CLIENT
- Hypergold Limited (Jara Crayfish)
PROJECT TITLE
- Market Penetration & Product Improvement Support
SERVICES RENDERED
REMARKS
- This project was critical in bridging the gap between product quality and market perception. Despite previous market rejections, through extensive groundwork and honest feedback loops, we helped the client uncover the real reasons behind their product’s lack of market traction in Port Harcourt.
BACKGROUND
- Jara Crayfish is a brand of Hypergold focused on packaging and selling sachet crayfish. After encountering market rejection in Port Harcourt, they approached us for support in understanding the cause and finding a solution. They had previously recorded success in other cities like Lagos and Ibadan, but the Port Harcourt market remained resistant.
NEED STATEMENT
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The client needed to understand why the Port Harcourt market was rejecting their product despite its nutritional benefits and success in other regions. They sought a marketing solution to help drive sales and gain market penetration.
SOLUTION PROFFERED
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- We identified a flaw in the packaging that affected the perceived value.
- We developed a field strategy to engage both major and street markets across Port Harcourt.
- Conducted firsthand surveys and product evaluations across markets like Rainbow, Mile One, and Rumuomasi.
- We made other findings and gave recommendations to reposition the brand.
PROJECT OUTCOME
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The market research revealed critical disconnects between the producer’s assumptions and consumer expectations. The client was presented with clear feedback and strategic recommendations to revise their production, market entry, pricing, and promotion. This provided a foundation for relaunch planning and potential product repositioning tailored specifically for the Port Harcourt market.
The product saw an increase in orders every week and faced the challenge of logistics (delivering the products), which we also helped solve.
