Bayer - One A Day
How a latecomer can win the nutrition supplement market
One A Day is a 70-year-old American multi-vitamin brand owned by Bayer. The brand officially entered China in 2019. However, the Chinese health supplement market was already very competitive, and the market and consumer awareness were dominated by established brands, who set a standard of brand communication that all other brands aligned with. To enter the "Red Ocean" as a new brand, it was extremely difficult to win over consumers and establish One A Day as a unique brand.
“To win the market for one year is a tactic, to win the market for ten years is a strategy.”
Ylab deeply understands the trend of the next ten years in the nutrition supplement industry. We are able to decode the hidden consumer needs behind social phenomena and explore product innovation from a multitude of perspectives with experts, brand teams, and consumers.
In terms of brand strategy, Ylab analyzed the market, which included an industry perspective study, semiotic decoding of competitors’ communication content, and analysis of competitors’ communication strategy. Then, Ylab decoded the consumer needs and expectations and followed this with brand decoding. Ylab decoded the brand’s unique selling point while developing the brand positioning and brand house.
In terms of product strategy, Ylab identified use occasions and consumer pain points, developed the pillars of product innovation, and created the product concept. We then held co-creation workshops with the global branding team and sought to understand the consumer more deeply through consumer focus groups.
While cooperating with One A Day, Ylab was not only a consultant that could bring a global perspective, but also an expert in cultural insight and brand strategy. We built resonance with local consumers for an international brand and brought multi-dimensional innovation to the brand at the same time.