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Why the Lack of Branding is Killing the Pet Industry

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

PureLife-4Pets-White-New

(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.







The Original PoopBags Brand Brings the First Eco-Friendly, USDA Biobased Product to Retail

pbbumper_95x3_20130413  Brand Establishes Itself as a Leading Innovator in Eco Pet Waste Bags


Chicago, IL – (January 21, 2014) PoopBags.com, Inc., announced today the launch of its new line of innovative, eco-friendly poop bags into the retail channel.  The Original PoopBags brand has leveraged the latest innovations in environmentally friendly packaging materials and production techniques.  Common poop bags and basic technology simply blend plastics with chemical additives to make them degrade.  The Original PoopBags has been offering pet waste products via its website
www.poopbags.com for over ten years and is now ready to storm the retail channel exclusively.


“We know more about making eco-friendly poop bags than anyone else,” said
Paul Cannella, President of PoopBags.com, Inc.  “The market trends are matching our latest eco-innovations and production capabilities so the time is right for us to enter the retail market in a meaningful way.”


The Original PoopBags waste products are created by using recycled content and newly USDA-approved materials, making it meet nationally certified standards for eco-friendliness.  After complying with rigorous government standards and testing, The Original PoopBags brand is the first poop bag to become a USDA Certified Biobased Product available to the retail market.  To match its unique, innovative and eco-friendly message it has developed a unique triangular packaging that is already gaining attention at retail.
 


This new product release will include two new SKU's for The Original PoopBags.
The first will be The Original on a Roll available in a 9 roll pack, and the second is a 3 roll pack.  MSRP will be $9.99 and $3.99 respectively.  In addition, the company has a total of seven SKU's available including a variety of eco-friendly properties, varying in size and features.  The brand will be supported with a full trade and consumer awareness advertising campaign unseen in this category.


About PoopBags.com, Inc.


Since 2003 PoopBags.com, Inc. has been reducing carbon paw prints and leading the way in eco-friendly advances in pet waste bags.  It sells pet waste bags under the The Original PoopBags brand.  It has developed the first retail poop bag to become a USDA Certified Biobased Product.  It received a Pet Industry recognition award from Pet Business in December 2013.  The company is headquartered in Chicago, IL.  For more information please visit
www.originalpoopbags.com







Bulldog Marketing & Sales, Inc. Launches New Logo

BS-Logo-OnWhite-TAGLINEAgency Takes Steps to Solidify Its Position as the Premier Pet Industry Marketing & Sales Resource

Bronx, NY – (May 7, 2013) Bulldog Marketing & Sales, Inc. (www.bulldogms.com) announced today the launch of its new company logo.  The logo reflects the agency’s desire to solidify its image as the premier marketing agency servicing the pet industry.  The logo is the next evolution of the original keeping only the bulldog head but with a more modern, crisper look.

 

“The pet industry, outside the major pet food companies, is filled with companies that think they can get by with mediocre marketing, logos, websites and packaging,” said John Cullen, Principal of Bulldog.  “I wanted to use my logo as an example to the industry.  Love it or hate it – it’s professional and clean”.

 

In addition to creating a new logo, Bulldog has also revamped its website to fit with the professionalized look.  It has also added a toll-free number and has begun accepting all major credit cards including American Express.

 

“Many of our clients asked if we would accept credit cards.  Just like all businesses, our clients want the rewards points offered by credit cards,” said Cullen.  “It is also a convenient way to pay.”

 

To learn how Bulldog can help your company grow, call 855-456-4738 or visit www.bulldogms.com.  We offer a free, no obligation consult to discuss your marketing & sales needs.

 

About Bulldog Marketing & Sales, Inc.

Bulldog Marketing & Sales, Inc. is a full service agency formed in 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, Consumer Packaged Goods and Consumer Electronics.  Bulldog is headquartered in New York City.  For more information, visit www.bulldogms.com or call 855-456-4738.







Bulldog Marketing & Sales, Inc. Launches New Website, Expands Service Offering, Retains Sales Pro

Agency Becomes One-Stop-Shop for Pet Product Marketing & Sales


Bronx, NY – (May 1, 2013) Bulldog Marketing & Sales, Inc. (www.bulldogms.com) announced today the launch of its new website, its expanded service offerings and the addition of an EVP of Sales & Marketing.  Bulldog is the Pet Marketing Consulting and Sales agency formed by pet industry veteran John Cullen to give entrepreneurs, start-ups, and small to mid-sized organizations access to top level marketing talent without the expensive overhead.

