This document analyzes competitors in the cat treat market. The top competitors are Greenies, Temptations, and Wellness. Greenies focuses on dental health and has an effective "green toothbrush" marketing campaign. Temptations emphasizes fun varieties and playful marketing using memes. Wellness prioritizes natural, simplified ingredients and touts endorsements from health experts. To find its position, the analyzed company considers whether to emphasize fun, health, or simplicity and where its current brand fits relative to the major competitors.

1. COMPETITIVE
ANALYSIS

2. PART 1: WHO IS THE COMPETITION?

3. FINDING THE COMPETITION
- popularity by numbers
- web presence
- focused on health?
- who is doing something different?

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. SEARCH PRESENCE
FRISKIES
GREENIES
TEMPTATIONS
google search: cat treats

6. DIRECT COMPETITORS

7. THE “WILDCARD” COMPETITOR
“Our promise
No meat by-products,
wheat, corn, soy,
or artificial anything!”

8. THE COMPETITORS

9. PART 2: WHAT’S THE COMPETITION DOING?

10. GREENIES
BRAND 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 product
mission from Facebook page:
“At the Greenies Company, we strive to create strong, caring bonds
between people and their pets.”

11. GREENIES
MEDIA PRESENCE
Website
- emphasizing pet’s being
“part of the FAMILY”
- focus on animal HEALTH
(even offering a section specficially
for 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. TEMPTATIONS
BRAND 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 Future
mission from Facebook page:
“To drive the cats wild”

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. WELLNESS
BRAND 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 calories
mission from Facebook page:
“To provide pet parents with natural pet food you can trust.”

15. WELLNESS
MEDIA PRESENCE
Website
- stripped down ingre-
dients, only 2 varieties,
focus on SIMPLICITY
Social
- use encouraged
by EXPERTS

16. PART 3: WHERE DO WE FIT?

17. BREAKING DOWN THE COMPETITION
pet health focus playful varieties stripped & simplistic
well-known product awarded natrual food experts
closest competitor to Friskies
current brand positioning

18. FINDING THE RIGHT FIT
feeds cat spirit
??
serious fun
feeds cat