We helped Shinho, a leading Chinese condiment brand, sharpen its position and connect with consumers.
The challenge
Shinho has been one of China’s leading premium condiment brands since 1992, yet consumers had no clear impression of it, and its awareness and recognition stayed low to mid compared with other major brands. With more media channels than ever, Shinho needed to understand its customers, its position among condiment brands, consumers’ main needs, everyday buying habits and where they get shopping information.
Our approach
Home visits in four cities in East China gave in-depth data on consumers in each city. We grouped segments by traits, values and consumption attitudes, spotted promising trends, and defined the role of each condiment in cooking and meals, then compared how competing brands are positioned and sold.
The result
A framework of key questions to guide Shinho’s market strategy and turn insight into action.
