Asian Food Brand Development

Asian Food Brand Development: The Market Research in New York

1. The title and brief description

- Asian food is the growing market globally. Compare to Western cuisines, many Asian cuisines have interesting and flavorful tastes that stimulates different palates including spicy, tangy, salty, sweet and umami tastes at the same time. In the U.S., the increase of people’s knowledge on different cultures through traveling abroad, the development of the Internet and social media, and the trend of foodism, Americans are now more open-minded and willing to learn about other cultures than at any time ever before. This is good timing to showcase new types of food and Asian brands in American market. I’d like to deliver a delightful gourmet experience

Design and Method

1) Market Research

i. To develop Asian food brand that is optimized in the American market, the market research needs to be scrutinized. I will conduct the research through various tools including reports from survey companies and business reports from consulting firms, to personally conducted surveys and interviews with ethnic grocery stores, for the solid marketing strategy. I will create a social media account related to Asian food to analyze Asian food trend in the social media.

ii. Things to be done:

 Creating and managing social media accounts to interact with

Unique Brand Identity is the core value of our brand. By purchasing our product, the customers can enjoy the ii. Things to be done:

 Global design trend research

 Logo design

 Package design

 Website design concept

3. Sources

1) Business reports

For the general market research, I’m reviewing the related reports conducted by research companies and survey companies, such as Mintel and Gallup. I expect the market research analyzed by professionals in the field based on statistics sources will helpful to learn the market insight and find the initial target segment. I will search reports in various categories with different searching keywords, such as region, generation, ethnic, food products, restaurants use patterns and cooking patters.

2) Academic thesis and journals

I expect that I can get insights about American food industry through dissertations and journals.

3) Field research

I will research food products in retail stores in New York, including major supermarkets, boutique food shops, ethnic supermarkets, and farmer’s markets.

4. Timeline W1 W2 W3 W4 W5 W6 W7 W8 W9 W10 W11 W12

Market Research

Industry Analysis

Marketing