Download the case study pdf here:Download the case study pdf here: Raimbeck – Differentiating Nutrition in a Growing Economy
In 2011, Raimbek Bottlers launched ‘Juicy Junior’. This was a new approach to juice in Kazakhstan. The main message was targeting the mums with a fruit goodness and no added sugar message. Even though the product was fantastic, the company knew its performance could be improved.
The challenge was to understand the winning rules to create a new segment in the Juice Category dedicated to kids and trusted by the Local Mums.
Healthy Marketing Team was brought in to sharpen Junior’s positioning and communications. We trained Raimbek on our FourFactors® methodology and conducted workshops to review their portfolio.
HMT unravelled what local Mums wanted to change about the category which would make the new offer truly motivating for them.
FourFactors® Methodology was used to sharpen the Ingredient-Benefit Story and ensure Raimbek would strike the right balance between convincing mum and engaging kids.
A new Pack design with the Right Factors of Motivation and Permission for both Mums and Kids along with a New Engaging TVC was developed.
Within a year the sales jumped to 200% Sales Growth and the Margin doubled.
“I want to thank you for all positive impact made by you for our products and your kind support with uncompromising professionalism.”
Sergey Polukhin, Managing Director, Raimbek Bottlers
Would you like to renovate your brand as successfully as Raimbeck did? Contact Peter Wennström: Peter@thehmt.com
Download the case study pdf here: Raimbeck – Differentiating Nutrition in a Growing Economy
More Case Studies
Brand re-positioning case study:
The Only Good Animal Probiotics Brand
The Swedish company ProEquo AB is an offspring of the probiotic ingredient company Probi AB. Spurred by the probiotic trend among humans, ProEquo AB was preparing to launch its first probiotic product for dogs (ProCane®), as well as cats (ProFele®). Before the launch of new products, the company felt the need to clarify its Brand Strategy, as well as to develop a Brand positioning with international potential. Even though the name synergies between the new ProCane/ProFele brands and the old ProEquo brand were strong, the target audiences differed fundamentally. The more “professional” horse owners/breeders vs. the more “emotional” consumer-driven pet market. It was also clear that a new Masterbrand replacing ProEquo AB was needed that could incorporate dogs and cats.Read More
Start-up brand positioning case study:
How to create “The World’s Best Convenience Food”
A Swedish food-tech start-up came to HMT straight out from a Lund university food science laboratory with a patented emulsion of potatoes and rapeseed oil. They referred to it as a Potato Smoothie, and wanted to sell it as a nutrient-dense plant-based drink for vegetarians seeking better alternatives. The challenge was to figure out what to call this drink, what category it fits into, where to play and what product benefits to focus on.Read More
B2B Brand & Portfolio Repositioning:
From Technology to Value Proposition
Akzo Nobel had developed a new sodium reduction technology that incorporated a huge number of added value benefits for the customer. So how to successfully position this technology in the market place, without drowning in all the potential attributes and benefits? How to establish OneGrain® Proposition with a unique differentiator and make it relevant to different customer segments.Read More
Brand repositioning case study:
Creating a platform for international growth
Already in 2012 Oatly was a well established Swedish brand in the dairy free niche category. But when the market started to grow, it was struggling to carve out a distinct position for itself. “The real challenge was that we started to behave like a generic brand and compete on price without being able to leverage our uniqueness”, says Björn Öste, Co-founder and co-owner of Oatly.Read More
Brand repostioning & Global roll-out case study:
Becoming the global expert in cholesterol lowering
Back in 2008, Benecol was a well respected functional food brand. However, it was under attack by better-resourced competitors in dozens of different countries. While Benecol was still recruiting new countries, the company lacked clarity about what the brand should stand for and how it should behave. The challenge was to bring clarity to the company’s marketing, and therefore clarity to it’s consumers...Read More