Success Case Study: Giving Baby Care – Winning safety-conscious parents with “natural” credentials

Date: 2015-11

A new baby care brand in China has built itself an image of quality and trustworthiness by offering products specifically formulated for the target consumer, resulting in an impressive gain in market share. Brand guardians can significantly benefit from developing an in-depth understanding of the reasons for the success or failure of new product launches or marketing campaigns.

Key Findings
– Giving was able to identify Chinese consumers’ need for trust and transparency, natural tailor-made formulas, effectiveness, and simplicity when they shop for baby care products, which has helped the brand achieve initial success.

– Baby care is one of the key markets for growth in China, which means competition is getting stronger than ever. Brands need to gain better understanding of their target audience and address market threats in order to survive and grow.

– Success Case Study: Giving Baby Care focuses on how Giving, being a new entrant to the baby care market in China, has successfully appealed to Chinese parents with accurate consumer and market insight.

– Use Canadean’s selection of successful and failed product launches and marketing campaigns from across the globe to inspire innovation.

– Reduce the risk of failure by learning from brands/products that have underperformed: failed innovation can severely impact profit and reputation.

– Understand the relevant consumer trends and attitudes that drive and support innovation success.

– Gain a broader appreciation of the fast-moving consumer goods industry by gaining insights from both within and outside of your sector.

– Access valuable strategic take-outs to help direct future decision-making and inform new product development.”

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