Galia Hyun, Matt Pedroza,

Amanda Kistner and Tim Larsen

Founded in January 2009 by Melinda Kirk

-Manufactured & marketed the 1st ever Microwavable Organic Pet Treat

-Launched PupCakes 2 Go in March 2010

-Relaunched as PetCakes in October 2010

-Won “1st Place – Best New Product” at the Global Pet Expo 2010

BACKGROUND

COMPETITION

STRATEGIC OPPORTUNITIES

“Fast, Fun, Fresh”“Smell the Freshness, Taste the Difference”

STRATEGIC ISSUES

The cost for a kit is $1.94-Pans come out of Wisconsin-Flour purchased Cincinnati -Blended/bagged in Lexington -Then shipped back to Cincinnati-Fulfillment & Box company in BlueAsh

“The treat all pets eat and swarm cuz it’s warm”

STRATEGIC

ISSUES/OPPORTUNITIES

“The treat all pets eat and swarm cuz it’s warm”

TOWS ANALYSIS

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STATS

Entire Population

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STATS

AGES 36-45

• 35.5% pretty health conscious about their pets

• 32.3% considered purchasing organic treats

• 61.3% purchase treats montly, only 16% purchase weekly

• 33% important for pets to be healthy

• 30% very important for pets to be healthy

• 96.7% consider pets part of their family

• Willing to spend $4-6$ on treats 50%

• Willing to spend $7-$9 on treats 28.6%

“The treat all pets eat and swarm cuz it’s warm”

43.8% Pretty Health Conscious about their pets

43.8% have considered purchasing organic treats

43.8% buy pet treats weekly

46.7% feel it is important for pets to be healthy

100% consider pets part of the family

53% willing to spend $4-$6 on pet treats

20% willing to spend $7-$9

STATS

AGES 56+

“The treat all pets eat and swarm cuz it’s warm”

POSITIONING STATEMENT

Executable SustainableAttainableBelievable

“The treat all pets eat and swarm cuz it’s warm”

POSITIONING STATEMENT

“The treat all pets eat and swarm cuz it’s warm”

DEFINITIONS

“The treat all pets eat and swarm cuz it’s warm”

“The rise of social media has made online word of mouth a top goal for marketers. It's led some marketers to embark on

programs that give products, services or travel to bloggers in exchange for posts about their experiences.”

- Adweek, March 2nd 2009

INFLUENCER TARGETS

“The treat all pets eat and swarm cuz it’s warm”

Knowledgeable

Compassionate

Confident

Objective

Dedicated

INFLUENCERS NEED TO BE…

Be interesting

Make it easy

Make people happy

Earn trust and respect

“The treat all pets eat and swarm cuz it’s warm”

INFLUENCERS NEED TO BE

like…

Debba Haupert

• founder of girlfriendology.com

• 15,000 Twitter followers

• ranked #1 for Twitter in Cincinnati

• 4,365 unique site visitors

Kim Janocko• craftymamaof4.com • 4,100 Twitter followers• 6,000 unique site visitors

Sandy Jenney• organizewithsandy.com• 4,600 Twitter followers

• 750 Facebook friends

• 5,200 unique site visitors

Stephanie Smirnov• ssmirnov.wordpress.com• President of DeVries Public Relations

• 2,200 Twitter followers

49,158 impressions via 50 tweets

64,283 impressions via 50 tweets

“The treat all pets eat and swarm cuz it’s warm”

Influential

Connectors – networkers, talk to lots of people

Mavens – knowledgeable, and share their knowledge

Salesmen – charismatic persuaders

“The treat all pets eat and swarm cuz it’s warm”

TRUST

“The treat all pets eat and swarm cuz it’s warm”

MARKETING

STRATEGIES/OBJECTIVES/TAC

TICS

• Increase website traffic

• Increase traffic conversion to sales

• Understand who our buyers/visitors are

• Investigate non-traditional markets such as vet clinics, hotels,

animal shelters, etc.

“The treat all pets eat and swarm cuz it’s warm”

MARKETING

STRATEGIES/OBJECTIVES/TAC

TICSPhase 1:

Drive traffic

Build brand awareness

Drive trial/registration

Phase 2:

Drive loyalty/engagement

Drive referrals

TRIALS

REPEAT PURCHASES

LOYALTY

“The treat all pets eat and swarm cuz it’s warm”

MARKETING

STRATEGIES/OBJECTIVES/TAC

TICS

“The treat all pets eat and swarm cuz it’s warm”

Influencer

“The treat all pets eat and swarm cuz it’s warm”

groundswell

People

Technology

Economics

“The treat all pets eat and swarm cuz it’s warm”

“The treat all pets eat and swarm cuz it’s warm”

Creators

Critics

Collectors

Joiners

Spectators

Inactives

Publish a blog

Publish your own Web pages

Upload video you created

Upload audio/music you created

Write articles or stories and post them

Post ratings/reviews of products/services

Comment on someone else’s blog

Contribute to online forums

Contribute to/edit articles in a wiki

Use RSS feeds

Add “tags” to Web pages or photos

“Vote” for Web sites online

Maintain profile on a social

networking site

Visit social networking sites

Read blogs

Watch video from other users

Listen to podcasts

Read online forums

Read customer ratings/reviews

None of the above

The Social Technographics ™ Ladder

Groups include people participating in at least one of the activities monthly.

“The treat all pets eat and swarm cuz it’s warm”

The four-step approach to the

groundswell

POST

People

Assess your customers’ social activities

Objectives

Decide what you want to accomplish

Strategy

Plan for how relationships with customers will change

Technology

Decide which social technologies to use

“The treat all pets eat and swarm cuz it’s warm”

CALENDAR

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• www.petzume.com

“The treat all pets eat and swarm cuz it’s warm”

Budget

“The treat all pets eat and swarm cuz it’s warm”

Lucky Paws MP Process

Research InsightsPositioning Statement

Messages Tactics

Launch Analyze Optimize

TOWS Analysis

“The treat all pets eat and swarm cuz it’s warm”

Target Audience & Influencers

Influencers

Secondary Influencers &

Media Channels

Specific subset of pet owners

Pet Owners

Consideration

Purchasers

“The treat all pets eat and swarm cuz it’s warm”

QUESTIONS?