Tropical Fruit World

Tropical Fruit World and its Tropicology and Tropical Passion ranges:
Market research to understand the key to successfully position Tropical Fruit World and its Tropicology (skincare range) and Tropical Passion (condiments range) products against the competitive more heavily promoted Gold Coast attractions and the global skincare and condiment brands.

Both product ranges were also developed for export using an inexpensive multi-stage research methodology developed by Enright Hendy & Partners to achieve the cultural customisation of the brands against the nominated export markets' competitive products. This process utilises the airlines, ethnic clubs, consulates and backpacker hostels to recruit respondents to carry out the research in Australia. The process also enables us to identify the appropriate retail distribution, pricing and communications strategy that will most be appropriate.

Tropicology and Tropical Passion range pack designs incorporating the unique properties that project the USP (unique selling proposition) of the brand with the research developed appropriate brand personality. The pack strategy was designed to overcome the need for expensive POS displays and their accompanying co-op payments to retailers. A web site (www.tropicalfruitworld.com.au) has been designed and constructed by Enright Hendy & Partners to deliver consumer information and facilitate follow-up direct sales.

Outcome:

  • Tropical Fruit World's business (the attraction) has been re-positioned successfully away from the Asian market to the domestic market as one of the Gold Coast's leading "passive" attractions. Revenues from the domestic market have risen markedly to produce dramatically increased profits, well above those enjoyed prior to the Asian "melt-down" that devastated those operators dependent on this market.
  • The Tropicology range of skincare products has been launched through David Jones and selected pharmacies and has one of its number achieve 13th best seller status in the first 6 months, which is regarded as an exceptional achievement by David Jones.
  • The Tropical Passion range of jams, sauces and dressings has been regarded by Coles to be the most professionally presented new brand/product range in the category. This was done without advertising support.