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......................... about woof gang bakery ......................... swot analysis ......................... customer research ......................... product categories ......................... concept ......................... line-up / assortment ......................... packaging ......................... in store signage ......................... marketing strategy ......................... process photos
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ABOUT WOOF GANG BAKERY Woof Gang Bakery was created in 2007 in Jupiter, Florida. From humble roots, it has grown from a single location to a multi-state franchise with national expansion opportunities. The simple combination of outstanding service, quality products, a great management team and our franchisees has given Woof Gang Bakery the right recipe for success. “Your Neighborhood Pet Store� currently has 64 locations nationwide. Dedicated to serving the needs of your furry friends. We offer Premium cat and dog products. Additional services we offer include grooming services, self service grooming, Doggie Day Care Services, and a Veterinary Clinic. Our approach to franchising is very simple, successful franchising is totally built upon successful franchisees. We award franchise Agreements and accept locations based on quality not quantity; not all applicants, but the right applicants, not all sites, but the right sites. Our leadership philosophy is based upon the belief that we should direct, not dominate the franchise system and that our Franchisees should have a voice and participate in that direction.
Woof Gang Bakery is at the forefront of the pet franchise industry, providing the very best in pet care with unparalleled service and products. Each Woof Gang Bakery location is a neighborhood store, offering healthy, natural pet foods and treats, pet supplies, accessories and pet grooming. It is the Woof Gang Bakery company mission to provide quality products and services that enhance the well-being, health and happiness of beloved animal companions.
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OUR HISTORY 2007 First Woof Gang Bakery opens in Abacoa, FL 2009 Lakewood Ranch, FL is the first location to offer grooming 2010 Growth outside of Florida, Woof Gang Bakery opens locations in both NC and GA. Growing our Franchise count to 10 locations 2011 Stores expand westward with the opening of Franchise No. 15 in Austin, TX 2012 Our corporate office opens in Orlando, FL. “Your Neighborhood Pet Store” becomes a registered trademark. Our Franchise count grows to the northeast, location No. 26 in NJ. 2013 Winter Park, FL location expands services to include Doggie Day Care. Franchise No. 43 in Boca Raton, FL opens with Woof Gang Bakery’s first full-service veterinary clinic, alongside retail and grooming 2014 Woof Gang Bakery celebrates opening location No.50. 2015 First corporate store opens in Savannah, Georgia’s historic center, City Market. Woof Gang Bakery is now in 10 states!
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SWOT ANAYLSIS ST REN GTH S
W E A KNESSES
They offer high end, boutique ambiance and store locations.
Inconsistancies throughout different franchises (some are visually more appealing than others).
Great quality products. Great personal customer service. Strong brand image. Store Locations are placed in great foot traffic areas. Stores are made unique to each location. Wide variety of product assortments.
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Social media presence is weak. Over saturation of stores in one location. Multiple stores placed very close together. Price points dont encourage frequent spending.
O P PO RTUN I TI ES
THRE ATS
Marketing can be expanded to reach more people.
People can go to other pet stores, that are more conveniently placed.
Utilizing collaborations to bring in more clientele.
People can also find pet supplies and foods for cheaper prices at large chain retailers.
Making their private label products available at other retailers. Website needs a makeover to allow customers to purchase and order online.
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CUSTOMER RESEARCH DEMOGRAPHICS & PSYCHOGRAPHICS Woof Gang Bakery attracts all animal owners and lovers. Our customer is looking for the best products and services for their furry family member. Being one of the only higher end, animal boutiques in the Savannah area we welcome our consumers to come in and feel special. You can see both men and women in our stores. Loving animals does not discriminate against age, so you can see our customers age ranging from 20 to 55 years old. Our customers are college educated and earn anywhere from 65k to 94k per year. Our consumer values quality, great customer service and appreciates the personal touches that our products and services offer. You can see our consumers also shopping at Canine Palace and TailsSpin. We understand that we are not just serving humans but also animals. We strive to please our most important customer, the one who comes with a wagging tail and four paws. At Woof Gang Bakery, we serve both dogs and cats. Their ages and incomes vary. They love posing for pictures with their new toys and treats from Woof Gang Bakery in hopes that it will get lots of likes on their humans Instagram.
