Remember Apple and Sony's first confrontation? In the 1990s, both sides actively fought for the leading position in the music player market. Sony has been cultivating the music player market for many years and has accumulated more experience than Apple. However, in the end, it was like a tortoiseshell racing story and lost to the apple that came from behind. What is the reason? Regardless of feature richness or product quality, Sony is not inferior, but lost in a very subtle observation: ease of use. Apple's sharp consumer insights simplify complex product features, and the iPod disc's four-button combination with simple design has won consumers' favor.
The birth of a good product is by no means behind closed doors. Only by familiarizing ourselves with the market can we truly meet the needs of consumers. Market research is an indispensable tool in product development. Just like the bridge between production and consumption, brands can listen to the voice of consumers through market research. Consumers can also say through their investigation: “What exactly do we want?†For brand managers, developing new products During the process, how can market research investigate how to seize consumers and create hot products for brands?
Trend Research: Mastering the pulse of the market "Healthy and Healthy" McDonald's VS "Real Consumption" Moss Fast food leader McDonald's, observed that more and more consumers in the market are excluding fast food because of health considerations. Based on such consumption insights, McDonald's has integrated the "Lohas Health" attitude into the spirit of the brand, echoing the trend of healthy eating.
The first is innovation at the product service level. Consumers are afraid of too much heat? McDonald's has developed "Apple Fries", which replaces fried French fries with fruit slices to provide consumers with healthy eating options. In addition, McDonald's also marks the nutritional content of each product, and fills a day's required nutrition scale, so that consumers can self-control health. Then, in terms of channel management, McDonald's also actively strives for "look and enjoyment". Since 2010, McDonald's has sold NT$1 billion and plans to create 100 new concept stores in Taiwan. It has changed the noisy and monotonous dining space of fast food restaurants. Even if consumers eat fast food, they have a leisurely afternoon tea. enjoy.
What is Mos Burger, a fast food brand from Japan? Unlike Mos Burger, which is the biggest fast-food brand, except for its strong Japanese flavor, it focuses on exquisite lines and does not appeal to the general public on the part of customers. However, what does this group of highly-consuming consumers care about? They don't mind spending more money, but they care about their "real goods" and pay attention to "real consumption." So Moss Burger introduced the production process and the contract farm system, using organic ingredients and launching green menus.
The same are all fast food brands, but McDonald's and Mos Burger are based on different brand positioning, find market trends that suit their own development, and develop products with brand features. Behind these marketing strategies is relying on accurate market research, exploring consumer changes, and identifying market growth opportunities.
Product research: Exploring consumer insights The notion of ginger, which is not afraid of the cold, is not enough for consumer insights. How can a brand concretize abstract concepts and apply them to product development? Japanese food company Yong Gakuen’s “No Missing Cold Miss†fast food cup soup has not only maintained sales success in the highly competitive convenience store channel since its launch in 2007, but its unique “Ginger†cup soup has also broken the commodity cycle. The rules, since the listing, sales have grown steadily so far. There are numerous health and beauty products targeted at young women on the market. How did Yonggu Park rely on a series of fine market researches to find out the concept of “make consumers not afraid of cold�
Observing the growing health awareness of consumers, Yonggu Park conducted a survey on the health concerns of young women aged 20 to 30 years: "Shoulder acid, low back pain" accounted for 60.3%, "dry skin, dark spots" accounted for 46.5%, and "hands and feet" "Icy" accounts for 39.4%. However, there is no beauty food developed for the symptoms of women's “cold hands and feet†on the market. This is a brand new opportunity for Yonggyu Garden.
Yonggu Park found "Ginger" as the main selling point of the product and solved the problem of women's cold hands and feet in the winter or summer air-conditioned room. However, before educating consumers about the unique effects of ginger, the marketing staff of Yonggu Park must thoroughly investigate the characteristics of ginger.
Yonggyu Park established the “Ginger Departmentâ€, which spans across various departments such as product development, planning, and sales to collect any knowledge related to ginger. In addition to researching the recipes and eating methods of various ginger foods, YKKG has also invited consumers to join the survey and engage in in-depth communication with consumers through in-depth interviews, trials, and sharing experiences with ginger. Yonggyu Park also uploaded the survey results to the company's ginger department website, and netizens motivated the latest ginger ideas, and they were constantly informed of consumer reactions. So far, Yonggyu Park has developed a total of 16 ginger products, including the "Missing Cold Miss" ginger cup soup series and other beverages.
