Identifying demand spaces and differentiation in Natural pet food
There were so many questions around natural pet food we had to ask ourselves a few questions initially, Is there enough demand to support an additional Natural brand in Southern Europe? Is there enough differentiation between the new and existing Natural brands within the portfolio to prevent cannibalization? Is the new brand’s positioning relevant and resonant?
We delved deep into the Natural pet food space understanding people’s attitudes, behaviours and preferences in choosing their pets’ Natural food. From exploring what ‘Natural’ means, why it matters and expectations consumers have of Natural pet food brands we uncovered conscious and subconscious wants and needs that sit at the heart of trial, adoption and advocacy.
Armed with an understanding of both the Natural category as a whole, and the client’s Natural brands, we embarked on an introduction of a new brand (and its brand universe) to explore and understand if and how such a quintessentially British brand could be introduced into Southern European to drive both brand and category growth.
We used those insights to inform the new market entry strategy of a ‘quintessentially British’ dog and cat food brand by exploring attitudes and perceptions of Natural pet food and demand for new propositions that challenge the category.
Gaining Competitive Advantage
Our clients needed to continue to separate themselves from their competitors in a way that created clear brand distinction and inspired owners to move beyond product focus to a more holistic approach to their pet’s well-being.
To better understand and inspire our client's new segment it was important to learn more about them and to build a detailed and actionable narrative of their lives, attitudes, and motivations to drive the new segment, understand how to really speak to them, and make sure the strategy and innovation pipelines were aligned.
Our client had visions of making their dry dog food brand more distinctive within the category. They needed our help determining the range of their brand, building its architecture foundation, attracting new customers, and innovating in a way that's relevant to both current and new consumers.