Case Study: Pet Products

Challenge:

• Industry pioneer in the pet wellness and treats was losing sales and distribution to more nimble, relevant competitors
• Company needed to shift from sales-focused to more branded approach to remain competitive

 
Actions:

• Conducted industry assessment and competitive review
• Conducted qualitative and quantitative research with category users to generate consumer insights
• Identified need to reposition brands, as their current positionings were not relevant to today’s shopper
• Revitalized brand with stronger branding and updated packaging design.  Shifted focus to key category drivers for each vertical and ownable point of difference
• Developed pipeline of innovative new products based on consumer needs and market gaps that allow for higher gross margin profiles
•  Established disciplined processes to better manage product improvements and new product development, packaging updates to ensure compliance, and annual promotion plans for retail, trade and consumer

 
Results:

• Updated brands and new products well received by the trade
• Grew distribution in both large mass and pet specialty retailers