Aims My Secondary Research My Primary Research
The market
The idea Route to consumer
My aim is to understand my consumer and cater to them the best I can.
Cats Cat bed Cat toys Cat crate Cat flap Nail clippers
Bowls Tags Treat tins Collars Litter tra Brushes
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s
ays
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Dogs Leads Dog bed Dog toys Litter bag Dog crate Shampoos Gates
2017 JANUARY FEBUARY MARCH APRIL MAY JUNE
EUKANABA EVENT
JULY AUGUST SEPTEMBER PATS 2017 OCTOBER
NOVEMBER DECEMBER
DOCTOBER FEST / DOGS UNITE / DOG DAY AFTERNOON BARKLIFE PRESENTS
2018 FAIRHAVEN / TREBAH GARDENS BURTON AGNES HALL
CAT PROTECTION EVENTS DOGS UNLEASED SUFFOLK DOG DAY / HOUNDS ON HEATH
THE FAMILY PET SHOW / PUP AID
‘There isn’t a sassy brand out there for cats and dogs! If that existed, I would always be looking at what they’ve got for my puppy.’ ‘This is fabulous. People are obsessed with their pets. Take me, my cat is my baby and I treat her like a princess. I’d love little slogan bits for her I think it’s a real gap.’ ‘I have worked in the business for years and there really isn’t anything like this.’ ‘I dress sassy and like a boss so why can’t my dog too? I’m in love with these designs. I think they could be huge, especially if you advertise a lot on insta.’
Perceptual map Pet Accesories
High
Strong Presence on social media
Low
h end
w end
No presence on social media/ old fashioned
Tilly Things Strong social media presence Online monthly zine (articles, interviews, pics) Sassy slogans Pink, red imagery Young voice Vine promo videos Humourous / Fun Consistant Community Telling a story Blogger endorsements
Current pet market Not current with trends Old fashioned colour palettes Delayed social media posts Mainly in store products Weak brand identity Forgettable Unoriginal Weak brand identity Not inspirational
‘A service to appeal and reach our owners, providing a high quality, community driven, on trend and sassy pet brand.’
S
• Wide variety of bloggers • GAP • Strong aesthetic • Creative • USPs (using slogans, zine, vine in a unique way)
W • Online ( won’t apply to small group that arent online • New to the market • Lack of start up money
O
• Success could lead to expansion (more products) • Opportunity for brand growth • Social media will help to
connect new followers • To participate in events • Help giving recognition to new influencers in the industry
T • Certain owners may not be willing to connect with a new, unfamiliar brand • More competition could be established
• • • • • • •
Social media obsessed Pet obsessed Sassy style On trend Up to date with relatable quotes Social media page for their pet Snapchats their pet
• Accesorises • Shops for themselves at Missguided, PLT, ASOS, Miss Pap
Tilly Thing’s essence
Tilly Things in action
Tilly Thing’s values
Tilly Thing’s personality
Awarenss Consideration Preference
Interest Desire Action
Continuity
Context
Comm
munity
Content
Cohesion
Instagram mock up
Mouse tears
OK but first, milk
I licked it so it’s mine.
I LOVE TREATS LIKE KANYE LOVES KANYE
MY OTHER COLLAR IS CHANEL KING
KYLIE
ON WEDNESDAYS WE WEAR PINK
PUSSY POWER
CUTE BUT PHYSCHO THE LIFE OF THE LIFE OF THE LIFE OF THE LIFE OF
PUPLO PUPLO
PUPLO
PUPLO THE THE
I make collar contact before eye contact.
I was sad. Then bae stroked me. I feel happy now.
Forget the rules, if you like it... sniff it.
Feline is my second favourite F word.
I’m the puppy you pretend to be on Instagram.
Happy friday! (Lol, I’m a dog, every day is friday)
Business cards
Measuring success • • • • • • • •
The amount of likes on social media pages The amount of social media followers Competition contestants Coverage
Sales of advertising brands Online feedback Online reviews Word of mouth (how big is the topic in conversation?)
Funding • • • •
Website creation Graphic printing Blogger endorsement costs Wholesale products
• Printing costs
Future Timeline 2017
• App creation • Event • Reach popular page on Twitter • Blogger endorsements • Ongoing Zine
• Website creation • • • • •
Social media following Online conversation Competition Vine Brand ambassador
2018
2019
• TV Advert • Known around the world • Featured in relevant magazines
• Increase following by 60% • 25K+ social media followers
2020