BlueOcean was challenged to capture and reaffirm all things intrinsic to the founding values of BeeNZ’s sustainable business practice. We accepted the challenge of strategically placing BeeNZ in a global market, as the leading producer of premium mānuka honey.
It’s no secret that Mānuka honey is the proverbial pot of gold for health advocates. And with a multitude of healing properties being marketed internationally, global demand is increasing.
BeeNZ owners, David and Julie, although they started out small, invested in a manufacturing plant from day one, quickly growing a multimillion-dollar honey manufacturing business. Fast growth in contract honey manufacturing meant that their focus had shifted away from their own premium brand and product.
Dominating the honey manufacturing market meant the direction and founding values David and Julie’s business had been built on needed to be reaffirmed. They wanted to deliver and produce the highest quality premium mānuka honey to the world.
By shifting their revenue streams from being a brand in their own right as well as a honey manufacturing company, emphasis could be pushed back on the BeeNZ brand.
BlueOcean conducted in-depth global market research to understand the end customers. A market penetration strategy was created allowing a new niche in the global market for BeeNZ to be created. Being able to define their unique value proposition and to fully engage in each stage of the distributors' customer journey, meant value could be created in multiple ways, beyond the physical product.
Using a strategic approach meant a brand that emanated the founding values of BeeNZ and aligned with its end customer could be refreshed. An online platform, The Hive, was developed to provide tools for global distributors to become better geared up to penetrate markets. It gave distributors the same purely extraordinary experience as its customers.
The values of BeeNZ were truly lived inside the organisation as well as out.
Like a hive of bees all working together in
co-dependence for the common good, the creation of an online hive meant international markets could be penetrated. BeeNZ could be placed in its own space in the market as the premium New Zealand mānuka honey producer.
Now that is purely extraordinary.
See a sample of our favourite client success stories.
Challenge: To align six dental practices across New Zealand behind the founders values and deliver better outcomes for patients. To make the organisation less dependent on founders and ready to scale.
Approach: Define and document purpose, goals and patient value. Build a strong organisation and brand focused around customer centricity. Implement streamlined processes, systems and structure across all practices to ensure consistent delivery of highest value.
Challenge: Aligning strategy, sales and service to achieve growth in a market dominated by large and influential competitors and clients.
Approach: A strategic shift from equipment supplier to solutions partner. Redefinition and refinement of segmentation, targeting and value proposition. Sales and Marketing knowledge exchange to provide a two-way market feedback loop and shape communications execution.
Challenge: Shape an already successful organisation to become a fully-fledged hotel group, centred around the customer.
Approach: Internal stocktake of culture, systems and process from the boardroom to the broom cupboard. Market research. Value Proposition design. Processes, scorecards and objectives set at every level of the organisation. Brand refresh. Portal and property-level websites. Marketing comms execution.
Challenge: Help a business that had achieved light-speed growth to reaffirm their values before taking on big new markets where the competition already has a foothold.
Approach: Listen and learn the back story. Primary and Secondary market research to understand the end-consumer. A new value proposition, brand refresh, customer journey mapping and market penetration strategy.
Challenge: Client needed to stand independent from TOP10 holiday parks after heavily investing in upgrading their park to a holiday resort; and wanted to create long term growth strategy.
Approach: Clarify and refine a clear value proposition by shifting to their strategy from product to customer centric. Align marketing and digital to communicate value to target markets and distribution channels. Create a pricing strategy to maximise yield and occupancy.
Challenge: Take a business with incredible internal culture and turn it into a value proposition to gain competitive advantage in a red-ocean market. Attract and retain good-fit staff.
Approach: Understand the culture and leadership. Understand the customer. Develop a differentiated value proposition, translate through brand and take to market.
Challenge: An incredible property that was being sold as an overnight luxury lodge, rather than a destination in its own right, with some misaligned guest expectations.
Approach: Define who the customer is, understand their journey and develop a go to market strategy and positioning. Build a clear value proposition, a brand and an innovative digital strategy that attracts the right guests and is understood by trade distribution channels.
Challenge: Taupo based yachting excursion company suffered a terrible blow. One of their yachts ran aground, instantly halving their business potential. A new vessel was acquired but it didn’t fit the sustainability brand values. With the clock ticking towards summer an entirely new value proposition had to be developed to maintain their eco-friendly reputation.
Approach: Drive campaigns to target market segment. Develop new products and propositioning for new vessel while maintaining continuity with the over-arching brand.
Challenge: In an industry that is overwhelmed with travel options how does one luxury travel company stand apart from the others and increase bookings and dollar value of high net worth travellers?
Approach: Define the intrinsic value that our client offers outside of the “holiday package” market. Develop a separate strategy for the owner of the company as the definitive expert in the luxury travel market.
Challenge: Implement a new brand and grow revenue for a Wanaka based climbing business. Develop a long-term strategy to keep the business sustainable in an industry that has been predicted to decline.
Approach: Develop a guest focused strategy through emotional values rather than competing on product and price.