3. SugarZack is
- 100% organic, hand-made pet treat company
- Offers natural homemade treats, toys, and handcrafted pet products
- Unique local Store located in San Francisco, CA
- No artificial flavors or preservatives used
- All staff love animals and have passion
- Online shop available
4. message
Health becomes an important issue these days and food is the most
obvious element in your healthy lifestyle. People eat organic food, do
yoga, drink lots of water, and see doctor periodically. Then what about
your furry companions? Pets should be allowed to take care of their
bodies as much as we take care of ourselves. SugarZack organic food
gives high energy, protects from diseases, and the taste is amazingly
great. Enjoy your healthy life with your precious pets!
9. Target
- Pet owners between the ages of 25 and 35
- mostly female/single/working ($40,000+)
- quality is more important than quantity
- living in rented place alone or shared
but eventually want to buy own home
- relaxed, easy-going, friendly, yoga,
jogging, eco-friendly, organic-oriented,
healthy lifestyle
- shop at Whole Foods, Trader Joe
, read Real Simple, Yoga Journal
10. Insights
- Normally single women are more caring and detail-oriented than men.
Also have more time to spend with pets than married women. These
women are homely and cook their own meal instead of ‘to-go’ food. They
sometimes hang out with friends on weekend but more likely to stay at
home during weekdays and try to take care of their pets.
- Even though they are so busy or tired, they never forget doing exercising.
They prefer doing yoga or jogging instead of going gym. Yoga, they can
do at home and do jogging because they can do with their pets.
- They prefer to read Real Simple, Oprah, or Yoga Journal because those
magazines have lots of tips for healthy lifestyle.
12. Why does the company
need to advertise
San Francisco has many pet owners. We can easily see people walking
with their dog, and cats peeping out of the window. San Francisco has
lots of pet shops, pet hospitals, dog-allowed parks, and pet-friendly
stores.
SugarZack specializes in handmade treats and organic products. Most
of pet owners become interested in natural food to keep their pals
healthy. Some pets unfortunately suffer from food allergies and
SugarZack can help.
Not everyone is familiar with SugarZack yet because we have been
only available in San Francisco until now.
13. Media campaign
- Budget: [see chart]
- types of media: Online Media
- what kind of ads to use: Paid Search, Sponsored Link, Standard/
Roadblock Banner, Social Network
- what types of sites:
* Search Engine : Google
* Pet-related site: Pet Finder, SFSPCA
* Newspaper/magazine: SF Gate, San Francisco Magazine
Real Simple, Oprah
* Social Network: Facebook
- What is your timing (time of year):
* July ~ August: vacation season: lots of time to spend with pets,
good for adopting kittens and puppies
Campaign Running Time: July 1 ~ August 31
* December: Holiday season. Special promotions/sales/gifts
Campaign Running Time: December 1 ~ January 5
14. What is the advertising
Going to accomplish
<July/August>
Brand awareness campaign. Letting people know that “SugarZack is
here for your pet’s healthy life”. Introducing our brand’s organic
philosophy and products and promoting people to buy our
homemade food.
<December>
Brand awareness campaign especially for Christmas season. Expecting
a direct response to join our exclusive membership and can benefit
from SugarZack’s holiday special promotions/sale events.
15. llergy
a fo o d a
Who are we going “M y cat Bel
l, has
aban done d tw r
ice
an d she was to me. F
or m e
came
To connect with
b efore she
up be
y can
cause the o d.
ners gave l’s expensive fo
ow
d Bel ba d
not affor her , I feel
- Pet owners!!!
Since I a do pte d not eat
any
concerning about pet’s health or e can pecial
be cause sh besi des s
their pet has food-related allergies acks
oth er cat sn want to
fin d
so that the pet only can eat specific o d. I
pres cribe d fo l an d org
anic, no
food or organic/homemade food natura r her.
s o mething d fo o d fo
easone
ch emically s me.””
- Part-time/full-time working women n’t matter to
Price does
between the ages of 25 and 35 er
ashion desig
n
Ser a, age 35, f
- Think pets are precious family
- Try to spend a lot of time with their pet
- Who can afford extra money for their pet
16. Campaign Strategy
Sites we choose are:
Google Google is the most common and popular search engine in the
U.S. When people are looking for something their first choice is Google.
Pet-related sites Pet Finder is one of the biggest pet sale sites in the U.S.
People who want to buy a puppy or kitten, this is the good start to
search. SPCA is the another choice for people who are looking for
pets.
Newspaper/Magazines SF Gate and San Francisco Magazine are the
local sites. San Francisco residents are visit these sites to look up local
news, events, or store information. These will be great sites to let people
know and expect to visit our store. Real Simple and Oprah are
nationwide life magazines especially focus on healthy lifestyle. People
who like these magazines seek healthy life so that they eat organic
food, exercising, and gladly spend their money to buy organic
products. If these people have pet, they would willing to take care of
their pets’ health too.
Facebook Facebook is a great social network site. Through Facebook,
we expect people to join, communicate, and share their stories each
other. We advertise our organic products as well as our special events/
sales. We also expect viral marketing through our Facebook fans.
17. Mock up online ads
Online Banner
Leaderboard 728 X 90
Square 250 X 250
