Sanypet has divided their market into three channels: veterinarians, retailers and consumers. " Our distributive strategy has given particular importance -says Dr. Cristiano Masiero commercial director- to the store owner. We believe that in order to keep their heads high with competing stores you should have a variety of products to offer, displaying well known brands and also a line enabling the store owner to be a consultant for their customers. This is why Forza10, although it doesn't replace the role a vet has, replaces a pharmacist's job. An owner can talk about the minor problems they face such as itching, watery eyes, dandruff, foul odor, dull coat .The pet store owner is able to explain why pets face such evident food intolerances.
To help pet store owners in their role as consultants Sanypet promotes different activities and gives the store merchandise such as showcases, signs, fliers and informational packages for customers.
Let me remind you, at this point, that Forza10 also has a promotional day organized in pet stores by scientific informers." Another distributive channel connected directly with the client is done by veterinarians -Dr. Cristiano Masiero states- "Over 1000 vets in Italy prescribe our unique pet food, Forza10, daily."
The distributive strategy is completed by consumers, also considered informers. " Pet owners who buy Forza10 -Dr. Masiero concludes- seeing adds in pet magazines, in dog shows and other animal related activities acquire knowledge that will eventually be passed on to friends and acquaintances.