FINDING THE COMPETITION - popularity by numbers - web presence - focused on health? - who is doing something different?
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
SEARCH PRESENCE FRISKIES GREENIES TEMPTATIONS google search: cat treats
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.”
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.
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”
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
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.”
WELLNESS MEDIA PRESENCE Website- stripped down ingre-dients, only 2 varieties,focus on SIMPLICITY Social - use encouraged by EXPERTS