PETS.COM DOTCOM DISASTERS The Company The Situation The Concept What went wrong? What could have been done?
The Company <ul><li>Founded in February 1999 by McLemore </li></ul><ul><li>Ceased operations in November 2000 </li></ul><u...
Pet Ownership in the U.S Households <ul><li>60 % owned a pet </li></ul><ul><li>40% owned more than one pet </li></ul><ul><...
The Situation  <ul><li>Offered products that could be more easily obtained at nearby retail stores </li></ul><ul><li>Valua...
The Situation  <ul><li>Wide public presence </li></ul><ul><li>Uncertain substantial market niche </li></ul><ul><li>Conveni...
Multimillion-dollar Super Bowl commercial <ul><li>Captured the public’s attention with a creative answer to the question: ...
Tarnished Domain names once considered prime Internet Real Estate <ul><li>Pets.com  shut down . </li></ul><ul><li>Furnitur...
Conclusion <ul><li>“ Advertising, no matter how clever, CANNOT save you. “ </li></ul>
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Transcript of "Pets.com presentation"

  1. 1. PETS.COM DOTCOM DISASTERS The Company The Situation The Concept What went wrong? What could have been done?
  2. 2. The Company <ul><li>Founded in February 1999 by McLemore </li></ul><ul><li>Ceased operations in November 2000 </li></ul><ul><li>Online Retailer of pet products, information & services </li></ul><ul><li>Dot com company selling directly to customers selection of products for cats, dogs and fish in more SKUs than other suppliers. </li></ul><ul><li>Serving pets and their owners through products, information, and service </li></ul><ul><li>Expert advice from pet-industry experts & veterinarians </li></ul><ul><li>Leading online pet store and was known for its wildly popular sock puppet spokesdog </li></ul>
  3. 3. Pet Ownership in the U.S Households <ul><li>60 % owned a pet </li></ul><ul><li>40% owned more than one pet </li></ul><ul><li>PET Industry </li></ul><ul><li>Pet Industry Annual Global Marketplace:US$53Billion </li></ul><ul><li>Americans spending $23 Billion annually </li></ul>
  4. 4. The Situation <ul><li>Offered products that could be more easily obtained at nearby retail stores </li></ul><ul><li>Valuable domain name </li></ul><ul><li>Strong e-commerce affiliate </li></ul><ul><li>Very popular mascot </li></ul><ul><li>Clever marketing ideas </li></ul><ul><li>Practice Low-cost strategy which is not a long term sustainable strategy </li></ul><ul><li>Market not exactly very attractive for e-commerce (Immature online shopping world) </li></ul>
  5. 5. The Situation <ul><li>Wide public presence </li></ul><ul><li>Uncertain substantial market niche </li></ul><ul><li>Convenience for shopping online for these kinds of products!!..waited days to receive orders & pay shipping costs </li></ul><ul><li>Pets.com was not offering customers a better alternative to what they already had </li></ul><ul><li>Overconfident in estimating the potential market that existed for Pets.com </li></ul>
  6. 6. Multimillion-dollar Super Bowl commercial <ul><li>Captured the public’s attention with a creative answer to the question: </li></ul><ul><li>“ Why should you shop at an online pet store?” </li></ul><ul><li>“ Well, because pets can’t drive!” </li></ul><ul><li>That ad was ranked #1 by USA Today’ s Ad Meter and had the highest recall of any ad that ran during the Super Bowl. </li></ul>
  7. 7. Tarnished Domain names once considered prime Internet Real Estate <ul><li>Pets.com shut down . </li></ul><ul><li>Furniture.com shut down . </li></ul><ul><li>Politics.com shut down . </li></ul><ul><li>Stamps.com laid off 240 employees . </li></ul><ul><li>Drugstore.com laid off 10 percent of its staff . </li></ul><ul><li>Jewelry.com shut down . </li></ul><ul><li>Garden.com laid off 40 percent of its staff . </li></ul><ul><li>Food.com laid off 50 percent of its staff . </li></ul>
  8. 8. Conclusion <ul><li>“ Advertising, no matter how clever, CANNOT save you. “ </li></ul>
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