INTRODUCTION
Following the remarkable success of Fonex company in entering the U.S market through cooperation with Tradestream and the outstanding results they achieved through their first brand (FNX). Fonex partnered once again to introduce the Gummy Brand. This renewed partnership aimed to expand and strength Fonex market presence in the U.S and attract more customers through the high-quality hair care solutions they produced since decades. Gummy brand offers a variety of complete hair care products, in addition to targeting a new segments including customers seeking braids, twists, and edge control solutions.
THE CHALLNGE
Despite the remarkable success achieved by FONEX in the US market with its first brand (FNX), introducing a new brand is still a journey that requires deep planning, researching and implementation. Launching new products is never easy, especially since this brand includes products that target braids, twists hairstyles, which needs to take in consideration geographical locations, demographic analysis, customer behaviors to be able to have a highly competitive advantage.
THE PLAN
The strategy to enter the US market has been carefully crafted, taking the following factors into consideration:
1. Geographical Location: Understanding the geographical and demographic distribution of customers based on their needs and consuming.
2. Distribution: Streamline supply chain processes to ensure efficient delivery and product availability in major retail and e-commerce platforms.
3. Brand awareness: Establishing partnerships with the most important distributors in the American market, and ensuring the presence of the product on electronic platforms, which allowed a positive impact from customers.
IMPLEMNTATION & GROWTH
The partnership officially began a year after FNX’s successful launch in the US, allowing Trade Stream to leverage its existing network and insights to accelerate Gummy’s entry into the market. Key achievements included:
1. Successful product launch: Gummy’s presence expanded into supermarkets selling beauty supplies and e-commerce platforms.
2. Increase market share: Enhance Gummy’s reputation as a preferred choice among professional hair stylists, barbers and daily users.
3. Enhance customer engagement: Implement marketing strategies that highlight the strength of Gummy’s power, versatility, and hair-friendly formula.
CONCLUSION
The success of Gummy’s expansion in the US reflects Trade Stream’s expertise in business development and market penetration. Through a strategic, data-driven approach, Trade Stream has helped Gummy overcome the challenges of international expansion, cementing its position as a leading hair care brand in the United States. Both companies are committed to continue to grow and innovate.
For more information about our business development services or GUMMY’s success story, you can contact us.
