Global Packaging Testing for Hill’s Pet Nutrition

1. BUSINESS AIMS

As a Top 4 global pet food manufacturer, Hill’s Pet Nutrition, identified the greatest sales potential in developing markets, such as Brazil and Russia. Bazis Group was tasked with evaluating alternative candidate pack designs across multiple markets, to determine whether the key message of animal health was better communicated through on-pack visual communication or via written text.

2. BAZIS SOLUTION

We used a special tool, PackMaster, developed by Marketing Sciences – TRA partner, which measures response reaction time and implicit respondents’ preferences. The approach also evaluates optimal on-shelf placement of the product.

3. CLIENT IMPACT

In 2014, Russia and South Africa—where the new packaging had been launched—displayed the highest volume gains for Hill’s Pet Nutrition.

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