MADMONQ
Helping MADMONQ® expand to France
Our Expertise
Customer Insights
Market Entering & Scaling Up
Proposition Design
UX Research
Through extensive research, we provided valuable insights and developed a market entry strategy to the leading European gaming supplement brand in its expansion to France.
Challenge
MADMONQ® had established itself as a beloved brand within the Czech and Slovakian gaming communities. However, its entry into the French market fell short of expectations, with a general rejection of the brand concept and product. The client approached us to devise a market entry and marketing strategy that would resonate with the French audience, drive sales, and pave the way for future expansion into other European countries. Our primary challenge was to understand why the same strategy and product that had worked wonders in one market failed to perform well in another.
Our approach
To create a data-driven strategy, we initiated in-depth research to gain insights into the French market and the specific needs of the gaming community regarding performance and health supplements. Our goal was to gather demographic data, comprehend the perception of MADMONQ® among French gamers, and identify opportunities to enhance MADMONQs® presence in the French market. Based on these insights, we crafted a market entry and marketing strategy that aligned with the unique characteristics and needs of the target audience. Simultaneously, we thoroughly assessed all brand assets to develop a competitive and distinctive brand manual in collaboration with B&T Agency. Through extensive brand research and asset evaluation, we ensured that the MADMONQs® brand would stand out from competitors and cultivate a unique identity.
Based on these insights, we crafted a market entry and marketing strategy that aligned with the unique characteristics and needs of the target audience. Simultaneously, we thoroughly assessed all brand assets to develop a competitive and distinctive brand manual in collaboration with B&T Agency. Through extensive brand research and asset evaluation, we ensured that the MADMONQs® brand would stand out from competitors and cultivate a unique identity.
We started our research by identifying the market, competition, global and regional trends, the industry and existing user reviews and articles.
Then we interviewed the active stakeholders (representatives of the French market from the client’s side, influencers etc.) to find the existing pain-points and positive aspects of their presence on the French market.
This was followed with surveys with current Czech and French product users to understand the motivations of the community and difference between the markets.
We conducted in-depth Interviews with target group members to discover their needs, feelings and motivations – so we can identify opportunities to improve MADMONQs® presence on the French market.
We also ran a quantitative survey among the general population of gamers in France to gather demographic data on this community related to the use of performance supplements.It helped us find a way to improve MADMONQs® position on the market.
All the gathered data and insights were meticulously analyzed and transformed into market insights tailored to the brand, product, and the evolving needs of consumers.
Simultaneously we reviewed all brand assets in order to create a brand manual that’s competitive and unique for the segment. Together with B&T Agency we’ve also conducted extensive brand research and review of the brand assets so the MADMONQs® brand could stand out from the competition and develop distinctive assets.
Solution
Our insights revealed the primary distinction between the two markets: product users and their expectations. For instance, we discovered that in France, gamers prioritize nutritional consciousness and display less interest in utilizing food supplements. Conversely, Czech gamers embrace nutritional supplements and have a thriving community surrounding them. Furthermore, we pinpointed the key challenges faced by the MADMONQ® brand in France and devised a solution that targeted the most relevant audience while considering the brand’s competitors and its positioning in the market segment.
To assess the performance of various scenarios, we opted to conduct a test campaign, which yielded valuable insights. Additionally, to ensure effective engagement among French gamers, we utilized images of their beloved streamers (who are also among the users of MADMONQ®) in two distinct formats: a traditional photograph and a vibrant AI-generated portrait.
As a result, we recommended the brand to adapt to the new market and cater to the lifestyles of local gamers. This involved adjustments not only at the brand level but also in terms of product development and communication strategies. Our efforts laid the groundwork for a successful communication concept and campaign architecture.
