Brand Name: Photo Clam
Product/Service Type or Description: Manufacturing

Overview:
MZI Enabled Photo Clam to Reposition Marketing and Packaging Strategies in the U.S.

With a highly discretionary demand, the photographic equipment and supply industry is expected to increase an average annualized rate of 2.2% as market demand for digital cameras increases. Photo Clam, a photographic equipment manufacturer of ballheads, contracted MZI Global to develop branding strategies for its tentative US market entry. MZI Global worked with local photographers to develop strategic branding of the Photo Clam website, packaging and brochure. Additionally, through product demonstrations and trials, MZI Global generated U.S.-based reviews of the product and recommendations from the manufacturer’s target audience. MZI Global’s brand development and adaptation enabled Photo Clam to strategically reposition its marketing and packaging strategies for the US market.

Situation Analysis:

• The photographic supply industry is expected to grow
• Photo Clam needed brand strategies for U.S. market Entry

Client Challenges:

• Recreation of packaging and promotional items to facilitate consumer adoption
• Facilitation of brand development and adoption through target market research
• Necessitation of primary research of potential product to assess market demand and consumer opinions

MZI Global’s Solution:

• Conduct primary research through one-on-one interviews with US distributors and photographers.
• Create branding guidelines and preliminary brand directions through target market research.
• Develop a comprehensive branding strategy based upon primary and secondary research.
• Generate a new brand direction in line with North American consumer tastes
•  Craft packaging and promotional items based upon market analysis and primary research

Results:

• Created a comprehensive branding strategy, complete with packaging and design recommendations for the manufacturer’s existing product lines