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Connecting South Korea to Canada




Industry/Market of origin: Soft Drink / South Korea

Product/Service: Client company has been very successful in their domestic market with a new rang of Aloe Vera based drinks.

Market Situation: This is an extremely competitive market where brand awareness and shelf position are paramount to volume sales through any retail channel. The client, in wishing to enter the US market, engaged Copernicus to carry out a pre-market assessment study on which to base their market entry strategy. Copernicus conducted a market analysis, an opportunity assessment, and evaluated the company’s and similar sized competitor’s product offering, pricing, and retail distribution patterns.

Objective: Introduce the range to establish a distribution route that would demonstrate a first year return of investment in line with agreed targets.

Strategy: Position the client with health awareness brands and in locations complimentary to the offer as a quality, affordable alternative to better known “health” drinks. In particular lead with the “hangover tea” product which we are reliably informed is a liver remedy which also cures hangovers before they start if consumed ahead of the alcohol over indulgence. Communicate through trade advertising and promotion to the target consumer market that this is a drink for the health conscious and introduce further products from the range (Aloe King Coffee, Juices and Teas) as uptake increases.

Implementation: Copernicus worked with the company to create a multi-media and Web 2.0 campaign that compelled initial buy-in and returned high profit margins for the client and sales that exceeded 80% of year one targets

Results: The client realized its objective of entering the Canadian market and is now continuing to work with Copernicus with the aim of generating incremental sales revenue.








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