(3) There are many examples of how NPPC has used
customer and market intelligence to improve company
performance and become more customer-focused.
Identifying the right segment of consumers allows us to
accurately predict the products they will buy and to target
our marketing resources accordingly.
(4) NPPC has made some significant changes in our
approaches to market research, new product development,
and branding/marketing of our products. We used to
segment customers by whether they were dog or cat
owners and by which tier of our product they purchased.
In other words, customers were segmented according to
our existing product portfolio. We have changed the way
we segment and target customers. We now design products
using a variety of systematic and innovative approaches.
Another example of how knowledge of consumers
has changed our relationship with the retail customer
is that retailers have learned that our consumers
spend more than average consumers on items other than
pet food in their store.