<aside> 💡

The following report was done for SAEVA, a honey-based supplement brand.

During my time as Director of Marketing & E-Commerce at Willings Nutraceutical, the CEO of Willings, Carol Chen, assigned me to strategize the brand’s development.

I started with secondary market research, then facilitated 10 1-on-1 interviews with their target audience (25 to 40 year-old health-aware professionals) to validate the results.

Using the 10 customer interviews I developed a Custom GPT, Alex, to embody the mid-point of all 10 of the interviewees’ personalities - Based on the interview transcripts (With permission of course).

We used Alex to help validate marketing and brand strategy concepts, it genuinely worked great. **

Customer Interview Insights

</aside>

Introduction

The research question for this project is: Are we heading in the right direction with a honey-focused product & brand strategy, especially in the electrolyte & sports nutrition space?

- If so, how do we adapt to the market going into 2024?

                                                           *and stand-out from direct competitors?* 

Notes:

Methods

The methods adopted for this research include:

Used mostly secondary research sources, studies conducted by market research firms, social media data visualizers, and google’s trend and keyword tools.

The research will focus on validating any assumptions made so far and ensuring that the brand strategy is based on relevant data.

Notes:

Industry Trends

Summaries’ of Research Results:

• Industry Trends
• True Competition
• Buyer Segments
• Marketing Efforts
• SWOT Conclusion

Untitled

True Competition (Click in Cards for Details)

Untitled

SWOT Analysis

<aside> ⚫ STRENGTHS

Market Trends

The electrolyte market is booming, and the inclusion of honey taps into the demand for natural, health-focused products.

• Our Brand: A fresh take with honey-infused electrolytes, potentially filling a niche in natural wellness.
• Vs. HoneyStinger: HoneyStinger already has a loyal customer base and is recognized for its natural energy products. </aside>

<aside> ⚫ WEAKNESSES

Brand Recognition

New brands struggle to gain initial market traction. Leading to a need to innovate or resonate more personally with consumers.

• Our Brand: Faces the challenge of establishing trust and recognition in a market where HoneyStinger is already a reputable name.
• Vs. HoneyStinger: HoneyStinger could face limitations in product honey-based diversification. </aside>

<aside> ⚫ OPPORTUNITIES

Health Consciousness

Rising health awareness presents a growing market for wellness products, especially with only one main competitor in the space.

• Our Brand: Opportunity to market the unique benefits of honey in electrolytes, targeting wellness trends.
• Vs. HoneyStinger: Can expand its product line to capitalize on its established reputation and broaden its market reach. </aside>