Brand Name: Knjaz Milos
Product/Service Type or Description: Agriculture, Food & Beverage, Retail
Overview:
Helping a Relatively Unknown Company Infiltrate the U.S. Market
An importer of Serbian food and beverages, Knjaz Milos, USA wanted to open their distribution channels into a broader market. With a limited budget and little name recognition, the company needed a segmented marketing campaign to find its niche market among heavy competition. MZI Global Inc. conducted extensive marketing research and developed a strategy that allowed the client to increase distribution and market share without creating a new brand. By creating a marketing strategy for Knjas Milos’ mineral water and another for its alcohol, MZI helped the company infiltrate nearly uncontested fields.
Client Objective:
- Entry into US market
- Distribution of products to a larger clientele
- Creation of a marketing strategy on a limited budget
Market Challenge:
- Recognition of brand limited to small ethnic markets
- Relatively unknown importer of Serbian foods and beverages wanted to enter the U.S. market
- Limited budget
- Needed a campaign to find their niche market.
- Food and Beverage industry in the U.S. is very competitive
MZI Global® Solutions:
- Market mineral water as a private label that is customizable for large events, fundraisers, and promotions
- Create sub-brands for specific demographics, targeting each group’s specific needs using micro-segmentation and Ethnosynergism®
- Design a home-office delivery market of mineral water, an area untouched due to prohibitive costs
- Leverage excellent reviews and awards of Knjaz Milos spirits to garner agreements with hotel and restaurant suppliers
- Utilize fusion marketing between Knjaz Milos and restaurants to create a website promoting both companies
- Promote brand with fashion, entertainment industry events, and wine tastings.
MZI Global® Results:
- Created calcium and mineral enriched line of products for children, cardiac patients, the elderly, and women
- Utilized celebrity sponsors to appeal to younger audiences
- Promoted mineral water delivery in boardrooms, private clubs, exclusive lodgings, yachts, and jets
- Retailed products specifically as a customizable label
- Increased brand recognition of client
- Wider distribution channels at relatively low cost