 

Bulldog’s new website reflects its expanded service offerings.  In addition to more traditional marketing and sales services, the agency now offers Public Relations and Social Media management through its strategic partnership with K. Sutherland PR and National and Account Specific promotions through its partner, Promotional Expressions.  In addition, Bulldog now offers a variety of web services such as Search Engine Optimization (SEO), Website Design and Pay-Per-Click Advertising (SEM).  Its new website also makes it easier for potential clients to access Bulldog’s pet marketing videos, case studies, client testimonials and its pet marketing blog which is chock full of free marketing & sales advice.

 

“I wanted to make it easier for companies looking for marketing & sales help to find it all in one place,” said John Cullen, Principal of Bulldog.  “It’s more efficient and cost effective for a client if all of its needs can be met under one roof since it is easier to integrate all the elements of the marketing mix.”

 

Bulldog has retained Gary DeFeo as EVP of Sales & Marketing.  DeFeo is a sales and marketing professional with over 25 years of experience in selling national retail accounts.  Most recently he was the VP of Sales for Zoombak GPS Trackers and the General Manager, Mobile Entertainment for JVC Co. of America.  He will not only be building Bulldog’s business, but the businesses of Bulldog’s clients.  DeFeo will also be engaged in account management across the company’s portfolio of clients.

 

“Gary is the consummate sales professional.  No one knows more about selling and closing,” said Cullen.  “I know, because I have seen him in action when we worked together at Zoombak.  He will be an asset to Bulldog’s clients.  I’m excited to have him on my team.”

 

To learn how Bulldog can help your company grow call 855-456-4PET(4738) or visit www.bulldogms.com.

About Bulldog Marketing & Sales, Inc.

Bulldog Marketing & Sales, Inc. is a full service agency formed in 2009 by John Cullen.  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, Consumer Packaged Goods and Consumer Electronics.  It is headquartered in New York City.  For more information, visit www.bulldogms.com or call 855-456-4PET(4738).







Video: 10 Signs You are a Pet Business Clown

How to go from the BIG TOP to the BIG LEAGUE in the Pet Business.



A controversial video explaining what you are doing wrong and how to succeed in the pet business.

The 10 Signs are:

1. You Have 1 SKU

2. Your Marketing Budget is $0

3. You Think Posting Cute Dog Pictures on Facebook will drive Demand for your Product

4. You Think You Can Get Into a Major Account without a Rep

5. You Have No Brand Recognition and Think Petsmart will Carry Your Product

6. You Believe the Ridiculous Category Stats that Pet is a $50 Billion Industry

7. You Think You can Build Your Business with Distributors

8. You Don't Know How to Pay for Marketing & PR

9. You Write Dealer Orders at Trade Shows

10. Your Packaging Looks Like a 4th Grader Designed It

It's not your fault, but you need to get help. Drop the rubber nose and big shoes and give us a call.

Contact Bulldog Marketing & Sales Today for a FREE 1/2 Hour Consult info@bulldogms.com.

Learn more about Bulldog Marketing & Sales and check out all of the FREE pet marketing advice at:

http://www.bulldogms.com





Video: 5 Things I Hate About the Pet Industry!



1. The Peddler Mentality

2. It's all Push, No Pull

3. The Ridiculous Category Stats

4. Marketing is an Afterthought

5. Anyone Can Get In

There is hope!

Get a Bulldog.

Call 718-218-4PET (4738) to schedule a FREE 1/2 hour consultation!





Pet Marketing Expert, John Cullen, Expands Consulting Practice

Bulldog Marketing & Sales, Inc. Becomes Premier Pet Marketing Agency


 

Bronx, NY – (March 12, 2011) Bulldog Marketing & Sales, Inc. (www.bulldogms.com) announced today the expansion of its agency’s bandwidth.  Bulldog is the Pet Marketing Consulting and Sales agency formed by pet industry veteran John Cullen to give entrepreneurs, start-ups, and small to mid-sized organizations access to top level markeg talent without the expensive overhead.  The agency was run by Cullen part-time while employed at JW Pet as VP of Marketing.

