Brand Name: Clean Farm
Product/Service Type or Description: Food & Beverage
Overview:
A ready-to-drink (RTD) tea manufacturer, Clean Farm wanted to launch its unique Sang Hwang mushroom tea into the U.S. market. With limited product exposure in the North American market, the manufacturer sought to develop an effective marketing positioning strategy to communicate and reinforce the tea’s benefits to U.S. consumers. MZI Global Inc. designed a tactical positioning strategy for the brand’s entry into the U.S. market, connecting the product with research studies performed by a leading Ivy League University in order to gain scientific support for the medicinal benefits of the Sang Hwang mushroom. In addition, MZI created a successful communications plan in order to facilitate U.S. market by informing consumers of the proven benefits of the manufacturer’s product.
Client Objective:
- In need of market entry into U.S. market
- More knowledge and research needed to properly market product
Market Challenge:
- No brand or product awareness in US Market
- Monopolization of the beverage market by giants, like Pepsi Co. and Coca Cola Co.
- Evaluation of U.S. market potential in a time of growing awareness of herbal remedies and supplements
- Promotion of a product little known in the U.S. with slightly negative associations
- Identification of scientific resources that would help alter consumer perceptions of mushroom water
MZI Global® Solutions:
- Conducted detailed research and analysis of the RTD and on-the-go sector of the functional, fortified organic, and natural beverage market to assess consumer perceptions
- Evaluate U.S. consumer tastes and perceptions of the manufacturer’s product through blind tastings and focus groups
- Conduct targeting analysis to narrow the audience and focus the communications strategy
- Identify Sang Hwang mushroom studies at an Ivy League University
- Verify study results and scientific data confirming the medicinal properties of the mushroom
- Create a tactical positioning strategy for U.S. market entry
- Develop communications plan based upon scientific studies to facilitate U.S. market entry
MZI Global® Results:
- Utilized a renowned research professor and Ivy League university in a co-branding venture to inform U.S. consumers of the proven benefits of Sang Hwang mushrooms
- Provided detailed information and analysis of emerging trend, consumer perceptions, adoption rates, and flavor preferences for the functional fortified natural and organic beverage category
- Created a scalable positioning strategy for U.S. market entry that would enable the clients to implement the program in tactical phases
- Developed a comprehensive communications plan detailing strategies for correcting U.S. consumer perceptions