From feeding to mending
Whether your business caters to pet owners or farm animal producers, Recalibrate Strategies knows the issues influencing product portfolios—from good nutrition to good health.
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Animal Care Case Studies
Finding the Blue Ocean
An animal health company was investigating the opportunity to launch a new product. The Blue Ocean model was used to identify the red ocean, where the market space is crowded, as well as the blue ocean, where demand is created. The goal was to determine a go/no go decision on a new product ensuring that there was blue ocean and that the strategies and tactics were clearly defined.
The process of disruption was used to take a deep-dive into thinking among veterinarians and pet owners to establish current conventions and discover new opportunities. A concept was developed and evaluated using the fundamental measures associated with the Blue Ocean model. Specifically, whether or not the ideas were unique relative to purchasing, delivery, use, maintenance and disposal of the product. In addition, barriers to overcome were identified.
The new product, which was developed and refined by understanding the consumer’s decision path, was in an uncontested “blue ocean” market space. The company launched the new product with a cohesive strategic brand platform. Using Blue Ocean’s ERRC (Eliminate, Reduce, Raise and Create) methodology, client management outlined three different approaches to use in the development of messaging and business strategies for the potential new product. Pet owner and veterinarian reactions to the different approaches were evaluated and positioning and messaging were finalized.
Increasing Share of Wallet
A major retailer was viewed as a generalist without any special expertise or depth of product line that would suggest leadership in the pet food and supplies category. It was also evident that the consumer was shopping many different retailers if they owned a variety of different types of animals such as dogs, cats, horses and birds. Yet, this was not a convenient solution for the consumer.
Through an exploration that included market visits, group discussions with consumers and site visits with store managers, key drivers were identified and ideas on what to deliver and how to deliver on those interests emerged.
The merchandising program was recalibrated right along with the training of store personnel and what was featured in advertising. Now, the retailer is fast becoming the leader in the category.
A well-known global provider of supplements for production animals knew the science they had could be effective in the pet market yet were unsure how to shape the value proposition.
Given the enormity of potential products which could be developed, research was conducted in a building block approach. Each phase used knowledge gained from the previous phase to narrow the options allowing the final decision to be made based on a small number of viable products. With plans to introduce the product in both the United States and Europe simultaneously, research was focused on opportunities in both geographic regions.
With the knowledge of the market and the interests of the consumer, final decisions were focused on company resources and financial viability. A single product was introduced to great success with a fast-tracked phased approach for additional products. The engagement of the workforce was a top priority as this company changes from a science based organization to a market driven organization.
Global Communications Effectiveness
A global pet nutrition company was recognized for its product brands rather than as an overall category leader which had a negative impact on the share of the market basket.
Concepts were created to help create a relationship of trust with the company. Verbal and visual boundaries were illustrated. The impact of the brand was investigated on a global basis to ensure the go-to-market strategy would be effective internationally.
The parent company and its brands benefitted mutually from clear, relevant, and believable joint positioning. The resulting communications framework was incorporated in all future company communications globally. Brand essence, value proposition, and brand standards for marketing/advertising were rolled out company-wide. Brand standards included a new company tagline, a common unified graphic style guide, a revised mission statement, as well as visual and verbal creative element guidelines.
Differentiation that Matters
The halo affect for a wellbeing clinic housed inside a retailer’s site was monumental and there was no real definition of what this clinic’s core difference was and should be.
An exploration of what mattered to the consumer was undertaken which generated great understanding of what was important and the opportunities to introduce new products and services that would ensure repeat visits.
Working together with industry experts also in attendance, the story to be shared was redefined creating clear differentiation and reasons to experience the clinic.