The 20 teams of the 2022 Fudan MBA iLab Business Consulting Projects have completed their mid-term report. Teams working with Chen Ke Ming Food, Shanghai Huili Group and Shanghai Yimin No.1 Foods have been working on new market strategies for these time-honored Chinese brands .
The Chen Keming Food team aims to study the effectiveness of using celebrities and cartoon IPs in the consumer communication. By comparing with celebrity branding strategies of other top food brands, the project team has provided valuable suggestions for the enterprise.
The Shanghai Huili Group team helps coming up with product development strategies and marketing strategies for Huili to enter the clothing business. The team has carried out an in-depth research on the apparel industry and finished the STP ( Segmentation, Targeting and Positioning) analysis. Next, the team will improve the target customer profile through questionnaires, interviews, on-site visits, etc., and find out customers' expectations for Huili the brand as well as for Huili clothing.
The Shanghai Yimin No.1 Foods team has been focusing on the upgrading of Bright, the ice cream brand. The team has carried out a market research, created the customer profile, completed the analysis of competitors, especially emerging brands and overseas brands, and recommended self-media marketing to the enterprise.
