Marubi Biotechnology Co., Ltd. - Mystery Shopper Monitoring Study on Product Display Conditions
Company overview
Marubi is a leading Chinese skincare brand specializing in eye care, and it operates the largest global eye skin research center. Leveraging its outstanding R&D capabilities and extensive market distribution network, the company has established over 1,000 department store counters and 15,000 premium franchise outlets across China, with its commercial network covering the entire country. As a nationally recognized high-tech enterprise and holder of a well-known Chinese trademark, Marubi has repeatedly ranked among the 'Top 500 Most Valuable Chinese Brands' and the 'Global 100 Top Beauty Brands.' The brand holds a significant position in both domestic and international cosmetics markets...
Research background
In 2016, Marubi launched a nationwide 'Eye Cream Festival' brand campaign to further solidify its leadership position in the eye care market and expand its brand influence. However, facing a vast sales network and complex store display standards, the brand urgently needed a scientific and objective monitoring mechanism to ensure consistency and effectiveness in the execution of promotional materials at the retail level, thereby achieving dual objectives of brand promotion and sales performance.
Research scope
In August 2016, CEIDEA Research was commissioned by Guangdong Marubi Biotechnology Co., Ltd. to conduct a mystery shopper monitoring project covering 19 provinces across China. The research team conducted on-site visits and photo documentation of the placement and usage of eye cream festival-related promotional materials in various Marubi stores. The monitoring scope included promotional materials, experience kits, sample packs, counter displays, banner advertisements, price tags, and the compliance of Beauty Advisors (BAs) with brand image standards. The project employed a standardized scoring system to quantitatively evaluate each display standard and conducted classification analysis of deviations in execution.
Expected outcomes
Through this mystery shopper monitoring initiative, Marubi's headquarters will gain an accurate understanding of the actual implementation of eye cream festival promotional materials across all stores nationwide, identify issues and disparities in local execution, and provide reliable and actionable data to support future unified execution of large-scale promotional campaigns, optimize promotional material management, and guide sales team training. The monitoring report will also serve as a basis for the brand to develop more efficient market strategies, enhance the terminal brand image, and improve consumer experience, thereby contributing to the continuous expansion of brand influence.
Scan to add our research consultant