The Avala Marketing Group...Connecting Brands With Consumers

Nutro Natural-Super Premium Pet Foods, a division of Mars Pet Care, was seeking to understand how consumers perceived their brands and compared them with key competitors.

Conduct a brand perception and consumer segmentation primary research study.

AVALA conducted telephone interviews with consumers who shop at Pet Specialty stores (Nutro's only channel of distribution) and analyzed the findings based on attitudes, needs and usage (ANU), along with other relevant product attributes, consideration intention, purchase drivers, product performance satisfaction and demographics.

Nutro was able to gain a deep understanding of the characteristics of its customers, its competitors and how its brands are perceived. In cooperation with AVALA, Nutro was able to create a marketing activation strategy to take advantage of the findings.