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.
Blossom Health
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