Pure and Natural
Guide brand growth from 10 to 1000 through long-term partnership
Transformation from product brand to a leading pet food group
Pure and Natural is a leading Chinese high-end pet food brand belongs to Enova group. And the pioneer and leader in natural grain-free pet food category in China.
Pure and Natural wants to complete the brand layout and becomes a brand-driven leading pet brand. However, up to now, the cumulative sales performance of Pure and Natural mainly depends on the construction of channels. Its brand power is weak and the systematic brand strategy has yet been made. At the same time, the pet industry is undergoing tremendous evolution, and the growth of the market is slowing down. To find second growth curves for the brand is a key challenge.
“To strategically transform from a product brand to a leading enterprise, it requires understanding and forward thinking towards market and consumer trends as well as long-term plan of the brand.”
As the brand think tank and partner that ensures brand’s long-term growth, Ylab diagnosed that two growth driver, products and channels, have reached their limitations. And Ylab proposed to build “brand” as the next one. Then Ylab carried out a national consumer research, decoding consumer needs and identifying growth opportunity, and built the brand portfolio for the group. Meanwhile, Ylab provided analysis and insights on business model and product innovation and planed group and brands roadmap.