Question

Topic: Branding

Trade Name For An E-shop

Posted by aalpaticova on 11/16/2009 at 2:37 PM ET 250 Points
Dear Marketing Experts,

We are planning to set up an online shop for food and cosmetics produced with macadamia nuts: nuts as snacks, macadamia oils, skin care and hair products. Target market: European Union.
Please help with a trade name that will be easy to remember and will reflect our business.
So far we thought of: macadamia care, macadamia for life and macamania, but are not too happy with these names.

Your ideas would be highly appreciated!
Anastasia
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RESPONSES

  • Posted on 11/16/2009 at 7:08 PM Accepted
    You need to identify the primary target audience for your new brand/business and the core benefit. You're looking at this from the perspective of the ingredient, but the real issue should be the benefit you're going to deliver for the end-user customer. That's what will ultimately get the attention and interest of your target audience.

    When you define your primary target audience, don't just state where they live or how old they are. Find out what attitudes they have, what they're using now (instead of your product), how and where they make purchase decisions in your categories, lifestyle segments, etc.

    While the source of your uniqueness is clearly the ingredient, that alone is not a solid foundation for a long-term marketing strategy or a positioning platform. It's a little like opening a store that sells all things platinum. What's in it for me as a customer?
  • Posted by Jay Hamilton-Roth on 11/16/2009 at 11:46 PM Member
    Michael has give you some sage advice, which you might want to consider now before you regret it later.

    If you're itching for a name now, here are a couple more ideas: MacHeaven, Macadamia World, or MacEden.
  • Posted on 11/17/2009 at 2:38 AM Member
    Here in Germany, the prefix Mac is used to denote something that is very cheap. In fact, there is a discount store called MacGeiz (geiz being the German word for cheap). It comes from the stereotype that Scottish people are mean, and from the prefix Mac on many Scottish names.

    Not very nice, but you have to remember it for the EU! In fact, you could use it to your advantage with a name like MacNuts (or more memorable: MacNutz), implying the macadamia element, as well as a cheap element in Germany. That is, if you are competing on price.

    Also, anything with mac in it is likely to attract a lot of technogeeks, who probably won't follow through with purchases.

    How about the following:
    Nut Life
    MacLife (could get sued by Apple for that)
    Macademic
    Second Skin (implying the protection element of the product)
    Macamania!

    However, I agree with Phil. You should find something that appeals to what you're really selling, ie not nuts, but the hope of a healthier lifestyle, or the status that macadamia nuts bring, or whatever it is that people feel when they use your product. People looking for macadamia nuts will find you without the word macadamia in the name.

    Good luck,
    Will.
  • Posted by aalpaticova on 11/17/2009 at 6:37 AM Author
    Many thanks to all of you for your answers and great ideas! To answer your questions:
    1. Sourcing the macadamias. For the time being we have one supplier in Australia (the firm owns the process from growing to manufacturing to packaging, but their distribution is only limited to Australia now and they are seeking to expand it to Europe). We are also seeking other suppliers and are talking to a South African firm and a German firm (they are in packaging and distribution, their nuts come from Australia).
    2. Target audience and benefit. We already thought about that, I did not want to make the question too long, therefore indicated that the target market is EU, and was glad I did; as Will wrote, there are differences in perceptions of different names.
    We will also be dealing with a more mature Western market where macadamia nuts and products are more familiar, and South Eastern Europe where the import of these nuts and products started fairly recently, so there will be a great deal of market education and development.

    Once again, I really appreciate all your answers!
    Anastasia
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