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Friskies companalysis

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Friskies companalysis

  1. 1. COMPETITIVE ANALYSIS
  2. 2. PART 1: WHO IS THE COMPETITION?
  3. 3. FINDING THE COMPETITION - popularity by numbers - web presence - focused on health? - who is doing something different?
  4. 4. MOST POPULAR PURCHASES #1 #3 #4 #1 #3 #5 #5 petfooddirect.com #5 #3 #1 #2 petco.com Most present in Top 10 “most purchased online” GREENIES: 6 times #3 TEMPTATIONS: 6 times FRISKIES: 0 times amazon.com
  5. 5. SEARCH PRESENCE FRISKIES GREENIES TEMPTATIONS google search: cat treats
  6. 6. DIRECT COMPETITORS
  7. 7. THE “WILDCARD” COMPETITOR “Our promise No meat by-products, wheat, corn, soy, or artificial anything!”
  8. 8. THE COMPETITORS
  9. 9. PART 2: WHAT’S THE COMPETITION DOING?
  10. 10. GREENIESBRAND OVERVIEW brand statement: “We are a creative & vibrant team of pet owners and pet lovers, driven by a deep sense of commitment to each other, the people we touch and the pets we all adore.”what’s working: - cat dental care “treats” - Smart-Treating program - the infamous “green toothbrush” - company focus on breath of productmission from Facebook page: “At the Greenies Company, we strive to create strong, caring bonds between people and their pets.”
  11. 11. GREENIES MEDIA PRESENCEWebsite- emphasizing pet’s being“part of the FAMILY”- focus on animal HEALTH(even offering a section specficiallyfor vets looking for information)Social new campaign focusing on “say YES to longer living pets.” statuses that are fun & feel person, even adding in a family favorite like Snoopy.
  12. 12. TEMPTATIONSBRAND OVERVIEW brand statement: “Cats can’t resist...A shake of the bag is all it takes to make your cat’s mouth water.”what’s working: - a brand of Pedigree, owned by Mars Inc. - “8 out of 10 owners said their cats prefer it.” - 1999, first “commercial for cats” - movie spot in Back to the Futuremission from Facebook page: “To drive the cats wild”
  13. 13. TEMPTATIONS MEDIA PRESENCE - highly AWARDED Website brand - well - shows off fun VARIETIES RECOGNIZED PLAYFUL vibe: - rewards for play - use of memes and humorous images Social“cat of the week” - encouraging cat owners INVOLVMENT online
  14. 14. WELLNESSBRAND OVERVIEW brand statement: “At Wellness, we do whatever it takes to create the healthiest foods for the pets that depend on us. Food feeds their soulds, sustains their lives and protects their bodies.”what’s working: - pioneer in holistic nutrition for humans - no artificial anything, many grain free options - WellPet Foundation - never empty caloriesmission from Facebook page: “To provide pet parents with natural pet food you can trust.”
  15. 15. WELLNESS MEDIA PRESENCE Website- stripped down ingre-dients, only 2 varieties,focus on SIMPLICITY Social - use encouraged by EXPERTS
  16. 16. PART 3: WHERE DO WE FIT?
  17. 17. BREAKING DOWN THE COMPETITION pet health focus playful varieties stripped & simplisticwell-known product awarded natrual food experts closest competitor to Friskies current brand positioning
  18. 18. FINDING THE RIGHT FIT feeds cat spirit ?? serious fun feeds cat

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