Petco is a Health + Wellness Company

I’m about to start the Spring semester of my integrated marketing graduate course at NYU and am now reliving the syllabus to get prepared. A core focus of what I teach is the importance of a distinctive positioning based on a deep understanding of the consumer and an ownable emotional benefit. Once you get your brand positioning correct, all other decisions are easy to make such as pricing, line extensions, distribution channels, etc.

Petco is an example I plan to use in class of a brand reinventing its positioning to better serve its market, and then using that positioning to not only make important decisions but also to guide how it goes to market.

Not too long ago, Petco shifted its positioning from being a “pet supplies company” (my words) to “the health and wellness company.” Petco shifted from being functionally-driven (supplies) to emotionally-based (health + wellness). See how those simple words completely change how you feel (notice I said “feel”) about the brand, the products and services you’d expect to receive, and how the company makes decisions moving forward. See how those simple words transform the brand from being like everyone else in the category to truly special.

Plus it’s much richer territory to develop marketing and communications materials, like this video (the fun part!) …

Sure, the video is very creative. But that’s because it comes from a brilliant positioning … a positioning that more relevantly describes how the brand will serve its consumers and their pets. Uniquely. Emotionally. And of course with products and services to back it up.

I just love this example … let’s see what the students think about it!

What’s your experience? JIM