Mars Petcare wanted to refine its marketing for puppy products by focusing on the attributes new pet owners care about most.
With so many brands competing in the puppy food market, the team needed a clear understanding of the characteristics that resonate most with consumers.
This clarity would allow Mars to ensure its products and messaging aligned with what new pet owners sought, creating a stronger connection with this key audience.
Using Harmonya’s insights platform, Mars Petcare gained a data-backed view of the top attributes that drive consumer choices for puppy food.
The analysis surfaced critical attributes like “healthy,” “quality protein,” “balanced diet,” “healthy immune system,” and “shine”—all priorities for pet owners looking for the best start for their puppies.
By comparing Mars’ product lineup to competitors, Harmonya highlighted specific messaging gaps and uncovered high-growth attributes that Mars could emphasize.
With this fresh insight, Mars Petcare could strategically position its puppy products to resonate more deeply with consumers.
With Harmonya’s insights, Mars Petcare made impactful adjustments to its puppy product strategy:
•Key Consumer Priorities Identified: Mars zeroed in on the attributes that mattered most to puppy product consumers, ensuring that both marketing and product development efforts were aligned with these high-impact features.
•Informed Messaging Strategy: Mars created a messaging strategy focused on these critical attributes, applying it consistently across the puppy product line to strengthen brand recognition and trust among new pet owners.
•New Growth Opportunities: Harmonya’s insights pointed Mars toward growth areas in protein-rich and health-focused attributes, giving them a clear path for future product innovation and differentiation.
•Top Attributes: Quality protein, balanced nutrition, and immune health emerged as the essential qualities for puppy products that most resonate with consumers.
•Unified Messaging: Consistent messaging across the product line boosts consumer confidence and enhances brand recognition.
•Future Growth: Protein-rich and immune-supporting benefits offer valuable growth opportunities, aligning with rising consumer interest in health-focused pet foods.
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