Knowing what pet food brands need

How does a little-known brand become an option for its market and successfully set up its own network of distributors? This was possible thanks to Zoo Inc., a Mexican marketing agency specialising in the agribusiness industry, which has been working with agribusinesses in Latin America for many years and has been in charge of several projects in Europe.
"We help companies with their marketing, communication and sales to position their brand in the pet industry," is Zoo Inc's slogan. The agency can recount interesting success stories such as the experience with Canem Basis, which went from being an unknown brand that hardly appeared on the map of pet food options to setting up its own marketing department from scratch, having its own network of distributors, opening two points of sale and creating an attractive brand for end consumers.

Canem Basis had been with its brand for a year and a half, but had no strategy. The packaging of its food was very unattractive, it had no website and zero communication with its customers. The company did not know what kind of customer it wanted to reach. Diana Mercado, director of Zoo Inc., says that she started working with Canem Basis in March 2020. First an overall strategy was developed and the packaging was changed; the challenge was to make it known. Then, through the consultancy and coaching service in agrimarketing, the marketing department was created from scratch.
Zoo Inc. trained the person in charge of the department and together they created what was necessary for this new area to work efficiently. A strategic plan was elaborated, but more importantly, great effort was made to learn who the client was and what the value proposition of the product was in order to have  more powerful communication. "We understood who the client was, we understood what the differentiator was and based on that we took care of all the tactics such as development of the brand image, website, communication on social networks and in the two points of sale," says Mercado.

With the help of the marketing director of Canem Basis, several surveys were conducted and different strategies were used to find out what made people buy their product and not those of other brands. This is where customers described that they bought the pet…