Pet Products Market Shift

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