monitor the market and gather inputs from consumers to identify positive product attributes, current and expected purchases, weaknesses in brand delivery, and potential growth barriers. We then validated these points through larger-scale quantitative and qualitative engagements, including WeChat panels.
We also got out into the market to see how the product was doing in action. TSI gauged sales trends at retailers with which the client had distribution agreements to ensure sales were on target with what had been estimated prior to launch. We also spoke to aisle managers in-store to determine brand performance beyond the numbers. The team then went on to determine how the client’s competitors had been reacting, looking at tactics utilized during the launch across competitive offerings.
In collaboration with TSI’s client, we identified additional, consumer-driven product benefits, features for enhancement, and market messaging to better entice Chinese consumers to this innovative coffee-based drink. The client has built a successful niche for itself amid its adjacent-category brand competitors. We will continue to monitor the market for this client to ensure long-term growth within current and potential consumer segments.