Marketing Plan
Team Echo: Trista Wang, Jessica Yu, Edrick Wong, Zoë Woomer
Meet the founders
Trista Wang
Pronouns: she/they
Year: 2nd
Major: GRC (UX/UI concentration)
Fun fact: The only pet I’ve ever had was a betta fish that lived for three years.
Jessica Yu
Pronouns:
Year: 2nd
Major: GRC (UX/UI concentration)
Fun fact: I have a pet dog named teddy!
Edrick Wong
Pronouns:
Year: 2nd
Major: GRC (UX/UI concentration)
Fun fact: I have a way with cats.
Zoë Woomer
Pronouns: they/them
Year: 4th
Major: GRC (Management concentration)
Fun fact: I have a dog named after Steve Irwin’s daughter, Bindi.
Trista Jessica Edrick Zoë
Company profile
V3 Printing
V3 Printing is a commercial printing company that offers services in four main areas: commercial printing, specialty packaging, direct mail, and large format printing. Their main office is located in Oxnard, CA, but they have two additional locations in Santa Barbara and San Luis Obispo.
Leader
President Mike Szanger
Company website printv3.com
Locations
200 North Elevar Street Oxnard, CA 93030
510 Castillo Street, Suite #303 Santa Barbara, CA 93101
1028 Peach Street San Luis Obispo, CA 93401
Target market
Target market: pet industry
Sub-target market: Pet owners (specifically cat/dog owners)
How big is the market in terms of GDP?
pet owners -> dogs and cats most popular american household pets -> more people got pets during the pandemic -> as more and more pets were acquired over the years, amount of money spent on pets also increased (pet expenditure rose as pet ownership increased in the us 66% in 2023 compared to 56% in 1988) -> pet food & treats category captures the largest portion of expenditure on pets around 40% -> annual expenditure on food by species
dogs $1201
cats $687
gift/’splurge’ item spending:
dogs $63
cats $24
pet food was the highest-selling pet market product category with sales of around 58 billion U.S. dollars
based on pet owners 24 years and older with less than 10k in investable assets
The consumers we plan to reach are pet owners, specifically those with cats and/or dogs. The market is comprised of a significant number of people, around 66% of American households in 2023 own a pet, so there is a lot of potential for revenue. Based on this pet ownership rate and general employment statistics, it is estimated that there are around 101-102 million employed individuals across pet-owning households in the U.S.
Pet ownership has increased over the years, with a particularly notable rise in the rate during the pandemic, with dogs and cats being the most popular household pets in America. This increasing trend in pet ownership is one of the main factors that led to a significant rise in pet expenditure, with the pet food and treats category accounting for the largest portion of pet expenditure at 40%, with sales amounting to around 58 billion U.S. dollars. When looking at the economic impact in terms of GDP for dog owners, the average yearly spend on food is $1201, and cat owners incur a lower annual expense of $687. In addition to this need-based expense, pet owners also put money towards gift or ‘splurge’ purchases, amounting to $63 yearly for dog owners and $24 for cat owners on average.
Our product
The Meow & Bow Wow Box is a pet food subscription box that promotes healthy meals and happy tails. Our subscription service is bi-weekly, meaning each box comes with 28 healthy, homemade meals for your pet. We plan on partnering with pet food brands, such as Purina and Open Farm, to build wholesome, high-quality meals for pets that are delivered straight to their door. Each box comes with a meal calendar, a monthly recipe card, and a few personalized freebies, such as stickers and other printed collateral. Our subscription box includes personalized labels for each meal, which can be customized with the pet’s name and any specific dietary notes. Boxes made for more than one pet also feature different colored labels for each pet, making it easy for owners to distinguish between each pet’s meals. This added touch ensures that every meal is tailored to the pet’s individual needs, making it easier for pet owners to manage special diets, allergies, or preferences.
What sets us apart from other pet food subscription services is our personalized, printed freebies. The meal calendar makes it easy for pet owners to know which meals to pet their pets and when to feed them, which ensures that the pets get a healthy, well-balanced rotation of meals per week. Additionally, if pet owners have more than one pet, the meal calendar helps keep the different meals and diets of each pet organized. In addition, the recipe cards feature easy, homemade, and wholesome recipes that pet owners can make to treat their furry companions. These recipes are seasonal and easy-to-make, and include ingredients that are safe and nutritious for pets. Our recipe cards not only provide step-by-step instructions but also highlight the nutritional benefits of each ingredient, ensuring that pet owners can make informed choices about what they are feeding their pets. Lastly, our boxes feature personalized stickers of the customer’s pets. Every two weeks, customers can submit a new photo of their pet, and they will receive a sticker sheet of their beloved pet in the subscription box. These stickers are added for sentimental value and make the box feel as personalized as possible.
