Brand Repositioning and Market Differentiation

Year: 2021

Duration: 20 weeks

Segment: Animal Nutrition Industry

Methodologies: Design Thinking, Archetypes, OKRs

Team | Role: 2 people | Project Manager and Business Designer

PROCESS AND RESULTS

The project scope included the stages of: planning, immersion, analysis, ideation, prototyping, and testing.

Planning

• Activity scheduling

• Reference and material study

• CSD matrix

• Desk research on competitors and analogous market for packaging

• Understanding with internal stakeholders

• Definition of sample profiles

• Preparation of interview scripts

Immersion

• In-depth interviews with 15 tutors, 5 veterinarians, and 5 POS

• A diversity and segmentation of profiles were considered, including customers of the brand and competitors, as well as other demographic criteria and online/offline purchasing behavior, etc.

Analysis

• Key findings and insights on perceived functional and emotional attributes such as palatability, nutrition, portfolio, price, distribution channels, communication, sustainability, community, and loyalty, among others.

• Pyramid of needs analysis and value proposition curve

• 5 personas and empathy maps mapped, focusing on 2 tutor personas

Ideation

• 3 workshops for co-creation, including 1 ideation and prioritization session based on attribute differentials with the WOW matrix, 1 session for detailing the strategy's OKRs and prioritized initiatives, and 1 branding session with construction of the new archetype

• Roadmap with initiatives consolidated within innovation horizons

Prototyping

• New archetype translated into the proposal and value curve, vision, tagline, brand personality, message and tone of voice, visual identity, packaging, functional and emotional attributes

• Gamified digital webapp platform aimed at the tutor community with content, partnerships, and benefits

Testing

• 8 guided concept tests with tutors to gather perceptions and insights about the new brand

*To preserve the names of companies and confidential data, further information can be provided upon scheduling a meeting.

CONTEXT AND OBJECTIVES

A major premium specialty pet food brand faced competition from a more popular and market-leading brand. It lacked differentiation in certain attributes and was positioned within a brand archetype that raised questions about its identification with its audience. The goal was to reposition the brand and its value proposition, differentiating it from the leading brand and its competitors, with a long-term strategy and tangible initiatives in the present.

CHALLENGES AND LESSONS LEARNED

The entire project was conducted in English as the sponsors and the company were international and had operations in LATAM.

In addition to being a highly technical project involving branding understanding, it was also necessary to conduct various strategic touchpoints throughout the 4-month project duration. The aim was to anticipate some of the deliverables and alleviate the client's anxiety by providing content updates in stages. This approach added greater perceived value and closeness to the client.