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Digital Marketing Plan Nature’s Only Pet Food MBA5012 September 18, 2020

Our Story

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We all have that pet that melted your heart and made your family feel whole. To us, pets are family and we want to make them feel as they are part of it. Feeding your pet with all natural ingredients will help them feel and act at their best. We wanted to create a brand that helped our pets live their fullest, happiest lives. Going all natural, we feel your pets will be able to enjoy many more years with your family.

Situation Analysis

This portion of the Marketing plan will break down the province of Nature’s only pet food company by helping to assess the items, as well as give a SWOT analysis for this company to provide a superior comprehension of the inside and outside components that could possibly have an effect of this company.

The pet industry is a big business in the United States with owners spending billions each year on their pets. The humanization of animals in recent decades has done more than shape consumer behavior; it has resulted in a lifestyle (wearwoodruff.com). As the largest group of pet owners, the millennials and their pet food shopping habits gets tons of attention in today’s society.

Packaged Food report covers the trends in pet food, especially the millennials impacts on the pet products market and their inclination towards natural pet food products (packagedfacts.com). More than 65% of these pet owners are willing to try the natural branded pet food products before resorting to the conventional, less natural, cheaper foods. Almost 75% of the millennial dog owners agree that the fear of contamination from the pet food is a huge key factor in which pet food products they choose to buy. About 64% of the millennial cat owners feel this way as well. They look at the ingredients their products are made of, and will choose the ones they feel will benefit their animal in the end. The millennials are always look out for products that have transparent labels with products that are more geared towards enhancing the health and well-being of their pets. They have no issues with spending money and time making sure their pooch has only the best quality in everything they own.

Natures only will target this generation when launching their new products. The wants and the needs of this generation are exactly what we offer with all products we sell. The target market will be the mend and women between the ages of 25-45 years old who have the careers and means of purchasing and affording our products with no issues. Our target market are those with families who will view their pets as part of them. The families with multiple pets who value quality over quantity. These families are the ones who let their pets sleep in the bed and have free run over their house or apartment. We want those families who aren’t afraid to go above and

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beyond for those furry family members wanting to be included in their everyday lives. This target market are the ones we feel will be able to see our labels and know our quality is great. This is the target market that we also feel will be the easiest to reach out to as there are several forms of communication to reach out to them. They are tech savvy and we can use this to our advantage. The target income should be at least $30,000 a year as income plays a huge role in the spending on their pet. Only 48% of families with income under $18,000 spent money to keep a pet. However, over 63% of the households with income greater than $30,000 are more likely to invest in their pets in regards to their foods, treats, supplies and well-being, according to the research done by the American Veterinarian Medical Association.

Competition In this industry, there are several competitors already in the market. It is more common now a days for a brand to turn towards the more natural ingredients in their products as this appears to be the target choice for many of our clients out there. Some of the top competitors include: Mars, Inc., Nestle SA, Colgate Palmolive and Procter and Gamble Co. the brands for each of these are a little better known. Mars, Inc. offers brands such as: Cesar, Royal Canin and Pedigree. Colgate Palmolive includes all of the Hill’s Science Diet and the Science Diet prescription products. Procter and Gamble are known for their brands such as: Eukanuba and Lams.

SWOT Analysis After reviewing our market and the industry we are in, we have developed a SWOT analysis to see where we can make some improvements and we are successful in. Some of the strengths that are associated with our target market include the fact that we offer only healthy and natural products for our animals. There is a growing trend in the industry of clients wanting to feed their animals only healthy, natural items and we are taking advantage of that information (allpointsmarketing.com). We offer a deep understanding of what our customers need when it comes to taking care of their furry loved ones. We can keep our image positive by actively being involved in the pet community. There are several causes we can help contribute to. At MHS, we can be involved in pet adoption drives, help out the local shelters with abandoned animals and offer free nutrition to the stray pets needing something to eat. The strong support in a huge campaign will help to strengthen our brand association. We will strive to always keep focus on the social causes that are needing attention and help to get their message out.

There are always going to be some weaknesses with every company that needs to be addressed at some point. We look at these weaknesses in hopes to learn from our mistakes and improve with every growing day. One of the weaknesses is that we only offer all natural products for our animals. This can be classified as a weaknesses because there are target groups we aren’t looking at who prefer to use items that are less all natural. Our products are on the pricey side in this industry and not everyone who buys pet food and pet treats will be able to afford our

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products. There are several people out there who will look at our prices and prefer to pay the cheaper prices for the not so healthy food. We are a relatively new company that is stepping foot into a very popular market and our lack of a strong presence in this emerging market is considered a huge weaknesses.

