Pawsitively FRESH!Kristi CunninghamMKT 113Final Project Part II

proudly introduces Pawsitively FRESH!• Luxury pet food product line

• Locally-sourced, organic, all natural ingredients

• 100% guarantees for pet likeability and freshness

• Environmentally-conscious and sustainable packaging

• Partnering support of disadvantaged animals

SNHU PET SUPPLY STORE

WHO WE AREPawsitively FRESH!

PROPOSED MARKETING STRATEGIESPawsitively FRESH!

SOCIAL MEDIA EVENTS IN-STORE PROMOTION

SOCIAL RESPONSIBILITY POLICYPawsitively FRESH!

• Contract with reputable suppliers who provide fresh, organic, locally-grown ingredients

• Utilize biodegradable packaging & shipping vehicles with clean emissions systems

• Identify and assess opportunities for meaningful contributions to local social causes that improve the quality of life for disadvantaged animals

• Provide an avenue by which consumers can participate in local actions that support global environmental initiatives

INTERNAL MARKET FACTORSPawsitively FRESH!

INTERNAL STRENGTHSfor focus of marketing

INTERNAL WEAKNESSESaddressed by marketing focus

Locally-sourced, all natural, organic ingredients

High price

Freshness guarantee Limited shelf life

Money back guarantee if pet does not like product

Only sold online for limited areas, and in flagship store

Social & environmental responsibility of product and profits

New product

EXTERNAL MARKET FACTORSPawsitively FRESH!

EXTERNAL OPPORTUNITIESto support marketing focus

EXTERNAL THREATSto successful launch of new product

Healthy eating trend influences customer decisions on pet food

Powerful suppliers

Trend towards buying products made in the USA

High competition

SNHU Pet Supply Store’s reputation for offering high quality products and food

Cheaper food options

Partnering with local celebrities in fundraising for local animal causes

Changes in neighborhood make-up surrounding stores

WANTSupport social causes

related animals

MESSAGING STRATEGIES BASED ON NEEDS & WANTSPawsitively FRESH!

Highlight human-grade, local, organic, all-natural ingredients

in messaging

Promote social and environmental responsibility

Partner with local animal causes to donate product

overstock

Showcase biodegradable

packaging that based on serving size for

breed of pet

Work with local celebrities to raise

money for local animal causes

Encourage customers to

nominate or vote for local animal charities

in need of support

WANTConvenient packaging that keeps multi-use purchases

fresh between servings

NEEDHealthy pet food

alternatives

WANTProvide pets same quality of local, healthy food afforded to own family

WANTSupport social and

environmental causes and companies

WANTCelebrate status

TARGET MARKET EXPANSIONPawsitively FRESH!

• Primary Market:Affluent pet owners in the Brentwood, TN area• Consumers live close to the flagship store• Incomes between $75,000 - $150,000+ annually• Aged 35-65

• Secondary Market:Millennial pet owners residing in the Brentwood, TN area• Consumers live close to the flagship store• Incomes between $30.000 to 74.999 annually• Aged 21-39• Millennials support companies with social and sustainable

values• Millennials engage in social media, and in their

communities