Partnering in the US to maximize the omnichannel category opportunity
Manuka Doctor, a New Zealand-based manufacturer of Manuka Honey,
asked MPG to support all commercial aspects of their US business including Brick & Mortar retail, Amazon, DTC, Performance Marketing and Order to Cash.
This is the journey of our partnership.
UNDERSTANDING THE MARKETPLACE OPPORTUNITY
In the US, manuka honey didn't have the awareness that it does elsewhere in the world. To tap the potential in the US market, we had to better understand the category opportunities and consumer needs. Leveraging the increased interest in functional foods, the MPG Possibilities Team repositioned the brand from something you "use" to something you "take" as part of a daily health routine to boost immunity, support digestion and promote skin health.
IDENTIFYING AND EXECUTING A SUCCESSFUL OMNICHANNEL RETAIL STRATEGY
The MPG Consulting Team and Sales Strategy & Services Team led the approach to define the role of each retail channel, identifing key retailers, crafting a compelling selling story, gaining distribution, expanding eCommerce sales on dot coms and enhancing the brand DTC site.
DEVELOPING & EXECUTING THE COMMUNICATION PLAN
The MPG Strategic Marketing & Communications Team leveraged positioning research to create a breakthrough campaign and develop a multi-touchpoint communication plan, executed across all paid, owned and earned media.
DRIVING SIGNIFICANT GROWTH
Our successful partnership led to dramatic growth for the brand across the full omnichannel marketplace.
Our partnership has evolved and continually expands as we
travel along the PATH FORWARD together
Strategize
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Engaged to create GTM plan for brand in the US
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Category research and analysis determined global DTC strategy wouldn't be effective in the US
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MPG Possibilities Team repositioned brand to leverage health and wellness trends in the US
Sell
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MPG Sales Strategy & Services Team developed and executed strategic plan to manage omnichannel distribution
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MPG Order to Cash Team was selected for distribution expansion to the US Market
Share
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MPG Strategic Marketing and Communications Team developed and tested creative concepts to optimize new consumer positioning
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Developed multi-faceted communication plan and associated creative assets to execute paid, owned and earned media placement
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Engaged influencers and developed an SEO strategy to expand audience reach