Successful at “Go-to-Market”

Successful at “Go-to-Market”
Calinda - Special Fruit Belgium

Challenge

Special Fruit, a global service provider in exotics & vegetables and producer of soft fruit wanted to launch a new and exiting Mediterranean strawberry called Calinda with great taste that was new to market standards. For this to become successful they asked Fresh Insight to guide and coach them through the go-to market phase



What we did

We organized teams sessions and workshops defining a go-to-market strategy and plan involving different stakeholders as category managers along the way. Conducted a focus group to evaluate the branding, product positioning and packaging. With the outcome the product was repositioned, packaging was adjusted and new materials were created as a video for the campaign. Organized a sales training to inspire people to step out of their day to day sales approach and discuss value instead of pricing strategies Inspired to develop an exiting campaign for category managers with tools as a Calinda experience kit and an experience room at fairs like Fruit Logistica



Co creation



Co creation



Co creation



Result

Category managers were involved and inspired along the way. The launch was successful and Calinda is growing year by year. This project has set an example in the company on how to market innovative projects in the future

Who worked on this case


Elena Ozeritskaya

Founder & Strategist