Digital Media and Marketing

Online Discussion #1 – Vets Now Branding Strategy

Presented to: Ms. Kimberly Donaldson
By: Stephanie Lagrandeur
Friday, September 14th, 2018

1. What was Vets Now's new brand strategy?

Vets Now’s new brand strategy was to present a single pet owner brand proposition, and to improve brand awareness and appeal to customers by delivering exceptional care and professionalism to pets and their owners. Vets Now also merged itself as one sole brand offering and began using a reassuring, expert, friendly and straightforward tone when communicating with clients.

1. Why was it necessary for Vets Now to do such extensive customer research?

It was necessary for Vets Now to do such extensive customer research because they were experiencing intense competition with the surge of veterinary clinics opening in the area. Vets Now also didn’t have great communication with their customers and brand awareness among pet owners was only 8%. They wanted to improve this number, and in order to do so and to appeal to customers, they needed to recognize who their potential customers were and what their feelings were towards the care of their pets.

1. Could it be argued that this case study covers a business strategy rather than an marketing strategy? Why?

I believe it could be argued that this case covers a business strategy rather than a marketing strategy, because a business strategy is concerned with the end goal of making profit and asks the questions “What business challenges are we facing that’s preventing us from making more revenue?” and “What business objective should we strive for in order to increase profits?”. Personally, I believe that this case covers both a business and a marketing strategy because the approach used by Vets Now answers both the business strategy questions above, and the marketing strategy questions; “How aware are people of the brand?”, “Does it hold positive associations and perceived value?” and “How loyal are people to the brand?”