Case Study #05: Brand Identity & Market Entry for Our Favorite Sports Supplement

Customer Overview: We always get excited about products that are created to support a healthier, more fulfilled life. And we get especially excited if it's a vegan, bio, and E-free product that's designed for top-tier athletes, a challenging field from a marketing standpoint. Now a renowned immune system-booster used by olympic teams, MikrOasis was only a vision and product in development when the DnD team stepped in. Read briefly how we helped them enter the market.

Blog dictionary:

• impression = someone saw your ad

• YoY = growth compared to the previous year

• USP = unique selling point

• qualified market = a part of the market that demands your product and can afford it

• pictogram = a graphical element, typically an icon

I. the challenge

MikrOasis was at product development stage when we started working with them, which naturally resulted in important steps to be taken:

• Lack of brand identity : as a work-in-progress product the supplement's brand identity was not defined. It had to change in preparation for market introduction.

• A formula, but not a product : although the MikrOasis team had an approved and working formula for their 1st product, its potential target market was so broad that it made it impossible to market it at that point. The formula needed to be turned into different products, as per target groups.

• No conventional webshop : the founders wanted to enter the e-commerce space as soon as possible. They had, however, quite precise requests which made it clear that a completely customized and future-proof webshop was needed.

• Help with market entry strategy: the MikrOasis team had ideas about the directions they need to take, but the how and when were not clear.

II. DnD's strategy and plan

The plan we developed focused on high-quality branding and cost-effective strategic marketing techniques to aid in the product's introduction to the market.

1. We turned the formula into products: We started with the most fundamental question: who's going to buy it? After thorough research (very detailed) and multiple consulting sessions we identified 3 separate target markets: high-tier athletes, the elderly, and health conscious people looking for a vegan alternative. We identified the USPs separately per target groups, and segmented the qualified market in preparation for future market entry. After this, the DnD team made specific recommendations regarding what kind of products should the formula be turned into in the future from a marketing perspective, if possible, of course.

2. We created a cool brand and a stunning webshop: step 1 was the most exciting aspect of brand identity design: the logo. Our client had a clear long-term vision and knew that the brand needs not only to be ready to support domestic market introduction, but also to aid in future international expansion. The next steps was identifying the color logic, their usage and meaning, the typography, tonality of texts, usage of images and videos, a unique set of pictograms, and the overall visual direction MikrOasis as a brand should take on the online landscape. On the last day, a brandbook was born.

Version 1.0 of the MikrOasis website and product packaging.

Example 1: "products" page designed, as per target market.

3. Product packaging design: We cooperated with the in-house designer of MikrOasis and designed the packaging with shared effort. We knew that at first glance it needs to reflect what the company stands for and that by leveraging the branding guideline put together by the DnD team one product needs to be clearly distinguishable from the other. As the product's core strenght is in its ingredients, we highlighted them on the packages.

4. Complex market entry strategy: We created a complex market entry strategy focusing on the following aspects: pricing strategy with Kotler's pricing matrix, promotion strategy using PESO media mix, B2B marketing strategy to sport clubs and martial arts organizations, network marketing strategy, and marketing budgeting.

5. Expert consulting: We provided continous consulting before, during and post market entry.

III. DnD results

• Successful B2B market entry: MikrOasis closed its 1st year post market entry successfully and established itself among combat-sports related organizations and olympic teams, including the Hungarian Judo Association and the Hungarian Wrestling Federation.

• Market expansion possibilities : By the start of year 3 after market introduction, MikrOasis earned the opportunity to enter the DACH region.

• Affiliate-ready webshop: the webshop designed and developed by the DnD expert team allowed for extensive upgrades throughout the past 3 years, including but not limited to: an affiliate marketing program for sports influencers.

• Additional partnerships established: the professional brand and clear marketing communication assisted the MikrOasis team in forming additional partnership with Olympic teams, dietitians, and further sports organizations, e.g. Ice Swimming Hungary or the International Kempo Federation.

IV. shared success, outstanding cooperation

By taking over branding, B2B marketing, and leading the strategic market entry, the MikrOasis team could focus on expanding outbound business development operations and formulating new and new partnerships domestically first, then internationally second.

Most important lessons from collaboration 👇

Due to the nature of the project, success is NOT solely the result of the digital marketing system implemented by the DnD team.

Launching a food supplement brand with your very own formulas is a challenge by itself. International market entry in just 3 years is not attainable solely with the right marketing strategy, it requires equally dedicated efforts by the owners and the team behind the brand.

We are proud of MikrOasis' success!

Wanna achieve similar results with your business? Book your discovery call today and find out how we can help. 👇