3. FINDING THE COMPETITION
- popularity by numbers
- web presence
- focused on health?
- who is doing something different?
4. MOST POPULAR PURCHASES
#1 #3 #4
#1 #3
#5 #5
petfooddirect.com #5
#3
#1 #2
petco.com
Most present in Top 10 “most purchased online”
GREENIES: 6 times
#3 TEMPTATIONS: 6 times
FRISKIES: 0 times
amazon.com
5. SEARCH PRESENCE
FRISKIES
GREENIES
TEMPTATIONS
google search: cat treats
10. GREENIES
BRAND OVERVIEW
brand statement:
“We are a creative & vibrant team of pet owners and pet lovers,
driven by a deep sense of commitment to each other, the people
we touch and the pets we all adore.”
what’s working:
- cat dental care “treats”
- Smart-Treating program
- the infamous “green toothbrush”
- company focus on breath of product
mission from Facebook page:
“At the Greenies Company, we strive to create strong, caring bonds
between people and their pets.”
11. GREENIES
MEDIA PRESENCE
Website
- emphasizing pet’s being
“part of the FAMILY”
- focus on animal HEALTH
(even offering a section specficially
for vets looking for information)
Social new campaign focusing
on “say YES to longer
living pets.”
statuses that are fun & feel person, even adding in a family favorite
like Snoopy.
12. TEMPTATIONS
BRAND OVERVIEW
brand statement:
“Cats can’t resist...A shake of the bag is all it takes to make your
cat’s mouth water.”
what’s working:
- a brand of Pedigree, owned by Mars Inc.
- “8 out of 10 owners said their cats prefer it.”
- 1999, first “commercial for cats”
- movie spot in Back to the Future
mission from Facebook page:
“To drive the cats wild”
13. TEMPTATIONS
MEDIA PRESENCE
- highly
AWARDED
Website brand
- well
- shows off fun VARIETIES RECOGNIZED
PLAYFUL vibe:
- rewards for play
- use of memes and
humorous images
Social
“cat of the week”
- encouraging
cat owners
INVOLVMENT
online
14. WELLNESS
BRAND OVERVIEW
brand statement:
“At Wellness, we do whatever it takes to create the healthiest foods
for the pets that depend on us. Food feeds their soulds, sustains
their lives and protects their bodies.”
what’s working:
- pioneer in holistic nutrition for humans
- no artificial anything, many grain free options
- WellPet Foundation
- never empty calories
mission from Facebook page:
“To provide pet parents with natural pet food you can trust.”
15. WELLNESS
MEDIA PRESENCE
Website
- stripped down ingre-
dients, only 2 varieties,
focus on SIMPLICITY
Social
- use encouraged
by EXPERTS
17. BREAKING DOWN THE COMPETITION
pet health focus playful varieties stripped & simplistic
well-known product awarded natrual food experts
closest competitor to Friskies
current brand positioning
