MONQ is an aromatherapy brand focusing on consumers interested in a wellness lifestyle. Different aromatherapy blends can help individuals reduce anxiety, stay focused, or lift their mood. Their main products are diffusers, both with essential oils and CBD. MONQ primarily sells on its website but collaborates with a few distributors, like Urban Outfitters and independent smoke shops.
MONQ has been actively moving away from vape association by introducing the Air Tip (A way to use MONQ without inhaling). However, by embracing the reality of their diffuser product's association with vaping, they can solidify their positioning as both an aromatherapy solution and a vaping alternative. This repositioning plan will allow MONQ to expand its target audience, including those familiar with or looking to quit nicotine vapes.
Market Overview
An alternative medicinal therapy. Rising awareness about the advantages of alternative therapies is expected to drive the market for aromatherapy in the U.S. over the coming years. The target audience in the market for aromatherapy is commonly women, but it is also growing significantly among millennials.
Target Audience
Value Proposition
Goals & Recommendations
Communication
MONQ currently does not focus much on social media and media presence. The few advertisements distributed are outdated videos that do not accurately represent MONQ’s target audience. For this reason, MONQ should produce a new advertising campaign with the collaboration with Emma Chamberlain. These ads will be focused on the more youthful and current trends that will attract the new target audience. Additionally, this campaign will initiate social media presence. The images and videos from the campaign should be posted on Instagram and Twitter to provide more brand awareness and connect more with potential and current consumers. MONQ does not advertise any models inhaling the product. The models only hold it. This lack of communication takes away from the purpose of the product itself as well as confuse consumers.
Product
Currently, MONQ has a not-so-user-friendly website, the current layout of the site can be considered overwhelming for many current and new consumers. Our goal is to modify the website so it's not only easy to navigate but more visually appealing to current and future consumers. The packaging of the products are very minimalistic and aesthetically pleasing, yet because of the adoption of the new product they covered the old instructions with the new ones. Recycling the MONQ diffusers would be a new service that the brand will provide after the rebranding. MONQ is all about nature, so through this program they will be able to connect to their core values and get their consumers involved.
Service
Distribution
Distribution is currently mostly online at MONQ.com and in store at Urban Outfitters and small indie shops. We recommend expanding distribution to chain stores Massage Envy and Smoker's Choice as well as utilizing e-commerce platforms such as Alibaba and Amazon to sell products.We also suggest Monq opens "pop up shops" in high volume locations; Boston, New York, Chicago, London, ETC.
