Question: 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

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?

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