French charcuterie for China’s pork lovers
The brief
A major French charcuterie maker was months away from launching in mainland China and needed to adapt its marketing mix to Chinese shoppers. It wanted to understand their needs, expectations and reasons for buying pork, and to get the details right for launch: pack design, communication and point-of-sale material.
Why it was hard
China eats more pork than any other country, so shoppers know exactly what they want from it, and food safety is never far from their minds. Pre-packed French charcuterie was an unfamiliar format, and shoppers weigh quality and safety against price in very different ways.
How we did it
We started in the shop and the kitchen. On accompanied shopping trips, the client’s team watched how shoppers approach packed pork: their impressions of the category, their concerns, how they choose and how much the brand matters. In-home interviews then went into fridges and food stores to understand the role pork plays in daily meals and what drives people to buy it.
Next came four focus groups in Shanghai and Beijing, split between quality-driven shoppers and those balancing quality against value. The groups tested the client’s value proposition on food safety and quality against price, and compared four pack designs and logos. Each respondent’s first reaction was captured before discussion, so the group could not sway it.
What the client got
The most appealing pack, product range and communication for Chinese shoppers, and a clear basis for its launch.
What it shows
We take a client from the shop floor and the family fridge all the way to a launch-ready pack.
Services: ethnography and accompanied shopping · focus groups
