A brand is defined by Philip Kotler the author of Marketing Management as, “a name, term, sign, symbol, or design or a combination of them, intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of the competitor.”
Does this sound like what you are trying to do? If you are in the pet industry and NOT selling dog or cat food then probably not. Outside of food manufacturers whose leading brands are owned by top Consumer Packaged Goods (CPG) firms, the pet industry has lagged behind other industries in terms of branding. Small to medium manufacturers of commodity toys, treats, collars and leashes have lined their pockets for years with a blatant disregard for developing a consumer brand. This worked great for the last 50 years. Manufacturers made tons of money and never invested in their brands.
This was a great strategy... until now. Pet retailers have woken up and discovered the power of private label and direct sourcing. They figured if consumers didn’t know any of the brands in their stores anyway, why don’t they just create their own brands? This is a great question. It would also lead to loyalty to their specific stores. Now retailers are taking it one step further and asking, ‘why don’t we just direct source from China and cut out the middle man?’ Now they can exceed 75% margins in even more categories. This is a great strategy for the likes of Petco and Petsmart but it is putting many pet manufacturers out of business.
Who will survive in the current pet environment? Unfortunately, only a handful of enlightened companies like Caitec with its HERO brand will change and thrive. The rest will ignore the call to create brands and fall by the wayside while pining away for the way things used to be. The Pet Industry needs to realize what the Consumer Packaged Goods industry has known forever -- if you own the consumer relationship with your brand you can control your retailers (ask Procter & Gamble who is in control). However, if the retailer owns the consumer relationship because you have no brand, they will control you. Better yet, they will bypass you and develop their own brand and put you out of business. PureLife 4Pets Launches Uniquely Formulated, Highly Palatable, Joint Mobility Soft Chews
(Weston, FL) February 24, 2015 – PureLife 4Pets by Vetimed, Inc. (www.purelife4pets.com) today officially announced the launch of its new joint mobility supplement soft chews. This formula offers a new and unique solution to joint health for dogs. The formula is powered by pure, highly absorbable Eggshell Membrane. This super-premium, powerful and proven ingredient was created to support the stability and flexibility of joints. Studies show increased joint mobility in adult dogs in as little as seven (7) days of treatment*.
The proprietary formula also contains the antioxidant Astaxanthin, which reduces free radicals to further support healthy joints, Boswellia Extract to help promote healthy connective tissue and the joint lubricant Hyaluronic Acid. This powerful blend is made in the USA and is now available in a highly palatable soft chew made with natural flavors, making dispensing easier for dog owners.
The MSRP is $34.00 for the 60 ct. tablets, $49.99 for the 90 ct. and $64.99 for the120 ct. For more information, show specials and to see our complete line of pet supplements please visit Global Pet Expo Booth #3912 or visit www.purelife4pets.com
*The effect of Hydrolyzed Eggshell Membrane Powder on joint mobility in dogs
About PureLife 4Pets by Vetimed, Inc.
PureLife 4Pets by Vetimed, Inc. is a family owned company that started brokering active ingredients for pet supplements between the U.S., Latin America and Europe in 2000. After extensively trading with high-quality raw materials, Vetimed began the development of its own formulas. Its knowledge and expertise in premium ingredients and formula design make PureLife 4Pets’ products the best and most innovative in the industry. The company is headquartered in Weston, FL. For more information please visit www.purelife4pets.com.Bulldog Marketing & Sales Launches Strategic Consulting Services
Agency makes its Pet Marketing Expertise Accessible To Companies of all Sizes
(Bronx, NY) December 2, 2014 - Bulldog Marketing & Sales, Inc. (www.bulldogms.com) today announced the launch of its Strategic Consulting Services. Bulldog is the pet marketing and sales agency formed by industry veteran John Cullen to provide entrepreneurs, start-ups, and mid-sized organizations access to top level marketing talent without the expensive overhead. Bulldog’s Strategic Consulting Services guides organizations (of any size) on overall business management, strategy, marketing, sales and much more.
“We realized that some companies simply need advice and strategic direction,” said John Cullen, Bulldog’s Principal. “Our plans start at only $900 with no monthly commitment making our expertise budget friendly”.
For as little as $900 a new or existing company can have a pet marketing and sales expert on tap to answer tough questions like, “Where should I advertise?”, “How do I go-to-market?”, “How do I get an appointment at Petco?” or ,“How do I produce my products in China?”. Bulldog’s years of expertise in the pet industry make it uniquely qualified to answer these types of questions and more. Simply put, Bulldog can help an organization achieve its objectives faster and cheaper than going it alone.
