Chinese Marketing Strategy development for Jersey Dairy – Minioti
BRIEF
Minioti, a healthy ice cream made of natural ingredients, wanted to expand the brand into the China market, after successfully launched in the UK & Europe. Whist the Minioti had brief knowledge of the Chinese market, Comms8 was entrusted to gather market insight and develop a long-term marketing strategy to prepare the team for the expansion.
STRATEGY
Industry-focused market research: In order to dive deep into the consumer’s behaviours of ice cream consumption in China, we developed a series of market research questions and conducted a focus group discussion and online survey to reach the target audience.
Long-term marketing strategy planning: With the insights gathered from the market research, we complied a market entry pack for the Minioti team – focused on the 4Ps of price, package, promotion & product. We worked closely with their global HQ team to develop a long-term marketing and content creation strategy, with key visuals, message and localised content.
RESULT
Our marketing strategy boosted Minioti’s sales by 120%, a significant improvement.