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PRODUCT CATEGORIES
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Woof Gang Bakery offers a wide variety of products for dogs and cats. A remarkably high demand exists for the pet products and services offered by Woof Gang Bakery. According to the American Pet Products Association, approximately 82 million homes in the U.S. own a pet. Americans will spend more than $58 billion this year on pet supplies, care and grooming, including nearly $5 billion on services such as grooming. Providing their customers with an array of brands for treats, toys, apparel, and grooming products, Woof Gang Bakery also offers their own private label line. Available exclusively at Woof Gang Bakery & Grooming locations in eight states across the U.S. The Woof Gang product line includes premium quality pet products such as gourmet baked dog treats, antlers and bones that are sourced and packaged in the U.S. Select chews are sourced from the very best suppliers in Brazil and Colombia. Woof Gang Products and Distribution provides hand-picked products designed for optimum health and well-being of pets. Woof Gang Products are natural, free of by-products and do not include fillers such as corn or soy. Most of the products also are wheat-free.
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CONCEPT
Greek meaning - defender; protector of mankind Alister is a sustainable private label animal apparel and accessories line that will be offered exclusively at all Woof Gang Bakery franchises. Founded by four students, who found themselves with an overwhelming amount of denim that seemed to have been at the end of its lifecycle and an idea that incorporated their passions of fashion and animals, Alister was born. Our message and main goal is providing pet owners with sustainable products made from recycled materials. Not only are we dedicated to providing quality, functional items but we are very cognizant of the impact our textile waste has on our environment. The partnership between Alister and Woof Gang Bakery was a very natural fit. Both brands are dedicated to providing their customers with quality, fashionable, and durable apparel and accessories. In the process of creating the Woof Gang Bakery x Alister collection we use recycled denim to make jackets, collars, and leashes. In the debut collection we are making these sustainable items available in dog sizes only. We hope to expand to cats in the future. By purchasing our products, customers are investing in a more sustainable future for them and their furry friends.
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LINE UP PRODUCT ASSORTMENT
DETAILS Denim Apparel: Jacket, Collar, Leash Sizing: XS, S, M, L, XL Price Range: $29-$80
PACKAGING
As a sustainable private label extension, we want to incorporate sustainability in every way possible. Our hangtags and merchandise bags will be produced of 100 percent post-consumerwaste fiber and soy ink. By making our packaging out of recycled paper and plastics, we are taking another step to reduce our carbon footprint. We hope that these small gestures like a sustainable hangtag or bag will resonate with our customers, in hopes to educate and inspire others to take small steps in reducing the carbon footprint on our environment.
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INTRODUCING
MARKETING 4,800 LIKES
5,337 FOLLOWERS
5,736 FOLLOWERS
372 FOLLOWERS
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Woof Gangs primary marketing is word of mouth and many times people just walking by a store and popping in. We also use social media platforms to share and connect with our customers and future clientele. The largest following comes from Instagram where we engage with our customers who post pictures of their furry friends. With the introduction of Woof Gang Bakery x Alister private label line we will utilize the following on all four of Woof Gangs social media platforms . We also plan to send out email blast and direct mailers to our list of loyal customers inviting them to the launch night . We will invite all customers and pets to come to the store and enjoy drinks and treats while checking out the new collection. We will also encourage our guest to bring a donation of pet foods or supplies to donate to the nearest animal shelter.
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PROCESS BEHIND THE SCENES
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Fall 2016 - Savannah College of Art and Design FASM 400 - Issues in Fashion Merchandising Professor Monika Jonevski Catherine Batres, Ryan Castelli, Janis Shane, Camila Yerovi