It’s just water. Isn’t it?

Combine this consumer statement with the daunting task of competing against 200 known (and another bunch of unknown) brands, and many strategists would raise their hands in the air and call it a day.

We raised our hands like eager students at the front of the class. This was a challenge we wanted to be associated with.

Our research wasn’t confined to mere numbers off a retail audit page. We delved into the marketplace, conversing with retailers, buyers, consumers, customers, young, young-at-heart. We factored in social and regulatory, economic and political in identifying a key niche that a new brand, MAi™, can enter, own, exploit and grow.

By focusing on the very essence of what consumers and customers alike want, we were able to identify opportunities that would allow a new brand to quench the thirst of the growing youth.

The result was positive that we began adding our input for the global brand strategy, liaising with international operations to ensure that segmentation strategies were sound.

Science has proven us right. Consumer research has put Mai Icelandic Glacial Water on top when compared against the competition. That’s something to drink to.

Core Area: Product Development, Strategy Formulation
Industry: Consumer Goods