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Gama spoke to Karen Zafar, Founder & Director at Pure Global Trade.
What are the key success factors in creating a new retail drinks brand?
New to the drinks industry, we are still early on in our journey. It’s a challenge and we are learning every day – it’s incredible and we love it. Be different, create a product which is unique, understand consumer preferences and look to create a high-quality product: for us this was a ‘healthy energy drink’. Key is implementing effective marketing strategies and building strong distribution channels along with innovative packaging solutions.
For brands aiming to establish themselves in a competitive market, the advice would be to thoroughly understand the target market, differentiate the brand with a compelling value proposition, validate consumer demand through market research, engage with the audience authentically in marketing efforts to build brand loyalty, and focus on creating a community around the brand rather than just selling products.
What advice would you give other brands seeking to gain a foothold in a competitive market?
It’s crucial to remember that patience and persistence are key. Consistently delivering a clear and strong message is essential; don’t assume that people will automatically understand your offering. Keep it simple and stay committed to your messaging strategy to effectively establish your brand’s presence and value proposition. Never be afraid to ask for help and if you don’t understand, just ask. Know your stuff inside and out. These will be the building blocks to your success – and a little luck helps as well!
Read the full interview in the next issue of Gama News.
