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Pet food packaging: integrated research for the launch of a new brand in the Italian market

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Pet food packaging: integrated research for the launch of a new brand in the Italian market


January 2019

This research project stems from a request from an important Eastern European market research institute to explore different product concept and packaging variants for a new line of high-quality pet food.

Our marketing agency acted as a field provider for a complete service from sourcing to delivery of the final full report.

the insights to be gained


The Italian market is one of the most important in the world for pet food consumption: for this reason, for the launch of a new product concept (and the related brand), a new line from a well-known European pet food manufacturer was chosen to test.

The integrated market research aimed to gauge the interest of experts and consumers towards a new type of food for dogs and cats.

The strategic elements tested were: product concept, positive and negative associations, name variants, packaging variants, perceived pricing and mix of these elements.

research process


The agreed research method was to conduct in-depth interviews with veterinarians and pet food retail owners, followed by 4 focus groups with dog and cat owners (separate groups).

For both methodologies we took care of the sourcing and incentivization (including the administration of a pre-group task to the focus participants), the choice and preparation of the location (including video recording and simultaneous translation), the moderation and the drafting of the final report.

result


The fieldwork lasted a total of 3 weeks, fully respecting the deadlines requested by the client, and produced all the insights necessary for the launch on the Italian market.


bowl with dog food

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