Pretty Litter
Andrew Stewart, Jeronimo Perez, Olivia Price, Allie Geller
Target Audience
● Ages 45+
● Liberal
● Older people who tend not to want to carry large bags
● Environmentally Conscious
Andrew Stewart, Jeronimo Perez, Olivia Price, Allie Geller
Strategic Proposition
We want our Cat owner audience to purchase pretty litter by showing them how beneficial it is not only for the owners but also for the cats.
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PRETTY LITTER GUARANTEES
FOROWNERS FORCATS
- Free Delivery
- Odorless
- Comfortable for cats
- Health Benefits
- Non-Cluggin
- Dust Free
- Saves a trip to the vet
- “Life Saving Litter”
Strengths
- Lightweight
- Unique from other cat litter
- Health benefits
- Traps odor
- Save $$ on vet bills
Opportunities
- Delivers to your doorstep
- Attract a wider audience using new spokesperson
- Include more interactive advertising.
SWOT
Weaknesses
- Price Increase
- Subscription plan
- Less quantity
Threats
- Cheaper brands
- Additional costs for more than one cat in the subscription plan.
The Media Placement - SIMMONS
Three Media Categories
1. Video-TV(CNN, MSNCBC,NBC)
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2. Media-Facebook
3. OOH-Transportation
A New Era for Pretty Litter
● Outspoken cat lover
● Potential to appeal to the new generation of “Pet Parents” more than Martha Stewart
● Has 207.7 million instagram followers
VIDEO
● Using Mintel
○ Most cat owners are ages 45-64
○ Statistics show those ages are most likely to watch Cable TV or other streaming services
○ Ages 45+ enjoy watching News/Drama TV
○ Showing this ad during the commercial break of these categories would be the most effective.
○ Highlight the fact that Pretty Litter is sold at Walmart and Target
Digital Media for Pretty Litter
● Most Popular Social Media for online commerce
● 300 million users
● (Using Mintel) 52% of cat owners are facebook users
● Because of the pandemic, cat owners have increased by 20% and social media usage increased by 72%.
Facebook allows you to target an audience based on their interests and likes.
AD (Key attributes of Pretty Litter)
● Health Benefits
● Subscription
● Odorless
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Using: Mintel, Simmons, eMarketer
Transportation&OOHAds
SIMMONSDATA
- 60% more likely that cat owners take a car as transportation (Lyft, bus, Uber, taxi,etc.)
- 69% more likely to take any type of transportation everyday/every other day
- 90% less likely to take train
- these ads could be placed on buses/bus stops, park benches, road banners, pop out signs, & billboards.
Scaleidea
- Would allow consumers to see how affordable
Pretty Litter is vs its’ competitors
- Leading competitors average at $26 vs Pretty Litter is $22 per month
OOH
Thanksfor Watching!
#omwtobuyprettylitter #feeningforprettylitter Gerald_LitterLover
#pur
● https://content-na1.emarketer.com/social-commerce-usage-2021
● http://www.mintel.com
● https://www.mrisimmons.com
● https://www.statista.com/topics/7863/social-media-use-during-coronavirus-covid-19-worldwide/#dossierKeyfigures
● https://www.prettylitter.com
Work Cited