MasterZoo is an omnichannel retailer with an Internet site and a network of pet stores (more than 130 stores throughout Ukraine), which has been operating on the Ukrainian market for more than 15 years. The company offers a wide range of pet products for animals, grooming services, and consultations of experienced specialists.
For 2023, the brand had ambitious plans for business growth, which were risky to implement without a marketing strategy.
Together with the client, we identified the main directions of development, the further study of which formed the basis of the strategy.
In order to answer the question of what exactly can contribute to business growth, we analyzed the pet products market in several areas at once.
Scoring model is an evaluation system based on the client's business indicators, data on consumer demand, and the presence of brands in various categories among the top market players.
In the project, we outlined five areas of research that helped us find the necessary data and answer all the client's questions.
In this case study, we demonstrate all analysis components and conclusions made based on the data obtained.
To analyze the online niche of the pet products and services market, we collected traffic data from 50 sites of major players. Further, we analyzed the obtained data not only in terms of the distribution of competitors' shares and their strategies for attracting traffic but also how the competitive environment has changed in comparison with the situation of the pre-war period.
The results of the study helped to identify the client's strengths in service and traffic attraction, as well as to highlight channels and areas that require attention and development in 2023.
From our experience, business analysis allows you to get the most honest and accurate conclusions about the position of the brand in the market and to identify areas that need more attention.
We compared the basic indicators of the client's business with the average indicators of the market. This analysis was based on analytical data and a quantitative survey of consumers.
The results of the research highlighted areas that the client can improve in the marketing strategy in the future.
The analysis of the demand and assortment of pet products became one of the most meaningful stages of our research.
Such detailed analysis reflects a complete and real picture of what consumers are looking for for their pets and in what volume.
We were able to rank and calculate the shares of different categories and brands in requests. In such a way, we identified the categories with the highest demand among the Ukrainian audience.
It was important for us to understand how the consumer searches for and chooses pet products in each category. It was also critical to determine the demand for which brands and products the competitors meet better.
Businesses can grow only not due to satisfying existing demand or working with competitors' audiences. You may also study the trends in categories that already exist in the markets of developed countries and innovator countries, where technologies are gaining popularity (automatic dishes, electronic collars, trackers, etc.).
The obtained data can contribute to the development of business due to the attraction of new trending technological goods.
That is why we paid attention to technological innovations, trends in services, and additional features of the category of pet products.
The results of the research enabled:
In each analysis, it is important to take into account not only the received data but also their aggregate presentation, conclusions, and recommendations: what in the project has the greatest practical value for the client.
In order to highlight the strengths and weaknesses of the brand, to show additional opportunities and risks of the market and competitive environment, we used the classic (but very revealing) method of SWOT analysis.
We have built several models characterizing MasterZoo's position in the following areas:
To evaluate online competitors and prepare reasoned conclusions regarding the formation of an assortment line, we have developed scoring evaluation models.
We evaluated competitors according to four indicators:
We awarded each of the competitors in the comparison from 1 to 5 points for each of the indicators. The maximum was the value of the competitor who had the best grades for a specific indicator.
We identified two important areas of competition in the category:
Scoring by Categories and Brands in the Assortment
In order to prioritize categories and brands that can become points of business growth, we evaluated and prioritized 30 subcategories based on the following criteria:
In such a way, we managed to outline a strategy for adding new products and brands in focus categories to the assortment, showing also the priority of developing each of them.
Our three-month research resulted in two interim reports and a 10-hour strategy session with MasterZoo, where the client received answers to the following questions:
«We had a complete understanding between the teams. There was quality in task planning and execution. We got exactly the results we expected. The strategist team was very deeply involved. High-level work, well-visualized and structured presentation. Very cool reports for the board».– Denis Rohachev, e-Commerce Director of MasterZoo
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