Retail

Validating the Brand’s New Concept Among Post 90’s Generation for Brand Repositioning 通过测试90后消费者对某智能手机品牌新的品牌概念的认可度,来实现其品牌重新定位

客户是一家本土的智能手机生产厂家,想要了解其是否有机会定位为潮流品牌,是否可以用直卖的销售概念吸引年轻的消费者,以及品牌名称是否符合其潮流定位

Background

The client, a local smart phone manufacturer, wants to know if there is an opportunity for them to position as a trendy brand, if it is possible to attract young people with the concept of direct selling, and if the brand name suits its trendy brand position


Solutions

•    Evaluated the acceptance of trendy position

     --- What do young people think about "trend"

     --- What are the channels for young people to follow the trend

     --- If young consumers will be attracted by trendy smart phones

     --- Who are the young consumers that are willing to purchase a trendy smart phone

     --- What are the expectations of young people on the look and function of a trendy smart phone

•    Tested the "direct selling" concept

    --- What are young people’s perception of “direct selling"

     --- Who will be attracted by “direct selling” concept

•    Evaluated if the brand’s name has an impact on their trendy position

     --- As a trendy brand, will the name affect the purchase willingness of young people

     --- Which name is better to connect with the trendy position


Methodology

•    SmithStreet conducted in-depth interviews with 120 young people from Shanghai, Chengdu, Quanzhou and Yibin, and also did 8 consumer focus group


Selected Findings



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