Animal House

Fass, Allison
February 2007
Forbes Asia;2/12/2007, Vol. 3 Issue 3, p48
This article discusses Del Monte's marketing strategy to gain market share for its pet food line. According to the author, the company's Meow Mix is a solid brand but one that is often ignored by 12 million U.S. households with cats because it is almost seen as unhealthy. Basing from discussions on trends in human nutrition and health, Del Monte came up with 27 ideas for new offerings. Trying to learn more about the inner thoughts of pet people, it has boosted its research budget by 15% to fund focus groups and such.


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