Brand Name: Erom
Product/Service Type or Description: Agribusiness, Food & Beverage
Overview:
A leading health food manufacturer, Erom, wanted to expand its distribution into the U.S., where a recent spike in obesity spurred a health revolution. With strong category sales, Erom asked MZI to develop a market entry strategy for the brand and its products. MZI Global Inc. provided Erom with strategic guidelines. These included targeting, audience profiling, design, packaging recommendations, and strategic distribution channels. By clearly outlining the manufacturer’s market opportunities and providing a detailed analysis of consumer purchasing behavior, MZI Global Inc. enabled Erom to conclusively determine the potential for its products in the U.S.
Client Objective:
- Was a good opportunity for Erom to expand health food distribution due to rise in obesity
- Needed a market entry strategy and analysis
- Needed to know consumer behavior
Market Challenges:
- Numerous competitors, ranging from specialty foods to dietary supplements to weight-loss programs
- Identification of target market segments
- Formation of a network of distributors and buyers
- Little brand awareness in an industry dominated by giants like Pepsi Co., Coca-Cola Co., and Slim Fast, a ready-to-drink shake that acts as a meal replacement, who alone holds 43% share of its category
- Recognition of the best way to present its products to the American market
MZI Global® Solution:
- Conduct market and category analysis to evaluate market potential
- Examine niche markets, underserved markets and other opportunities to target consumers
- Identify flavor preferences and consumption rates of new and existing product offerings
- Discover, assess, and prioritize potential sales and distribution channels in terms of markets served, current product offerings, co-op and co-branding opportunities and reach
- Establish geographic and demographic targets based upon historical adoption rates of new product offerings and consumption rates of similar existing products
- Craft sales projections based upon targeting and additional collected
- Develop long-term marketing and sales strategies for sustainable growth after market entry
- Create branding and product positioning designed to engage U.S. consumers with exotic beverages and clearly outline the benefits of the functional beverages
- Advise promotional techniques, marketing ideas, sales campaigns, and package recommendations based upon research findings of product offerings
MZI Global® Results:
- Allowed manufacturer to gain insight into the U.S. market for functional, fortified, natural and organic beverages
- Provided the company with invaluable feedback from its target audience and from distributors regarding flavor selection, packaging, and pricing
- Created a comprehensive marketing and business plan, providing the manufacturer with a strategic roadmap for U.S. market entry
- Enabled a clear assessment of the current market conditions by providing manufacturer with market trends, key competitors, and demographic and geographic target markets
- Supplied a concise channel design to guide the client through the diverse and complex U.S. distribution networks