“John Cullen has successfully led our transition to a brand driven organization,” says Jon Willinger President of JW Pet Company Inc. “Cullen’s marketing experience and pet background make him a driving force in our industry.  He will continue to build JW’s brand momentum on a consulting basis.”

Cullen began his pet marketing career at HJ Heinz on the Pounce brand of cat treats. He has also held marketing positions with Chock Full O’ Nuts Coffee, Saputo Cheese and Liberty Media.  His marketing & sales agency offers services such as go-to-market strategy, brand name and logo development, advertising, promotions and PR, marketing research, SEO, PPC and Social Media as well as sales rep network and channel development.  Client case studies can be viewed at www.bulldogms.com/case-studies.

“JW is a great case study on how marketing can drive sales and transform a company,” says Cullen.  “I’m looking forward to helping other companies get to the next level of sales by increasing their consumer awareness.”  To learn how Bulldog can help your company grow call 718-218-4PET (4738) or visit www.bulldogms.com.

About Bulldog Marketing & Sales, Inc.

Bulldog Marketing & Sales, Inc. is a full service agency formed in 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 New York City.  For more information, visit www.bulldogms.com.

About JW Pet Company Inc.

Established in 1998 in Teterboro, NJ, JW Pet Company is internationally recognized for excellence in pet product innovation. The company produces a variety of unique pet products across several categories including: dog toys, cat toys, grooming, bird toys and accessories, feeding, small animal habitats and others. JW Pet Company is also the recipient of numerous industry accolades, including “Best in Show” awards at both Global Pet Expo in 2010 and 2011 and SuperZoo in 2010. The company presently holds more than 125 product patents designed to improve the lives of pets and pet parents with the goal of creating “Intelligent Ideas. Happy Pets.” To learn more about JW Pet Company, visit www.jwpet.com.





Components of a Successful Pet Product : Infographic

Here are what I believe to be the most important components of a successful pet product...

Product (25%) - This is the actual product itself.  It needs to be great.  It needs to be better than great!  It needs to be the BEST product in its category to break through.  The product component is very important but still only 25% of the overall success.

Brand Name (15%) - Your brand name is extremely important and it should be benefit driven.  In other words, the name should describe what the product does or its main benefit.  If you have an unlimited marketing budget you can name it something abstract and create the meaning behind it.  Also, keep it simple - 1 to 2 syllables and easy to spell.

# of SKUs (10%) - You need between 12 - 18 SKUs to create a real line in the mind of a retail buyer.  Use sizes, flavors, shapes, scents, colors, etc. to get there.  One SKU products are great for infomercials but not for retail.  You need a brand block on shelf to be successful.



 

Rep (15%) - The ability of your rep to get an appointment with key retail buyers is very important to your success.  If your current rep can't get you the appointment, get a new one.  Also, make sure you go with your rep on the first few calls to key accounts so you get the feedback first hand.

Packaging (20%) - You may be surprised that I give packaging a 20% contribution to your success - don't be.  Yes it is almost as important as the greatness of your product.  If your packaging sucks so will your sales.  Create a great package.  Don't settle for second best or sloppy packaging.  Get a professional to design it.  A lot of professional designers do freelance work for as little as $40/hour.  Go out and find one.

Marketing (20%) - How good is your marketing plan?  Will it drive trade and consumer awareness enough to get noticed and get people to buy?  It better or you will be out of business in 6 months.  Marketing & PR are just as important as ever.  In the world of YouTube, Facebook & Twitter it is never been easier or less expensive to reach your target audience where they gather.

Well, there you have it - the Anatomy of a Successful Pet Product.  How does your product stack up?

Need help?  We offer a 30 minute FREE consult.  Just contact us to set an appointment.





Pet Business Opportunity Podcast Interview with John Cullen Bulldog Marketing and Sales, Inc.

Is pet marketing dead? Do pet products sell themselves? What are the 5 tips for selling more pet products?

John Cullen of Bulldog Marketing & Sales will answer these questions and more in our interactive podcast interview.

Some of the things John will discuss include:

• What are your top 4 tips for getting a new pet business off the ground?
• How has the economy been affecting pet product sales? Strong areas? Weak?
• How do you get your product into the bog box stores? What’s involved?
• What are the best types of online advertising tactics you recommend and why?
• What are the best and most cost-effective OFF-LINE ad tactics you recommend and why?

Listen to the recorded Podcast here...