Andrew Kang, NPIC’s founder, has returned as the CEO to restructure the management team and personally oversee the implementation of new forecasting and production procedures.
William Cho is the new CFO (CPA), VP of Sales & Marketing. William was the Pacific Rim Commissioner for the City of Phoenix. He has over 15 years experience in contract manufacturing management.
Jane Battaglia is the new National Sales Director. Jane’s background in the pet industry is extensive. She has held senior positions at Mars, Nutro, Fromm and Eagle Pet Foods.
Glenn Godley is heading up private label and OEM for the company. Glenn has more than 20 years in the pet industry and has held senior management positions at several companies.
Stefani LaMons has filled the role of Brand Account Representative to help the company be more responsive to customers’ needs. Stefani has experience organizing and executing large scale events and in planning, budgeting and customer relations.
Aquanza Williams the Customer Service Manager has been with NPIC for 4 years. She handles customer service, shipping and day-to-day activity for branded and private label customers.
The NPIC production and operation teams, led by Steven Ho, chief production officer, and a group of industry veterans, Josh Liu and Tina Gan, among others, are fully committed to rebuilding a robust production ecosystem and supply-chain management to ensure that NPIC will deliver excellent services and products to our customers.
“I’m delighted to introduce the industry to our new management team at SuperZoo,” said Andrew Kang, President and CEO of NPIC. “Our growth has presented us with unique challenges and we now have a team in place to meet them.”
In the midst of meeting demand, NPIC has never wavered from its commitment to developing new and innovative products. Recognizing that new products are a growth driver for the company and its customers, it is planning on showcasing several at SuperZoo.
For more information on its new products and to meet the new NPIC management team, please visit NPIC at SuperZoo, booth #1759.
NPIC was founded in 1996 as a company seeking to develop a natural, biodegradable alternative to plastics utilizing vegetable proteins. We soon discovered these same vegetable proteins had a wonderful and natural application for dog bones too, eliminating the necessity for indigestible materials. In 1998, we introduced N-Bone®, one of the first completely edible, highly digestible dog bones made with wholesome and functional ingredients. The inertia of this revolutionary product led us to continue to develop a comprehensive line of natural treats under the Get Naked brand. All of NPIC’s treats are made in a 200,000 square foot production facility located in Plano, Texas. NPIC is committed to creating irresistibly delicious pet treats with a prime focus on natural ingredients and functionality. For more information, please visit www.npicpet.com.
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.
(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.
Lakewood, NJ – (June 10, 2013) NutralifePet, a division of Nutralife Health Products, Inc., announced today the launch of its Joint & Liver Support product containing the active ingredient SAMe into the pet trade. Popularized by the company in the late 90’s for humans, SAMe is a key ingredient that supports the lubrication of joints (supporting joint mobility) and the detoxification of the liver in both humans & pets.
“We knew many of our customers were buying SAMe for their pets and seeing results,” said Avigail Glass, President of NutralifePet. “Pets have their own unique health needs, so we set out to design a product that would meet them… and NutralifePet was born!”
SAMe, or S-Adenosyl Methionine, is a naturally occurring substance found in all living beings. SAMe in its biological form contributes to a pet’s health through many chemical processes. The processes can affect both liver and joint health in animals. It is also a potent antioxidant and power liver detoxifier. SAMe also helps support cartilage production in the joints and may help maintain the molecules that are critical for the lubrication of joints. SAMe supplementation is often recommended to maintain healthy joints in pets.
NutralifePet has undergone a rigorous audit by the National Animal Supplement Council (NASC), an industry association that promotes the health and well-being of animals that are given supplements, and has been awarded an “A” rating. This rating recognizes the company’s pledge and continued compliance with the NASC requirements which are the highest current standards in the industry.
The Joint & Liver Support product is available in a variety of tablet sizes and dosages to accurately meet the needs of pets of all different sizes. MSRP is between $19.99 and $39.99.
For more information visit www.nutralifepet.com or contact John Cullen at Bulldog Marketing & Sales, Inc., email@example.com or call 855-456-4738 to request a sample, a hi-res image or to schedule an interview.
