Of course. As a seasoned consultant, I can see you're dealing with a classic brand health and market positioning problem. It's a common and critical challenge for established companies like CP Group (Zhengda). Providing your client with a clear, actionable strategy requires a structured research approach.

Here is a professional business research proposal designed to guide you through this process.

Business Research Proposal: Understanding Consumer Perspectives on Zhengda Products

This proposal outlines a two-phase research plan to analyze Zhengda's brand position in the Chinese food market and deliver strategic recommendations.

1. Understanding the Core Problem and Defining the Goal

• User Profile: You are a junior consultant tasked with providing a clear research plan for a major B2C food industry client. You need a structured, defensible methodology to guide your work and deliver actionable insights.
• Problem Category: This is a Brand Health Assessment and Competitive Positioning analysis.
• Industry: B2C Consumer Packaged Goods (CPG) in the food sector.
• Final Research Output: The ultimate goal is not just a report of findings, but a strategic playbook for Zhengda's brand and marketing teams. The final deliverable should include:
  1. A detailed SWOT (Strengths, Weaknesses, Opportunities, Threats) analysis of the Zhengda brand across the specified food categories.
  2. Identification and detailed personas of 2-3 primary consumer segments for Zhengda to target.
  3. A clear Brand Positioning Statement for Zhengda, tailored to the most valuable target segment(s).
  4. Actionable recommendations for marketing communications, including key messages and potential channels for each target segment.
  5. Strategic recommendations for the product portfolio (e.g., which categories to emphasize, potential gaps to fill).

2. Recommended Framework: STP (Segmentation, Targeting, Positioning)

• Framework Teaching:

  • The STP framework is a foundational strategic marketing model. It provides a logical sequence for understanding a market and finding your unique place within it.
    • Segmentation (S): This is the process of dividing the broad, heterogeneous consumer market into smaller, distinct groups (segments) based on shared characteristics. These can be demographics (age, income), psychographics (lifestyle, values), needs (e.g., seeking convenience vs. seeking health), or behaviors (e.g., online shopper vs. wet market loyalist).
    • Targeting (T): After identifying the different segments, you can't be everything to everyone. Targeting is the process of evaluating the attractiveness of each segment (e.g., its size, growth potential, profitability) and selecting one or more segments to focus your marketing efforts on.
    • Positioning (P): Once you've chosen your target segment(s), positioning is about creating a clear, distinct, and desirable image of your brand and products in the minds of those consumers, especially in relation to your competitors.

• Applicability Explanation:

  • The STP framework is perfectly suited for this problem because your client's request is not just about "what" consumers think, but "who" thinks what, and "why."
  • Segmentation will help you move beyond the "general population" and identify specific, meaningful groups of consumers.
  • Targeting will allow you to provide a data-driven recommendation on which consumer groups offer the most value to Zhengda.
  • Positioning directly addresses the need to understand and improve competitive positioning and brand perception.

• Key Information to Collect for the Framework:

  • For Segmentation: Consumer demographics, lifestyles, food consumption habits, key needs and pain points related to food shopping (e.g., food safety concerns, desire for convenience, price sensitivity), and media consumption habits.
  • For Targeting: Market size and growth rate of different food categories, consumer spending power within each segment, and the competitive intensity for each segment.
  • For Positioning: Consumer awareness and perception of the Zhengda brand, perceptions of key competitors, key factors driving purchase decisions in each food category, and the unique strengths and weaknesses of Zhengda's products.

Phase 1: Information Collection

To effectively use the STP framework, you will need to gather both broad market data and deep consumer insights.

A. Web Search Content:

• Market & Consumer Trend Analysis:

  • Search Queries: "China ready-to-eat meals market size and trends 2025", "China poultry consumption trends report", "Chinese consumer attitudes towards food safety survey".
  • Purpose: To understand the macro environment. This data provides the quantitative backbone for the "Market Attractiveness" dimension of your analysis, helping to prioritize which food categories (e.g., ready-to-eat meals) have the highest growth potential. Understanding consumer attitudes, especially around food safety, is critical for brand messaging.