In our industry there are several opportunities that we are taking advantage of and other opportunities we will be able to take advantage of in the future. It is an every growing trend to want to feed your animals the healthiest, most natural items out there. Since that is what we specialize it, this is an opportunity that will benefit us greatly. With the ever growing industry, the regulations and requirements on what can and can’t be in the foods and treats will become stricter with time. The non-natural pet foods will have to make changes to be able to continue selling their products. The number of pet owners in the United States is growing more and more each day. There are millions of pet owners already in our country and there will be millions more as time goes on. This will widen our market and our product will become available to millions more than it already is. We offer products to animals that may have special dietary needs. This is a huge benefit for us. Pet owners are willing to spend a little bit more on their animals who are in need of the special formulas to make sure their animals can live long, healthy lives. Since we will be involved in the local pet causes, to help those animals in need, we have an opportunity to use that to our benefit. Having our products in the local shelters and at the local rescue groups can show their clients that our products are the way to go.

There are several threats we need to consider and keep an eye on when launching our brand and maintaining the success. This market is a huge market and there are several competitors who have had huge success already. We are offering a product that is comparable to them and therefore this can hurt us in the end (allpointsmarketing.com). The customers will already know the competitors name and what they have to offer and can question what it is we have. Since the need for healthier products will continue to push stricter regulations and requirements on the pet food and treat industry, there is going to be a growing increase of competition that will eventually enter the all-natural market. We need to monitor this and make sure we are staying ahead of them. Our products are higher in price of that of some of our competitors, and the threat of substitution is very high. People can and will look elsewhere for their pet food needs.

PESTEL Analysis A PESTEL analysis will help provide the detail regarding operation challenges Natures only pet products will face in a very prevalent macro environment other than the competitive forces that are already effecting them. For example an Industry may be highly profitable with a strong growth trajectory but it won't be any good for Blue Buffalo Pet Products, Inc. if it is situated in unstable political environment (danebliss.com).

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Political factors play a huge role in helping to determine what factors there are that can have huge impacts on our company's long term profitability in certain countries or markets. Nature’s only pet food is operating in Food - Major Diversified in several countries and are exposing themselves to several different political environment and political system risks. There are several factors that have to be monitored closely before entering into a new country or market. The first would be the political stability and the importance of natural pet food for that area. The company always needs to monitor the bureaucracy and any interference with their products there may be. This company needs to monitor the pricing regulations as well as the taxation for that certain area or market. There are several more areas that could play a huge role in the success or failure of this product in other countries. We need to make sure to monitor them all and expand accordingly. The Macro environment factors such as – inflation rate, savings rate, interest rate, foreign exchange rate and economic cycle determine the aggregate demand and aggregate investment in an economy is another area that has to be closely monitored. Nature’s only products can use the country’s economic to forecast the growth trajectory of the organization. Some of these factors include: the growth rate as well as the inflation & economic indicators such as Food - Major Diversified industry growth rate and the consumer spending. Economic factors that our company should consider while conducting PESTEL analysis are include: the type of the economic system and how stable it is, if there is any government intervention, the exchange rates as well as the quality of the infrastructure. We also need to consider the education (danebliss.com). The culture of each society and the way the way of doing things can have huge impacts on the culture of an organization. Shared beliefs and attitudes of the population play a great role in how marketers at any company will understand the customers of a given market and how they design the marketing message for industry consumers (Melville, 2019). The social factors that management at our company should analyze for PESTEL analysis include: the local demographics and skill level, the class structure, education levels, the attitudes and the local cultures of the area that are working in. Technology is very quickly disrupting several industries across the world. The transportation industry is a good case to illustrate this point. Over the last 5 years the industry has been transforming really fast, not even giving chance to the established players to cope with the changes. A company should not only provide a technological analysis of the industry but also the speed at which technology disrupts that industry (Melville, 2019). Slow speed will give more time while fast speed of technological disruption may give a firm little time to cope and be profitable. Technology analysis should involve the understanding of certain impacts such as: the impacts it will have on the product offering, the rate of the technological diffusion, the impacts it will have on the cost of the structure of the products as well as the value chain structure. Markets have different environmental standards that can have huge impacts of the profitability of the company. Before entering into a new market, the firm should carefully evaluate the environmental standards that are required to operate in those markets. The environmental standards for each region, or each state can differ completely than that of the state right next to it. For example, Texas and Florida have different liability clauses in case of mishaps

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or environmental disaster. There are several environmental factors that should be considered when thinking about expanding or opening up. One important one is weather and climate change. Companies need to consider the laws regulating pollution and the attitudes there are regarding renewable energy or “green” ecological products. The final area we need to consider when running our PESTEL analysis are the legal factors that will have impacts on our company. In several countries, the legal framework and institutions are not robust enough to protect the intellectual property rights of an organization (danebliss.com). A company needs to carefully evaluate the area before considering entering such markets. If they do not, it could lead to theft of organization’s secrets losing the overall competitive edge. A few of the legal factors that should be considered at Nature’s only include: their anti-trust laws as well as the discrimination laws. The laws protecting the patents or copyrights. We care about or team and should look at the employment laws as well. Digital Performance As the online pet food industry keeps increasing, as well as the customer usage of their mobile devices and social tools to research and review pet nutrition and products, it’s more important now than it has ever been before for our brand to ensure that their digital presence is as robust and integrated as possible. As a recent report from Gartner L2 put it “As pet care shoppers continue to shift toward digital channels and as the competition to acquire online consumers increases, brands must remain nimble in identifying, prioritizing and scaling digital investments,” (Phillips-Donaldson, 2018). In addition to this statement, the data showed that online market shares for the U.S. dog food sales are just above 18 percent for dog food and almost 13 percent for cat food.

