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
