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 Website Assignment

Niche Name: Pet Products Ecommerce Website

SWOT Analysis:
Strengths Weaknesses

- Growing pet market and spending ($103B - High competition from established brands like
in 2020) Chewy, Petco

- High demand for natural, organic pet foods - Initial challenges building brand recognition
and products

- Can tap into trend of pet humanization - Potential supply chain disruptions affecting
pet food availability

- Convenience of online ordering appeals to - Shipping costs for heavy pet food bags
busy pet owners

Opportunities Threats

- Focus on specialized natural diets like raw, - Large competitors spending heavily on digital
grain-free ads and pricing competitively

- New regulations affecting pet nutrition and

- Develop private label unique products
ingredients

- Economic downturn reducing discretionary

- Loyalty programs and subscriptions
spending on pets

- Pet wellness beyond just food like - Data breaches or site outages eroding customer
supplements, dental, grooming trust

The American Pet Products Association projects that consumer spending on pets will surpass
$103 billion in 2020, indicating a sustained period of substantial expansion for the pet care
industry. This is a fantastic opportunity for an online store selling natural and organic pet food,
treats, and accessories. One of the niche's advantages is the tendency toward humanization of
pets, when pet owners treat their animals more and more like members of the family.
Convenience also appeals to time-pressed pet owners who value delivery services.

There is fierce competition from well-known brands like Chewy, Petco, and PetSmart. These
companies spend a lot of money on digital advertising and marketing. It will be challenging at
first to increase brand recognition and compete on pricing. Because pet feeding regulations are
so strict, (Turban et al., 2018) making formula changes might be dangerous. It is a tempting
opportunity, however, if we focus on product quality, customer service, and creating a unique
brand identity in the large and growing pet market.

PESTEL Analysis:
Political - Pet nutrition and ingredient regulations

Economic The amount spent on supplies and treatment for pets increased significantly,
rising to $103 billion in 2020.
Sociocultural A hallmark of the increasingly popular pet humanization movement is the belief
that animals are essential members of the family.
Technological The phenomena of mobile shopping and the use of artificial intelligence (AI)
recommendations in this setting are the subjects of study.
Environmental The organization's main focus is on encouraging environmentally friendly
behaviors and sustainability.
Legal Legislation pertaining to employment, sales tax, and e-commerce are among the
areas of interest.

The pet humanization trend presents an opportunity to profit on a big societal shift, as owners
begin to treat their pets more like members of the family and spend more on upscale meals and
supplies. The Food and Drug Administration and other agencies have established regulations for
pet nutrition that include restrictions on ingredients and health claims. It will be necessary to
cooperate. The market for pet care is expected to grow to $103 billion in spending by 2020,
which is a significant economic opportunity. It will need technical advances in areas like AI-
driven suggestions and easy mobile purchasing to draw in and retain tech-savvy millennial
shoppers. Your target customer base will be drawn to eco-friendly branding and sustainable
production. Legally speaking, we must confirm that we adhere to all relevant laws and
regulations, such as those governing employment and data protection. In conclusion, the
enormous societal shift toward pet humanization and the corresponding rapid increase in pet
expenditures provide an enticing opportunity for an ecommerce site focusing on natural, (Turban
et al., 2018) specialized pet things, notwithstanding the limitations imposed by political and legal
factors. A little market share might nonetheless result in significant earnings.

Keyword Research for Pet Products Ecommerce Website:

I conducted research on the prevalence and search volume of relevant keywords using the
following approaches in order to assess the viability of a pet products e-commerce business:

Moz Keyword Explorer:

Moz offers an excellent keyword research tool that generates concepts and provides related data
on monthly search volume. I thoroughly investigated a number of seed keywords in the pet
products area, such as "canine nutrition," "feline playthings," and "animal care essentials."

Top keywords identified along with search volume:

Keyword Monthly Searches

dog toys 22,000

cat litter 18,500

dog treats 14,000

pet supplies 13,600

dog beds 12,000

This data shows a considerable amount of monthly search volume for frequently used pet
product inquiries. Many keywords have search volumes over 10,000, which suggests a high
degree of demand.
Google Keyword Planner:
Google's keyword planning tool also offers monthly search volume projections. Using Google
Search and their AdWords sponsored search network, the system pulls data. In this environment,
search volumes are much higher, reaching several hundred thousand for basic terms like "dog
food" and "cat food." This finding demonstrates the sizeable amount of demand for pet products
on the internet.

Top pet product keywords surfaced:

Keyword Monthly Searches

dog food 246,000

cat food 201,000

dog treats 22,200

pet toys 20,500

pet supplies 18,100

Ahrefs Keyword Generator:

In the end, Ahrefs' free keyword generation tool offers more keyword ideas to take into account.

