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Supporting Pernod Ricard’s Chinese market entry

IN PARTNERSHIP WITH PERNOD RICARD

Industry

Food & Beverage

Services

Brand & Communication Strategy
Product Design & Strategy

Research Methodology

Ethnographic Observation & Interview
Focus Group

©Brandnographer

Brandnographer was tasked to help Pernod Ricard understand the China market, including essential Chinese values and standard consumer segments.

The Challenge

To ensure a sustainable business growth, Pernod Ricard introduced a value segment whiskey to China. It was imperative to identify a core consumer segment amongst China’s diverse middle class, that would not only approve of the offering’s flavor profile, but would be able to embrace the brand as an aspect of the consumer segment’s lifestyle.

Our Solution

Brandnographer identified strategic options through focus groups and ethnographic occasion visits. The team was able to build a solid understanding of Chinese consumers’ drinking behavior with a focus on identifying typical patterns among the potential target audiences.

Impacts

Brandnographer identified strategic options through focus groups and ethnographic occasion visits. The team was able to build a solid understanding of Chinese consumers’ drinking behavior with a focus on identifying typical patterns among the potential target audiences.

Impacts

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