Pet food industry professionals should answer five questions to determine where their dog, cat and other pet food brands stand in the market, said Arturo Valdez, senior client officer for IPSOS Mexico, during the opening presentation of Foro Mascotas 2019 in Guadalajara, Mexico.
Five questions to ask about pet food brands
1. What is the actual positioning of my brand?
Although pet food marketers may feel they know the positioning of their brands, the situation may have changed since the last time they evaluated their competition. With new trends and diet options emerging and growing rapidly throughout the pet food industry, pet food brands need to take stock of where they stand in the current environment.
2. To whom am I speaking?
While most pet owners share certain concerns, such as nutrition, many other pet food marketing messages are best directed towards specific demographic groups. For example, advertisements geared towards single millennials in urban apartments ideally focus on different aspects of a pet food than marketing directed at subburban families.
3. What are the deep needs of the target of my brand?
Once a pet food brand knows who whom its marketing materials are speaking, the brands needs to have something to say. The most effective messages will address the specific needs of the target.
4. Is my brand relevant to the consumer?
With new trends arising rapidly, a formerly on-trend product may no longer meet demands. Pet food brands benefit when they maintain their relevancy. New pet food products need to be developed with the staying power of trends in mind. There is no sense in spending years to create a product that meets trends from years ago.
5. How can I capitalize my brand in this environment?
To make an existing brand relevant, pet food marketers can reposition it by focusing on characteristics that do meet current trends.
