BACKGROUND & OBJECTIVES
Major Fine China Dinnerware Firm
Faced with flat to declining sales trends
OBJECTIVE: understand the formal versus casual dinnerware market in order to develop market and product strategies
METHODOLOGY
Conducted qualitative research and synthesis of prior research as input to research design and questionnaire
Online quantitative survey
Information collected: category usage, attribute importance, brand attributes, purchasing behavior, bridal registration, channels, need states and demographics
Segmentation developed based on attitudes and need states
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To learn more, please contact:
Blair Peters, Senior Partner
blair.peters@solutionpartners.com
336-255-3077
RECOMMENDATIONS
& RESULTS
Identified fine china usage and purchasing barriers
Recommended communication strategy to encourage greater use of fine china
Identified key targets and strategies for both formal and casual dinnerware
Firm introduced new casual dinnerware line based on identified need states, design and product requirements
Identified cross-purchasing and marketing relationship opportunities
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