Case Studies
RTD Innovation
Unlocking Growth: Data-driven Strategic Entry into China's Ready-to-Drink Market
The challenge
Our client, a global alcohol company, identified the Ready-to-Drink (RTD) market as the next key growth opportunity in China. With the category experiencing exponential growth, the client sought to establish a strong foothold by launching the best and most compelling products.
The solution
We designed a hybrid approach combining consultancy and research. This included an intelligence scan of the category and adjacent markets, expert interviews with industry leaders to provide a future-orientated perspective of growth opportunities. Additionally, we organised a series of consumer focus groups to shape a large-scale conjoint study, incorporating over 5,000 people, to understand ideal product formats across different consumption occasions and channels. This data enabled us to forecast consumer demand and category share effectively.
The impact
The project provided a robust, data-driven profile of the target consumers, offering clarity on their behaviours, preferences, and consumption contexts. The insights generated a strategic roadmap that fueled business intelligence and shaped the client’s entire category planning, resulting in successful market entry.