“Bulldog’s pet industry expertise has already been a significant asset to my business,” said Adam Harrington, Owner of Tuggo Dog Toys. “From pricing and media negotiation to press release writing and finding independent reps, Bulldog’s SPet Marketing Consultant | Bulldog Marke…trategic Consulting Services really deliver.”
About Bulldog Marketing & Sales, Inc.
Bulldog Marketing & Sales, Inc. is a full service pet marketing agency formed in September, 2009. It has over 15 years of marketing and sales experience ranging from marketing strategy to new product development and retail sell-in. It has increased sales and developed new products for the Fortune 500 as well as for start-ups. Marketing, sales and product expertise includes: Pet Products, Consumer Packaged Goods and Consumer Electronics. Bulldog is headquartered in the Bronx, NY. For more information, visit www.bulldogms.com.Tuggo Dog Toy Takes Pet Industry by Storm & Racks up Awards
(Hendersonville, TN) December 9, 2014 – Tuggo Dog Toy, LLC (www.tuggodogtoy.com) today officially announced its launch into the Pet Industry. The Tuggo™ is a patented, water-weighted tug dog toy. The brand was soft
“Pet owners are pressed for time,” said Harrington. “Tuggo provides a way for a dog to play tug-o-war by itself or with another dog. This provides dogs with entertainment, exercise and mental stimulation.”
Harrington has had a hard time keeping up with demand. Tuggo appeared on the Today Show earlier this year and he sold thousands of units in a matter of minutes. Tuggo has also received a Family Choice Award and most recently a Pet Business Industry Recognition Award.
The Tuggo is available in two sizes (10’ and 7’ diameter) and three colors (red, blue and green). A shipper display with a 10” motion activated LCD screen demonstrating the product is now available which holds 16- 10” Tuggos and 36- 7” Tuggos. The Tuggo is available for sale on the company’s website and at hundreds of pet dealers nationwide. Special promotions are now being offered to new dealers. To become a Tuggo dealer, call 800-297-4008 or email
About Tuggo Dog Toy, LLC
Tuggo Dog Toy, LLC is the parent company which markets and sells the patented Tuggo brand Water-Weighted Tug dog toy. This one-of-a-kind toy is the perfect solution for providing dogs with exercise, entertainment and mental stimulation. The company is headquartered in Hendersonville, TN. For more information, visit www.tuggodogtoy.com.
Bulldog Marketing & Sales Celebrates Fifth Anniversary
Agency is Driving Force in Changing Perceptions of
Marketing in the Pet Industry
(Bronx, NY) - Bulldog Marketing & Sales, Inc. today announced the celebration of its fifth year in business. Bulldog is the Pet Marketing and Sales agency formed by industry veteran John Cullen to provide entrepreneurs, start-ups, and mid-sized organizations access to top level marketing talent without the expensive overhead. The agency was made famous by its controversial video rants such as, 10 Signs You are a Pet Business Clown and 5 Things I Hate about the Pet Industry that have served as a battle cry for the industry to start taking marketing more seriously. Traditionally the pet industry focuses on the push side (sell in) of the retail equation and very little on the pull side (consumer purchase).
“It’s hard to believe it has been five years already,” said John Cullen, Bulldog’s Principal. “The results we have achieved for our clients speak for themselves. The bottom line is that marketing works – even in the pet industry. In fact, it’s a great way to stand out to retail buyers and consumers since so few companies in the industry do ANY marketing at all.”
Bulldog’s past and present clients include Thundershirt, JW Pet Company, Absorption Corporation (now Healthy Pet) and new comer Old Mill Pet Products, LLC., a division of HJ Baker & Bro. Some of Bulldog’s work includes programs never before seen in the industry such as the Jeep Full of Fun, a JW Pet account specific program at Petsmart and the Scaredy Pet Challenge, a PR campaign for Thundershirt. It is also the driving force behind the new brand of dog treats, nature’s bits, creating its identity (name, logo, packaging, website, sales materials, etc.) and developing the sales channel.
To celebrate its anniversary, Bulldog is planning a full year of activities including a $2000 donation to the ASPCA ($500/quarter), donating 50 hours of time to pet product start-ups and having an anniversary party for industry friends and clients at the Global Pet Expo in March.
About Bulldog Marketing & Sales, Inc.
Bulldog Marketing & Sales, Inc. is a full service agency formed in September, 2009. It has over 15 years of marketing and sales experience ranging from marketing strategy to new product development and retail sell-in. It has increased sales and developed new products for the Fortune 500 as well as for start-ups. Marketing & sales expertise includes: Pet Products, Consumer Packaged Goods and Consumer Electronics. Bulldog is headquartered in the Bronx, NY – a few miles north of mid-town Manhattan. For more information, visit www.bulldogms.com.