COMPETITIVEANALYSIS

PART 1: WHO IS THE COMPETITION?

FINDING THE COMPETITION

- popularity by numbers

- web presence

- focused on health?

- who is doing something different?

MOST POPULAR PURCHASES

petfooddirect.com

amazon.com

petco.com

#1

#1 #3

#3

#3

#5

#4

#5

#1 #2

#3

#5

Most present in Top 10 “most purchased online”

GREENIES: 6 times

TEMPTATIONS: 6 times

FRISKIES: 0 times

SEARCH PRESENCE

google search: cat treats

FRISKIES

GREENIES

TEMPTATIONS

DIRECT COMPETITORS

THE “WILDCARD” COMPETITOR

“Our promiseNo meat by-products,wheat, corn, soy,or artificial anything!”

THE COMPETITORS

PART 2: WHAT’S THE COMPETITION DOING?

BRAND OVERVIEWGREENIES

mission from Facebook page: “At the Greenies Company, we strive to create strong, caring bonds between people and their pets.”

what’s working: - cat dental care “treats” - Smart-Treating program

- the infamous “green toothbrush”

- company focus on breath of product

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.”

GREENIES

MEDIA PRESENCEGREENIES

- emphasizing pet’s being “part of the FAMILY”

- focus on animal HEALTH (even offering a section specficially for vets looking for information)

new campaign focusing on “say YES to longer living pets.”

statuses that are fun & feel person, even adding in a family favorite like Snoopy.

Website

Social

BRAND OVERVIEWTEMPTATIONS

mission from Facebook page: “To drive the cats wild”

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

brand statement:

“Cats can’t resist...A shake of the bag is all it takes to make your cat’s mouth water.”

TEMPTATIONS

MEDIA PRESENCETEMPTATIONS

Website

Social

- shows off fun VARIETIES

PLAYFUL vibe: - rewards for play - use of memes and humorous images

“cat of the week” - encouraging cat owners INVOLVMENT online

- highly AWARDED brand- well RECOGNIZED

BRAND OVERVIEWWELLNESS

mission from Facebook page: “To provide pet parents with natural pet food you can trust.”

what’s working: - pioneer in holistic nutrition for humans - no artificial anything, many grain free options

- WellPet Foundation

- never empty calories

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.”

WELLNESS

MEDIA PRESENCEWELLNESS

Website

Social- use encouragedby EXPERTS

- stripped down ingre-dients, only 2 varieties, focus on SIMPLICITY

PART 3: WHERE DO WE FIT?

BREAKING DOWN THE COMPETITION

pet health focuswell-known product

playful varietiesawarded

stripped & simplisticnatrual food experts

closest competitor to Friskiescurrent brand positioning

FINDING THE RIGHT FIT

feeds cat

feeds cat spirit

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funserious