• Competitive Landscape Analysis:

  • Search Queries: "Zhengda Foods competitor analysis", "Hema, Dingdong Maicai, Yonghui Supermarket fresh food strategy".
  • Purpose: To identify and understand Zhengda's key competitors, from traditional food companies to new retail players. This information is essential for the "Positioning" part of the STP framework, as you need to know who you are positioning against. Analyzing the strategies of retail channels like Hema and Yonghui is also crucial as they are both partners and potential competitors with their own private-label brands.

• Zhengda Brand Information:

  • Search Queries: "CP Group China food business", "Zhengda Foods official website".
  • Purpose: To understand Zhengda's current brand image, product lines, and stated values from their own perspective. This forms a baseline to compare against actual consumer perceptions.

B. User Interview Planning:

The goal of interviews is to uncover the "why" behind consumer behavior—their motivations, perceptions, and unmet needs.

• Interview Subjects: You need to interview a diverse set of consumers. I recommend creating three core recruitment groups:

  1. Zhengda Loyalists: Consumers who frequently and knowingly purchase Zhengda products.
  2. Competitor Loyalists: Consumers who frequently purchase competitor products (e.g., other major brands in the same category).
  3. Category Users (Brand Agnostic): Consumers who buy products in these categories but don't have a strong brand preference.
  • Screening criteria should ensure a mix of demographics (age, income, family structure) and city tiers (Tier 1 vs. Tier 2/3) within these groups.

• Interview Purpose: To gather qualitative data for the Segmentation and Positioning stages. You want to understand their "Job-to-be-Done" when buying food, their brand awareness and associations, and the key drivers of their purchase decisions.

• Core Interview Questions:

  1. "Walk me through your most recent grocery shopping trip where you bought fresh meat, eggs, or a frozen/ready-to-eat meal. What were you trying to accomplish?"
     • Analysis Purpose: This uncovers the consumer's journey, context, and the "job" they are hiring the food for (e.g., a quick weeknight dinner, a healthy meal for kids, ingredients for a weekend feast).
  2. "When you think of the brand 'Zhengda' in the context of food, what words, images, or feelings come to mind?"
     • Analysis Purpose: This directly probes brand awareness and perception, revealing top-of-mind associations (e.g., "big company," "chicken," "safe," or perhaps, "unclear").
  3. "Tell me about a time you decided to buy a specific brand of eggs/packaged meat. What made you choose that one over others on the shelf?"
     • Analysis Purpose: This identifies the key purchase factors (e.g., price, packaging, perceived freshness, brand trust, promotions) and their relative importance in a real-world context.
  4. "If you were to compare Zhengda with [Key Competitor Brand A] and [Key Competitor Brand B], what are the main strengths and weaknesses of each?"
     • Analysis Purpose: This provides direct input for competitive positioning and helps build a perceptual map of the market from the consumer's viewpoint.

Phase 2: Information Analysis

This is where you synthesize the collected data using the STP framework to generate the final strategic recommendations.

1. Analysis Step 1: Segmentation

   • How to Execute: Take your user interview transcripts and look for patterns. Group consumers based on their answers. Don't just use demographics. Focus on their needs and behaviors. For example, you might identify segments like:
     • The Safety-Conscious Parent: Prioritizes food safety, traceability, and quality above all else; willing to pay a premium.
     • The Busy Urban Professional: Prioritizes convenience, speed, and ease of preparation (e.g., loves ready-to-eat meals).
     • The Value-Driven Shopper: Highly price-sensitive, actively looks for promotions, and is less brand-loyal.
   • How to Use the Data: Use interview quotes to bring each segment to life. Use web search data on market trends (e.g., growth of the ready-to-eat market) to add quantitative weight to your segment descriptions.

