You are to assume the role of the owner of Good Pet, an online company that sells premium dog and cat treats that are made with the owner’s special recipe. Your business partner wants you to develop a marketing plan that will help the company gain new customers and develop a plan to use existing customers to find new customers.
Good Pet treats are made with a special recipe that includes all natural, organic ingredients. Customers choose a primary protein for the treats such as chicken, turkey, beef, salmon and tuna. Customers then choose between a one-time shipment of a canister of treats or can choose a subscription service. The subscription service allows for free shipping and the customer can choose between a monthly shipment or a twice-monthly shipment. Customers are allowed to change treat flavors before shipments.
During Covid, Good Pet, along with all other pet related businesses saw a boom in sales. Pet owners were home during the day and gave their pets more treats. Many households adopted pets during this time, as well. Good Pet had the most gains in new subscribers for twice-monthly shipments between 2020 and 2022.
Now that many workplaces are mandating employees to return to the office, sales at Good Pet are down. Many twice-monthly subscribers have changed their subscription to monthly or have cancelled the subscription service altogether, preferring to purchase as needed. With pet owners being out of the house all day, not as many pet treats are being consumed.
While the company is not currently equipped to offer additional products, the business partner has indicated that Good Pet needs to increase sales. The business partner wants you to develop a marketing plan that will help the company gain new customers and a plan to use existing customers to find new customers. The plan must include:
- SWOT analysis
- Marketing goals and objectives
- Marketing strategies
- Communications channels
