Positioning, Messaging, Execution - New Pet Product – (Global Study)

Goal:

To create top of mind awareness for a new pet product in a category already filled with strong brands with high levels of customer satisfaction.

Methodology:

Multiple phases, combination of focus groups, IDIs and web-enabled telephone interview with target audiences in 5 countries.

  • Phase 1: Category exploratory - Focus groups with pet owners and veterinarians
  • Phase 2: Positioning Research: Combination of in-person interviews and phone/web interviews.
  • Phase 3: Concept Test: Combination of in-person interviews and phone/web interviews.
  • Phase 4: Visual Aid and Sales literature testing: Combination of in-person interviews and phone/web interviews.

Results:

  • Identified a global positioning strategy with regional flavor by market.
  • Identified opportunities within each segment/region for company with an actionable tactical plan to be developed for each country.

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