2. Analysis Step 2: Targeting

   • How to Execute: Create a simple 2x2 matrix. On one axis, plot "Segment Attractiveness" (using market size, growth, and spending power data from your web search). On the other axis, plot "Company Fit" (using interview data on how well Zhengda's current brand perception and product strengths align with the segment's needs).
   • How to Use the Data: The segments that land in the "High Attractiveness / High Fit" quadrant are your primary targets. The goal is to provide a clear recommendation: "Zhengda should focus its efforts on the 'Safety-Conscious Parent' and the 'Busy Urban Professional' segments."

3. Analysis Step 3: Positioning

   • How to Execute: For each target segment, you need to define how Zhengda can win. A great tool here is the Perceptual Map.
     1. Identify Key Dimensions: Based on your interviews, what are the two most important factors consumers use to differentiate brands in a category? (e.g., for ready-to-eat meals, it might be Taste/Quality vs. Price).
     2. Map the Brands: Place Zhengda and its key competitors on the map based on the perceptions you gathered in the interviews.
     3. Find the Opportunity: Look for an uncrowded space on the map that aligns with Zhengda's strengths and the target segment's desires. This is your target position.
   • How to Use the Data: This analysis allows you to formulate a precise positioning statement, which is the core of your strategy: "For the [Target Segment], Zhengda is the brand of [Food Category] that delivers [Unique Differentiating Benefit] because [Reason to Believe, e.g., our integrated supply chain]."

4. Analysis Step 4: Formulating Final Recommendations

   • How to Execute: Translate your STP analysis into the actionable outputs defined at the start.
     • SWOT: Use your analysis to fill this in. Strengths/Weaknesses come from consumer perceptions (interviews). Opportunities/Threats come from market trends and competitor actions (web search).
     • Marketing Recommendations: Based on the positioning statement and segment profile, what should the key message be? Where should it be delivered (e.g., online grocery platforms, social media, in-store marketing)?
     • Product Recommendations: Does the target segment have needs that Zhengda's current portfolio doesn't meet? For instance, if the 'Busy Urban Professional' is a key target, are there opportunities for more premium, single-serving ready-to-eat options?

By following this structured plan, you will be able to move from a broad question to a set of specific, data-driven, and highly actionable strategic recommendations for your client.

The interviews with six consumers across different ages, locations, and lifestyles reveal diverse but overlapping perspectives on food purchasing behaviors, priorities, and perceptions of Zhengda (CP Group) within the Chinese market. Below is a consolidated summary highlighting key insights:

Consumer Profiles & Food Purchasing Behaviors

• Lena Wellness (30, Shanghai, Marketing Professional, Biohacker):
  Highly health-conscious and meticulous, Lena treats food purchases as an investment in holistic wellness and peak performance. She shops frequently, blending online platforms and premium organic supermarkets, and cooks at home 5-6 days weekly. She demands transparency, organic/free-range certifications, and traceability, especially for eggs, fresh meat, and frozen foods. Ready-to-eat meals are only from premium, health-focused providers. Price is least important; safety and certifications are non-negotiable.

• Li Jing (35, Shanghai, Working Mother):
  Focused on family food safety and nutrition, Li Jing prioritizes home cooking for hygiene and control. She shops weekly and daily for fresh items, favoring large, reputable brands with integrated supply chains. Zhengda is recognized as a “regular and reliable” brand, especially for eggs and poultry, due to its farm-to-table model. Safety and certifications top her purchase criteria, followed by brand reputation and convenience.

• Elena Chen (36, Shanghai, Marketing Manager, Mother):
  Elena’s purchasing is driven by her 5-year-old daughter’s health. She combines online and premium offline shopping, cooks at home most nights, and scrutinizes labels for antibiotic-free claims and certifications. Zhengda is a trusted brand for packed fresh chicken and frozen dumplings, valued for its integrated supply chain and safety assurances. Price is secondary to safety and brand trust.

• Leo Wang (28, Hangzhou, Software Engineer):
  Leo’s food choices prioritize convenience and digital efficiency, relying almost exclusively on online grocery apps. He eats out or orders delivery 70-80% of the time, with minimal home cooking focused on quick assembly or reheating. Zhengda is a top-of-mind brand across categories, perceived as a “safe bet” with consistent quality. His purchase priorities rank convenience first, followed by safety and brand reputation.

