Genius Coffee Market Launch Proposal for Genius Brand
Context
Genius is a high quality supplement brand with scientifically proven, raw ingredients. Currently it offers health promoting, workout complementing supplements.
Challenge
The brand is looking to expand into the coffee industry by introducing a whole bean coffee product line, white labeled through Purity Coffee. While its current target market is interested in this product, Genius wants to broaden their consumer base to increase sales and profits, and ultimately grow their business.
Role
Generating market launch strategies for Genius Coffee.
Project Timeline
6 weeks
Approach
Staying loyal to the “smart supplement” branding, the objective is to leverage the health promoting identity of the brand. I aim to emphasize how Genius coffee might supply for the demands of our existing clientele, while the brand is enabled to effectively attract new customers in the coffee segment.
Design
The design material for Genius Coffee was prototyped to suggest how proposed sales bundles and marketing ideas might look like on the Genius website.
Outcome
The market launch strategy development of Genius Coffee involved these steps:
1. Understanding current customer journeys in purchasing Genius brand products.
2. Synthesizing customer needs, moments of satisfaction and frustration throughout the customer journey. Deep-dive demographic research where we question how we might resonate with the preferences of Baby Boomers, Millennials, and Gen Z?
3. Determining customer motivations within the existing clientele of Genius Brand, and within the wider population in purchasing Pure Coffee.
4. Competitive analysis (questions including...)
Who else in the market offers Purity labelled coffee?
Who else in the market offers supplement coffee?
What is their scale of operations?
How does their primary customer profile look like?
5. Navigating opportunities to gain competitive advantage (questions including...)
How best to we inform customers?
What are some yet untapped but attractive customer segments?
How might me leverage existing Genius brand value and distribution network?
The Genius Brand partnership delivered two product offerings(Whole bean and fresh ground packaged coffee), branding and distribution strategies that boosted trust in the quality of the product, while addressing needs to conveniently access and consume the product. The market launch proposal also included sales and promotion recommendations to fully expand reach in attractive customer segments and to differentiate purchase experience from the Genius Coffee's customer perspective.
A final strategy report was shared with the CEO of the brand to facilitate the entry and increase of Genius Coffee’s market share in the saturated coffee market.
Learnings
© 2018, The Genius Brand
