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FOR DOGS!

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by

Leeshy Lichtman

on 9 June 2016

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Transcript of FOR DOGS!

Now Available For Your Friend With Paws!
WHY DOG TOYS?
Which Retailer Should We Target?
Prosocial Initiatives
The Nickelodeon TV series stars a pack of six heroic puppies led by a
tech-savvy 10-year-old boy
named Ryder. With a unique blend of
problem-solving skills
,
cool vehicles
and
physical humor
, the PAW Patrol works together on high-stakes rescue missions to protect Adventure Bay!
What Is
?
Meet the Characters:
Marshall
The Spirited Fire Truck Pup
According to research,
Marshall is kids' #1 Favorite Character
Chase
The Athletic Police Pup
According to research,
Chase is kids' #2 Favorite Character
Skye
The Fearless and Smart Helicopter Pup
According to research,
Skye is kids' #3 Favorite Character
Rubble
The Gruff, Lovable Construction Pup
Rocky
The Enthusiastic Recycling Pup
Zuma
The Playful, Water-Loving Pup
Ryder
Tech-Savvy 10-year-old who leads PAW Patrol on their rescue missions!
Additional Members of the PAW Patrol:
Everest
The Brave Mountain Pup
Everest appears in 7 episodes, but is not a core PAW Patrol team member
New Pup!
Tracker
The Jungle Pup
Tracker is the first bilingual pup, speaking both English and Spanish
Iconic Elements:
Paw Patrol is the #1 preschool program with K2-5
Vehicles
Badges
Key Themes:
Problem Solving
Teamwork
Good Citizenship
Community
Social Skills
Adventure
Target Content & CP Audience:
Kids: 2-5
The series is a success in all key categories of retail:

Toys
3 of the Top 10
best selling toy items for 2015 across all Infant/Preschool are PAW Patrol
Home Video
#1
non- theatrical kids’ episodic DVD franchise in both dollars and units for 2014
Social Expressions
#1 on PartyCity.com
since Feb ’15 debut
Apps
8 mos. after launch, still ranks in the
Top 10
Kids & Education categories in the Apple store

CPG
Setting at retail
a year ahead of plan
due to property success & retailer demand
Softlines
Boys SKUs are consistently
#1 or #2
in all major apparel assortments
Home Furnishings
Consistently
#1 or #2
juvenile boy bedding brand at Target and Walmart
What's Next??

Over 400k downloads!
Publishing
#1 licensed brand
for the Scholastic Book Fairs
Pupdate!
57% of K2-5 own a pet
Paw Patrol has a 45% co-viewing share among Adults 18-49 watching with a preschooler
Mom’s make up the majority of the co-viewing split of adults 18-49
Since dogs are a huge part of childhood, dog toys are products that we have an opportunity to provide to our key consumer!
Let's get exclusive!
Petco Overview
Petco is a leading specialty retailer of premium pet food, supplies, services and companion animals.
More than 1,200 stores serving all 50 United States
Positive Vision: Healthier Pets. Happier People. Better World.®
Sales Initiatives:
360° Marketing Campaign
Social
In Store
Digital: Desktop & Mobile
E-Mail & Print

Facebook:
2.8 Million Followers
Twitter:
22.9k Followers
Instagram:
100k Followers
Social Sweepstake Examples:
#SmilesUnleashed Contest to win $500
Summer Photo Contest

Petco Pals:
3 ft. Endcap with PAW Patrol Campaign creatives
Potential for 4ft. aisle space
Potential for small toys @ register space
Specific communication channels
(customers fill out preferences)
Deal alerts
Exclusive offers
E-mail & mail newsletters
$15 Million "CO-Campaign"
The new tagline, "The Power of Together," is meant to highlight the human-animal bond.
"There's a desire to see pets as part of the family"
re
players
May 4th, 2015:
"The Force is strong with you and your pet"
Collaborations:

PAW Patrol is now available for your favorite member of the family!

Petducation
**Each individual PAW Patrol dog as "spokesperson" for a particular philanthropy**
** A new PAW Patrol character can be styled after the Instagram contest winner.**
"Show us your PAWS" Instagram Contest
#COrePlayer
Teaching kids pet responsibility
Leaving a PAWsitive Impact on Our Community
PAW Prints:
Reduce-Rescue-Rehabilitate-Rejoice
READYPULSE CAMPAIGN:
Create a portal where we can drive everyone participating in the contest, for a chance to win! (Hashtag/Sharing Campaign)
Benefits:
Collect names/e-mails
Rights to the photos (Can use for presentation and marketing and website)
Control over the content pushed out

BRAND PAGE:
Once the first to market ends, the line can be available mass on all retailers
Network Support--
Social post on PAW Patrol Facebook page
Feature on Pinterest Nick Jr. Page
Inclusion into Nick Jr. Newsletter
Dedicated e-mail
Banners across our platforms
TV Spot
Potential Market:
Popular dog products have characters that could very well be licensed!
**However, Star Wars misses the thematic connection!
PETCO PATROL
Dogs can now join in on the family fun with the COre Players Collection!
INCLUSION IN CORPORATE "CO CAMPAIGN!"
PAW Patrol's goals are aligned with Petco's = selling a vision

Your dog can have the chance to join the PAW Patrol Family!
**In addition**
SEARCH CAMPAIGN:
PAW Patrol Dog Toys comes up first with search of Dog Toys
Traditional marketing levers:
Pet Education: Petco's Initiative For 2016
GWP pamphlet:
In-Store and Digital Download with any Petco purchase
PAW PARTY
PAW Patrol is on a roll!
Next steps for other retailers:
Where it makes sense:
2 E-mail Blasts:
1 for Instagram contest
1 for pro-social campaign that aligns with Petco Missions
**Provided on the last page of the Petductation Pamphlet!**
Potentially, each pup could have a video clip speaking about their charity!
Sold exclusively at Petco!
TV Spot:
MARKETING MESSAGES: PICTURE OF FAMILY WITH DOG, ALL WITH PAW PATROL GEAR
Petco Patrol:
By using,
Our Mission:
Helping Rescue dogs:
5% of PETCO PATROL proceeds go to Petco Foundation
: messaged across digital and email outreach
In addition, an event to drive out awareness of campaign:
PAW PATROL PUPPY PARTY:
Adoption event that looks like a PAW Patrol party!
Provided to select stores
Includes:
Activities for kids with dogs
Checklists of responsibilities
Sections for Mom & Dad
** Each additional piece of marketing is a pull to support what is happening in store

All initiatives will be supported by house banner ads, newsletter...
Marketing Recap:
players
re
Network Support:
PAW Patrol Is Here For Dogs!
There's a huge opportunity for licensed pet products!
According to NewBrandAnalytics
What could this look like?
Check out our Posh Paws Collection!
Example: success of sponge-aquatics
Anyone who owns a dog! Property-Retail Symbiosis
**Included in most popular toys on Petco.com
The cartoon dog is appealing!
Our Target Consumer:
Prevalence in the Market:
According to the American Pet Products Association, pet industry expenditures are
increasing by approx. $3 billion per year.
In $58.04 billion was spent in 2014, and an estimated

$60.59 billion in 2015!
This includes $14.4 billion in supplies
Total U.S. Pet Industry Expenditures
In- Store Grooming Salons:
GWP PAW Bandanas
**What could be better than toys that include the actual pups themselves!
Our competitors:
Expansion Plans
QUESTIONS?
Calendar of Events
CO
Full transcript