• Mrs. Zhang (55, Nanjing, Homemaker):
  A traditional, family-focused consumer, Mrs. Zhang cooks daily and values food safety and quality above all. She exhibits strong loyalty to Zhengda, especially for fresh meat and frozen dumplings, viewing it as an “old and trustworthy brand” with integrated production that ensures peace of mind. Price is less important than safety and brand reputation.

Common Themes Across Consumers

• Safety & Certifications Are Paramount:
  All interviewees rank food safety and certifications as their top priority, often describing these as non-negotiable baseline requirements. This includes organic, antibiotic-free, free-range, hormone/antibiotic-free, and traceability certifications.

• Brand Reputation Matters:
  Trusted brands with integrated supply chains and transparent sourcing are preferred. Zhengda is widely recognized as a large, reputable food enterprise with farm-to-table integration, instilling confidence in safety and quality, especially among family-oriented and traditional consumers.

• Divergence in Convenience & Price Sensitivity:
  Convenience is critical for younger, busy professionals like Leo Wang, who prioritize time-saving and digital access. In contrast, health-focused consumers like Lena and Elena value convenience only if it does not compromise quality. Price is generally the least important factor, with most willing to pay premiums for superior safety and quality.

• Home Cooking Dominates but with Selective Outsourcing:
  Except for Leo, all consumers cook at home most days, emphasizing control over ingredients and nutrition. Ready-to-eat meals and frozen foods are selectively purchased, with strict quality criteria.

• Zhengda’s Market Position:
  Zhengda is perceived as a “safe,” “reliable,” and “trustworthy” brand with strong integrated supply chains. It is especially favored for poultry, eggs, and frozen dumplings. However, premium, health-focused consumers like Lena see Zhengda as more mass-market and less aligned with their stringent organic and transparency standards.

Summary

Consumers in this sample demonstrate a strong, shared emphasis on food safety, certifications, and brand trust, with Zhengda recognized as a major, reputable player offering peace of mind through its integrated supply chain. However, consumer segments differ in their prioritization of convenience and premium health attributes. Younger, wellness-driven consumers demand higher transparency and organic credentials, while traditional and family-focused buyers value Zhengda’s heritage and consistent quality. Convenience and digital access are decisive for tech-savvy urban professionals, whereas home cooking remains central for most, underscoring the importance of ingredient control and nutritional quality.

Overall, Zhengda enjoys broad brand recognition and trust but faces opportunities to better address the premium, health-conscious segment by emphasizing organic, free-range, and transparent sourcing attributes more prominently.

The interviews reveal diverse consumer profiles across China with distinct food purchasing behaviors, preferences, and perceptions of key brands like Zhengda (CP Group). Despite differences in demographics, lifestyles, and priorities, common themes around food safety, quality, and value emerge.

Chen Wei – Senior Manager, Shanghai/Singapore

Chen Wei is a discerning, quality-focused consumer who prioritizes authentic Chinese regional cuisine and food safety. He influences household grocery decisions, especially for premium fresh produce and meats, while his wife handles routine shopping. His eating habits vary by location: frequent dining out in Singapore for convenience and business, and a mix of home-cooked and restaurant meals in Shanghai. He purchases eggs, fresh meat, frozen delicacies, and occasionally ready-to-eat meals, always emphasizing safety, brand reputation, and authenticity. Zhengda is recognized as a reliable, professional brand with a strong integrated “farm to table” supply chain, ensuring safety and consistency, though not viewed as premium or artisanal. His purchase decisions rank safety and certifications highest, followed by brand reputation, convenience, price, and packaging.

Chen Mei – Health-Conscious Teacher, Guangzhou

Chen Mei is highly health-conscious and the primary food purchaser for her family. She cooks most meals at home, blending traditional nutrition with modern health science. She carefully researches brands and scrutinizes labels, prioritizing organic, antibiotic-free, and hormone-free products. While she recognizes Zhengda as a large, reliable producer, she remains cautious about their industrial-scale practices and requires transparency before regular purchase beyond basic fresh items. Her purchase priorities are safety and certifications (including organic claims), brand reputation for ethical practices, price (willing to pay premium), with convenience and packaging being less important.

