Demonstrating the potential on new product development for Kraft Heinz in China

Kraft Heinz in China product development
The brand turned to Kantar Marketplace for rapid, actionable concept testing fit for a dynamic market.
Jing Jane, Consumer Marketing Insight Head, Kraft Heinz China“Thank you, Kantar team for your impressive work on recent concept testing using Concept eValuate on Kantar Marketplace, including your proactive thinking on the study design, questionnaires and outputs. Support for our new product launch was really agile, with concept test results ready in approximately one week.”

Challenge

Kraft Heinz has plans for strong growth in China and delivering winning new product development (NPD) is crucial to achieve this. The organisation relies on concept testing to ensure NPD launches will outperform FMCG benchmarks to validate likelihood for success. Given the dynamic nature of the Chinese market, agility and actionable insights are of critical importance.

Approach

With the key need of agility, Kraft Heinz undertook a pilot Concept eValuate test for an important new product launch. The study was used to evaluate the agility of the Kantar Marketplace platform as well as provide actionable insights using the Concept eValuate solution. Following the pilot study, all concept testing undertaken by Kraft Heinz has leveraged this solution.

Insight

Using Kantar Marketplace, Kraft Heinz was able to benefit from a validated, best-in-class concept testing solution that importantly delivered insights within one week. With the flexibility to include additional customised questions, the Kantar service team can recommend questions to be included to provide clear, actionable insights.

Impact

Kraft Heinz have now adopted the use of Concept eValuate on Kantar Marketplace for all their agile NPD concept testing needs. This allows Kraft Heinz to go to market with greater confidence that new product development launches will help to achieve their goal for strong growth in China.

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