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

2. 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.

3. Value Proposition Organic All Natural Environmentally Friendly Durable
Convenient
Customizable

4. 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

5. 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

6. 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

7. 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

8. 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   

9. 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 $
Marketing Mailers
15,000
$2000
Events/
Tradeshows
Global Pet Expo
Super
Zoo
$4000
Purchased Lists
100,000
names
100,000 names
Radio:Pandora
30 second audio ad second video ad $
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

10. Profit & Loss

11. 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.

12. References