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Competition
Puppy Cakes
• Cake mix for dogs
• Similar to Lucky Paws
Wagatha’s
• USDA Certified organic dog biscuits
Heidi’s Bakery
• High Quality
• Use organic when possible
Positioning Statement
Target Market:
Lucky Paws main target
market can be described as
such:
Female
22-55 years old
No kidsThey
have 1-3 pets
$30,000 - $59,000 income
Personified Target Market
Meet Rachel, Rachel is a 20 year old suburban pet owner. She has 2 dogs and a cat. She doesn’t have kids by any means of the word, her pets, are her children. She buys them treats once or twice a month. She’s very concerned with the well-being of her pets and therefore is very conscious about what she feeds them.
Influencer Targets
Breeders
• Often pet breeders live and breathe in close-knit on-line communities. If they find a product they stand behind, it is guaranteed to spread through their channels, their buyers, and the pet world like wildfire
Veterinarian
Clinics
• there is no better way to get word of mouth influence for a pet product than to go right to the source. A vet can spread the word on a pet product like no other, offer details on the benefits of organic treats, and guarantee return service.
Influencer Targets Con’t
Bloggers
• Ability to reach a large amount of people and the power to influence those people
• 50% of bloggers say they use blogs for purchase information
Family and
Friends
• Great advice givers on what they love for their own pets
• 78% of dog owners
Family and Friend Influencers
http://www.interclick.com/media/36954/interclick_consumersnapshot_petowners.pdf
Marketing Strategies/Objectives/Tactics Blogger
OutreachReach out to
blogs!!
Dogster Catster
Communities
Dogtipper.com The Three Dog Blog
Website
• Open a forum on your website for your customers to chat• Allow them to submit reviews of the product.
• Allow visitors to upload pictures and/or videos of their animals on your site.
• Offer product giveaways of the product for joining the forum and/or uploading pictures and video
• Make these things central to your site so that they are visible early on in order to keep them involved in the site and participating
GET YOUR CUSTOMERS INVOLVED
• Look for information and articles online that speak about animal nutrition and add them to your site• Shows that you are knowledgeable about animal nutrition and
care about animal nutrition,• Add links to blogs that reference animal nutrition so that your
site can become a hub of information, as well as a place to purchase lucky paws treats
ANIMAL NUTRITION
INFORMATION ON WEBSITE
FacebookUse this space to advertise product giveaways on your
Lucky Paws site
Ask people to share their pet
stories and pictures
Provide information on animal health and
the benefits of organic food
Reach out to those people
that comment on your
Dog Fest
Dogfest 2011In West Chester, Ohio
15,000 people expected
Offer owners pre-made treats for their dogsHave a raffle
Bring treats for purchase
West Chester
Budget/Calendar
Website/Social Media
Cost of product and
shipping
Start immediately
Community Outreach
Cost of registration
Product giveaways
Contingent on festivals and
other conferences
Online Community
Cost of signup Start immediately