Fitting in without blending in : Royal Canin and the brand portfolio of Mars Inc. / Fabian Bartsch.

Format:

Book

Author/Creator:

Bartsch, Fabian, author.

Boysselle, Jacqueline, author.

Series:

SAGE business cases.

SAGE business cases

Language:

English

Subjects (All):

Consolidation and merger of corporations--Case studies.

Consolidation and merger of corporations.

Physical Description:

1 online resource : illustrations.

Place of Publication:

London : SAGE Publications: SAGE Business Cases Originals, 2026.

Summary:

This case study analyzes Royal Canin's strategic role within Mars Petcare's extensive brand portfolio. As a premium pet food brand specializing in science-based nutrition, Royal Canin faces the challenge of maintaining its distinct identity while avoiding brand cannibalization alongside Mars' other pet food brands, such as Pedigree, Whiskas, and Sheba. The case explores Royal Canin's evolution, product offerings-including Size Health Nutrition, Breed Nutrition, and Veterinary Diets-and its health-first approach driven by veterinary partnerships. Despite the many benefits that Mars can offer Royal Canin, there is a risk of brand cannibalization by the competition within. Thus, Royal Canin investigates pathways to differentiate its existing product portfolio to respond to the internal need for differentiation and the evolving demands and expectations of pet owners.

Notes:

Description based on XML content.

ISBN:

979-83-488-4856-9

OCLC:

1569208594

Publisher Number:

T300683