Our branding features a cute, fun logo that includes pet ears and tails, drawing the customer’s attention to what our product is and who it is for. For our body text, we have a sans serif font for readability and a serif font for emphasis. Our brand colors are blue, green, yellow, and purple because these are the four colors that dogs and cats can see most vibrantly. Because dogs and cats only have two types of receptors in their eyes, they can only see a few colors, so we wanted our branding to highlight those colors. To distinguish between different pets, blue and yellow labels are used for dog meals, and green and purple labels are used for cat meals. Not only do our brand colors play a role in distinguishing between different pets, but they also promote a fun, light-hearted feel that we want to associate with our brand.
Financial overview #1
V3 will manufacture the following items for the subscription box:
Vinyl labels for food containers: $0.20/container x 28 containers = $5.60
1 meal calendar (8.5” x 11” on 100 lb dull cover): $0.33
1 recipe card (4” x 6” on 100 lb dull cover): $0.23
1 sticker sheet (8.5” x 11”): $0.13
The box itself (25” x 50” corrugated sheet): $1.14
Since we’re using digital printing and producing in large quantities, ink costs are negligible.
After factoring in an additional 20% in miscellaneous costs (e.g. utilities), each subscription box will cost us $8.92 to produce.
The pet companies would provide the following supplementary items:
Pet food: $2.19/lb x 28 8-oz containers = $30.60
Food containers: $0.25/container x 28 containers = $7.00
Thus, in total, each subscription box would cost $46.52 to produce. If we set our profit margin to 20% and markup the price accordingly, the final cost to pet owners (the sub-target market) would be at least $55.82.
In our first product launch initiative, we will work with only one pet food company—Purina?— for simpler logistics. We plan to produce 100 subscription boxes… explain why this number later
Financial overview #2
To estimate the potential revenue, the determined plan to start with 100 subscription boxes for the initial product launch was taken into account. If we assume that all of the 100 boxes are sold at $55.82, the projected revenue would be $5582. To validate this projected figure, we gathered some insights based on a conducted focus group and customer survey data to analyze the potential demand and what customers would be willing to pay. Most respondents expressed interest in a customized pet food subscription service tailored to their pet’s needs and the most common price range respondents said they would pay is $30-$50 per month, with some willing to pay up to $60-$100 per month. Several respondents mentioned prioritizing quality ingredients, convenience, and added extras like treats/toys when considering such a service. A participant in the focus group also noted that they would be willing to pay more for these extra additions and said they added more value. These data along with the qualitative feedback gathered from the focus group indicate that there is interest within the sub-target market for this subscription box and the $55.82 is within the price point that many consumers would be willing to pay, especially considering the options for customization and printed extras.
Research data
Our profit and revenue predictions are based on a comprehensive analysis of both quantitative and qualitative data to assess demand and predict the success of our product. We conducted surveys and held focus groups with our sub-target market to gain a deeper understanding of their preferences and needs.
First, we surveyed pet owners to measure their interest in our product and determine their desired features for our meal boxes. Our survey collected 42 responses, and 83% of respondents said they would be interested in purchasing customized meal plans tailored to their pet’s specific dietary needs and preferences. Furthermore, 90% of respondents indicated that the quality of ingredients is their top priority when selecting pet food. Given that our subscription boxes will include meal kits made with wholesome, high-quality ingredients, we anticipate strong revenue generation. The feedback from our sub-target market suggests a significant interest in a convenient pet food subscription service offering healthy, nutritious meals.
In our qualitative analysis, survey respondents highlighted the preference for homemade pet food, often recommended by veterinarians as the most nutritious option for their pets. The survey indicated a willingness to pay between $30-50 per subscription box, with some individuals open to spending up to $60-100. Given that our product price falls within this range, we anticipate strong sales and revenue for our Meow and Bow Wow box.
