Cultural Value Alignment
Tenute Piccini Italy
BRIEF
An Italian-International company Tenute Piccini had approached us to explore the potential growth of their wine products in mainland China. After partnering with a local distributor for 10years, our client had found themselves falling behind when the wine & spirit market in China peak out year after year. Hence a Market & User research project had been commissioned to understand the local industry landscape & understand how the Chinese market reacts to their product & brand.
“CAPTURE THE HEARTS AND SOULS OF
NEW GENERATION CHINESE CUSTOMERS & FALL IN LOVE WITH ITALIAN WINE”
RESEARCH PLAN
The research project consists of 3 main pillars, Consumer, Competition & Context. For Competition & Context were done via desktop research to help the client make sense of this foreign landscape, competitors & external trends that will cause business impact.
And the various type of remote primary research was done to Identify appropriate consumers who consume grape-wine regularly in specified regions by providing a 'Lifestyle Probe', a guided self-reporting research approach along with in-depth interviews to have a holistic understanding of consumers:
1. Conceptions, values, views & preferences about the different types of wine, and the reasons behind their choice.
2. Behaviour, consumption habit, preference of grape-wine and corresponding lifestyle of wine-drinking.
3. Their knowledge and perception of the Tenute Piccini brand, and its product/service offerings, as well as their views about the packaging and promotional/marketing channels.
INSIGHTS
From our research, the Chinese market perception of wine could be summarised with the strong statement of
“Wine is the Delicacy of life” perfectly. Where we broke down the intentions from each consumer group, reflect on their wine preference, purchase & consumption behaviour to their lifestyle / social circle & values within inorder to recommend Piccini's next step.
FACE & PRIDE
- Knowing VS Linking Wine
- Fear of Failure
- Drunks & Alcoholics
INSTANT PLEASURE & EXCITEMENT
- Healthy & Cultural Exploration
- Chinese Palate
- Knowledage & On Demand Lifestyle
CHINESE CULTRUAL NORM
- Purity = Quality
- Less is More
- Delicacy of Life
SOLUTION
DESIGN DIRECTION
Chinese Palate
Accommodate the Chinese conception of flavour and wine preferences by developing a new product line to provide sweeter & fruitier wine with more focus on specific grapes.
Delicacy of Life
Provide an immersive Italian wine experience in a concise, convenient and interactive way to socialize and share the sense of connections.
Carefree Environment
Focus on providing relevant guidance and nurturing of error-free environment where the consumer would be able to explore and express themselves.
SOLUTION
We suggested a product-driven approach, as we believe taste adjustment and product redesign will be the best. By introducing a new line, that communicates and distribute via a new range of channels that will be reflective and related to the target consumers driving continues consumption.
DELICATO is a new line of product for Piccini, a family-based Italian Winery that targets to penetrate China market. It focuses on a new mix of wine that is more focus on the Chinese palate while providing a fun and error-free environment for the consumer to express themselves while indulging in the taste & knowledge of Italian wine culture.
The existing packaging does not provide enough info for the layman consumers to decipher the content within and we are aiming to provide a way to decode. Allowing consumers to determine their palate preference, explore challenging but relatable style within their safety zone with both flavour & price bracket.
The pivotal point of our new packaging will be the introduction of 4 small bottles of pure grape wine, allowing the consumers to learn the speciality of each grape. Along with the info guide & group games within the package, it enables a nurture error-free environment, encourage self-expression and exploration of Italian wine and people.
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