CASE STUDY 3

Launching a New Brand and Unique Product—Alkaline Liquid Salt—With Strategic Consulting from Product pro to Market Success

Client Overview

The client, a visionary entrepreneur, developed an innovative product: alkaline liquid salt, a healthier alternative to traditional table salt. The product was designed to promote balanced pH levels and support overall wellness, targeting health-conscious consumers and food industry professionals. However, the client faced challenges in product development, branding, and devising an effective go-to-market (GTM) strategy. BlitzGro was engaged to guide the client through the process of establishing their new brand and successfully launching the product in the market.

Challenges

  1. Product Development Uncertainty:
    • The client needed assistance refining the product’s packaging and ensuring that the alkaline liquid salt maintained its intended benefits while being safe and right packaging for appealing to consumers.
    • Ensuring the product met food safety and regulatory compliance standards in different markets was a critical concern.
  2. Establishing Brand Identity:
    • The unique nature of the product posed branding challenges, particularly in creating a brand identity that effectively communicated the product’s health benefits while differentiating it from traditional salts and other health supplements.
    • The client lacked experience in developing a cohesive brand story, packaging design, and messaging strategy.
  3. Lack of Go-To-Market Strategy:
    • With no structured GTM plan in place, the client was unsure how to introduce the product to the market, including pricing, distribution channels, and marketing tactics.
    • Building awareness and educating consumers about the unique benefits of alkaline liquid salt presented a challenge due to the product’s novelty.
  4. Educating and Convincing Consumers:
    • The client needed to build trust and credibility in a market where consumers are often skeptical of new health products.
    • A key hurdle was convincing both consumers and food industry professionals to shift from conventional salt to an unfamiliar liquid alternative.

Objectives

  • Refine the product’s packaging and ensure regulatory compliance for a smooth market entry.
  • Create a compelling and differentiated brand identity that resonates with health-conscious consumers and food industry professionals.
  • Develop and execute a robust GTM strategy to successfully introduce the alkaline liquid salt to the market.
  • Position the product as a trusted, effective, and innovative alternative to traditional salt, driving adoption and repeat purchases.

Solution: Consulting Engagement

BlitzGro was brought on to guide the client through product packing solution, branding, and crafting an effective GTM strategy to ensure a successful product launch.

Step 1: Product Development and Refinement

  • R&D Collaboration: BlitzGro worked with the client to work on an appealing packaging to attract clients and customers alike. This partnership ensured the product maintained its alkaline properties while delivering a palatable taste and texture..
  • Production Scaling: We worked with the client to establish scalable production processes, ensuring quality control and cost efficiency as the business prepared for large-scale distribution.

Step 2: Brand Identity and Positioning

  • Brand Development Workshop: BlitzGro facilitated workshops to define the brand’s core values, mission, and unique selling proposition (USP). Together, we developed a brand identity that focused on health, innovation, and sustainability, positioning the product as a premium wellness solution.
  • Messaging Strategy: We crafted a powerful messaging framework that communicated the alkaline liquid salt’s health benefits—balancing pH levels, reducing sodium intake, and enhancing flavor naturally. The messaging was tailored to both health-conscious consumers and food industry professionals, positioning the product as versatile and revolutionary.

Step 3: Go-To-Market (GTM) Strategy

  • Market Research and Segmentation: BlitzGro conducted extensive market research to identify key target audiences. The B2C segment included health enthusiasts, fitness-conscious individuals, and wellness communities. The B2B segment targeted premium restaurants, health-focused cafés, and nutritionists.
  • Pricing Strategy: We helped the client establish a competitive pricing strategy that reflected the product’s premium position while remaining accessible to its target market. Price testing was conducted to ensure optimal margins and market acceptance.
  • Distribution Channels: BlitzGro devised a multi-channel distribution strategy. For the B2C market, we prioritized e-commerce platforms and health stores, including partnerships with wellness influencers to increase reach. For the B2B market, we helped the client establish relationships with upscale restaurants, health food suppliers, and fitness centers.

Step 4: Consumer Education and Trust Building

  • Educational Content Creation: BlitzGro helped the client create a library of educational content, including blog posts, videos, and infographics, explaining the science behind alkaline products and the health benefits of liquid salt over traditional options. This content was shared through the brand’s website, social media, and email marketing campaigns.
  • Trial and Testimonial Campaign: To build trust with skeptical consumers, BlitzGro launched a trial campaign that offered samples to early adopters and gathered testimonials, which were featured prominently in marketing materials.

Results

  1. Successful Product Launch:
    • Revenue Milestone: Within the first three months, the client achieved over $150,000 in sales, surpassing initial expectations for the product launch.
    • Distribution Success: The product was successfully introduced in over 50 specialty health stores and gained traction on e-commerce platforms like Amazon and the client’s direct-to-consumer website.
  2. Brand Identity Establishment:
    • Market Recognition: The brand quickly became known for its innovative approach to health and wellness, with consumers associating it with premium quality and positive lifestyle changes. The brand’s packaging was awarded a design excellence award by a prominent industry organization.
    • Positive Consumer Feedback: The product garnered positive reviews, with customers praising its taste, versatility, and health benefits, leading to a 35% repeat purchase rate within the first three months.
  3. Strong GTM Execution:
    • Market Penetration: The GTM strategy effectively penetrated both B2C and B2B markets, with premium restaurants and health-conscious cafés incorporating the alkaline liquid salt into their offerings, driving further consumer interest.
    • Online Engagement: The brand’s digital marketing efforts resulted in a 300% increase in website traffic and significant social media engagement, particularly from health influencers and wellness communities.
  4. Consumer Trust and Education Impact:
    • Content Success: Educational content resonated with the target audience, with articles and videos explaining the benefits of alkaline salt seeing high engagement and conversion rates.