Royal Canin is the history of dogs and cats loving and wondering. It's the history of a will to improve dog's and cat's nutrition to fit better with their needs and specific problems.
In 1966, a French country vet, Jean Cathary, had decided to manufacture foods for dogs and cats, after considering their feeding was very imbalanced. That's how Royal Canin was introduced, with a registered brand in 1968.
Since its creation, Royal Canin has focused on pets and their specific needs all along their life, becoming the specialist of dogs and then cats, with the support of vets and dogs breeders. Even with the different changes in top management and with its acquisition by Mars group, Royal Canin never changes its vision focused on the respect of pets.
Created in 1966 by a French country veterinary, Jean Cathary, Royal Canin has always been and is still a "legacy from the past". On this basis, we can determine that the main two strengths of Royal Canin are its solid culture and history, bringing out then certain legitimacy in his battlefield, and a scientific orientation, due to its permanent technical R&D and very specialized exigencies.
[...] The Royal Canin communication in the United States When watching the ads of Royal Canin, the positioning of the company is very clear and the message does not change from one country to another. http://www.youtube.com/watch?v=fuO8g4sPHv4 http://www.youtube.com/watch?v=JhyXqX7XJWY But it took years and years in France and in Germany to build up the brand image, not only by investing a lot of money in advertising and communication, but also by picking the right “porte parole” so that the brand can be accepted by the target: vets, breeders and specialized distributions. [...]
[...] Salespersons are considered as the cornerstone of the first step of the new business strategy, since there will be held responsible of creating partnerships with vets and breeders; they should inform them about the Royal Canin products and push them to include the products in medical instructions for their patient pets. Moreover, there should be at least one sales person per state. This will fit the federal organizational approach advocated by Royal Canin headquarters, the objective being that a “same and clear strategic vision is shared by its managers and by the workers, wherever there are located”. [...]
[...] In terms of culture and even in terms of management, Royal Canin is recognized for its humility and proximity with the pets, with the clients and with its own staff team. The accent which is set on tradition represents strength and a pride, so that they can still impose their reference, while staying locally situated in a rural area in the South of France. They know how to remain accessible and simple, while being a European precursor and a leader. [...]
[...] This education process also adds to the differentiation of the brand by its unique communication approach to attract specific pet owners health oriented - and spread the unique market vision of Royal Canin. The situation previously observed with competitors' brand strategy will in fine be ruled out, by a strong specialist strategy, based on a limited retail network and a rigorous market positioning. Our recommendations lean on different tools that can smooth the education process; such as a website for pet owners, leaflets available at vet clinics, “infomercials” in specialized press magazines, just to name a few. [...]
[...] This is the Business Model of Royal Canin in France and Germany. In the United States, this business model is not applied, which might be the explanation to the low results there. But we might also wonder whether this business model is applicable to such a wide continent. Also we might want to evaluate the impact of the retirement of the CEO. This model has been a success in France and Germany; it made it possible for the company to build up a very strong brand. [...]
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