Lina Chen – Tech-Savvy Marketing Specialist, Chengdu

Lina is a busy urban professional who balances health, convenience, and quality. She primarily shops online, leveraging platforms like Hema and Meituan for value and ease. She cooks 2-3 times on weekdays and more on weekends, regularly buying eggs, fresh meat, frozen foods, and ready-to-eat meals. Zhengda is perceived as a “behind-the-scenes” industry giant focused on B2B supply chains rather than consumer-facing brands. She values safety and certifications above all, followed by brand reputation, convenience, price, and packaging. Lina seeks high cost-performance ratio products and appreciates convenience without compromising safety.

Grandpa Li – Retired Factory Worker, Urban China

Grandpa Li is a traditional, thrifty consumer who shops daily at wet markets and cooks all meals from scratch. He strongly prefers fresh, visibly high-quality produce and meat, relying on sensory inspection rather than certifications. He rejects convenience foods and frozen meals as inferior and unnecessary. Brand loyalty is minimal; price and freshness drive his choices. He is aware of Zhengda as a large company but prioritizes tangible value over brand reputation. His decision factors rank price highest, followed by observable safety/quality, packaging (for cleanliness), with brand and convenience least important.

Xiao Mei – Budget-Conscious Finance Student, Chengdu

Xiao Mei is a young, price-sensitive student juggling studies, work, and social life. She is highly involved in food purchasing, actively seeking deals across multiple channels. She cooks simple meals 3-4 times weekly but relies heavily on food delivery and ready-to-eat meals during busy periods. Zhengda is top-of-mind as a “big, reliable company,” but price dominates her purchase decisions. Safety and brand reputation are baseline expectations but secondary to cost. Packaging is functional and not a priority. She prioritizes convenience and cost-performance ratio above all.

Cross-Interview Insights

• Food Safety & Certifications: Universally paramount across profiles, though the basis varies—from formal certifications (Chen Wei, Chen Mei, Lina) to sensory inspection (Grandpa Li).
• Brand Perception of Zhengda: Widely recognized as a large, reliable, and professional agricultural and food enterprise with strong supply chain integration. Seen as a B2B “industry giant” rather than a consumer-facing premium brand. Trust is linked to scale and safety but tempered by concerns over industrial practices (Chen Mei) or lack of distinct consumer branding (Lina).
• Purchase Drivers:
  • Safety and brand reputation consistently rank high.
  • Price is critical for budget-conscious consumers (Xiao Mei, Grandpa Li), while quality and authenticity dominate for premium-focused consumers (Chen Wei, Chen Mei).
  • Convenience is important for busy professionals and students (Lina, Xiao Mei, Chen Wei in Singapore), but rejected by traditional consumers (Grandpa Li).
  • Packaging is generally least important, valued mainly for practicality and information rather than aesthetics.
• Shopping Channels: Traditional wet markets remain vital for older consumers valuing freshness and price (Grandpa Li), while younger and urban professionals prefer online platforms for convenience and deals (Lina, Xiao Mei).
• Cooking vs. Eating Out: Older and health-conscious consumers cook most meals at home, while younger and business professionals balance home cooking with eating out or ready-to-eat meals depending on lifestyle demands.

Summary

The interviews illustrate a spectrum of Chinese consumers from traditional, price-sensitive elders to health-conscious parents and busy urban professionals. Across this diversity, food safety and trust in brand reputation are foundational, with Zhengda recognized as a major, reliable player in the food supply chain but lacking a strong consumer brand identity. Price and convenience influence purchasing differently by demographic, while packaging is generally a low priority. These insights highlight opportunities for brands like Zhengda to strengthen consumer-facing branding, transparency, and product differentiation tailored to distinct consumer segments.