Cashing In On Trends
February 26th 2008 04:42
Focusing on trends in the market, and responding to it’s shifting changes has been the dominant influence most executives cash in to boost their businesses. A case example is Unicharm Petcare Corp., a Japanese specialty petfood manufacturer.
Unicharm has closely tracked the social and demographic trends for petfood Japanese market and focused on four dominant trends : indoor cats and dogs, small dog, over weight animals and the aging pet population. Unicharm used a three part strategy to advance what they call as “ the pets and people together lifestyle.” Their response consists of creating market awareness, carefully researching pet health and marketing more palatable petfood products. Their executives have steadfastly pursued and respond to the market trends and enabled it to nearly double petfood sales.
By focusing on changes in the Japanese pet market, the strategy leads Unicharm as one who has the most dynamic petfood brand in Japan.
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