NutralifePet is a division of Nutralife Health Products, Inc., a pioneer in the SAMe market. The company has been supplying health-conscious people with high quality dietary supplements since 1996. Formed in 2010, NutralifePet’s mission is to bring high quality SAMe based and other nutritional supplement products designed specifically for pets to market. The company is headquartered in Lakewood, NJ. For more information please visit www.nutralifepet.com.
For the last 50 years hard goods manufacturers in the Pet Industry have been immune to the need for marketing. Many companies made money hand over fist pushing non-branded (or very limited branded) dog toys, beds, grooming tools, collars & leashes, etc. All it had to do is get the product on the shelf and it was an overnight success. Unfortunately and fortunately, the pet industry is going through a massive transformation that is putting non-branded products at the bottom of the heap and brands like Kong are becoming the darlings of the large pet chains. Why is this happening?
- Increased Competition. Take a look at the toy or treat aisles at Petco or Petsmart. There are so many different products and limited shelf space. If you went to Global – all you see is Toys, Treats & Leashes – Oh My! How will your brand stand out if you have no consumer demand, no brand awareness and no real point of differentiation? If you don’t have any marketing budget, save yourself a fortune and put your money in the bank. A .0001% return is better than losing thousands of dollars developing a product that will go nowhere because you don’t intend on marketing it in any meaningful way.
- Responsibility of Driving Demand is Shifting from Retailer to Manufacturer. This is something common in Consumer Packaged Goods (CPG) which we will define here as “products found in grocery stores”. No CPG company would EVER go to market without a marketing plan & budget because grocery stores EXPECT the manufacturer to drive demand. In Pet this wasn’t the case until now. Petsmart is leading the way to a more grocery mentality – expecting that hard goods companies come to the table with consumer demand built in. If you don’t have consumer demand (brand awareness, trial & repeat purchase), Petsmart is not going to pick up your product. It’s a simple as that. Petco is closely following this mentality.
So get out there and start marketing! Start slow. Write a press release yourself and send it to the trade magazines. Include a picture of your product. Start doing some trade advertising to get buyer awareness up. Once you have distribution start advertising to consumers.
And remember, if you need help. Get a Bulldog. We offer a FREE half hour consult. Contact us toll free at 855-456-4738 or email us at firstname.lastname@example.org.
What to do instead: Advertise in trade magazines while you are building distribution.
2. Not testing your product concept with research. Everyone loves their creations, but do consumers? Also, the first thing a retail buyer is wondering when they review your product is - will consumers buy this? Should I take a risk on this product?
What to do instead: It is really smart to consider doing a small research study among consumers in your target market. Use best practices to find out if there is a market for your product. If people hate it you will save a ton of money moving a bad idea forward. If the results are positive, you can use them in your sales presentation. It helps take the risk out of your product in the buyer's mind.
3. Not getting help NOW! Many of our clients try to do everything themselves first. They spend a ton of money sending out samples and advertising in consumer magazines (without any distribution of their product) and making other mistakes. They come to us exhausted and desperate and broke.
What to do instead: Hire an expert in the pet industry. It doesn't have to be us, but someone that can help you navigate the pitfalls and get you back on track.
Of course if you want a free consult, contact us at: email@example.com or call 718-218-4PET (4738) to set up an appointment.
Visit www.bulldogms.com for more FREE pet marketing & sales advice.
Yes it's that time of year again. We are all getting ready for Global Pet Expo. This year it's February 20-22 in Orlando which is great because I am going to Disney World right after.
Anyway, a lot of companies spend A LOT of money on going to and exhibiting at Global. So to help you be the most successful I put together the following 5 Ways to Get the Most out of Global Pet Expo. Here we go...
1. Have a Rep Network Built BEFORE the Show. This is overlooked by many smaller companies that are just starting out. They buy booth space, spend a lot of money on pop up stands, go to the show and sit in their booth and hope a big customer comes by and falls in love with their product. This is NOT a good strategy. What I tell my clients is to build a rep network way before the show - at least a month or two. This way the reps can bring their best customers to your booth to discuss your product. This is a much more effective strategy than hope. Hope is NOT a strategy.
