Brand case study · Wagyu eCommerce · Colorado, USA
Miraflora Wagyu's buyers are deal sensitive, not price sensitive
Miraflora Wagyu, a premium US wagyu eCommerce brand, suspected price behind its high CPA. SOMIN's GWI, content and price research found affluent Colorado cooks deal sensitive: 61.4% use discount codes.
The challenge
Miraflora Wagyu's high CPA and a suspected price problem
Wagyu costs about 3x to 16x more than grass-fed beef. SOMIN read March to May 2024 rival and influencer content on wagyu versus cheaper steaks.
The approach
GWI survey data, SOMONITOR tracking and price research
- SOMIN x GWI Q2 2024 survey: 2,838,296 Coloradans interested in cooking, 1,318,330 of them affluent.
- Tracked 9 beef brands' key messages, incentives and USPs in SOMONITOR.
- Mapped Miraflora's communications onto the awareness-to-advocacy funnel.
- Compared per-ounce and per-portion prices of ribeye, New York strip and filet mignon at 6 sellers, plus minimums and shipping.
Key findings
What GWI and SOMONITOR showed about Miraflora's buyers
Deal sensitive, not price sensitive
61.0% look for the best deals, 59.3% research before buying and 67.0% use loyalty programmes.
Strong on quality, missing from free shipping
Against 8 other brands, Miraflora lagged on discounting and was absent from free shipping.
Few cooks buy meat online yet
78.7% bought meat in the last month, only 10.1% online: an adoption problem.
What SOMIN delivered
A 4Ps plan and 6 personas for Miraflora Wagyu
- 6 SOMONITOR personas, each with a product pairing and a message
- Promotions such as $25 off the Wagyu Prime Gift Box and free first-subscription shipping
- Place fixes for freshness, in-person selection and delivery-cost concerns, such as free shipping over a set value
- 4 SoInspire holiday-meal moments: anxiety, nostalgia, triumph and frustration
- A Festive Celebrator concept: 'No More Holiday Hosting Stress'
“Sensitivity to price is not really about the price but about the perception that they’re getting the best value for their dollar.”
From the SOMIN brand briefing
The outcome
Miraflora Wagyu should compete on deals and an easier checkout
Compete on promotions, not price: direct discounts feel like a steal. Drop the forced minimum order, absorb those costs elsewhere and build trust to lift online adoption.
FAQ
Miraflora Wagyu case study FAQ
About SOMIN
SOMIN is a Singapore-based AI marketing-intelligence platform. It turns real-time competitor and audience data into pre-scored propositions, briefs and creative concepts for brands, agencies and creator programmes across 11+ markets.
Built by seasoned marketers and an AI professor: the methods behind this study are peer-reviewed at AAAI, ACM Multimedia, SIGIR, WSDM and in ACM TOIS. See the research and talks.
What data did SOMIN use for Miraflora Wagyu?
SOMIN x GWI Q2 2024 survey data on Colorado cooks, SOMONITOR content, SoInspire reasoning data and competitor prices.
Which brands were compared?
7x Beef, Crowd Cow, GoodChop, Grand Western Steaks, Lone Mountain Wagyu, Miraflora Wagyu, Rastelli's, Snake River Farms and The Wagyu Shop, plus The Meatery and Holy Grail on price.
Which personas did SOMIN identify?
The Festive Celebrator, The Healthy Foodie, The Sustainability Chef, The Culture Explorer, The Family Prepper and The Grill Master.
Where do Colorado cooks find out about brands?
Word of mouth: 48.1% of Coloradans find brands through friends and family, and social media recommendations index highest, at 149.7.
Get the full Miraflora Wagyu case study
Every page of the brand briefing: the data, the whitespace, the personas and the creative. Free, straight after a short form.