Major Assignment 2
PetGuardian Smart chip
MF01: Marketing Foundations
Instructor Name: Yasmin Aladdin
Participants:
Hugo Oquendo
Rafaela Cariati
Angel Rodas
Irvin Alarcon
Paula Samaniego
1. Product Strategy
Product Lifecycle
The PetGuardian Smart Chip will follow a standard product lifecycle:
• Introduction Phase: Initial launch with awareness campaigns and early adopters.
• Growth Phase: Expansion through partnerships with veterinarians, pet retailers,
and online sales.
• Maturity Phase: Continuous improvements, new features, and AI enhancements
to maintain competitiveness.
• Decline Phase: Potential product updates or new models to extend the lifecycle.
To manage this, we will:
• Invest in R&D for continuous innovation.
• Regularly update the mobile app to provide additional features.
• Gather customer feedback to refine the product.
Product Features
To appeal to different market segments, we will offer:
• Standard Model: Core health monitoring with real-time tracking.
• Premium Model: Includes AI-driven nutrition plans and additional health analytics.
• Vet-Exclusive Model: Designed for professional veterinary use with advanced
diagnostics.
2. Pricing Strategy
Pricing Model
• Premium Pricing: Positioning as a high-tech, medical-grade product, priced
higher than traditional pet wearables.
• Competitive Benchmarking: Setting the price based on market research of
similar health monitoring products.
• Subscription Model: A monthly fee for access to AI-driven insights and advanced
analytics.
Price Elasticity
• Moderate Sensitivity: Customers are willing to pay more for premium pet health
solutions.
• Subscription Tiers: Offering different levels of service to cater to various budget
levels.
3. Distribution Strategy
Distribution Channels
• Online Direct Sales: These are done through the PetGuardian website and major
e-commerce platforms (Amazon, Chewy, Petco).
• Veterinary Clinics: Partnerships with vets to recommend and distribute the
product.
• Retail Partnerships: Collaboration with pet stores for in-store sales and
demonstrations.
Supply Chain Considerations
• Manufacturing Partners: Working with reliable suppliers to ensure quality
production.
• Logistics & Fulfillment: Partnering with third-party logistics (3PL) providers for
efficient global distribution.
• Inventory Management: Using a just-in-time (JIT) model to prevent overstocking
and reduce costs.
4. Promotional Strategy
Advertising
• Social Media Ads: Targeted campaigns on Instagram, Facebook, and TikTok.
• Influencer Marketing: Collaborations with pet influencers and veterinarians.
• SEO & Content Marketing: Blogs, articles, and YouTube videos about pet health
and the benefits of the chip.
Promotions & Discounts
• Early Bird Discounts: Special pricing for first-time buyers.
• Bundle Offers: Discounts for multiple pet owners.
• Loyalty Programs: Subscription discounts for long-term users.
Public Relations & Events
• Press Releases: Featuring product launches in pet and tech industry media.
• Trade Shows & Expos: Showcasing at pet care and veterinary conferences.
• Community Engagement: Partnering with animal welfare organizations to build
brand credibility.
5. Marketing Timeline & Budget
Marketing Timeline
PHASE KEY ACTIVITIES TIMELINE
PRE- Product development, partnerships, beta testing Q1 2025
LAUNCH
LAUNCH Digital marketing campaigns, PR, early Q2 2025
promotions
GROWTH Expansion to retail, influencer collaborations Q3-Q4 2025
MATURITY Feature updates, international expansion 2026 & beyond
Budget Breakdown
Category Estimated Budget ($)
Social Media Ads $50,000
Influencer Marketing $30,000
PR & Events $20,000
Website & SEO $15,000
Retail Promotions $25,000
Miscellaneous $10,000
Total Budget $150,000
This integrated marketing plan ensures a strategic product launch, strong market
positioning, and long-term growth. The combination of innovative technology, premium
pricing, and a multi-channel distribution approach will set PetGuardian Smart Chip apart
from competitors.
