International Marketing Strategy
Poppi, a functional prebiotic soda, aims to expand into the health-conscious market of New Zealand. With a reputation for wellness-oriented consumption and sustainable practices, New Zealand provides a fertile environment for Poppi’s expansion.
Poppi Soda – New Zealand Market Expansion
Over a 14-week period, my team and I created a comprehensive international marketing plan for Poppi, a U.S.-based functional prebiotic soda, to enter the health-conscious New Zealand market. The project covered in-depth market research, tailored product adaptations, strategic distribution planning, and a culturally aligned integrated marketing communications (IMC) strategy.
OUR GOAL
Position Poppi as a premium yet accessible wellness beverage in a country known for its sustainability values and progressive trade environment. We wanted to integrate the brand seamlessly by creating custom flavors for this market as well as choosing packaging and store partnerships that would resonate with local clientele.
Project Details
Market Analysis & Opportunity
We began with a PESTLE analysis to evaluate the external environment:
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Political – Stable governance, free-trade agreements (CPTPP), but rising potential for sugar tax regulations.
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Economic – Urban centers (Auckland, Wellington) offer higher purchasing power; rural areas require more price-sensitive approaches.
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Social – Strong wellness culture and demand for functional beverages that promote gut health.
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Technological – 90% internet penetration, enabling digital-first marketing.
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Legal – Strict labeling, health claims, and sugar content regulations.
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Environmental – Strong eco-consciousness; emphasis on recyclable packaging and low-waste distribution.
Product Adaptation
We balanced global brand consistency with local market customization:
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Standardized: 355ml recyclable aluminum cans, core prebiotic formulation, and digital marketing strategy.
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Adapted:
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Flavor Innovation – Introduced feijoa flavor, a fruit popular in New Zealand, to enhance local appeal.
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Lower Sugar Content – 5g per can to meet health regulations and consumer demand.
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Eco-Friendly Branding – Highlighted sustainability credentials on packaging.
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Cultural Labeling – Clear health claims, non-GMO messaging, and social media links for consumer engagement.
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Pricing Strategy
Based on competitor benchmarking:
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8-pack: $18 NZD ($2.25 per can)
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18-pack: $32 NZD ($1.78 per can)
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30-pack: $45 NZD ($1.50 per can)
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This positions Poppi at a 25–35% premium over traditional sodas (Coca-Cola, Fanta), justified by its prebiotic benefits and functional positioning. Competitors in the health beverage space (kombucha) sell for $3–5 NZD per unit, showing consumer willingness to pay for wellness products.
Distribution Plan
Our entry strategy combined direct importing with local partnerships:
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Major Distributors: Foodstuffs, Progressive Enterprises.
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Retail Partners: Countdown, New World, Pak’nSave, specialty health food stores, cafés.
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E-Commerce: Online grocery platforms to reach tech-savvy consumers.
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Specialty Channels: Targeted presence in health stores for credibility and brand education.
Strategic Market Fit
New Zealand’s strong wellness culture, eco-conscious consumer base, and openness to innovative food and beverage products made it a prime candidate for Poppi’s first international expansion. Our research revealed clear alignment between Poppi’s brand values, gut health benefits, low sugar content, and sustainable packaging, and the preferences of New Zealand’s urban health-focused demographic. This cultural and regulatory compatibility provided a solid foundation for market entry and long-term brand growth.
Balanced Global-Local Approach
Our plan maintained Poppi’s global brand identity while adapting to local tastes and expectations. We preserved key brand elements such as the 355ml recyclable aluminum can and core prebiotic formulation, while introducing market-specific adaptations like a feijoa flavor, reduced sugar content, and eco-forward branding. This balance allowed us to achieve economies of scale, retain global consistency, and connect authentically with New Zealand consumers.
Integrated Marketing Communications (IMC) Strategy
Event Marketing
Sampling and brand activations at the Earth Beat Festival, a zero-waste, sustainability-focused cultural event.
Sports Partnerships
Product placement and advertising in major rugby stadiums (Eden Park, Mount Smart, Forsyth Barr) to reach mass audiences.
Digital Channels
Social media campaigns, influencer partnerships, and targeted ads focused on wellness communities.
On-Site Engagement
Mobile soda truck and branded bar setup for festival activations.
Can Design & Social Media Mock-Ups
This gallery showcases our New Zealand–specific design concepts for Poppi Soda that I designed, including a localized feijoa flavor can and social media campaign mockups.
The visuals highlight how we adapted Poppi’s branding to reflect New Zealand’s wellness culture, eco-conscious values, and vibrant aesthetic while maintaining the brand’s global identity.
