BRAND REPOSITIONING

IMPROVES MARKET POSITION

DEVELOPING THE USP

Capability: Market Insight

Axiom Tools: Market StrategyPositioningMessaging

Business Objective

  • Create an intrapreneurial strategy for a high growth animal health division owned by slow growth feed company

Strategy

  • Identify and prioritize customer perceptions about products and services offered by the division
  • Refocus the division from animal nutrition to hydration
  • Create a focused unique selling proposition and elevator speech in an area
  • Train sales force and resellers on hydration messaging

Results

  • Company now holds #1 market position for hydration
  • Significant unaided awareness increases of 15-25% depending on species
  • Created barriers to entry for pharma competitors

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