Procter and Gamble Petcare
Procter & Gamble Petcare: DKSH Netherlands full service partner in local marketing and sales
For many years, DKSH Netherlands has enjoyed a successful partnership with Procter & Gamble (P&G), providing the local marketing, sales and distribution services for the premium cat and dog food brands, Iams and Eukanuba.
Challenge: implementing European strategies locally
The P&G Geneva headquarters are responsible for European brand marketing. In close cooperation with P&G’s business development team, the Iams and Eukanuba team at DKSH Netherlands develops all local plans based on the annual master plan.
Approach: speaking the same language
Combining the P&G knowledge base with the expertise of DKSH specialists, we can develop a specific approach for each market segment. Our marketers create programs targeted at specific target audiences. This is reflected in our organizational structure, which features marketers specialized in the professional market / influencers (vets and breeders), retail market, nationwide (pet stores/ garden centers with pet supply departments), and major accounts. Major accounts are nationwide organizations, chains, or franchise organizations like Pet's Place, Jumper, Discus, or others. Our sales force is also organized into different teams with one for retail together with a key account manager who visits the head offices, a team for vets, and one for breeders. This organizational structure helps us to develop a deep industry knowledge that enables us to speak the same language with each target audience, be it a vet, a breeder, or a retailer.
Results: capitalizing on success
After several years of double-digit growth, DKSH and Procter & Gamble decided to form a separate division with a clear focus on the Iams and Eukanuba brands. The reason behind this strategic decision was to capitalize on our success in the industry and pave the way for further growth. Today, Eukanuba is ranked fifth in Europe overall in terms of volume yet is the number one dog food brand in the Netherlands.
Market Expansion Services: customized solutions drive growth
DKSH’s ability to develop customized solutions for specific markets has played a key role in helping to drive growth for these brands in the Netherlands. "A dedicated Iams & Eukanuba team, focusing exclusively on our brands, allows us to combine excellent in-market expertise with global P&G marketing strategies and investments," says Anita Deses, Business Development Manager Benelux, Procter & Gamble Pet Care.
Contact
Would you like to learn more about this project or our business partner Procter & Gamble Please contact:
Rik Boelee
Director Iams & Eukanuba, BU Consumer Goods
DKSH Netherlands B.V.
Vogelaarsweg 23
3300 AW Dordrecht
rik.boelee@dksh.com
T +31 78 6220600
F +31 78 6220600
Business Unit | Consumer Goods |
|---|---|
Business Line | Fast Moving Consumer Goods |
Business partner | Procter and Gamble Petcare |
Service category | Marketing and sales, After-sales services |
Country | The Netherlands |
