Brand Strategy for Home Food

TASK

Unlock the full potential of the brand and communicate its value to consumers through marketing attributes and positioning.

RESEARCH

We conducted a detailed market analysis, reviewing all competitors and how they build their unique selling propositions and advantages. We identified pricing segments and studied how they communicate with their customers.

POSITIONING

During a strategic session, we reviewed the research results and identified the primary target group. But what can we offer them?

We offer them our recipe for care.

We are a family with tails. We are always ready to advise, support, and guide because we have raised—and continue to raise—our own furry family members.

BRAND STRATEGY

We identified the two core values on which the brand will be built:

• Family

• Individualism

All families have different numbers of paws, with unique personalities and tastes. But they all love those paws equally and want the best for them.

SLOGAN

“WE COOK FOR FAMILIES WITH TAILS!” (means “families with pets)

CHANGES

The new positioning required changes in the pricing policy. Even in our research, we encountered opinions like: “It’s too cheap for this composition to be true,” and “You can’t buy quality food for a low price.”