In a market dominated by small to medium veterinary clinics, Royal Canin Indonesia sought a way to drive sustainable growth and strengthen relationships with their vet partners. By partnering with Cothink and collaborating closely with customers to understand pet owners’ behaviour, the Royal Canin Vet Business Unit achieved a groundbreaking transformation—redefining success within the veterinary ecosystem
The Challenge: Evolving Beyond Traditional Models
Royal Canin Indonesia recognized that the conventional rebate/discount partnership model was no longer sufficient to meet the needs of small to medium veterinary businesses (MSMEs). They needed a deeper understanding of their customers to create meaningful, long-term partnerships.
The Solution: Research, Insight, and Strategic Collaboration
Cothink worked alongside with Royal Canin Indonesia to conduct in-depth research into the unique challenges and aspirations of their MSME customers. The insights uncovered became the foundation for :
- Redefining Partnerships: Shifting from a purely discount-based model to a Joint Business Partnership which offered rewards in the form of investment support to improve the clinic facilities and support for long-term growth through education.
- Empowering Through Education: Facilitating workshops, training sessions, and educational programs to equip veterinary professionals with essential business skills. These sessions enabled clinics to manage their operations more effectively, attract more customers, and ensure sustainable growth.
- Driving Collaboration: Organizing collaborative workshops that aligned Royal Canin Indonesia’s goals with their customers’ aspirations, fostering a sense of partnership and shared success.
The Impact: A New Standard of Excellence
- Sustainable Market Leadership: Royal Canin Indonesia maintained its position as the market leader.
- Customer Satisfaction: Their Net Promoter Score (NPS) soared to the highest in the industry, reflecting unparalleled customer loyalty and trust.
- MSME Empowerment: Veterinary clinics across Indonesia experienced significant development, reinforcing Royal Canin Indonesia’s role as a key contributor to the ecosystem.
- Strategic Investment Beyond CSR: The initiative demonstrated that investing in MSME customers is not just a CSR activity but a strategic move for long-term success.
- Total vet care category beyond nutrition.
Why This Matters
This case study illustrates the power of collaboration and customer-centric strategies. By leveraging Cothink’s expertise in research and facilitation, Royal Canin Indonesia turned a challenge into an opportunity for shared growth, setting a benchmark for sustainable success.
