Creating a Brand Management System
Challenge
A nationwide pet product retailer with a significant online presence needed a comprehensive management system to assess their brand health and potential future-looking marketplace performance, not just a brand tracker to monitor past/current conditions.
Approach
Along with the core brand health tracker, our client also needs to monitor their:
- Growing international business
- Prescription pharmacy business
- Partnership with veterinarians
M/A/R/C® conducts separate but related continuous brand health tracking solutions for each of the topic areas, with reporting cadences ranging from quarterly to annual measurement. The brand health trackers survey 17,000 U.S. pet parents annually, while the veterinary tracker interviews 600 each year.
Deliverables include M/A/R/C®’s proprietary, predictive Brand Strength and Brand Relevance metrics, as well as the key drivers that resonate most with consumers and veterinarians.
Outcome
- This comprehensive approach aids our client in understanding where they stand in relation to their competitors and with key brand perception goals for the company.
- With regular feedback on their marketing and innovation efforts, these long-standing trackers have enabled our client to identify and take action on opportunity areas among both consumers and veterinarians. These results are key KPIs for the client’s executive team and are used for setting company-wide objectives.
- The large sample sizes of the consumer trackers provide visibility into important younger demographic targets while maintaining a representative view of pet parent consumers as a whole.