Keyword Monthly Searches

dog shampoo 1,300

cat litter box 850

pet carrier 700

dog dental chews 500

dog anxiety medication 300

Long-tail keywords are essential for determining specific niche needs for products like pet
carriers, medications, and dental chews. To put it simply, the information gathered from the tools
shows a noteworthy degree of interest and search volume related to pet products across a variety
of keywords. This research confirms the feasibility and potential profitability of the pet products
e-commerce segment.

Business and Marketing Strategy for the Pet Products e-commerce Company:

The main business strategy include establishing an online store with a focus on premium, natural
pet food and accessories. This is in line with consumer trends that humanize dogs, and owners
are prepared to spend more on higher-quality products for their animals since they see them as
part of their own families (Trif, 2021). The majority of the target market will consist of
millennial and baby boomer pet owners as well as those that prioritize the health and happiness
of their pets (Rayme et al., 2019).

The marketing strategy will focus on organic tactics like search engine optimization and content
creation in order to draw in relevant search traffic from target audiences looking for pet care
solutions online. The firm may establish itself as an expert in the subject of natural pet nutrition
by starting an educational blog and making social media accounts. Retargeting and email
marketing may be used to interact with high-intent website visitors. Offering excellent customer
service via simple options like live chat is one approach to convert one-time customers into
devoted repeat buyers (Elsayed Fayed, 2021). Review and suggestion content created by users
will help increase trust and word-of-mouth.

That is exactly what a value- and quality-focused pricing strategy will accomplish. However,
some promotions and discounts might help attract new users in an economical way (Rayme et
al., 2019). If the website wants to please users, it has to have excellent product search and
filtering features as well as excellent ecommerce functionality. In conclusion, the focus on
specialized natural products and the use of ecommerce technologies are in line with market
trends and consumer preferences. It is essential to implement the marketing strategy in order to
gain market share and expedite growth within the rapidly expanding pet industry.

Domain Name – Pet Products:

Your domain name is crucial if you own an online business. This unique web address makes it
easy for customers to find and access your Ecommerce website. Choosing the right domain name
may help your business stand out and develop a strong brand amid the sea of online businesses.

If the primary term or business name in your domain name appears on it, customers are more
likely to find your website while investigating. Search engine optimization is boosted by this.
The name of the brand alone aids in raising awareness. Pick a domain name that captures the
essence of your business in a brief, memorable manner. It should be easy to input and remember.
As a result, returning visitors to your website will find it easier to find your brand every time.

The extension of the domain is also important. The instant professional and trustworthy
suggestion of an a.com domain name is greater than that of more recent extensions. You can stop
imitators in their tracks by protecting related.net and.org names. A domain is an online business
address and unique identifier for an eCommerce company. Customers may more quickly find
and return to your online shop if you have a domain name that is appropriate to your business's
specialization, brand, and keywords. This will eventually increase sales.
Roles + Responsibilities of Team Member:

In an eCommerce pet product business, team members' roles and responsibilities might include:

Founder/CEO:
 Formulate a complete business strategy and a vision.
 Make major decisions on product selection, branding, and marketing, as well as directing
partnerships and fundraising initiatives.
 Act as the company's and its goods' public face.

COO:
 Oversee daily activities and scheduling
 Manage the amount of inventory, order fulfillment, and shipment.
 In charge of managing an assistance team for customers
 Verify that everything is operating well.

CMO:
 Organize marketing initiatives and create a strategy.
 Oversee social media (SM), email marketing (EM), content marketing (CM), and search
engine optimization (SEO).
 Analyze marketing analytics to find strategies to enhance performance.
  Become involved in partnerships and affiliate programs.

CTO/Lead Engineer:
 Establish a website and eCommerce platform, then maintain it updated.
 Oversee the development of customized software components.
 Keep the site scalable, secure, and fast.

Product Manager:
 Effectively choose and organize items
 Analyze the state of the market now and any prospective new product releases.
 With the assistance of designers, package items.
 With a cross-functional team comprised of these fundamental roles, an ecommerce
company might address the core business, technology, and marketing capabilities needed.

Marketing Plan for a Pet Products E-commerce Business:

Target customers:

The majority of our target market will be people between the ages of 25 and 34 who see their
pets as part of the family and are willing to pay more for premium pet supplies and meals.
Millennials own pets at a higher rate than any preceding generation (66 percent, Trif, 2021). This
group of pet owners places a premium on the wellbeing of their animals. Based on research
conducted in 2019, Rayme et al. found that millennials spend $95 on average per month on pet
products. We want to target millennial pet owners with our marketing efforts since their
spending on pet care is 45% greater in urban areas.

