Harley’s Corner: Positioning Dilemma in the Pet Food Market
(7 pages of text)
In January 2016, the chief executive officer of Harley’s Corner, an India-based online retailer of gourmet dog food, faced a decision dilemma. He needed to decide on the most suitable positioning strategy for the business, which competed against several well-known brands, including other fresh, gourmet, home-cooked food for pets. Harley’s Corner needed to convey a proposition that ran deeper than simply representing an “all-natural, home-cooked” fresh pet food. How could he differentiate the offerings in a relevant way to retain his loyal customers, attract new customers, and thereby grow the business? What was the best way to position his brand, Harley’s Corner, which catered to a niche segment?
This case is appropriate for graduate, postgraduate, and executive education courses in marketing management, business research methods, marketing research, and management science. After completion of the case, students will be able to
- describe positioning strategy and understand its relevance, and
- apply multiple regression analysis to design a positioning strategy that can provide a competitive positioning.
India, Small, 2015-16
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