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PPT-Final
- 2. S GROUP N°2 KATHLEEN COLLERY GEOFFREY GARNIER GUILLAUME CHAMPIGNEUL XIAOTONG WANG ADRIEN COLIER SEGOLENE CLAUDEL
- 3. S How to present the idea of Meltwater to Chinese customers ? Big bottle in companies Cinemas Waiting area in airport Sponsorin g : sports events, fashion shows Product placement in videos Mainly big cities Official water for Chinese political meetings Airlines officilal water Social Media Celebrity and influencer Initial question: a focus of research
- 4. Sample (who, where,why) WHO WHERE WHY International students in China In China by text messages & call Living in China for few months, can compare European & Chinese water market (European point of view) Family and friends of Chinese people In China by text messages & call Know the Chinese culture & give us an insight of the water habits (consumption) Chinese exchange students in France Schools & universities Chinese people in Dijon (owner of shops, tourists) Restaurants, grosseries, tourist shops
- 5. Analysis: key observation, insights, customer needs Observation Interpretation / Insight Need Curious, open-minded, welcoming SHARING FEEL THE BENEFIT Water is important Difference between cold and warm water Big bottles for families HEALTH AWARENESS Drink water for health Tap water Warm water IDENTIFICATION / ATTRACTIVITY Pollution conciousness TRADITIONS AND HABITS Vision of water is different in China Natural water Prefer glass bottle for 1L Young people drink less tea NEWNESS AND TREND What they see is more important than what they feel Warm water is better for health AVAILABLE ONLINE International brand for rich people Not buying too much in supermarket CONVENIENCE Renounce to use senses to purchase Packaging interest
- 6. Our problem statement SChinese customers need a way to connect visually because what they see is more important than what they feel
- 7. Our solutions & prototypes Countries Famous Monuments LITHUANIA Trakai Castle RUSSIA Kremlin of Moscou HOLLAND The windmills of Kinderdijk PORTUGAL Tramway of Lisbon GREECE Acropolis of Athens ITALY Leaning tower of Pisa UK Big Ben FRANCE Eiffel Tower DENMARK The little mermaid BELGIUM Manneken-Pis GERMANY Brandenburger Tor
- 8. Prototypes
Hinweis der Redaktion
- After the call we received from Aiva and regrouping all the information we heard, three questions stood out: How to enter the Chinese market? How to present the idea of Meltwater to Chinese customers? How to communicate the idea of Meltwater to Chinese customers? Our team decided to focus on the communication aspect, how could this company communicate its innovative idea to this new market and how it will make the Chinese customers be interested in and buy it. After having chosen our research question, we asked ourselves another question: “What would you like to understand better today?” This question was a new way of thinking to have a deeper focus on this subject. We looked at three main topics that we have to understand better to find our research. These topics were the company, the process and product, and the market; the current one with Lithuania and Dubai and the future one with China. Our team had many interrogations for these three topics and we decided to focus more on the Chinese market especially on the potential cultural differences. Indeed, we would like to better understand the way of living of the Chinese people, with their habits and tradition considering the consumption of water or other drinks. By understanding that, we would begin to think about a way to create something that corresponds to them.
- For a better understanding of the Chinese market and consumption habits in China, we decided to focus on how they perceive a product and how important it is to it. We wanted to understand how water is consumed in China, how often, what preferences, etc. To understand how Chinese people perceive water and bottled water, we have decided to meet Chinese cooker, students and retailers here in France. In addition to having an external view of the water consumption patterns in China, we got closer to French students studying in China. Our questions did not have a formal aspect; it was rather an open discussion, allowing us to better understand the personality and feelings of our interlocutors, facing our questions. What we retain: Simplicity of communication and exchange Want to help us Tap water is prioritized (cooking, tea) Preference for glass bottles (reusable, more modern and prettier) Preference for hot water (high importance of tea in Chinese culture, at all meals) Preference for flat and non-gaseous water Search for family size bottles for the home Willingness to be unique and buy something unique Importance of the appearance of the product (colour, shape, logo, message) As a result of these interviews, we realized that Chinese consumers do not waste time on the shelves of a store, they spend very little time on products and want to buy a product rather than a product Depending and its general appearance. There is no need to create a feeling of affection or appreciation for the products (touching aspect, material, reliefs etc). The intention to buy is almost without feeling, only via the attractiveness of the water bottle (attract the eye, originality, strong colours, design etc.)
- We decided to start from the Chinese culture to learn further of Chinese consuming behaviour, drinking habits and other facts may influence people’s choice of water. So we went to our school and some restaurant shops to interview Chinese people and some international students who ever been to China. Our Chinese members also do the interview among her friends and families in China. ----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- A) Observation: During the interview we found that Chinese people are very friendly and cooperate. They are happy to sharing their culture and give information. And also they like to sharing drinks among friends and families. Interpretation/Insight: Sharing Need ----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- B) Observation: Drinking water is considered as a healthy lifestyle. Because of the pollution, people would buy pure water more for the health rather than basic need Interpretation/Insight: Drinking water for health Need: Feel the benefit ----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- C) Observation: Chinese people prefer warm water or tea rather than cold water. And in daily people would just use tap water rather than buying in supermarket Interpretation/Insight: Vision of water is different in China ----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- D) Observation: Through interview we also learn that only people have the purchasing power would buy international brands. And packaging is important for choose. Glass bottles can make people feel more class and quality Interpretation/Insight: What they see is more important than what they feel Need: Identification and attraction ----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- E) Observation: Chinese customers already get use to purchase on line rather than traditional way Interpretation/Insight: Renounce to use senses to purchase Need: Available online -----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------
- As the table shows above, we want to focus on “How to connect visually to Chinese customers”. Because Chinese people who will buy this water must have a certain degree of education and purchasing power, so whether they buy it for themselves or for gifts, Chinese people don’t just buy the products, but also “face”, to feel unique and special from others. So first it should make customers feel worthy visually. And we also got a lot of responds that if there is a new brand and product in the market, they would be more interested in which has attractive packaging. Sometimes especially Chinese girls would buy products only for the packaging if it’s pretty enough. We draw 2 statements: -- Customers need a way to feel the benefit because they drink water for health. -- Customers need a way to connect visually because what they see is more important than what they feel. We will focus on the second statement.
- After having decided that our new problem statement will be concentrated on the visual aspect of the products, we have brainstormed on two different questions: “How to make Chinese customers connect visually” and the contrary “How to avoid visual connection with Chinese customers”. This brainstorming brought us many ideas and we choose our top three: there were a Prism bottle, a bottle with a laser on the bottom and a thermos bottle. To respect the specifications of Aiva, we couldn’t really modify the bottle, the shape or the design of the product. So we decided, instead of changing the product already existing, to create a kind of Limited Edition of glass bottles, which will go with the current line of product. After having feedback that a Limited Edition about the Chinese most important events, as New Year or Valentine’s Day, will not have the effect researched, we thought about making a link between China and Europe, by having important European monuments on each bottle. Indeed, we thought that by creating this Limited Edition, Chinese customers would have the feeling to buy something unique and classy. This line of product will be a collection and could be offered as gift or kept at home for reuse. Moreover, these bottles could play the role of memories; if a Chinese has been to France once, he will be more attractive and affected to buy a bottle with the Eiffel Tower on it. We asked Chinese in our class, families and friends (Chinese or not) and we had most of positive feedbacks either on the visual or sentimental aspect of the product. They found the prototype unique, pretty, smart and attractive.