Pawsitively Pampered BUSN645 Glenice Booker-Butler, Mark Dominic, Katarina Fruits, Lynell Gupta

Mission & Vision Mission: The mission of Pawsitively Pampered is to serve pet owners by providing convenient, healthy, and natural products for their companions. Vision: The vision of Pawsitively Pampered is to provide convenient, flexible product options to stimulate a healthy and happy lifestyle in pets.

Value Proposition Organic All Natural Environmentally Friendly Durable Convenient Customizable

Situation Analysis Market Size 68% of households are pet owners, compared to 62% in 2009 $1.4 billion in annual profit, $17.5 billion in annual revenue Growing at a rate of 2.8% Market Trends Organic, all natural products Small businesses dominate the marketplace, approximately 83% of companies have fewer than five employees Regardless of economic hardships, pet products are considered non-discretionary products Product Core products: food, snacks, and toys Add-on products with customizable options Individual items for purchase Target Market   Pet owners who treat their pet as a member of their family Approximately 9 in 10 individuals view their pet as a member of the family

SWOT Analysis Strengths Convenience Entering the healthy pet (dog and cat) lifestyle market Quality products Technology Weaknesses No brand recognition Limited flexibility in product pricing Opportunities Global expansion Customization and product add-ons Threats Competition Economic stability

BarkBox SWOT Analysis Strengths Brand awareness & existing market share Present cost savings for their customers Simplicity for customers Weaknesses Lack of product offerings for large, aggressive dogs Lack of customization Lack of well-reviewed customer service Opportunities Expansion into related markets Expansion of greater product offerings Threats Luxury item for some individuals Plateau of growth for the industry

Porter’s Five Forces Threat of New Competitors   Threat of New Competitors Strong brand names are important Entry barriers are medium Bargaining Power of Suppliers Diverse distribution channel High competition among suppliers Bargaining Power of Customers Buyers require special customization Low buyer price sensitivity Intensity of Existing Rivalry Fast industry growth rate Exit barriers are low Threat of Substitutes High cost of switching to substitutes Substantial product differentiation

Marketing Strategy External Internal Holistic Product Samples Fitness Sent with each box ordered Nutrition Number of samples included will depend upon the membership of the customer Mental State Charitable Donations 2% of all proceeds will be donated to an animal shelter or similar animal rescue program Subscription Offerings Financial incentives to upgrade memberships including discounts for upgrades and free product offerings   

Promotional Calendar Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec   Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Total Product Samples Q 1= 200 boxes Q2 = 300 boxes Q3= 500 boxes Q4= 800 boxes $1000.00 Marketing Mailers 15,000 $2000 Events/ Tradeshows Global Pet Expo Super Zoo $4000 Purchased Email Lists 100,000 names 100,000 names Radio:Pandora 30 second audio ad 15 second video ad $1500.00 Social Media Facebook, Twitter, Instagram, Pinterest Website SEO, Content Management Customer Satisfaction Survey $780.00 Marketing Effectiveness Marketing Automation Tool: Engagement, growth, lead qualification B2B/B2C $3000

Profit & Loss

Summary   Positively Pampered has positioned and differentiated our marketing strategies to support that our company services and products are different, bigger, and better than that offered by our competitors, attributing largely to our pet first companywide attitude. What sets us apart? Exceptional customer service, affordable, high quality products, and a variety of personally selected items to support the health and wellness while enhancing the life and behavior of your pet.

References http://www.costowl.com/b2b/marketing-buy-email-list-cost.html http://www.gaebler.com/Dog+Fancy-magazine-advertising-costs++27322 http://www.constantcontact.com/services2/overview http://www.expresscopy.com/flyer-brochure-pricing https://willhanrahan.wordpress.com/2012/03/28/pandora/ http://www.usnews.com/news/business/articles/2015/03/05/americans-spent-58-billion-to-pamper-protect-pets-in-2014 http://www.americanpetproducts.org/press_industrytrends.asp