Hausboom - Success Case Study

Summary

Hausboom is a sparkling juice brand that was founded in 2014 in Malaysia. Certified as a Halal product, the product claims to contain natural ingredients and comes in a variety of flavors.

Hausboom has successfully appealed to Malaysian young people by strategically positioning itself as a lifestyle brand.

Scope

• Recognizing that Malaysians associate foreign brands with higher quality, Hausboom adopted a strategic distribution approach, giving more priority to foreign sales than local sales, and thereby endowed a "foreign" halo to its brand.
• The product's Halal certification and its claims of using ""all-natural ingredients"" in its formulation attracted Malaysian consumers, who are predominantly Muslim and increasingly health-conscious.
• Flavor innovation in keeping with the distinct taste preferences of each geographic region has helped Hausboom gain traction.
• Hausboom adopted creative and cost-effective marketing campaigns leveraging social media influencers and augmented reality packaging.
• The company's positioning as a lifestyle brand rather than a beverage company, powered by initiatives such as ""Hausboom Music,"" elevated its brand appeal among young people.

Reasons to Buy

• Understand the relevant consumer trends and attitudes that drive and support innovation success so you can tap into what is really impacting the industry.
• Gain a broader appreciation of the fast-moving consumer goods industry by gaining insights from both within and outside of your sector.
• Access valuable strategic take-outs to help direct future decision-making and inform new product development.