Spire held face-to-face in-depth interviews with major specialty syrup producers, importers, distributors and industry experts. Telephone interviews were also conducted with major end-users of functional maltose syrup, including confectioneries, beverage producers, dairy products manufacturers, pharmaceutical companies, etc. Secondary research were carried out as well.

The study suggested that the Chinese market lacked an understanding of specialty syrups and required education from our client for the growth opportunity to materialize.

Project deliverables included a report detailing:

• Current and forecasted market size for specialty syrup
• Local practices and government regulations
• Market segmentation by product categories, customer segments and geographic regions
• Current applications and functions of functional maltose syrup within each end customer segment
• Required functional maltose syrup composition for various applications and functions
• End-users’ awareness of other functions of functional maltose syrup not currently exploited and the degree of receptivity to these new functions and applications
• End-users’ purchase and usage patterns, decision making dynamics and satisfaction with current suppliers/brands, unmet needs
• Profile of key specialty syrup producers

Spire conducted secondary research pertaining to the raisins market in ASEAN for hypothesis generation and to aid questionnaire design.

In-depth interviews were conducted with experts and trade customers, spanning importers, wholesalers, retailers, bakeries, confectionaries, food manufacturers and food-service providers. This was carried out in conjunction with retail observation at outlets selling raisins and raisin-containing products. On the basis of the research conducted, Spire then assessed the strategy and activities of the association’s appointed marketing consultant in Southeast Asia.

Our client used Spire’s report to evaluate its level of investment and adjust marketing and promotion activities accordingly for each market.

Project deliverables included a report that included:

• An analysis of salient features of the market landscape for the raisin trade, including prioritization of key vertical segments
• Recommendations for trade and consumer marketing activities that would yield the best return on investment (ROI)

Spire conducted in-depth face-to-face interviews with brewers and importers of local and international beers, trade development agencies as well as relevant food authorities across Tier 1 and Tier 2 parts of China. Interviews with channels including on-site consumption channels and retail outlets were also held to assess the pricing and receptivity of the products.

The client used our report to develop a business plan and an entry strategy for the Chinese market.

Project deliverables included a report detailing:

• Market size and forecast for international beer as well craft beer
• Assessment of the supply chain and channel strategy to distribute craft beer
• Competitor analysis including benchmarking activities of the top international beers in China
• Customer analysis to assess the value attributes and relevant messaging
• Assessment of CSIs and standards required in China

Spire conducted face-to-face interviews with institutional customers (medical institutions and retail channels) to understand the client’s sales force performance versus the competitors’ across various modern and traditional channels. Our consultants also approached industry sales representatives, ranging from sales managers, supervisors and medical representatives to sales promotion staff, to elicit insights on best practices.

Our client used Spire’s report to implement improvements to its sales force organization structure and management in terms of new recruitment and deployment, remuneration principles and field strategies at hospitals and modern channels.

Project deliverables included:

• An analysis of overall infant nutrition market trends in Indonesia, competitor profiles, industry best practices
• Spire’s recommendations for competitor threat response

After gaining an overview of the nut industry in Asia through secondary research, Spire conducted in-depth interviews with participants involved in the edible nut value chain, including importers of raw nuts, food manufacturers, retailers and bakery store operators in the food service industry, as well as exporters outside the US. Simultaneously, consumer surveys were also conducted via street intercepts at major shopping centers or retail districts frequented mainly by middle and high income consumers, in Malaysia, Thailand, Singapore, Indonesia, Philippines and Vietnam.

Our client used Spire’s report to review its level of advertising and promotion investment in Southeast Asia and adjust marketing activities so as to optimally address opportunities in key segments.

Project deliverables included:

• An analysis of snack-food value chain characteristics in each country, competitive success factors in marketing to the trade (bakeries, manufacturers, etc.)
• Spire’s recommendations on marketing activities yielding the best return on investment (ROI)

Spire undertook secondary research to understand the overall market environment and trends for the snack food market in China, in particular, biscuits. Our consultants identified and screened potential partners for branding, packaging design, advertising and distribution.

Mystery shopping and retail observations further enabled a better understand of market pricing, promotional and placement strategies of incumbent competitors. Based on our client’s brief, focus group discussions were also conducted with middle-income consumers in Shanghai and Guangzhou to identify snack preferences and elicit feedback on the proposed product concept, packaging, prices and brand names.

Spire’s findings and recommendations enabled our client to decide on its positioning, pricing and preferred channels for market outreach. Spire’s recommendations for potential partners also enabled our client to implement a swift go-to-market execution.

Project deliverables included:

• Profiles of recommended business partners, assessment of consumer attitudes towards the new product vis-à-vis competing products
• An analysis of the strategies of successful brands.