BKLY.

Repositioning a Leading Californian Vape Brand For Growth

 Himalaya Vapor is a Sacramento-based company focused on producing high-quality cartridges at an affordable price. By the end of 2018, the vape market had become increasingly competitive and marketing help was needed for growth. We combined the founders’ vision with market and consumer insight, really digging deep to understand the needs and wants of the target audience. Lastly, we mapped out the future trajectory of the vape market. As a result, we re-positioned the brand from “vapor distilled” to “naturally potent”. To achieve our goals, we created a marketing and product plan to maximize the growth opportunity. This encompassed collateral, launch event, website, social media, PR, new SKUs, trade marketing, and consumer events. From Q2 2018 to Q2 2019, Himalaya market share increased from 1% to 2% of the California vape market with monthly retail sales over $1.2 million per BDS Analytics.