Codifying a Canadian Success Model for the World

Presented by Sklar Wilton & Associates

Challenge

The Canadian Mars cat food business was growing but not at the same pace as the category. Cat treats were dominated by three brands and Mars was not competing in this segment. Across the global organization, there was not a model Mars Canada could follow to win in the cat treat category.

Proprietary solution

Early on, Sklar Wilton facilitated discussions with key Mars Pet Care stakeholders to tease out the hypotheses of how to win in the Canadian cat treats market. Insights from quantitative usage occasions research were mapped in a simple and impactful model, co-created with Mars. The model included functional and emotional benefits that have been the foundation of Temptations growth plans. Later on, the team developed strong TV copy that exceeded communication action standards. Most recently, in-store display principals have been created to drive impulse purchase.

Sklar Wilton & Associates applies strategic advisory services and marketing research and analytics to solve tough business challenges. Research techniques for any one project are selected on their ability to solve the challenge at hand and may include, among others, biometrics, communities, ethnography, focus groups, gamification, interviews, sensory research, social media research, surveys, and/or text analytics.

Result

Over 15 countries have launched Temptations leveraging the Canadian model and using the Canadian TV copy with positive results. In Canada today, Temptations is the #1 cat treats brand and boasts the highest household penetration among all pet food brands.

About this project

Business issue:

Gain trial Gain new customers Develop, revitalise market Increase awareness Brand / product / service launch Brand / product / service repositioning

Market research specialties

Communications Strategy Research Brand Identity Concept Testing - Advertising Streaming TV / Cable TV / Broadcast TV Post-Launch Tracking Product Optimization Market Opportunity Evaluation Corporate Image/Identity Research Advertising Research - General Product Development Brand Equity Consumer Research - General Brand Positioning Market Segmentation Strategic Research

Presented by:

Sklar Wilton & Associates
Data & Analytics
Consulting
Full Service
Featured Expert
Sklar Wilton & Associates

Data & Analytics
Consulting
Full Service

Sklar Wilton & Associates applies strategic advisory services and marketing research and analytics to solve tough business challenges.