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CASE STUDY

All the tea in China: a sponsored MBA consultancy project with a truly international flavour.

Renowned for creating hugely influential branding, marketing and packaging design, DECIDE. (formerly tdg) were looking to gain new insights into the world’s fastest growing market – China.

The perfect blend

DECIDE. approached Durham University Business School for help. We worked together to develop the scope for a sponsored MBA consultancy research project to investigate key cultural influences, behavioural trends and society norms in China – in the context of purchasing decisions for Fast Moving Consumer Goods (FMCG). The project fed into a ‘live’ project for a high-profile client who was redesigning their signature range of teas for an international audience.

A strong combination

The success of this particular project paved the way for similar scopes being commissioned in different overseas markets...

Using their own contact network, in combination with valuable market knowledge, the MBA student gathered research for the final business report through first-hand interviews across four essential groups – shopper, consumer, retailer and FMCG business. As a result of this and other sponsored projects, DECIDE. and the Business School have developed a strong relationship, contributing to the success of later qualitative focus groups to gain feedback from Chinese consumers.

Michael Pagan, Associate Director, Strategy & Planning at Decide. says, “The success of this particular project paved the way for similar scopes being commissioned in different overseas markets across Europe, North America and Asia and with our 'cultural studies' programme now entering its third year with the current MBA cohort, DECIDE. continues to gather valuable insight which informs our design work.”

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