Bare with me.....
There once was a company that was a historic top packaged food producer, located in a sleepy midwest town. The company was extremely profitable, and had been in business for nearly 150 years. Business had always been strong, yet conservative and in the same general categories throughout the company's long successful history. As an independent food producer, they were truly a survivor in the industry, competing with larger, more high spending competitors. But in late 2013, flattening sales required a hard look at direction.
The company hired the top market research team in the country, invested 6 million dollars in "group think", over 20 million in research and development into the next cutting edge product. The committee had found the best dog food product to ever grace the market. Another 20 million was immediately committed to a high flying advertising campaign hitting local and network channels and 100 million viewers in Aug and Sept of 2013. 10 million dollars were spent on dog bone shaped mouse pads and sent to vets all over the US. Snoop Doggy Dog was acquired as a company spokesman and went on tour to promote the new brand. One of the most expensive and fiercest ad campaigns of all time hit the streets to build the best dog food of all time.
Only one problem. Virtually no sales in the first 6 months of market exposure.
The company immediately hired the most reputable consumer research company. An expense of 18 million dollars was determined to be well worth figuring out what went wrong. After 3 months of research and exceeding the original quote by over 2 million dollars, the highly touted research group came back with the much anticipated answer.
The dogs didn't like the food.
You see, dogs don't watch TV, or listen to rap, or care about cool mouse pads. They just want what they need.
Think about that.
There once was a company that was a historic top packaged food producer, located in a sleepy midwest town. The company was extremely profitable, and had been in business for nearly 150 years. Business had always been strong, yet conservative and in the same general categories throughout the company's long successful history. As an independent food producer, they were truly a survivor in the industry, competing with larger, more high spending competitors. But in late 2013, flattening sales required a hard look at direction.
The company hired the top market research team in the country, invested 6 million dollars in "group think", over 20 million in research and development into the next cutting edge product. The committee had found the best dog food product to ever grace the market. Another 20 million was immediately committed to a high flying advertising campaign hitting local and network channels and 100 million viewers in Aug and Sept of 2013. 10 million dollars were spent on dog bone shaped mouse pads and sent to vets all over the US. Snoop Doggy Dog was acquired as a company spokesman and went on tour to promote the new brand. One of the most expensive and fiercest ad campaigns of all time hit the streets to build the best dog food of all time.
Only one problem. Virtually no sales in the first 6 months of market exposure.
The company immediately hired the most reputable consumer research company. An expense of 18 million dollars was determined to be well worth figuring out what went wrong. After 3 months of research and exceeding the original quote by over 2 million dollars, the highly touted research group came back with the much anticipated answer.
The dogs didn't like the food.
You see, dogs don't watch TV, or listen to rap, or care about cool mouse pads. They just want what they need.
Think about that.
