Hill’s, a global leader in pet food brands, expanded into the mainland China market in 2019. However, it encountered several hurdles, including low brand awareness, gaps in its product portfolio, and constraints in distribution channels. To surmount these challenges and unlock business opportunities, Labbrand collaborated with Hill’s to provide a comprehensive brand articulation solution, focusing on pet food brand localization. Drawing on Labbrand’s expertise, the objective was to craft a sophisticated brand concept that would undergo internal validation within the company and external validation among partners and consumers alike.
The project encountered a range of challenges, including a cross-procedure project journey design that caused confusion about deliverables at different stages. Additionally, the abundance of data and text information needed careful processing and elicitation. The transition to remote work due to the COVID-19 pandemic required heightened team involvement for effective management. Moreover, client stakeholders with research and insights backgrounds frequently challenged the deliverables.
To address these challenges, Labbrand implemented various research methodologies. Go-to-Market Research involved comprehensive research and external information collection to gain a deep understanding of Hill’s and identify its key essence. Consumer Research utilized insights to shape the brand concept through a mapping model and exploration of four territories. Semiotic Study employed a specialized decoding methodology to refine the brand concept, categorize it, and uncover differentiation opportunities. Co-creation and Refinement sessions with consumers and stakeholders further honed the brand concepts, fostering alignment and verification.
Results
The refined brand concepts fostered alignment among internal stakeholders and received validation from external partners and consumers. Hill’s achieved increased brand awareness, addressed product portfolio gaps, and leveraged new channels for growth in the Chinese market. What’s more, the brand localization efforts positioned Hill’s for long-term success in the Chinese pet food market, nurturing growth and fostering engagement with target consumers and key stakeholders.
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