TARGETING CHINESE CONSUMERS IN REAL-TIME
STRATEGY AND TEAM LEAD | STUDIO RED AT ROCKWELL GROUP
DRIVING SALES In 2005, Coca-Cola was focused on China, its fifth largest market -- looking for ways to further drive sales complement lagging traditional media channels, strengthen relationships with retailers all while providing a compelling brand connection with consumers through innovative, digital in-store marketing.
ENVISIONING AN INTEGRATED SOLUTION As the strategy and team lead, I leveraged insights from previous research to craft the plan for a week-long research and ideation trip including clients and our interdisciplinary design team. Once in Shanghai, I led the group in field immersions. We conducted in-store observations and interviews of stakeholders across key retail channels and gathered insights to establish a vision for an integrated solution across channels.
RAPID PROTOTYPING We identified market segments and generated brand activation ideas across all retail touch points to meet the needs of Coke’s network of constituents – from corporate, customer to consumer. The culmination of our intense seven-day charrette, was testing our scenario-driven prototypes in focus groups (on day 6), which were presented to Coca-Cola China marketing, bottling, channel and consumer insights teams (on day 7). The success of this brief immersion was proven by its quick approval by all to move to subsequent phases of development. Once back home, we continued to refine our physical and digital prototypes for market testing, which led to the implementation of our work in first-tier cities in China.