Challenge:
Strengthen B2C strategies through e-commerce channels for horticulture product
Solution:
Provide a well-researched market strategy and successful B2C strategy for the e-commerce space
Impact:
Reduced risk for small business by leveraging marketing expertise for a targeted outreach strategy
International Zeolite (IZ) is a successful Zeolite mining vertically integrated organization that covers the complete value chain from zeolite production and supply to direct-to-consumer products.
Having a successful B2B strategy, IZ had developed multiple zeolite-based products to be used in the horticulture industry, however, wanting to strengthen their B2C strategy through e-commerce channels is a top-of-mind priority.
The Business and Commercialization Innovation Centre (BCIC) at Niagara College Research & Innovation developed a strategy and executed elements for products ready for sale. This included an environmental scan, competitive analysis, target market identification, website strategy, promotional strategy, logo and branding, media collateral execution.
To understand the marketplace of each unique product, environmental scans, competitive analysis, and target market identifications, and distribution channels were done for multiple markets. This was completed using secondary research.
Once the market research was completed and a thorough understanding of each market was had, a strategy to bring all products under one group through the promotional strategy was completed.
Brand development on the new Earth Innovations products was completed and a complete brand guide was delivered to the business. Packaging mock ups were also completed for each product line.
Armed with marketing expertise, small businesses are better supported for future success by better understanding components of their B2B strategy at the same time as they reduce business risk.
Visit Niagara College’s Business and Commercialization Innovation Centre (BCIC) website to learn more about its resources and capabilities.
(Project #NC133)
