Challenge:

Sanren Journey, a brand specializing in lifestyle products, identified an emerging market opportunity during the pandemic: the increased consumer demand for hygiene-related products. They aimed to introduce a fabric sanitiser that not only met the heightened hygiene standards but also aligned with their brand's commitment to quality and innovation. The challenges included:

• Market Entry Timing: Launching the product swiftly to capitalize on the current demand.
• Consumer Education: Informing potential customers about the benefits and proper usage of fabric sanitisers.
• Competitive Landscape: Differentiating the product in a market becoming saturated with hygiene solutions.

Solution:

To address these challenges, we developed a comprehensive strategy focusing on market analysis, product innovation, and a targeted multi-channel marketing campaign.

1. Market Analysis and Product Development

We conducted an in-depth analysis of evolving market dynamics, particularly the significant shift in consumer behavior driven by the pandemic. Insights from this analysis guided the development of a fabric sanitiser that was both effective and safe for various fabrics, aligning with consumer needs and preferences.

2. Branding and Positioning

We crafted a branding strategy that positioned Sanren Journey’s Fabric Sanitiser as a premium, essential addition to household hygiene routines. Key elements included:

• Product Differentiation: Emphasizing unique features such as gentle formulation, pleasant fragrance, and suitability for various fabrics.
• Visual Identity: Designing packaging that reflects cleanliness and modern aesthetics, enhancing shelf appeal.

3. Multi-Channel Marketing Campaign

A targeted marketing campaign was launched to build product awareness and drive sales:

• Digital Marketing: Utilized social media platforms and email marketing to reach existing and potential customers, highlighting the product's benefits and usage scenarios.
• Influencer Partnerships: Collaborated with lifestyle influencers to demonstrate the product in real-life settings, building trust and credibility.
• Retail Partnerships: Secured placements in key retail outlets, enhancing product accessibility and visibility.