Brand Name: JeJu Love

Product/Service Type or Description: Agriculture, Food & Beverage, Retail

Overview:
MZI Global equipped JeJu Love with the Knowledge and Tools to Enter the U.S. Market

With a projected growth of $46.2 billion by 2010, the market for natural and organic foods and beverages, especially teas, was experiencing tremendous growth. Organic tea manufacturer, JeJu Love, saw the exponential expansion of tea consumers as an opportunity to launch its fortified organic tea line in the U.S. JeJu Love manufactures organic teas rich in health and medicinal benefits based upon ancient herbal remedies. Jeju Love hoped to utilize growing health and obesity concerns to promote their product.

MZI Global Inc. was hired to evaluate the potential for the products in the U.S. market, identify potential channel distribution strategies, and recommend marketing and promotional strategies. Armed with tactical plans for new brand and product introduction and a complete portrait of the U.S. functional and fortified, natural and organic beverage market, the manufacturer was able to assess the market potential and the required scope of brand adaptation for U.S. market entry.

Client Objective:

• Organic, natural foods and tea are a lucrative and growing market
• JeJu wanted to launch their products in the U.S. market
• Their teas have medicinal benefits to counter health and obesity concerns

Market Challenge:

• Differentiation of product from functional foods and beverages currently on market, including products from Pepsi Co. and Coca-Cola Co.
• Redefinition of product and branding to suit U.S. market and consumer tastes
• Recognition of taste trends of U.S. consumers in target markets to uncover the product’s potential within segments
• Need to create strategic market entry approach to facilitate market capture and generate sales

MZI Global® Solutions:

• Conduct competitive and industry analysis to identify differentiating factors for targeting and positioning strategies
• Segment the functional, fortified, organic, and natural beverage market into target consumer groups
• Evaluation of the potential for exotic specialty teas within niche and mainstream consumer markets
• Identification of niches and mainstream consumer markets
• Identify consumption rates and patters within market segments to focus consumer targeting
• Compile detailed consumer profiles to facilitate the development of tactical strategies for market and category entry
• Utilize consumer demands, consumption, and forecasted growth to position and differential each of the client’s product offerings from current market offerings
• Engineer a comprehensive brand adaptation plan for the manufacturer and each of its product lines, including product names, descriptions, visual communications, packages aesthetics, website recommendations, and suggested promotional materials
• Develop a strategic marketing and sales program to foster product introduction and differentiate client from competitors

MZI Global® Results:

• Provided manufacturer with revealing picture of the market potential of its products under current market conditions through detailed analysis
• Compiled detailed consumer profiles with a brief synopsis of interviews, focus groups, and available market data to pinpoint target audiences
• Developed tactical strategies for market and category entry based upon target market profiling
• Allowed for micro segmentation of key markets and streamline market entry
• Repositioned each product line with brand adaptation strategies to safeguard products from imitators and competitors during U.S. market entry
• Conducted primary research  for detailed tastes profiles of target markets, recommendations for product adaption, and recommendations for new products