New product launch: Supernatural Grass
Client Needs
As part of its product diversification, Melbourne Brick launched a new brand and product in the artificial turf market called Supernatural Grass. In launching the product, an effective marketing plan was required to successful execute the brand across the business that is consistent with the core strategy of the firm.
Key Issues
Industry Trends
The artificial turf market is heavily cluttered with many competitors and suppliers dominating the industry. The main challenge the client faced was differentiating their brand from their competitors and achieving brand awareness in the market.
Brand Extension
Introducing a new brand to the business presented multiple challenges for the client, in particular, developing a brand association that connects with the firm’s related brands and product mix.
Environment
With the ongoing Australian drought and tougher water restrictions currently in place, the artificial turf industry has turned a new leaf. With sales of artificial grass increasing and demand for natural grass declining, the timing was perfect to launch Supernatural Grass into the market.
Distribution Channels
Unlike many competitors in the industry who distribute their products online or through resellers, Supernatural Grass would have the backing of Melbourne Brick’s existing retail channels to carry the new product. The challenge was how the client would utilize their strengths without compromising the distribution strategy of their existing brands.
Brand Strength
Being an official supplier to the 2000 Sydney and Beijing Olympic Games the challenge was how the client would integrate their new product with their advertising and promotional activity that is consistent with the overall brand strategy of the firm.
BlueFrog Solution
Branding
BlueFrog Marketing conducted a brainstorm and research project, which lead to the development of a new brand concept for Supernatural Grass. In addition, logo development and the concept of ‘artificial grass being better than natural turf’ became a selling point across their communication activities.
Advertising
A complete media and advertising plan was developed for Supernatural Grass as a result of a market research assessment. This included promoting brand awareness through various print media and radio advertising (live reads) which has been successful to date.
Website
A website was also launched in accordance with the launch of the new brand. BlueFrog Marketing created an internet channel which featured a photo gallery, case studies and blog articles as a communication tool. BlueFrog also engaged in effective search engine optimization strategies to ensure top rankings on Google search engine.
Results
Within the first year of the launch, sales have increased by 15% - 20%.
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