2. Be in the New Product Showcase. If you have a product that was introduced AFTER Global last year you qualify. This space I think is a few hundred dollars but serves a very important role for you. It is like an ad in the new product showcase. Every buyer worth his/her weight goes through the new product showcase fairly carefully. Spend some money on a nice tabletop display so you stand out a bit. If your product requires demonstration, but in a digital picture frame that supports video or a portable DVD player on a loop. A lot of companies simply through their product on the table and walk away. Don't be one of them! This is a very important area of the show. If you can catch the attention of a few buyers they will write down your booth number and stop by.
3. Advertise in the Show Dailies or other materials offered at the show. You are spending so much money to be there, why not invest a little in advertising? I am a big fan of the Pet Business Show Dailies. This magazine is distributed on each day of the show with new editorial. It is read by just about everyone who attends the show - it is great bowl reading if you catch my drift. You don't need to do a full page if you don't have the budget, but do something in this publication and be sure to include your booth # in your ad. Oh and get your ad designed by a professional to make it really POP and get you the attention you deserve.
4. Put a Press Release in the Press Room. This is FREE! Write a press release about your new product or whatever you are introducing at the show and put 50+ copies of the release in the press room. The press room is located right outside the main entrance to the show floor near the down escalator. Just do it! Better yet, get involved with a press tour at the show. For about $2k you can have press visiting your booth and covering your new products. Contact K. Sutherland PR for more details.
5. Never Leave Your Booth Unattended. Bring two people if at all possible. You never, ever, ever want to have your booth unattended. The time you slip away for a bathroom break is usually when Wal-Mart decides to drop by so don't do it! This is another reason why having good reps helps. They will usually pitch in for a little bathroom break duty.
Have a great show! I'm looking forward to seeing you there! And if you want a FREE Marketing & Sales consult at the show, contact me at firstname.lastname@example.org.
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 email@example.com.
Learn more about Bulldog Marketing & Sales and check out all of the FREE pet marketing advice at:
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.
According to Global Industry Analysts, Inc. the US Market for infomercial products is projected to grow to $252 billion by 2015. For those of you paying attention that is a whopping 5 X the entire pet industry! The word infomercial conjures up visions of cheap, garbage products hawked by loud mouth spokes people. Now this still exists, but so do more sophisticated infomercials by well respected brands like Bose. See the Bose example in the video below.
What is driving the growth of infomercials? Primarily the lackluster economy. GIA, Inc. lists the following...
1) More people are staying home increasing the need for entertainment products.
2) Consumers are preparing their meals at home increasing the need for food processing, knives, etc.
3) The convenience of being able to shop from home - hassle free.
What does this mean to you as a Pet Product manufacturer? Well, a lot.
If your product is really problem/solution and easy and fun to demonstrate infomercials may be for you. Infomercials put the power back in your hands and the hands of the consumer and away from the retailer. You build the demand with the consumer via :60 spots on TV along with an 1-800 number and direct response style website to take orders. The beauty? Retailers will come to you after consumers start coming into their stores looking for your product. It's a great model. It brings things back to the way they should be. The manufacturer has the power. The retailer simply becomes a means of distributing a product.
It is getting harder and harder to get distribution in the pet industry. Even if you are lucky enough to get a pet chain to take a shot on your product, what happens next? How will you promote it? Most people don't know how or have the funding to do so.
Now, let's get real. Infomercials aren't cheap. The costs to go in this direction are about...
1) TV Production $15 - $25,000
2) Media test $10 - $15,000 for 1 week
3) Fulfillment and Call Center Set up and ongoing order taking $3 - $6k/month
So your upfront expenses are going to be somewhere between $30 - $50k. Sound like a lot? It is. But what is the cost of spinning your wheels and getting nowhere?
BUT... if you are successful and do all of your homework up front you can be profitable and drive brand awareness at the same time.
Oh, and just about every retailer today has an "As Seen on TV" section - including both Petsmart & Petco. It's a great way to side step the whole process and let the consumer decide.