Page 42 - PET worldwide issue 03/2021

Suppliers

Knowing what pet

food brands need

With strong coaching and consultancy work in agricultural
marketing, the Mexican balanced dog food company Canem

Basis created its marketing department, set up its network of
distributors and created an attractive brand for consumers.

How does a little-known brand of its food was very unattrac- nication on social networks and
become an option for its market tive, it had no website and zero in the two points of sale,” says
and successfully set up its own communication with its custom- Mercado.
network of distributors? This ers. The company did not know With the help of the market-
was possible thanks to Zoo Inc., what kind of customer it wanted ing director of Canem Basis,
a Mexican marketing agency to reach. Diana Mercado, direc- several surveys were conducted
specialising in the agribusiness tor of Zoo Inc., says that she and different strategies were
industry, which has been work- started working with Canem Ba- used to find out what made
ing with agribusinesses in Latin sis in March 2020. First an over- people buy their product and
America for many years and has all strategy was developed and not those of other brands. This
been in charge of several pro- the packaging was changed; is where customers described
jects in Europe. the challenge was to make it that they bought the pet food for
With comprehensive marketing, “We help companies with known. Then, through the con- the aroma and the smell of cook-
communication and sales support,
Diana Mercado, director of Zoo their marketing, communica- sultancy and coaching service ies and from there they began to
Inc., and her team help pet product tion and sales to position their in agrimarketing, the marketing execute different actions to pro-
companies to enter the Mexican brand in the pet industry,” is Zoo department was created from mote communication, as well as
and Latin American market.
Inc’s slogan. The agency can re- scratch. to measure the success of what
count interesting success sto- Zoo Inc. trained the person in was being implemented.
ries such as the experience with charge of the department and Today, Canem Basis is not only
Canem Basis, which went from together they created what was recognised as a Mexican brand
being an unknown brand that necessary for this new area to of affordable and good quality
hardly appeared on the map of work efficiently. A strategic plan food, it also has two physical
pet food options to setting up was elaborated, but more im- stores of its own and with the
its own marketing department portantly, great effort was made help of Zoo Inc. and social net-
from scratch, having its own to learn who the client was and working activities it has formed
network of distributors, opening what the value proposition of its own network of distributors.
two points of sale and creating the product was in order to have Zoo Inc. helps all pet food sec-
an attractive brand for end con- more powerful communication. tor companies, such as ingredi-
sumers. “We understood who the client ents, packaging, treats, among
was, we understood what the others, to open, market and po-
Brand transformation differentiator was and based on sition themselves in Mexico and
Canem Basis had been with its that we took care of all the tac- Latin America. n
brand for a year and a half, but tics such as development of the
had no strategy. The packaging brand image, website, commu- https://zooincagency.com

42 PET worldwide 3|2021

PWW2021-03_Buch.indb 42 07.07.2021 13:47:56