Transforming health care development with Mannings Hong Kong’s Western Vitamins & Supplements

The company was recognised with the Retail Product of the Year - Hong Kong at the Retail Asia Awards 2023.

Mannings, the leading and trusted Health & Beauty products chain store in Hong Kong, has made a significant impact in the healthcare industry with the introduction of Mannings Western Vitamins & Supplements. This range of products, launched in October 2022, has revolutionised the concept of own brand health care in Hong Kong, where global and well-known brands have traditionally dominated the market.

Recognising the need for change, Mannings took on the challenge of transforming the perception of own brands and addressing the current barriers in the health supplement industry. With a customer-led strategy at the forefront, Mannings aimed to cater to the diverse needs of its customers and promote long-term health and well-being.

The development and launch of Mannings Western Vitamins & Supplements marked a significant milestone in the company's mission. With over 50 products introduced, Mannings aimed to create a comprehensive range that would cater to different customer groups, including adults, kids, and the elderly. This comprehensive approach reflected Mannings' commitment to meeting the unique health needs of its customers.

One of the key factors contributing to the success of Mannings Western Vitamins & Supplements was the emphasis on sourcing globally from reputable countries. Hong Kong customers place great importance on the country of origin of health supplements, as it influences brand image and product effectiveness. By ensuring that all products were made in Europe (Germany, United Kingdom, Spain), USA, Australia, and New Zealand, Mannings gained the trust and credibility of its customers. Furthermore, all products are GMP certified, providing additional assurance of their quality.

Affordability and value for money were also key considerations in the development of Mannings Western Vitamins & Supplements. Mannings understands that customers seek great quality products at affordable prices, especially for their everyday health needs. By offering competitive pricing, Mannings aimed to make health care more accessible to a wider range of customers.

To create awareness and generate excitement around the launch, Mannings embarked on a big and bold communications campaign throughout Hong Kong. The campaign theme, "Stronger Every Day," resonated with customers, and strong bunnies illustrations were used to evoke an emotional connection. The campaign encompassed various channels, including train station panels, train escalators, front-cover newspaper advertisements, media press coverage, and digital platforms. Social engagements involving 100 micro-influencers and livestreaming sessions with key opinion leaders further amplified the campaign's reach.

The physical stores also played a crucial role in the launch, as they were fully dressed up with new fixtures, gondola ends, easy-pull displays, and ceiling banners. These visual elements, combined with the enthusiastic involvement of the store team members, created a memorable in-store experience for customers.

The transformative efforts of Mannings Western Vitamins & Supplements yielded remarkable results. The brand quickly gained traction and emerged as the number-one brand in the category, surpassing all competitors in terms of sales and volume. This achievement is a testament to the effectiveness of Mannings' customer-led strategy and its commitment to providing high-quality healthcare products.

The Retail Asia Awards is presented by Retail Asia Magazine. To view the full list of winners, click here. If you want to join the 2024 awards programme and be acclaimed for your company's exceptional products or initiatives in the retail industry, please contact Jane Patiag at [email protected].