The objective of our project is to enhance Hill’s online presence, build brand loyalty and increase sales through an innovative mobile application (app). The strategy for this initial launch is to focus on dogs, the most popular pet in the US in terms of household pet ownership, with the next phase roll-out to be for the specific needs of cats. Credits: Dana Goren, Mishelle Oun, Qortni Williams, Tatiane Villela, & Vimvipa Poome

1. DANA
GOREN
•
MISHELLE
OUN
•
QORTNI
WILLIAMS
•
VIMVIPA
POOME
•
TATIANE
FERREIRA

2. § Dana
Goren
Digital
Development
Ta;ane
Ferreira
Design
and
Usability
§ Mishelle
Oun
Marke6ng
and
Sales
§ Vimvipa
Poome
Brand
Development
Qortni
Williams
Project
Management
Buddy
Puppy
Intern
THE
TEAM

3. 1. Introduc6on
2. Opportuni6es
3. Innova6on
Proposal
4. Implementa6on
5. Summary
AGENDA

4. 1.INTRODUCTION

5. Develop
an
E-­‐commerce
strategy
for
Colgate-­‐Palmolive
1.INTRO D UC TIO N
THE
CHALLENGE

6. “To
help
enrich
and
lengthen
the
special
rela6onships
between
people
and
their
pets.”
§ Reputa;on
§ Pre-­‐exis;ng
Online
Presence
§ Business
Opportuni;es
1.INTRO D UC TIO N
WHY
HILL’S?

7. § PAW
TRACKS
A
simply
designed
and
easy
to
use
mobile
tool
to
help
families
keep
their
dogs
healthy
and
happy.
1.INTRO D UC TIO N
INNOVATION

8. 1.INTRO D UC TIO N
ECOSYSTEM

9. 2.OPPORTUNITIES

10. 2.O PPO RTUNITIES
PET
MARKET
spending
per
pet
37%
of
U.S.
households
own
dogs

11. 2.O PPO RTUNITIES
MOBILE
ENVIRONMENT
35%
of
consumers
purchase
directly
from
their
mobile
devices
64%
of
mobile
devices
using
;me
spent
on
apps
1
APP
for
every
walking
minute

12. 2.O PPO RTUNITIES
TARGET
MARKET
U.S.
dog
owners
76%
of
dog
owners
consider
their
4-­‐legged
companions
to
be
part
of
the
family
Informed
&
Intelligent
consumers
of
premium
pet
care
products
Middle-­‐to-­‐High
Income
Small
families
and
couples
Tech
Savvy
Hec;c
lifestyle

13. 2.O PPO RTUNITIES
THE
INTERSECTION

14. 3.INNOVATION
PROPOSAL

15. 3.INNO V ATIO N
PRO PO SAL
APP
DEMO
VIDEO

16. 3.INNO V ATIO N
PRO PO SAL
4
MAIN
CATEGORIES

17. 3.INNO V ATIO N
PRO PO SAL
FEATURES
§
Manage
tasks
amongst
several
members
on
the
go
§
Access
from
everywhere
§
Treat
pets
as
family
members
§
Family
involvement
§ MEETING
NEEDS
§
Providing
best
health
§
Consistency
in
vet
visits
and
grooming
§
Busy
§
Reliable
informa6on
§
Easy
access
§
Convenience
§
Offers/
Rewards
§
Dona6ons

18. Connec6on
with
the
consumer
has
a
far
greater
value
than
the
revenue
of
apps
sales
3.INNO V ATIO N
PRO PO SAL
REVENUE
MODEL
§ Free
App
Download

19. 3.INNO V ATIO N
PRO PO SAL
COMPETITION
§ WE
ARE
DIFFERENT
FROM
H
1
EUKANUBA’S
APP
§ Off
leash:
dog
park
locator
and
dog
TV
§ c
2
PURINA’S
APP
§ Pet
Health:
keep
health
informa6on
§ Petcentric
Places:
find
pet
friendly
services

20. 4.IMPLEMENTATION

21. 4.IMPLEMENTATIO N
MARKETING
AND
SALES
RETAIL
PARTNERSHIP
VETERINARIAN
PARTNERSHIP
§
QR
Code
on
Hill's
Ideal
product
lines
§
Hill’s
Website,
Youtube,
Facebook,
etc.
§ App
users
select
from
pe]ooddirect.com,
wag.com
or
walmart.com
PACKAGING
EXISTING
MARKETING
RESOURCES
§ Set
up
their
dog’s
profile
upon
ini6al
visit
§ Branded
appointment/
prescrip6on
card
with
QR
code
direc6ng
to
app

22. § PHASE
2
Launch
§ PHASE
3
Implementa6on
8
months
RECOMMENDATIONS
AND
EXPANSION
§
Updated
every
3-­‐6
months
§
A
cats
version
of
Paw
Tracks
§ PHASE
1
Design
and
Development
3
months
5
months
4.IMPLEMENTATIO N
IMPLEMENTATION
TIMELINE

23. § App
downloads
and
interac;ons
§ E-­‐commerce
sales
§ Dona;ons
to
shelter
partners
§ Social
media
ac;vity
4.IMPLEMENTATIO N
MEASURES
OF
SUCCESS

24. ENVIRONMENTAL
§ Increased
support
for
the
Hill's
Food,
Shelter
&
Love™
program
ECONOMIC
§ Increased
brand
online
presence
§ Increased
brand
loyalty
§ Increased
sales
SOCIAL
§ Healthier
pets
and
happier
owners
4.IMPLEMENTATIO N
IMPACT

25. 5.SUMMARY

26. 5.EXEC UTIV E
SUMMARY
VIDEO

27. WOOF
WOOF!
(THANK
YOU!)