A client knew from experience that dog toys were lacking innovation and was able to develop a better solution that tapped into a dog’s amazing sense of smell. The challenge was bringing it to market.
Action
To provide the company with the level of insight they needed to launch a successful new brand and products, we tailored our capabilities to dig deep into the competitive landscape, understand the needs of “pet parents” and identify creative solutions to win at shelf.
Opportunity Assessment & Identification
In this case, Market Analysis proved especially valuable, yielding key insights:
- Assessments of competing brands and the positions they held in the market
- Identification of a “white space” in the market that the client was uniquely suited to capture
- Identification of a significant number of under-performing SKUs at retail
Insight Development
Proprietary customer and consumer research methods allowed us to dig deep and emerge with:
- A clearly defined, unmet need of “pet parents”
- Insight into how to best position the client’s technology to appeal to consumers
Models and Tools
Helping to quantify the opportunity at hand and facilitate sell-in was accomplished through Market Sizing Models and a robust retail shelf productivity analysis, while a brand strategy and identity were developed to help clearly define the brand position and engage pet parents.
Enterprise Growth Strategy
Based on the strategic insights gained, we helped to launch a new pet toy brand and product line in over 1000 stores across the U.S.
Impact
Despite launching in the fall, just weeks before the holiday rush began, the new brand returned impressive results:
- Among the most productive SKUs in the category during holidays
- Continued distribution growth since launch
- 5+ million views of its video on YouTube
- 3x industry averages for social channel engagement
