Medi-Cat by Paw-sitivity; PepsiCo Mentored Team - MKTG 3653: Category Management Topics
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PAWSITIVITY’s mission is to allow pet owners to spend every moment loving their furry friend and not a single moment questioning their health.
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Medi-Cat by Paw-sitivity; PepsiCo Mentored Team - MKTG 3653: Category Management Topics
- 1. Medi-Cat Shayne Wiedemann, Lee Dang, Brittany Bowden, Katie Boyd, & Luke Cashman By PAWSITIVITY
- 3. Meet Sharon the modernized crazy cat woman
- 4. The Problem ● Time ● Money ● Health ● Hassle Mom, my bladder hurts
- 5. The Solution Detect issues immediately at home. Owners purchase our innovative, responsive litter that will assess their pet’s health continuously with each use.
- 6. PAWSITIVITY’s mission is to allow pet owners to spend every moment loving their furry friend and not a single moment questioning their health. Medi-Cat
- 7. How it works- Our Product Step 1 Purchase Owners will purchase our litter at pet specialty stores. It will work like any other litter, only with this added benefit. Step 2 Activate Average litter will be replaced with Medi-Cat. The litter will change a soothing aqua blue at the detection of an issue in the pet urine.. Step 3 Response If color is detected in the litter, the owner will then take the pet to the vet, only this time with assurance that it isn’t a wasted check, trip, and hassle.
- 8. Revenue Model Price Our product is an advancement of average litter priced at just a 10-15% premium. Placement Preferably at eye level At the end of premium litter and beginning of cat health products. After 3 months drop prices to same as Tidy Cats “Added Benefit but same price as the leading national brand” Promotion
- 9. Sharon’s first moment of truth $8.67 for avg. size 20lbs. 99.6% Dust Free Strong Clumps Easy Clean Up Powerful Odor Control
- 10. Direct Competitor Perfect Litter Bad Reviews Cats Don’t Like
- 11. Distribution Channel Jan-16 May-16 Jan-17 Jan-18 Target: Urban cities Pet specialties and Online. Avg. production lead time: 3 days. Expected delivery time: <15 hours.
- 12. IRI Panel Data
- 13. 47.37% MM IMU 48.4%...12% for Marketing Research
- 14. Please join us in supporting cat moms like Sharon.
Editor's Notes
- (Luke) Hi everyone! Today we would like to introduce to you, as buyers, who we are and why we are here. We are PAWsitivity and would like to pitch our newest product, Medi-Cat! *Everyone introduce themselves first and last name* We are PAWsitivity, we are presenting to you all as buyers, and our product is medi-cat.
- (Shayne) We’d like to start with a video to give you a little insight into what it’s like for the majority of our demographic… *Show Video* So this might be a little dramatic, but it’s actually not too far off!
- (Shayne) So that was Sharon, ok maybe a little extreme but you get the idea. A little bit more about Sharon, she’s 50 years old and lives in New York City with her four kitties: Clifford, Junior, Sprinkles, and Izzy. In her free time you can usually find her cuddling with her cats while reading the latest twilight saga. Sharon’s Facebook is filled with pictures of her kitties and just about every funny cat video that you can probably imagine, along with Buzzfeed’s “7 Possible Responses to Being Called a Crazy Cat Lady.” (I’m sure you all have a Facebook friend like this). (Luke) Aside from being a mother to her four cats, Sharon is a dental hygienist, making roughly 70K a year. Sharon is not married nor does she have kids, But she does treat her 4 cats as if they are her children. But like all parents experience, Sharon is having problems with her children (Next Slide)
- (Luke) Sharon's job is extremely time consuming, and she constantly finds herself worrying about her baby's well being when she is not around. Her 2 male cats: Clifford and Junior deal with urinary issues at least once a year, which constantly makes her anxious and often leads to unneeded vet visits. (Brittany) At this point Sharon is not sure what to do, She is constantly spending mass amounts of money from these visits, and her stress level is through the roof. Sharon wishes that there was an easier and cheaper way for her to detect when her cats were dealing with urinary infections.
- (Brittany) This is where Medi-Cat comes in. We saw opportunity in litter through analyzing market data and situations like Sharon’s. The market we are entering is a $2.25 billion market. Litter has the highest growth rate in the pet category according to IRI data. Medi-Cat is a cat litter that goes above and beyond average cat litter with an added benefit. Our litter is strategically designed to respond to abnormal urine. This way, at each use, the owner is assessing the pet’s health, without the cat even knowing!
- (Brittany) Our mission as a company is to allow pet owners...like Sharon…to spend all of their time loving their beloved furry friend and not one second questioning their health. We allow owners to put all of that stress and hassle on us!
- (Brittany) To go into a little more detail, I’ll explain just how our product works. First, the owner will purchase our litter at their local pet specialty store holding every benefit that basic litter has only better and with the added response factor. To activate, the average litter at home will be replaced with our litter, Medi-Cat. The litter will absorb each cat’s use and change to a soothing aqua blue at the detection of any issue in the urine. If color is detected, the owner will respond by then taking the pet to the vet. This avoids unnecessary visits and anxiety. The owner will, at this point, be assured that it isn’t wasted time or money. And most importantly, the owner will know the pet is being taken for good reason and isn’t being put under stress without one. This can be compared to being a “regular” parent. We take children’s temperature to assess if they are sick before we take them to the doctor. And even then, children above the age of two can usually tell us what hurts. Pets never have this ability. Our litter allows a manner of communication from the pet to the owner..one like never before. Transition: Now I’ll let Shayne go into more details about how we will sell our litter in the market.
- (Shayne) Price: So we decided to price our product at a 10% premium over the average litter because we are providing an extra benefit. Placement: Obviously we would prefer being at eye level but realize being that we are a new product and will need to prove ourselves, we would like to have simple signage in front of the product on the isle that draws customers attention to the product. On the shelving I chose to create a medical looking sign with the cross. When I went to look at some of the shelving in Petco, I noticed that their shelving went from premium litter to specialty health product like ours but not in litter form. We think this is the perfect spot for our product, to end the line of litters and begin the specialty health products, because we are a little bit of both. Promotion: At 3 months drop price to Tidy Cat Limited time offer, one month at 7.88 Walmart will make more money We want to drop price 3 times a year so you can put us out in the perimeter in the store. This will hopefully lead skeptical buyers to try the product and from there it only takes one great review to write our entire marketing plan. Marketing: Twitter, Facebook Instagram Signage Youtube Commercials Vet Endorsement
- (Shayne) -so as you can see this might look a little weird. Shopper MX did not have cat litter information so just imagine that is what this all is. Like I stated previously on the placement we would want to be at eye level we realize it probably won't be possible immediately so definitely want to utilize the signage as seen in this picture. Competitor: Our direct competitor Transition: Now I’ll pass it on to Lee and let him discuss our launch schedule and transportation.
- (Shayne) Our direct competitor is Perfect Litter. They have poor reviews from people saying that the indicator does not last long enough to get a reading. That the indicator is false. Cat’s don’t like the material. Poor website Not many know
- (Lee) We plan on launching in the northeastern part of the US specifically urban cities where cats are indoor and litter boxes are a necessity. *Talk about the rest of the country is where we would like to expand but as we get further south we would most likely be in limited stores due to the fact a lot of cats are outdoor cats. *** Also for question portion of distribution know within how far our manufacturer will be from that northeaster corner and things along those lines. Transition: Katie will take it from here with the numbers! We know that cat lover population in the Northeastern states takes up to 25% of the nation. This is the
- (Katie)
- (Katie)
- (Katie) -main points- “AND THAT IS THE MEDI-CAT STORY”