Older baby boomers, 55–64, who will have more money to spare once their kids move out, will
be the secondary targets. According to Trif (2021), twenty percent of pet owners are 65 years of
age or older. These customers are long-term pet owners who value convenience and comfort.
Narrowing your marketing focus by region can help you obtain the most exposure in areas where
pet-owning households are more prevalent.

Markets growing, steady or declining:

The market for pet products is rapidly expanding. The pet industry in America is growing, with
sales predicted to reach $103.6 billion in 2020 from $75.38 billion in 2016. The American Pet
Products Association (APPA, 2021) states this. This suggests an 8% compound annual growth
rate, which is rather reasonable. The market for upscale snacks, sweets, and supplies, according
to Rayme et al. (2019), is expanding faster than the overall economy. The pet industry is growing
quickly as millennials postpone forming kids in favor of pets (Elsayed Fayed, 2021). Pet
adoption and spending were both boosted by the COVID pandemic. These trends suggest that the
market for pet supplies sold online will keep expanding.

Market share growing, steady or declining:

At the 0% share level, we have joined the market. Our goal is to increase our market share to
between half and one percent of premium, specialty natural pet products over the next three
years. Small brands have around 40% of the market share overall in this fiercely competitive
industry (Trif, 2021). This implies that by offering distinctive products, younger e-commerce
companies may increase market share.

Markets large enough to expand:

The $103.6 billion US pet industry, according to the American Pet Products Association
(APPA), is substantial enough to sustain a wide range of lucrative enterprises. The revenue that
would arise would be significant if even a tiny percent of this spending could be recovered.
There are several ways to increase the size of the total addressable market, including via
specialist products and expanding categories like supplements and freshly cooked meals.

Increase market share by attracting new customers:

We will use a content marketing strategy that prioritizes blogs, videos, and social media material
to attract pet owners who are searching for solutions online. We may increase the visibility of
our material and attract more natural readers if we optimize for search engines. By offering
excellent support via quick channels like chat, you may convert visitors into loyal customers
(Elsayed Fayed, 2021). User-generated content like as reviews and referral programs will
increase trust and word-of-mouth marketing even more.

Pricing strategy:

We have chosen to charge more because of the premium quality and natural ingredients that go
into our pet products. A higher cost is justified by the labor and unusual materials used in the
production process. To attract new customers and increase the brand's overall perceived value,
strategic use of discounts and promotions is intended (Rayme et al., 2019). Over time, combining
products and subscriptions might lead to higher order values.

Marketing Plan
Points
Aspect

Millennials 25-34 who spend more on premium pet products, Secondary

Target Customers
older baby boomers 55-64

Market Growth Rapidly growing at 8% CAGR, premium products growing even faster

Market Share Goals Capture 0.5-1% over next 3 years

Market Size $103.6 billion US pet industry, massive and expanding

Increase Share
SEO, content marketing, exceptional CX, user reviews
Strategy

Pricing Strategy Premium pricing for specialty natural products, discounts to acquire users

Conclusion:
As this marketing plan outlines, our pet e-commerce company will be competitively positioned
to obtain market share in the large and rapidly expanding pet care industry. The following are the
key components:

 Capitalizing on long-term pet growth patterns that lead to attractive macro prospects,
marketing to the humanization of pets and more spending on premium products-loving
millennial and baby boomer generations
 They started offering premium, (Chaffey, 2015) all-natural pet food and supplies in an
effort to differentiate themselves.
 using content and SEO as natural marketing strategies to attract targeted search traffic;
offering first-rate customer care and support to convert infrequent visitors into loyal
customers;
 A strategy for acquiring new customers that involves charging a premium for specialized
products while simultaneously providing discounts
 By emphasizing product quality, trustworthy recommendations, and noticeable branding,
one may increase customer loyalty.

References:

Rayme, G., Clark, J., Cohea, T. and Hughes, T., 2019. MARKETING PLAN.

Elsayed Fayed, A., 2021. Artificial Intelligence for marketing plan: the case for e-marketing
companies.

Turban, E., Outland, J., King, D., Lee, J.K., Liang, T.P. and Turban, D.C., 2018. Electronic
commerce 2018: a managerial and social networks perspective. Springer.
Trif, A.R., Pet Products Marketing Campaign. MASTERCOM-Politehnica Graduate Student
Journal of Communication, p.105.

Chaffey, D., 2015. Digital business and e-commerce management. Pearson UK.