For the average company, online surveys are not a fresh method, but Yonggul Park has accumulated the results of each online survey. It not only attracted a group of fans who love ginger, but also the brand can immediately grasp the consumer's product. Reaction. Apart from the investigation, it also promoted the function of ginger.
The birth of a good product is by no means behind closed doors. Only by familiarizing ourselves with the market can we truly meet the needs of consumers. Market research is an indispensable tool in product development. Just like the bridge between production and consumption, brands can listen to the voice of consumers through market research. Consumers can also say through their investigation: “What exactly do we want?†For brand managers, developing new products During the process, how can market research investigate how to seize consumers and create hot products for brands?
Trend Research: Mastering the pulse of the market "Healthy and Healthy" McDonald's VS "Real Consumption" Moss Fast food leader McDonald's, observed that more and more consumers in the market are excluding fast food because of health considerations. Based on such consumption insights, McDonald's has integrated the "Lohas Health" attitude into the spirit of the brand, echoing the trend of healthy eating.
The first is innovation at the product service level. Consumers are afraid of too much heat? McDonald's has developed "Apple Fries", which replaces fried French fries with fruit slices to provide consumers with healthy eating options. In addition, McDonald's also marks the nutritional content of each product, and fills a day's required nutrition scale, so that consumers can self-control health. Then, in terms of channel management, McDonald's also actively strives for "look and enjoyment". Since 2010, McDonald's has sold NT$1 billion and plans to create 100 new concept stores in Taiwan. It has changed the noisy and monotonous dining space of fast food restaurants. Even if consumers eat fast food, they have a leisurely afternoon tea. enjoy.
What is Mos Burger, a fast food brand from Japan? Unlike Mos Burger, which is the biggest fast-food brand, except for its strong Japanese flavor, it focuses on exquisite lines and does not appeal to the general public on the part of customers. However, what does this group of highly-consuming consumers care about? They don't mind spending more money, but they care about their "real goods" and pay attention to "real consumption." So Moss Burger introduced the production process and the contract farm system, using organic ingredients and launching green menus.
The same are all fast food brands, but McDonald's and Mos Burger are based on different brand positioning, find market trends that suit their own development, and develop products with brand features. Behind these marketing strategies is relying on accurate market research, exploring consumer changes, and identifying market growth opportunities.
Product research: Exploring consumer insights The notion of ginger, which is not afraid of the cold, is not enough for consumer insights. How can a brand concretize abstract concepts and apply them to product development? Japanese food company Yong Gakuen’s “No Missing Cold Miss†fast food cup soup has not only maintained sales success in the highly competitive convenience store channel since its launch in 2007, but its unique “Ginger†cup soup has also broken the commodity cycle. The rules, since the listing, sales have grown steadily so far. There are numerous health and beauty products targeted at young women on the market. How did Yonggu Park rely on a series of fine market researches to find out the concept of “make consumers not afraid of cold�
Observing the growing health awareness of consumers, Yonggu Park conducted a survey on the health concerns of young women aged 20 to 30 years: "Shoulder acid, low back pain" accounted for 60.3%, "dry skin, dark spots" accounted for 46.5%, and "hands and feet" "Icy" accounts for 39.4%. However, there is no beauty food developed for the symptoms of women's “cold hands and feet†on the market. This is a brand new opportunity for Yonggyu Garden.
Yonggu Park found "Ginger" as the main selling point of the product and solved the problem of women's cold hands and feet in the winter or summer air-conditioned room. However, before educating consumers about the unique effects of ginger, the marketing staff of Yonggu Park must thoroughly investigate the characteristics of ginger.
Yonggyu Park established the “Ginger Departmentâ€, which spans across various departments such as product development, planning, and sales to collect any knowledge related to ginger. In addition to researching the recipes and eating methods of various ginger foods, YKKG has also invited consumers to join the survey and engage in in-depth communication with consumers through in-depth interviews, trials, and sharing experiences with ginger. Yonggyu Park also uploaded the survey results to the company's ginger department website, and netizens motivated the latest ginger ideas, and they were constantly informed of consumer reactions. So far, Yonggyu Park has developed a total of 16 ginger products, including the "Missing Cold Miss" ginger cup soup series and other beverages.
For the average company, online surveys are not a fresh method, but Yonggul Park has accumulated the results of each online survey. It not only attracted a group of fans who love ginger, but also the brand can immediately grasp the consumer's product. Reaction. Apart from the investigation, it also promoted the function of ginger.
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