The Business of Marketing: Expanding a Category to Drive Growth


Situation: Our client, a global leader in the premium and therapeutic pet food market, was facing increased competition in its U.S., European and Japanese markets. While most of the key categories were continuing to grow, our client was increasing sales but losing share. The challenge was to re-establish meaningful product and brand differentiation among veterinarians and to build a highly efficient and effective marketing plan to bring the evolved strategies to life.

Core Strategy Group’s Approach: While we knew brand and category positioning would be a key element of what needed to happen, our first step was to clearly map current veterinarian attitudes and behaviors by category and within brand. This allowed us to pinpoint and prioritize specific opportunities to change the way both vets and consumers behave. Having gained broad alignment on the behavioral opportunities we wanted to target, we built and executed a quantitative study that identified both the barriers to changing behavior, as well as the most motivating value propositions aligned to changing those behaviors. From this we were able to build practical, prioritized strategies to grow the business.

Results: Based on our recommendations, the client has: Revised their European go-to-market strategy; evolved from a product based positioning to a solutions based positioning for its wellness and therapeutic products; clarified and rolled out our messaging strategy frameworks throughout their global marketing organization; and, revised their planning processes to focus on specific veterinarian attitudes and behaviors.

The Core Strategy Group Difference: The problem that most companies face is that while markets have changed fundamentally, the practice of marketing has barely changed at all. Core Strategy Group combines traditional business-focused marketing discipline with the aggressiveness and drive of an insurgent strategic model. It is a model built for clarity, speed and impact. This is the new model for companies who are serious about improving their market performance, revenues, share and return on marketing investment. It provides the most effective way for any organization to compete—and win.