Turning research into action and results

Not all research is created equal. That’s what Tetra, Inc. a global manufacturer and distributor of products for aquarium fish, water gardening and reptile/amphibian hobbyists, concluded after engaging several research firms that failed to deliver specific, actionable recommendations. When it was time to assess the equity of Tetra’s Aquatics brand, the company turned to The Anderson Group.

During the course of the research, we discovered that while Tetra's Aquatics division enjoyed a global leadership position with 60% market share of fish food sales, it did not "control" the category. Indeed, competitors such as Hikari and Wardley were challenging Tetra with expanding product lines and innovative marketing. Our research also revealed that aquatic hobbyists had several unmet needs.

Business impact
In response to the research, Tetra tested a variety of innovative products that satisfied the hobbyists' needs. Tetra also re-evaluated its current brands and was able to streamline them to create a leaner and more effective product line. The research also supplied insights into improved messaging at all customer touch points, putting Tetra in the position to increase market share, strengthen brand loyalty and grow the category.