Major Product Launch, Funded through Profit Growth

Jim Dandy dog food was a regional market leader in the Southern US.  With a full range of dry dog food products, the brand had built a strong following for its “national brand” quality for years.  Unfortunately, the brand was not priced in a way that enabled it to compete effectively.  Carter Welch led a complete brand makeover for the brand, which included taking price increases to fund the efforts.  The makeover included packaging, promotion, print advertising, in-store merchandising, and television advertising. 

As a result, profit increased by more than 100%, which led to an agreement to launch the brand into new markets.  Carter led the introduction of new products for this successful expansion.  Even in the highly competitive dog food market, the brand attained a 10% market share in less than one year.

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