Pukka
The Challenge
Develop and execute an expansion strategy for the US market. Modify the route to market from importer to the establishment of the Pukka Inc. US entity.
The Strategy
Improve consumer pricing by modifying the route to market and sell directly to US retailers and distributors via newly formed Pukka Inc. Introduce a new US packaging design, focus on a core product range, and expand national points of distribution from natural stores into larger grocery supermarkets. Support the brand through trade and consumer marketing programs.
The Execution
Green Seed completed a tea market opportunity assessment using SPINS scan data, then made recommendations on the marketing mix. The Green Seed sales and marketing team have executed national brand development plans. Green Seed also helped recruit Pukka US personnel as the company built its US platform overtime.
The Result
Double-digit increases in sales year on year to over $10m, with step-changes to distribution and increased brand rates of sale. The company successfully exited to Unilever in 2008, when Green Seed continued driving sales for a further two years operating under the US General Manager.
“Over a six-year period, Green Seed’s expertise helped us develop a winning commercial US strategy for Pukka, from using data to help us focus on the right herbal teas for the American consumer, down to partnering with the right retailers and helping build a strong US team for long term success. Whilst working hard and committed all the way along, they’re also a fun bunch of great people to do business with.”