Pupsicle

Pupsicles Products And USP

Pupsicles sell dog-friendly pupsicles and ice creams made from natural ingredients that are sourced and made in Australia, They include a wide range of flavours to choose from. Their key unique selling points are sustainable packaging that can be easily recycled and they donate any products to shelters that are not sold or just before use-by dates.

Market Analysis

In the reports found when conducting research, We have gained knowledge on the current  market in relation to the Pupsicles business, In the findings we established that the market has a high population of dogs as pets as they are dominant in the Australian pet food market. We also found an increase in sustainable eco-friendly packaging as consumers are now considering ethical packaging. Lastly, we found how popular humanising foods are performing well in the market, Most pet owners are switching up their dogs every day kibble with home-made human grade ingredients due to wanting a healthier longevity in our pets.

Competitor Analysis

In the research conducted for competitors I came across Three main contenders that stood out to me based on Pupsicles market, The three have different strategies but same market, Woof Gateaux is a bakery but only for dogs that supply a range of treats that are also natural ingredients, Mighty Munch is a dog supplement powder used to mix in with water or dog food to ensure your pets are getting their daily needs. Hud’s and Toke are 100% natural treats for a variety of pets.

Pupsicles Target Audience

Consists of mainly dog owners that are based in the metropolitan Brisbane area, aged between 25-45 , Gender of customers are predominantly female. Estimates a repeat customer twice every month.

Objectives And Metrics 

The objectives to undertake as part of the marketing plan will be,

1)    Increasing brand awareness through expanding our social platforms and this will be tracked using the metrics of follows and searches

2)    Generate web traffic using the metrics of clicks to the website

3)    Subscriptions for membership using the metrics of how many subscribers click our CTA

 

Marketing Budget And Timeline

Our marketing Budget is $30,000 this will include all costs for our marketing plan and the cost of photographer ,The timeline will start 2^nd of June and end 30^th of June to assess results.

 

Communication Mix And Activities

Here are the options in our communication mix

Advertising- expanding platforms, creating an Instagram and TikTok page

Personal Selling– Refer a friend and get 20% off your second order

Direct Marketing- Weekly speciality item included in email newsletter

Sales Promotion– buy one, get one free (BOGO) , buy one Pupsicle, and get a second one for free promotion.

Public relations– customers that post their pets with a Pupsicle can tag our company and then repost on our platforms with a thank you

Event Sponsorship– Collaborating with a dog shelter and posting on socials

The activities we will undertake will be :

1)    Collaborating with a specific dog shelter eg Happy Paws Haven, through advertising and taking photos to post on platforms and tagging the business, whilst the shelter can also tag us and repost with a thank you.

2)    Creating an Instagram shop link to our platform for easy access to shop without leaving the app

3)    Adding weekly specialty item to our subscribers list so they get an alert for the new product when they receive emails.

 

4Ps Of Pupsicle

Product- Healthy dog friendly treats, locally sourced and with natural ingredients no nasties or added sugar

Place- based in Brisbane Australia, sold individually in store

Promotion- Facebook is the only platform used, has recently developed website and an email newsletter

Price- Pupsicles are $3.00 each and retail price is $9.99, The ice cream is $6.00 each and retail price is $18.99