A CASE STUDY

UNDERSTANDING MINDSTATES TO HELP CREATE A BRAND AND COMMUNICATION STRATEGY

Recognizing an opportunity in pet behavior products, this manufacturer decided to pursue a path to move from its current private label strategy to having a branded pet behavior product line. The challenge — the client needed to deepen their understanding of “pet parent” consumers and their buying behavior.

How can a consistent marketing story be developed that tightly aligns with the goals and non-conscious motivations of pet parents?

MMR's
Solution:

Quantitative online study using RaMP™ to reveal the two most common non-conscious mindstates in the category.

The
Impact

Armed with the Behavioral Activation Brief created from RaMP, the client was able to:

  • Create a new brand name for the pet behavior product line

  • Craft a new visual brand language through packaging graphics to tap into the top motivations

  • Segment its product line based on how consumers think about pet problems

  • Recommend a shelving strategy to retailers

  • Create a digital marketing creative and content strategy

  • Develop POS materials to motivate the predominant mindstate profiles

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