Blossom Health

Blossom Health was established in 2003 by an Australian Pharmacist with the goal of providing Vitamin Supplements and Natural Health Food Products of the Highest Quality. In 2017, Blossom Heath aimed to make itself the No.1 household name of Manuka honey throughout Australia.

Industry

Honey

Positioning

The leading brand of Manuka honey market

Stage

Established Australian brand but new to the Chinese market

Objective

  • ● Evaluate the brand differentiation among its competitors
  • ● Promoting brand awareness and augmenting product recognition
  • ● Permeating the Australian Market by providing wide coverage locally
  • ● Enter into the Australian inbound Chinese tourist market

Challenge

  • With the rapid expansion of Manuka honey, Blossom lacks brand recognition according to our brand auditing - lack of distinct competitive advantage. In the fierce Manuka honey market, the lack of differentiation will make the brand less attractive to customers. ‘
  • The client were uncertain as to what appropriate methods of engagement were required for the Chinese visitor market i.e. locations and timing to advertise. Thus, the challenge became an impede for them to be the dominant market leader, even though they have qualified and premium products available.

Solution

ConnectX started with market research by undertaking both quantitative and qualitative exercises to help Blossom better understand the targeted customer’s path-to-purchase. We segmented the customers into three groups and analyzed each group’s purchasing behavioural patterns.
Based on our research, we worked out the most optimal touchpoints to reach the target audience was key campaign timing. Draw on Blossom Health’s transaction data and CRM data, ConnectX were able to geographically prioritise the most suitable locations to implement marketing strategies with the use of various forms of billboards that largely covered premium location.
  • ● Started with market research by undertaking both quantitative and qualitative exercises
  • ● Segmented the customers into three groups and analyzed each group’s purchasing behavioural patterns.
  • ● Geographically prioritise the most suitable locations to implement marketing strategies

Results

We developed a unique, lead generation strategy for their one-year-long marketing campaign, which achieved an impressive 18,000,000 reach of their targeted consumers in the main Chinese visitor concentrated areas – Sydney, Melbourne and Brisbane. Billboards at airports and on roads have established a strong brand image for our clients and have effectively increased the number of enquiries for the products.

Total Impression

231M+

Total Media Reach

18M

Audience Age

25-49

Strategy. Action. Results

Say Hello

  • 02 9267 2972
  • info@sydneyconnectx.com
  • Suite 32, Level 17, 329 Pitt St, Sydney NSW 2000
OFFICE HOUR: MON-FRI 09:30 - 18:00

Sign up for our newsletter

Follow Us

© 2019 ConnectX Sydney Pty Ltd | All Rights Reserved.

Fill the Form
Get a quick Quote

Speak with a marketing expert to find out how ConnectX could help with your business growth.