STRATEGY

Knowledge

The ethos of the Royal Canin brand is based on its unique vision of the dog and the cat :the conviction that dogs and cats are not human beings but animals and as a result, true respect obliges us to treat them as such.

True respect implies certain obligations, of which one is Knowledge : to truly know the animal and understand its specific physiological and nutritional requirements, and, in consequence, guarantee it a ‘tailor made’ food in line with its real nutritional needs.

Royal Canin’s philosophy is therefore deliberately non-anthropomorphic.

Health

The 21st century : the century of Health Nutrition
    Today, feeding doesn’t just mean supplying the basic nutrientswhich are essential to the needs of dogs and cats. Feeding also means contributing to their health, their well-being and their longevity. 

Basic Nutrition :  
    1. Build and maintain the organism
    2. Supply Energy 
Health Nutrition : 
    3. Feed and protect
    4. Feed and cure
For each of these three channels of distribution, Royal Canin has developed special and unique offers, enabling them to respond precisely to the needs of their individual customers.


Royal Canin’s three strategic pillars
    For Royal Canin, only the prescribers (breeders and veterinarians) and Specialised Distribution outlets (pet stores, agricultural merchants, garden centres, DIY outlets, superstores,...) are able to convey the message of Health Nutrition and guarantee advice and service to the consumer at the same time. 

Choice-Price-Service : the trilogy the modern consumer expects
    Specialised Distribution (pet shops, garden centres, grooming parlours, farm shops...) is the only retail channel in a position to offer true choice, the best prices, and the best service, because it combines advice, service, specialisation and proximity to the consumer. In giving consumers what they expect, it treats them as intelligent.

owner

In the field of canine and feline nutrition, some manufacturers put the owners first and use them as the basis of all innovation. At Royal Canin, we put the dog and the cat at the heart of our research process : this is a radically different approach.

Respect the Animal : The Animal before the owner
    1  No Consumer Surveys ; only Animal Studies. 
    2  Improve our Knowledge permanently. 
    3  Offer products with precise nutritional scientifically proved answers. 
    4  Reject anthropomorphism. (nutrients versus ingredients) 
    5  Only prescribers and specialised distribution outlets can bring the «technical» message to the consumer.