"How do I optimise for China?"
Discovering the right spot for a
gut-healthy new product.
Capilano, the number one honey brand in Australia, has developed a growing international business in markets such as China. In line with changing consumer preferences, Capilano identified a strategic opportunity to expand its brand portfolio further into health and wellness. They approached TSI to identify the right market segment and positioning for the world’s first prebiotic honey.
Adjusting for China
Eyeing a China launch, Capilano planned to optimise a launch campaign for Beeotic, a clinically tested, 100% natural prebiotic honey. This quality honey provides a natural source of prebiotics, which can help improve the good-to-bad bacteria ratio in the gut. TSI worked to understand what messaging and execution assets Capilano would need to launch for the Chinese market.
To get there, we explored the state of similar healthy products in China. Like Manuka honey, there is an established understanding and regimen around probiotics. In line with the growing importance of overall health, these are positioned with functional benefits. What’s missing is the emotional benefit of developing healthier eating habits. Given its extensive claims towards better gut health, TSI had interviewees keep journals documenting the impact of Beeotic on their wellbeing.
Additionally, we identified the target consumer of Capilano’s Beeotic honey and five key positioning elements to help the brand succeed in China.
Tapping China Growth
According to Capilano’s managing director, Brian McKee, this is all part of a larger China strategy. Capilano aims to double its honey sales into China every year through 2022. Beeotic, and the insights TSI generated for Capilano, will go a long way to ensuring this goal becomes a reality.
To find out how TSI can help optimise your business for China, reach out today.