Brand Name: Happy Yoga
Product/Service Type or Description: Retail
Overview:
With over 5.7 billion dollars spent on yoga classes and products per year and an estimated 9.4 million Americans anticipating taking up yoga within the next year, Happy Yoga saw immense potential within the U.S. for expansion. As Asia’s premier yoga company, Happy Yoga contracted MZI Global Inc. to assess and develop a brand strategy to facilitate entry into the U.S. market. Through competitive analysis and market studies, MZI Global Inc. crafted a brand adaptation strategy to transform the brand for U.S. consumer tastes, allowing the manufacturer to reposition itself and its product lines in order to be cohesive for U.S. market entry.
Situation Analysis:
- Yoga is a lucrative and growing market
- Happy Yoga wants to expand to the U.S. market
- Need to rebrand themselves to appeal to Americans
Client Challenge:
- Recognition of the need for brand adaptation to capture the ever growing U.S. yoga market
- Necessitation for detailed competitive analysis to influence positioning and branding strategy development
- Determine consumer tastes and preferences through trend analysis of packaging and branding
MZI Global® Solutions:
- Conduct, position, and competitively analyze detailed market research including site visits to numerous yoga studios and stores
- Assess current competitors brands and identify trends
- Identify key elements in consumer communications through sales analysis of competitors
- Develop branding strategies
- Create and utilize sales positioning guidelines to ensure consistency through consumer and client communications in order to prevent brand erosion
MZI Global® Results:
- Provided client with a comprehensive plan for brand adaptation
- Recommended specific designs for various marketing products including brochures, websites, packaging, and sales material
- Encompassed consumer tastes and trends to structurally rebrand client for U.S. market