The Target Audience When creating our digital plan, we need to keep in mind who it is we are trying to reach out to. We are in an age where technology has taken over and everywhere you look, people are on their smart tablets or phones browsing their social media sites. Our target audience are those individuals or families. Today’s generation are all about reading their reviews from trusted sites or watching short videos while on the go. When creating our plan, we need to focus on these areas to get our word out the farthest. Our short term goal with creating our digital marketing plan is to reach 7,000 followers each month for the first 3 months of launching. To help us achieve this goal, we will have a team designated solely to our social media sites and helping to push that aspect out there. We will have representatives in some of our local stores offering samples along with handouts providing the information needed to find us on the largest social media sites.

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We will have accounts on the sites such as Facebook, Twitter, Instagram, and a few others. We will also provide our information on some of the local blogger sites to help spread the word of our all natural product. Our website will be current with all relevant information and it will be very eye catching so once our clients visit, they will want to browse around for a while. When on our website, we will provide a section where our customers can sign up for email notifications. In these email notification, they will be able to see what promotions we are currently having and will be able to find any coupons we currently have. We love having good reviews, and today’s generations are big on purchasing their products based on great reviews from their friends or review sites. We will encourage all of our happy customers to rave about our products on sites such as Yelp and Google Reviews. We want our product to show our customers and our future customers that we are one of the best and we support our line completely. If this can be shown through the site reviews, we will have no problems meeting and surpassing our monthly goal. One area we need to consider is paid media advertising. Today, considering the number of channels that there are to manage is increasing greatly, and the amount of information we get about our customers is increasing, it’s very important that we use Marketing Automation tools that let you automate your marketing campaigns. Thanks to using these tactics, we will be able to create multiple workflows that will allow us to create multiple campaigns with just a mere click. We will be able to personalize the messages we want based on our target buyer persona. Using this tactic will increase our chances for success. After Implementation After we have implemented our strategies, what we do next is one of the most important steps to take: analyzing the results. Analytics has turned into a critical pillar for successfully optimizing digital marketing performance and spending (Penalver, 2019). W e are than going to have to measure every action using KPIs to help us figure out if we earned the ROI we expected. By measuring how effective our strategies and activities were that we implemented in our digital marketing, we will be able to learn what worked and didn’t work and we can make corrections to help us achieve the goals we set. We have to make sure that we have data that is effective and in real-time. The digital world evolves rapidly, so we are going to need to be on the lookout at all times to identify opportunities and room for improvement in an instant. To be as successful as possible, we need to keep in mind that technology can be our greatest ally. We can use it to create personalized, automated, and ultimately, successfully marketing campaigns. As the task gets complicated, the new tools out there let you simplify your work and boost your performance.

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References: All Points Marketing. (2017, April 5). Pet Business Marketing Guide - Step One: Creating a Marketing Plan. AllPoints. https://blog.allpointsmarketing.com/pet-business-marketingguide-step-one-marketing-plan Envision Intelligence. (2018, February 19). Dog food marketing strategies - pet food distribution channels. https://www.envisioninteligence.com/blog/dog-food-market-strategiesnutritional-requirements/ Miller. (2017, February 7). How Millennials Are Rapidly Changing The Organic Pet Food Industry. Packaged Facts. https://www.packagedfacts.com/Content/Blog/2017/02/07/1in-3-US-Pet-Owners-Millennials-What-it-Means-for-the-Pet-Food-Market

Organix Pet Food Branding Redesign | Dane Bliss. (2019). Danebliss. http://danebliss.com/project/organix-pet-food-branding-redesign/

Peñalver, P. (2019, March 7). A Step-By-Step Guide to Structuring a Digital Marketing Plan. We Are Marketing. https://www.wearemarketing.com/blog/a-step-by-step-guide-tostructuring-a-digital-marketing-plan.html

Phillips-Donaldson, D. (2018, October 8). How to boost your pet food brand’s digital performance. Petfood Industry. https://www.petfoodindustry.com/blogs/7-adventures-inpet-food/post/7533-how-to-boost-your-pet-food-brands-digital-performance

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W. (2018, August 24). Targeting pet owner audience | psychographic segmentation. Woodruff. https://www.wearewoodruff.com/blog/pets/targeting-pet-own...