Hanmi Group - Market Entry Research for New Infant and Toddler Care Products
Company overview
Hanmi Group was founded in 1973 and is headquartered in Seoul, South Korea. The company specializes in the research and production of prescription pharmaceuticals and has, over several decades, evolved into one of Asia's leading comprehensive pharmaceutical enterprises. Hanmi Group possesses exceptional R&D capabilities across multiple therapeutic areas, including antibiotics, cardiovascular diseases, digestive disorders, oncology treatments, and pediatric medications. It holds over 280 patented technologies and its products are distributed in numerous countries and regions worldwide, enjoying strong market presence and brand recognition across Asia.
Research background
With the rapid growth of the maternal and infant consumption market and increasing consumer awareness regarding the safety and quality of infant and toddler products, Hanmi Group plans to expand its business portfolio and make its first foray into the infant and toddler personal care sector. Although Hanmi has a strong technical foundation and established brand presence in the pharmaceutical field, it remains a newcomer in the infant care market. Therefore, prior to product launch, the company urgently requires market research to understand target consumers' acceptance levels and brand perception effectiveness, evaluate the market fit of new products, and identify core consumer needs—enabling the development of more targeted marketing strategies.
Research scope
In 2019, CEIDEA Research was commissioned by Hanmi Group to conduct an extensive market study across nine major Chinese cities, focusing on nine newly developed infant and toddler personal care products. This research employed a combined approach of on-site testing and retention testing, establishing a new product evaluation framework based on consumer usage feedback. The study aimed to deeply understand consumers' actual usage experiences, functional perceptions, packaging acceptance, and preferences for scent, as well as assess first impressions, trust levels, brand associations, and brand communication effectiveness. Additionally, NPS (Net Promoter Score) was used to evaluate consumer purchase intent and likelihood of recommendation. The research also collected extensive feedback on product optimization directions, usage detail improvements, and brand communication recommendations, providing actionable insights for future brand promotion and product iteration.
Expected outcomes
This research is expected to comprehensively reveal consumer acceptance and authentic usage experiences of Hanmi's infant and toddler personal care products, clearly mapping the consumer's overall brand perception. By leveraging key metrics such as NPS, the effectiveness of market promotion and customer loyalty will be measured. The final research report will provide Hanmi Group with systematic recommendations across multiple dimensions—including product function design, packaging optimization, pricing strategy, and brand communication—enabling the company to rapidly establish brand influence and achieve sustainable growth in the emerging market.
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