Moreover, during our focus groups, we interviewed two college students who owned cats. Both expressed a willingness to pay more for a subscription box due to its convenience, particularly appreciating the inclusion of wholesome, high-quality meals. They found the subscription box accessible and time-saving, eliminating the need for monthly trips to the grocery store. One interviewee, Makayla, mentioned looking forward to receiving the Meow and Bow Wow box every two weeks, highlighting the engaging unboxing experience that the box’s branding and design would bring.
Additionally, feedback from both the focus group interviews and survey emphasized the attractiveness of freebies, such as personalized pet stickers. We were able to show a prototype of our product to our focus group subjects, and both of them said the customized stickers were extremely appealing. They especially liked how customers could submit a new photo every time, so they would receive a new sticker sheet with each box.
In conclusion, our qualitative analysis and quantitative data insights, shows the strong potential for our Meow and Bow Wow subscription box to yield significant profits and revenue.
Promotional plan
Our pet food subscription service focuses on providing high-quality, nutritious products tailored to different pet types, sizes, ages, and dietary needs, such as grain-free and organic options. Customers can customize their subscriptions based on their pet’s specific needs, preferences, and eating habits, with additional offerings like stickers, extra recipes, and pet meal calendars. Competitive pricing, tiered subscription options, and various discounts ensure affordability while maintaining profit margins. The service features an easy-to-navigate online platform for managing subscriptions and reliable delivery through trusted logistics partners, including expedited shipping options. Digital marketing, content creation, and collaborations with pet influencers and professionals promote brand awareness and trust. Exceptional customer service is prioritized, with staff trained to be responsive and helpful, supported by veterinarians and pet nutrition experts. A seamless subscription management process, including easy cancellation or pause options, is complemented by systems for gathering customer feedback. Consistent, appealing branding across all touchpoints and a delightful, sustainable unboxing experience enhance customer satisfaction and loyalty.
Future Phases
The predicted future phases of our pet food subscription box product are strategically designed to expand our reach, enhance customer experience, and diversify our distribution channels. In the initial post-launch analysis and optimization phase, spanning months 10 to 12, we will gather and analyze customer feedback to refine our offerings and improve retention rates. Following this, we will focus on developing a dedicated, user-friendly website with robust e-commerce capabilities to enhance customer experience and simplify the subscription process.
We will expand our product line to include specialized diet options, treats, and accessories, catering to a broader audience and increasing customer lifetime value. Then we will expand into new geographic markets, both domestically and internationally, to grow our customer base and leverage economies of scale. As well as establish partnerships with existing pet stores and explore opening dedicated brick-and-mortar stores to increase brand visibility and offer an additional sales channel.
Ongoing subscription service enhancements will be a continuous focus, adding features such as customizable boxes, loyalty programs, and referral incentives to keep the service competitive and boost customer satisfaction. Additionally, we will build a strong online community through social media, blogs, forums, and events to foster brand loyalty and create a supportive network for pet owners. Each of these phases is designed to build on previous successes, ensuring continuous growth and adaptation to market needs, ultimately establishing our pet food subscription box as a leading choice in the market.
Closing
I am excited to present to you our comprehensive market plan for the launch and growth of our innovative pet food subscription box. As a leader in the print industry, your support and expertise are invaluable to us.
Our meticulously designed timeline ensures product readiness, thorough sales force training, and a successful market launch. We have mapped out future phases that include website and e-commerce development, mobile app creation, and strategic market expansions. These steps are crucial to establishing our brand as a trusted and convenient choice for pet owners.
We are poised to make a significant impact in the pet care industry, but we need your endorsement and resources to bring this vision to life. Your support in this endeavor will not only help us achieve our goals but also open up new avenues for collaboration and growth in the print sector.
Join us in revolutionizing the pet food market with a subscription service that prioritizes quality, convenience, and customer satisfaction. Let’s create something extraordinary together.
Appendices
Survey Questions
What is your age?
Do you own a dog and/or cat?
How many pets do you currently own?
Do your pets have any specific dietary needs or restrictions?
Would you be interested in customized meal plans tailored to your pet’s specific dietary needs and preferences?
What type of pet food do you currently use to feed your pets?
What factors are most important to you when choosing pet food?
What features or services would you like to see offered in a pet food meal plan subscription service?
How much would you be willing to pay for a monthly subscription to a pet food meal plan service?
Would you feel more inclined to buy a monthly subscription if it came with printed freebies customized to your pet (ex. stickers of your pet)?
Style Guide
Bilo Bold
Gelica Medium