DKSH own brand Seeds of Love

Business challenge: old-fashion products, price-based competition

DKSH Netherlands is a specialist in the pet food industry, where it also enjoys high renown for its own brands. However, its wild bird food product segment, which traditionally was a slow growth area, was under intense pressure as it faced additional twin challenges. The products lacked branding and entry price positioning, which resulted in price-based competition and a narrow distribution within the garden centres, do-it-yourself channels, and pet shops.

Approach: a successful product differentiation strategy

DKSH went against all conventions in the bird food segment, and developed a revolutionary new brand under the name Seeds of Love, featuring the following pioneering approach:

• Year-round assortment instead of autumn and winter products

• Consumer-friendly products to reach non-specialist consumers

• Ease of choice and convenience for today’s highly-demanding urban consumer

• High-price positioning and high-quality products

• Development of full concept and shelf plan, which allows the combination of food and non-food products to drive turnover

• A refreshing brand image, attractive products

Results: turning seed mixes into convincing high-end products

The offering of year-round products translates to healthy year-round business, which also amounts to a longer selling period. Seeds of Love also bridges the gap to new consumers, making wild bird easy, clean, and enjoyable for everyone. At the same time, net results for business partners are improved through better price positioning. The innovative brand image and the consumer-friendly products bring fresh air to an old-fashioned category, thus turning it into a fashionable high-end product.

Market expansion services: business development through strategic marketing

With Seeds of Love, DKSH moves forward in the pet food category but also opens up new distribution channels as the fashionable brand sparks interest throughout the gift, home, and lifestyle channels. Robert-Paul Koudijs, Sales Manager DKSH Netherlands, explains why Seeds of Love is groundbreaking for DKSH: ”Through a great product differentiation, the Seeds of Love brand allows us to reach new business partners, but also to position DKSH Netherlands as a leading and inspiring actor of the pet food sector.”

You want to know more about Seeds of Love?

Seeds of Love website