Brand Name: Tamla Village

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

Overview:
MZI Global Inc. Introduces Beverage Company Tamla Village With A Competitive Advantage in U.S. Industry

In recent years the beverage industry has experienced tremendous growth in the natural and organic category, with rising demands from US consumers for functional beverages. Furthermore, the recent spike in obesity across the US has spurred a health revolution, with manufacturers scrambling to find substitutes for sugar-saturated drinks and preservative-filled beverages. Tamla Village, an organic beverage manufacturer which offers exotic fruit flavors such as Guava, Ginseng, Ogapi, and even Onion, sought to transfer its success in overseas markets to North America. MZI Global Inc. was enlisted to evaluate the company’s potential in the expanding natural and organic beverage category, develop a comprehensive marketing campaign, and make packaging and branding recommendations based upon developing market trends. MZI Global Inc. worked to clearly outline Tamla Village’s U.S. market opportunities and provide a detailed analysis of consumer purchasing behavior, enabling the beverage manufacturer to conclusively determine the potential for such products in the U.S.

Client Objective:

• Tamla Village, popular in other countries, would like to expand to U.S. market
• Need a strategy to implement market entry

Marketing Challenge:

• Determination of U.S. market potential for Tamla Village’s unique product offerings
• Need  to look at projected adoption rates by U.S. consumers to aid in pricing and marketing strategies
• Formation of comprehensive fact based research to thoroughly understand the market environment
• Definition of product position, branding, and marketing strategies to assess the potential for U.S. consumer adoption of the fortified beverages offered by client
• Creation of strategic market entry, including potential co-branding and co-op strategies for wholesale and retail distribution channels
• Identification and benefit analysis of legal and certification procedures for FDA approval and of organic certifications

MZI Global® Solutions:

• Conduct in-depth analysis of Tamla Village’s product offerings, including focus groups, flavor offerings evaluations, potential market adoption rates, price points, and potential markets and promotional strategies
• Evaluate market potential and  identify opportunities and underserved markets for targeting through market and category analysis
• Examine niche markets by identifying flavor preferences and consumption rates of new and existing exotic juice offerings
• Identify, 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 research
• Develop a long-term marketing and sales strategies for sustainable growth after initial market entry
• Develop branding and product positioning based upon research findings for each of the company’s product offerings, including promotional, marketing, and sales campaigns
• Provide client packaging recommendations designed to engage US consumers with the exotic beverages and clearly outline the benefits of the functional beverages

MZI Global® Results:

• Provided client with full insight into the US function fortified natural and organic beverage market
• Compiled invaluable feedback from client’s target audience and distributors regarding flavor selection, packaging, and pricing
• Created a comprehensive marketing and business plan, providing the beverage manufacturer with a strategic roadmap for US market entry
• Detailed trends, key competitors, as well as target markets, both demographic and geographic, enabling a clear assessment of the current market conditions
• Guided client through the diverse and complex U.S. beverage distribution network by providing concise channel designs