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Partnering in the US to maximize the omnichannel category opportunity
THE SITUATION
Manuka Doctor, a New Zealand brand known for its premium Manuka honey, sought a comprehensive U.S. expansion to boost visibility and sales across retail channels, including Brick & Mortar, Amazon and DTC. Facing tough market conditions, Manuka Doctor looked to MPG as their all-in-one partner to guide them to success.
THE APPROACH
To help Manuka Doctor unlock its potential in the U.S., MPG assembled a tailor-made team of strategically selected cross-functional experts, providing an integrated solution for navigating the complexities of launching an international brand in U.S. markets. This collaborative partnership evolved over time. Acting as an extension of Manuka Doctor’s team, we identified new opportunities, repositioned the brand for U.S. consumers, and optimized their Amazon and DTC presence. With MPG, Manuka Doctor found a “one-stop shop” for everything they needed to grow.
OUR END-TO-END COMMERCIAL SERVICES
consulting
The MPG Consulting team led the charge in defining channel roles, targeting key retailers, crafting a compelling selling story and establishing distribution. Through extensive category research, they developed a U.S.-specific go-to-market (GTM) plan to engage health-focused consumers. By repositioning Manuka Doctor as a health product you “take” rather than simply “use,” MPG aligned the brand with U.S. interest in functional foods and wellness.
Omnichannel Commerce
MPG guided the brand’s entrance into the U.S. by defining the role of each retail channel, identifying key retailers, and developing an omnichannel strategy that positioned Manuka Doctor for success across Brick & Mortar, Amazon and DTC platforms.
ANALYTICS + INSIGHTS
Engaged to measure campaign performance and gain a deep understanding of category dynamics, MPG’s Insights & Analytics team provided actionable data to inform strategic decisions, optimize marketing efforts, and drive growth for Manuka Doctor in the competitive U.S. market.
Logistics
Our Order to Cash team ensured smooth, scalable distribution, setting the foundation for Manuka Doctor’s U.S. market entry and growth across multiple retail channels.
MARKETING + DESIGN
The Strategic Marketing & Communications team developed a breakthrough campaign, delivering a multi-touchpoint communication plan across paid, owned, and earned media. Working closely with the Manuka Doctor team, we crafted cohesive promotional messaging and managed targeted email and SMS campaigns to deepen engagement and drive results.
THE RESULTS
Sweet Success! MPG successfully reversed negative market trends and paved the way for sustained growth across all channels for Manuka Doctor, driving continued growth year over year in the U.S. market.
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