Case Study: Private Label Pet Product Grows Into Branded National Cat & Dog Treat Products Line!
Bring to a national crowded market a new branded pet treat product line with no customer base.
The Traditional Way
Acquire a company with all the attendant costs and risks.
The Solutions Marketing 1 Way
Based on the findings of a competitive market and difficulty in achieving plan-o-gram space with a 1-item product a work-around strategy was developed to embed a single cat treat item, Cat Candy®, into Target’s private label plan-o-gram program and along with it acquiring the all important vendor number. This strategy consequently developed a sales track record allowing leveraging of that success to build out a multi-product branded cat and dog treat item with national distribution and marketed with pet owner focused delicious product names; Cat Candy®, Canine Candy® and Tasty Twists®.
Growth ensued with distribution throughout US and Canada, including, but not limited to, Wal-Mart, Target, Safe-Way, Bi-Lo and Meijer’s, utilizing face to face sales calls, sales representatives, distributors, advertising, coordinated telemarketing and direct mail campaigns, trade shows and press releases. Achieved maximum differentiation by developing, designing, sourcing and introducing innovative packaging into category including an obsolescence and redesign schedule. Achieved $1m in revenue with 40% gross margin. Adhering to low cost guerrilla marketing tactics, business grew through cash flow and without debt!
Popular Pet Products
Popular Pet Products – “Fun For Your Favorite Friend” A pet treat company begun from 0 and built to national distribution!
Key: SL = Slide Show; FS = Full Screen; i = Information