The document proposes a marketing campaign for PETCO to target first-time pet owners ages 25-34. The campaign objectives are to drive consumers to PETCO and position it as uniquely trustworthy through the expertise it offers. Television, radio, outdoor, and digital advertising will target niche markets. Promotional events and a rewards program aim to build the PETCO brand and increase sales. The total budget is $9.6 million.
2. Executive Summary Who is the proposed target audience? How do we plan to reach them? What’s the Big Idea? What is it? Who is PETCO’s current customer?
3. The Market Pet Food $17.7 billion in sales (2010 projected) Pet Supplies 10.4 billion in sales (2010 projected) 2006 2007 2008 PetSmart 11% 11.2% 11.4% PETCO 5.7% 5.8% 6% Other 88.3% 83.0% 82.6% Market Share
4. Competitive Position PETCO High receipt total Pets Welcome Expertise Specialty services Walmart Worlds largest retailer chain 4,000 facilities Brand names at low prices Top competitors and distributors: Walmart, PetSmart, and PETCO
5. The Consumer Affluent Children in household Over 63% own a dog or cat Companionship and security Wellbeing and stress reduction
6. Dealers, Distributors, Brokers Walmart PetSmart PETCO Supermarkets Target Costo (other mass merchandisers) Top Retailers $8.5 billion
7. Advertising History Advertising Emotional appeal as industry wide trend Pets are part of the family Expenditure PetSmart - $58 million PETCO - $12 million
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10. Target Audience Adults 25-34 Caucasian Married $40,000+ income Bachelors degree or higher
11. Income of $40k + Age Horiz% Vert% Index 22-24 2.19 41.2 77 25-29 8.49 61.5 115 30-34 10.9 55 103 35-39 9.68 61.2 114 40-44 10.3 59.2 110 45-49 10.9 64.6 120 50-54 12.4 61.4 115 55-59 9.64 56.7 106 60-64 7.97 52.7 98 65-69 4.91 44.3 83 70-74 3.69 36.2 67 Race Total <000> <000> Horiz % Vert % Index White 61,360 52,618 85.8 59 110 Black or African American 61,360 3,965 6.46 29.2 54 Asian 61,360 1,111 1.81 27.8 52 Some Other 61,360 3,666 5.97 50.7 95 Not White or Black 61,360 4,776 7.78 42.6 79 Marital Status Total <000> <000> Horiz% Vert% Index Presently Married 55,378 34,051 55.5 61.5 115 Widowed 11,676 4,374 7.13 37.5 70 Divorced 17,300 8,827 14.4 50.9 95 Seperated 3,388 1,676 2.73 49.5 92 Never Married 26,635 12,432 20.3 46.7 87 Not Married 59,029 27,309 44.5 46.3 86 HH Income Total <000> <000> Horiz % Vert % Index 20,000-24,999 6,282 3,222 5.25 51.3 96 25,000-29,999 6,561 2,899 4.72 44.2 82 30,000-34,999 5,647 2,357 3.84 41.7 78 35,000-39,999 5,950 2,793 4.55 46.9 88 40,000-44,999 5,509 3,053 4.98 55.4 103 45,000-49,999 4,723 2,484 4.05 52.6 98 50,000-59,999 9,229 4,912 8.01 53.2 99 60,000-74,999 11,166 6,533 10.6 58.5 109 75,000-99,999 13,832 8,351 13.6 60.4 113 150,000-249,999 7,751 5,081 8.28 65.6 122 250,000-499,999 2,551 1,625 2.65 63.7 119
13. Why These Cities? Fun for dogs and owners Excellent veterinary care Active Human Society Embrace pets
14. Primary Research Qualtrics Survey 137 respondents Attitudes towards pet food, supply retailers and media habits
15. “ I want coupons and discounts tailored toward my purchase preferences.” Peer recommendations outweigh advertising Price and quality as most influential factor
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17. Television Cable Television 60 spots with call to action High rating with lowest cost per point
18. Cable Television Total <000> <000> Vert % Horiz % Index Quintile I 21,003 2,465 23 11.1 116 Quintile II 22,118 3,874 19.5 17.5 99 Quintile III 20,675 3,388 17.1 16.4 92 Quintile IV 21,082 3,713 18.7 17.6 99 Quintile V 27,039 5,235 26.4 19.4 109
19. Radio Spot Radio in target cities Adults ages 25-54 Radio by Format Total <000> Horiz% Vert % Index Alternative 21,410 20.8 17.3 115 Contemporary 17,199 23.2 19.4 129 Country or Western 17,099 20.8 17.2 115 Hot Adult Contemporary 16,947 25.8 18.1 113
20. Radio Total <000> <000> Vert % Horiz % Index Quintile I 20,411 2,276 21.2 11.2 116 Quintile II 21,360 2,638 24.6 12.3 129 Quintile III 20,045 2,198 20.5 11 114 Quintile IV 19,932 2,312 21.6 11.6 121 Quintile V 26,290 1,755 16.4 6.68 70
