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Global Marketing Project
Project type
International Marketing & Market Entry Strategy
Date
April 2024
Brand & Creative Direction:
I created all product graphics and branding assets. This involved designing the packaging to be visually appealing on retail shelves and reflective of Vitaliaboost’s commitment to health and nature. Each flavor had distinct yet cohesive branding, using color schemes and design elements that aligned with Polish cultural aesthetics and consumer expectations. I also developed promotional materials and digital assets, ensuring a consistent and attractive brand presence across all channels.
Product Development & Customization:
I customized Vitaliaboost’s product offering to resonate with the Polish market. This included selecting flavors like Traditional, Cool Mint, and Acai Citrus, each with unique health benefits, and choosing eco-friendly, recyclable packaging. I carefully crafted the product’s positioning to highlight its natural ingredients, sustainable packaging, and wellness focus—key factors for attracting Polish consumers.
Marketing Strategy & Promotional Planning
Building on my market insights, I developed a marketing strategy focused on digital engagement and local community connections. I crafted a loyalty program in the Vitaliaboost app, where customers could earn rewards, and planned social media campaigns to build brand visibility. I designed the promotional approach to include partnerships with local wellness events, fitness centers, and health-focused retailers, emphasizing Vitaliaboost’s alignment with active and health-conscious lifestyles.
Market Research & Analysis
began by conducting extensive market research to understand Poland’s economic environment, cultural nuances, and consumer trends. Through this analysis, I identified a gap for a health-focused, sustainable energy drink. My research also covered Poland’s regulatory landscape to ensure Vitaliaboost’s compliance, particularly in regard to caffeine limits and environmental standards. This research phase provided a strong foundation, shaping both the brand message and product approach.
Pricing & Distribution Strategy
I created a competitive pricing strategy to balance accessibility with premium positioning, making Vitaliaboost appealing without compromising its upscale brand image. Additionally, I selected a direct export model and managed the distribution strategy, coordinating placements in Poland’s leading supermarkets and fitness centers to meet the target audience where they shop and work out.
Poland
The Vitaliaboost Poland Launch project focused on introducing the brand to the Polish market, specifically targeting high-potential urban centers and consumer hubs across Poland. Poland was selected for its growing health-conscious culture, particularly in cities like Warsaw, Kraków, and Wrocław, where wellness trends are prominent, and consumers show increasing interest in natural, organic products. Poland’s younger population, specifically professionals, students, and fitness enthusiasts, exhibits a preference for products that align with wellness and environmental values, making it an ideal market for a tea-based, all-natural energy drink like Vitaliaboost.
Poland's regulatory environment also influenced the launch approach. The country has specific guidelines around energy drinks, particularly regarding caffeine limits and age restrictions, which guided product formulation and packaging to ensure full compliance. I tailored the distribution strategy to target major retailers, fitness centers, and online marketplaces, ensuring Vitaliaboost was available through channels where Polish consumers naturally shop and engage with health products. This location-specific approach allowed Vitaliaboost to make a meaningful impact, with a product and marketing plan aligned to the Polish consumer mindset and lifestyle.
Vitaliaboost Poland Launch Project
The Vitaliaboost Poland Launch project was a comprehensive initiative to introduce Vitaliaboost, a premium tea-based energy drink, into the Polish market. The goal was to carve out a distinct space for Vitaliaboost by positioning it as a healthier, sustainable alternative to traditional energy drinks. My role involved developing a complete marketing plan from initial research to launch strategy. Starting with in-depth market research, I analyzed Poland’s economic, cultural, and consumer trends to understand what would resonate most with our target audience. I identified young professionals, health-conscious parents, and active individuals as key demographics, leveraging the insights to position Vitaliaboost not just as an energy drink, but as a lifestyle choice that aligns with wellness and environmental responsibility. With this foundation, I tailored our product offering - introducing flavors with specific health benefits and eco-friendly packaging that would appeal to this market’s values of health and sustainability.
From there, I developed a holistic go-to-market strategy, balancing online and offline channels to maximize brand visibility. We launched a loyalty program within the Vitaliaboost app, allowing customers to earn rewards while deepening their connection to the brand. Our promotional strategy focused on building a digital presence alongside meaningful local partnerships, including sponsorships at health and wellness events and placement in Poland’s major retailers and fitness centers. These strategies ensured Vitaliaboost would be accessible and relatable for our target market. Additionally, I crafted a competitive pricing strategy that balanced premium appeal with accessibility, positioning Vitaliaboost as a worthwhile choice against other popular brands. Through this project, I refined my ability to create and execute a data-driven, culturally resonant marketing strategy. This experience underscored my capacity to manage product positioning, pricing, and promotion effectively in an international market, a skill set I’m eager to bring to future roles.