Hill's Paw Track
1 like919 views
The document presents a strategy to develop an e-commerce platform for Colgate-Palmolive focused on pet care, specifically targeting dog owners in the U.S. It outlines opportunities in the pet market, innovative app features, and potential partnerships for marketing and implementation. Key components include managing pet health, providing convenience for owners, and fostering stronger bonds between pets and their families.
![4.IMPLEMENTATIO N
MARKETING
AND
SALES
RETAIL
PARTNERSHIP
VETERINARIAN
PARTNERSHIP
§
QR
Code
on
Hill's
Ideal
product
lines
§
Hill’s
Website,
Youtube,
Facebook,
etc.
§ App
users
select
from
pe]ooddirect.com,
wag.com
or
walmart.com
PACKAGING
EXISTING
MARKETING
RESOURCES
§ Set
up
their
dog’s
profile
upon
ini6al
visit
§ Branded
appointment/
prescrip6on
card
with
QR
code
direc6ng
to
app](https://image.slidesharecdn.com/presentationhillsfinal-130524223040-phpapp01/85/Hill-s-Paw-Track-21-320.jpg)
Hill's Paw Track
- 1. DANA GOREN • MISHELLE OUN • QORTNI WILLIAMS • VIMVIPA POOME • TATIANE FERREIRA
- 2. § Dana Goren Digital Development Ta;ane Ferreira Design and Usability § Mishelle Oun Marke6ng and Sales § Vimvipa Poome Brand Development Qortni Williams Project Management Buddy Puppy Intern THE TEAM
- 3. 1. Introduc6on 2. Opportuni6es 3. Innova6on Proposal 4. Implementa6on 5. Summary AGENDA
- 5. Develop an E-‐commerce strategy for Colgate-‐Palmolive 1.INTRO D UC TIO N THE CHALLENGE
- 6. “To help enrich and lengthen the special rela6onships between people and their pets.” § Reputa;on § Pre-‐exis;ng Online Presence § Business Opportuni;es 1.INTRO D UC TIO N WHY HILL’S?
- 7. § PAW TRACKS A simply designed and easy to use mobile tool to help families keep their dogs healthy and happy. 1.INTRO D UC TIO N INNOVATION
- 8. 1.INTRO D UC TIO N ECOSYSTEM
- 10. 2.O PPO RTUNITIES PET MARKET spending per pet 37% of U.S. households own dogs
- 11. 2.O PPO RTUNITIES MOBILE ENVIRONMENT 35% of consumers purchase directly from their mobile devices 64% of mobile devices using ;me spent on apps 1 APP for every walking minute
- 12. 2.O PPO RTUNITIES TARGET MARKET U.S. dog owners 76% of dog owners consider their 4-‐legged companions to be part of the family Informed & Intelligent consumers of premium pet care products Middle-‐to-‐High Income Small families and couples Tech Savvy Hec;c lifestyle
- 13. 2.O PPO RTUNITIES THE INTERSECTION
- 15. 3.INNO V ATIO N PRO PO SAL APP DEMO VIDEO
- 16. 3.INNO V ATIO N PRO PO SAL 4 MAIN CATEGORIES
- 17. 3.INNO V ATIO N PRO PO SAL FEATURES § Manage tasks amongst several members on the go § Access from everywhere § Treat pets as family members § Family involvement § MEETING NEEDS § Providing best health § Consistency in vet visits and grooming § Busy § Reliable informa6on § Easy access § Convenience § Offers/ Rewards § Dona6ons
- 18. Connec6on with the consumer has a far greater value than the revenue of apps sales 3.INNO V ATIO N PRO PO SAL REVENUE MODEL § Free App Download
- 19. 3.INNO V ATIO N PRO PO SAL COMPETITION § WE ARE DIFFERENT FROM H 1 EUKANUBA’S APP § Off leash: dog park locator and dog TV § c 2 PURINA’S APP § Pet Health: keep health informa6on § Petcentric Places: find pet friendly services
- 20. 4.IMPLEMENTATION
- 21. 4.IMPLEMENTATIO N MARKETING AND SALES RETAIL PARTNERSHIP VETERINARIAN PARTNERSHIP § QR Code on Hill's Ideal product lines § Hill’s Website, Youtube, Facebook, etc. § App users select from pe]ooddirect.com, wag.com or walmart.com PACKAGING EXISTING MARKETING RESOURCES § Set up their dog’s profile upon ini6al visit § Branded appointment/ prescrip6on card with QR code direc6ng to app
- 22. § PHASE 2 Launch § PHASE 3 Implementa6on 8 months RECOMMENDATIONS AND EXPANSION § Updated every 3-‐6 months § A cats version of Paw Tracks § PHASE 1 Design and Development 3 months 5 months 4.IMPLEMENTATIO N IMPLEMENTATION TIMELINE
- 23. § App downloads and interac;ons § E-‐commerce sales § Dona;ons to shelter partners § Social media ac;vity 4.IMPLEMENTATIO N MEASURES OF SUCCESS
- 24. ENVIRONMENTAL § Increased support for the Hill's Food, Shelter & Love™ program ECONOMIC § Increased brand online presence § Increased brand loyalty § Increased sales SOCIAL § Healthier pets and happier owners 4.IMPLEMENTATIO N IMPACT
- 25. 5.SUMMARY
- 26. 5.EXEC UTIV E SUMMARY VIDEO
- 27. WOOF WOOF! (THANK YOU!)