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How Would You Shape Your Pet Care Marketing Strategy: Core Business Performance Insights

Digital Marketing
June 23, 2023
5 min

To make your business grow and expand, be sure to follow a holistic 360* marketing approach.

Foremost, a sound marketing strategy is about your: 

  • Positioning
  • Market share
  • Value proposition
  • Price policy
  • Target audience
  • Competition
  • Brand awareness, and
  • Communication channels

Ask yourself strategic questions all the time
Ask yourself strategic questions all the time

Regardless of the stage of your business development (start-up, established local venture, or you are up to expand beyond local), we suggest assessing your key performance indicators (KPIs) at least every quarter. Kateryna Husachenko, Marketing Strategist at Promodo. 

With fast adaptation to new digital channels and shifts in customer demand, you should strategically work out your unique market identity. 

As an integral part of pet industry marketing, it is vital to assess your brand name associations with actual market demand.

What are your strategic business goals?

Will you operate your business in the same way in 3-5 years from now?

  • Have you already thought of going beyond local?
  • What are your short-term revenue expectations?
  • How much would you re-invest to expand your retail/digital performance?
  • Have you niched down the market to diversify your offer?

What is your value to the market?

  • How far your unique selling proposition (USP) differs from the competition? 
  • Are you ready to offer new products and services to the market?
  • What are the competitive substitutes for your products and services?
  • Will the market survive without your offer?

What’s your market capacity?

  • What is your share of the local pet market?
  • What is the purchasing power of your target customers?
  • How deep is your business in the ‘red ocean’ competition?
  • How close have you surveyed your competitors?

Who’s your target audience?

  • Have you surveyed your target audience by categories?
  • Are you aware of major pet care concerns shared by the owners?
  • What pet care products (and services, if any) are most popular among your customers?
  • How your assortment is different from the competitors?

Zero in on your Target Audience
Zero in on your target audience

What is your SMM strategy?

How effective is your communication approach?

  • What social media channels work best for you?
  • Where does your social content best resonate with the actual needs and immediate concerns of pet owners?  

These focal questions are vital to keep your business afloat and go further. Without abundant guesswork and exaggerations, true answers to these fundamental pet business marketing questions will show you sheer numbers that help you critically estimate your business performance. 

Just like many other players across the industry, you may:

  • Lack of essential resources (finance, HR, infrastructure, competence, etc).
  • Lose former market efficiency
  • Lose the uniqueness of your selling proposition
  • Experience sales slumps
  • Get over-sensitive to market fluctuations
  • Feel the pressure from the new market entrants 
  • Have no idea how to expand your assortment
  • Fail to keep up with the competition
  • Fail to capture new market niches.

Major flaws indicate a lack of strategic vision. Now you know that the development of a sustainable pet marketing strategy is essential for your business performance. It’s all about business growth and development. A strategic business approach will also optimize your marketing budget. Kateryna Husachenko, Marketing Strategist at Promodo. 

At Promodo, we estimate these gaps by analyzing customer opinions. Getting to know people’s views on your business performance will save you from overvaluing your market stance as exceptional. 

We will also critically assess the most popular offers by your closest competitors: 

  • Why people are buying from others? 
  • What is the added value they offer? 
  • What channels do they use to attract and maintain customers?
  • How far have they gone digital?
  • What are the FAQs people are asking online or at pet shops?

Our expert marketing analysis will provide you with invaluable insights that will help you avoid the core risks underway. 

Through deeper clusterization, we will emphasize the best-fit offers that will perfectly resonate with the demand side

Again and again, we are pushing you to ask more critical pet marketing questions and niche your core business performance metrics down: 

  • What product/service categories sell best across your target market?
  • How far do your offers depend on seasonality?
  • Why should anyone want to go the extra mile to visit your pet shop?
  • Do you provide veterinary services?
  • Can you serve local pets 24/7 in case of emergency?
  • How far users are satisfied with your site?
  • Are pet owners satisfied with your online service?
  • Do you operate a user-friendly mobile app?
  • How emphatic is your customer service?
  • What are the frequently asked questions?
  • What is your social proof: testimonials, feedback?
  • What’s your domain E- E-A-T: experience, expertise, authority, trust?  
  • What are the offers on competitor websites you may lack?
  • What are your unique brand offers lacked by competitors?
  • How far do consumers associate your brand name with high-quality pet care products and services?
  •  What is your response if a customer asks for more and you lack it?

There is always room for development
There is always room for development

Our evidence-based expertise in pet industry marketing has so far proven that there is always room for development. In the case of MasterZoo, we digged deeper into competitor supply and found extensive offers for pet lovers beyond the client’s pet product marketing assortment. 

In particular, our pet care market overview has shown that luxury pet stuff best resonates with the spontaneous buying behaviors of Gen Zs and Millenials. The closest MasterZoo competitors engaged customers who seek eco-foods. Other pet brands prioritized brand awareness and loyalty.

We suggested our client conduct a quantitative customer analysis. For this purpose, we surveyed a sufficient amount of respondents to measure pet care niche capacity and reveal purchasing potential among individual customer segments. The results helped MasterZoo re-assess its market potential and come up with new pet care offers.

With a comprehensive marketing strategy, you will solidify your market positioning and shape your brand identity. This is how your target customers will associate you as their preferred brand name, different from the competition. 

Our Finest Pet Care Strategies !
Our best digital marketing strategists will take your business to the new level!

Written by
Taras Bereza

Content Marketing Manager at Promodo

Taras has 16 years of hands-on copywriting experience overseas with 3000+ unique copies.

Accredited with Certificate of Proficiency in English (C2 level) by Cambridge University. Studied at Writing Launch Academy (United States) and owns an Academic Writing Certificate from Oregon University. Author of 12 dictionaries with Apriori Publishers.

Written by
Kateryna Husachenko

Marketing Strategist at Promodo

Expertise: agricultural market, fintech, SAAS, automotive products, children's products. 10+ years of experience in strategic marketingIn the area of ​​my competences:conducting qualitative and quantitative research of consumersdetermination of brand growth pointsformation of UTP of the brandpositioning development.

June 23, 2023
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