Entering mature industries

: differentiation and niche marketing : the case of NATUREA® PetFoods

Abstract

This research aimed to explore the development of NATUREA® PetFoods, a highly differentiated Portuguese brand that entered a niche market, as well as its impact on the mature pet foods industry. The relevant literature looks into the key concepts that help build a framework, in order to analyze the brand’s path and strategies. In order to have a deeper understanding of the Portuguese market for pet products, a quantitative research was conducted, appraising pet owners’ attitudes, needs and purchasing patterns. Major findings show that there is a change in general consumer attitudes towards their dogs (becoming family members) and that the brand’s differentiation and innovation strategies are raising curiosity and willingness to purchase. These findings raise managerial implications and help brand managers predict changes in consumer behavior, as well understanding the real impact of their branded actions on dog owners.

Date of Award	10 Jul 2013
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Pedro Celeste (Supervisor)