AI TOOL TEST 20240207 Mars PN Workshop Pre-Read US

[Virtual Presenter] We would like to introduce you to our training video, which focuses on utilizing the potential of social media in order to sell pet food. Throughout this presentation, we will analyze the different methods in which social media can be used to effectively advertise and sell pet food products. Whether you are a pet food company owner or a marketing specialist, this workshop will offer valuable knowledge and tactics to achieve success through social media. Let's begin and uncover the boundless opportunities that social media presents for selling pet food..

[Audio] In this training video, we will be discussing the pet food market and how social media can be used to effectively sell pet food. The pet food market is a thriving industry with a large consumer base, and there has been an increase in pet owners willing to spend more on high-quality, nutritious food for their pets. Social media platforms, such as Instagram and Facebook, allow pet food businesses to connect with pet owners, share information about their products, and engage with potential customers. It is important for businesses to stand out in this highly competitive market and differentiate themselves by showcasing the unique features and benefits of their pet food through social media. Gathering feedback from customers through social media can also provide valuable insight to improve products and services. Stay tuned for the rest of our presentation, where we will delve deeper into the strategies and best practices for using social media to sell pet food..

[Audio] Slide number 3 of our workshop will discuss our methodology for analyzing the market. We have conducted a thorough study of 6 countries/regions, collecting data from over 100 spreadsheet lines and 400+ data points. This included analysis of 29+ Mars and competitor brands in terms of product assortment, positioning, social media presence, e-commerce strategies, content, and digital initiatives. We also examined e-retailers in the US and analyzed 13+ social media platforms, as well as 10+ social commerce initiatives. It is important to note that the data collected may not be completely accurate due to variations in market and category definitions from different sources. Let's now proceed to the next slide..

[Audio] Slide number four of our workshop discusses the use of social media for pet food sales in the United States. Pet food accounts for 36% of pet care, with dog food being the most popular. However, the rise in demand for cat food has contributed to the overall growth of the pet food industry. By 2023, the revenue for pet food is expected to reach $37 billion, making up a total of $144 billion for all pet care. Dog food is projected to have a CAGR of 3.2% from 2023 to 2027, with an estimated revenue of $37 billion in 2023. Dry food makes up 57% of this revenue, while treats and mixers make up 24%, and wet food makes up 19%. In comparison, cat food is expected to have a CAGR of 6.1% from 2023 to 2027, with an estimated revenue of $15 billion in 2023. This represents a 4.1% growth from 2023 to 2027. Dry food accounts for 44% of cat food sales, while wet food makes up 44%, and treats and mixers make up 12%. The pet food industry has a significant impact on the economy, with a total of $52 billion in online and offline sales. It is important to note that pet care includes all pet products and veterinary services for all animals, while pet food specifically refers to cat and dog food. These statistics were obtained from Euromonitor and the American Pet Products Association..

[Audio] Slide 5 discusses the pet food market and its rapid growth, with the US being the largest market. However, China and Brazil are quickly catching up and experiencing significant growth. In 2023, the projected revenue for the US pet food industry is 18 billion dollars, while China is expected to reach 13 billion and Brazil is projected to bring in 0.6 billion. Looking at the predicted compound annual growth rate for 2023-2027, China is expected to have the highest at 10.7%, followed by Brazil at 11.8% and the US at 4.1%. In terms of e-commerce, the US has the highest percentage at 66%, with China and Brazil not far behind at 8.5% and 33%, respectively. The United Kingdom and Germany are also significant contributors to the pet food market, with projected revenues of 1.6 billion and 0.9 billion, respectively. This shows that the pet food industry is not limited to the US, as other countries are quickly catching up and making an impact in this growing market. These numbers specifically pertain to cat and dog food and are based on data from Euromonitor and the Huajing Industrial Research Institute. In the upcoming slides, we will further explore the global impact of social media on the pet food industry..

[Audio] Slide 6 of our presentation delves into the current trends of the pet food market and the significant role of social media in driving sales. In the US, Chewy dominates the online pet food market, closely followed by Amazon. This trend is expected to continue in 2023 with major players in the industry projecting a substantial portion of their revenue to come from e-commerce sales. It is estimated that e-commerce sales will make up 65.3% of total revenue, bringing in a massive $7.2 billion. In comparison, Amazon's e-commerce sales account for only 1% of their total revenue, which translates to $5.8 billion. Other pet food players, like PetSmart and Petco, are also experiencing growth in online sales, with 0.6% of their total revenue, or $1.05 billion, coming from e-commerce. It's important to note that these figures represent the full revenue of the companies, not just their pet food sales. It's also worth mentioning that these numbers do not include sales from other products, such as confectionary or Royal Canin. This data clearly shows the increasing importance of social media in the pet food industry and emphasizes the need for pet food companies to have a strong online presence to remain competitive..

[Audio] We will now discuss the impact of digital on premiumization and the pioneering role of Mars in this area. The rise of digital platforms has transformed the pet food industry and our digital strategies, including D2C and e-commerce, have allowed us to offer a premium experience to our customers. Our digital pop-up shops and targeted online marketing have helped us reach a wider premium audience and stand out in the market. However, our success is not just about being present online. Our thorough analysis of all digital aspects, such as our website, social media presence, and collaborations with e-retailers, has allowed us to strategically position our products in terms of pricing, marketing, ingredients, and availability. This approach helps us understand and meet the needs and preferences of our target audience. In summary, digital has opened the door to premiumization and Mars has been a leading pioneer in this trend in the pet food industry. Our comprehensive approach to all digital aspects and strategic positioning has led to our success in this arena and continuous satisfaction of our customers' desire for quality and convenience. Thank you for watching our presentation on our digital experiences and strategies. We hope you have gained valuable insights and are excited to implement them in your own business. Stay tuned for more valuable information on the remaining slides in this workshop..

[Audio] The pet industry in the US is a multi-billion dollar market, with pet parents making up a significant portion of it. Approximately 70% of households in the US have at least one pet, indicating a huge potential for marketing pet food through social media. However, it is crucial to understand the purchasing habits of pet parents. Research suggests that pet parents are very conscious and selective when it comes to choosing food for their pets. They are increasingly focused on healthy and natural options, paying close attention to ingredients and sourcing. As a pet food seller, it is important to comprehend the preferences and priorities of pet parents in order to effectively reach and engage with them on social media. This involves understanding their concerns and values regarding the well-being of their pets and how your product fits into that. Utilizing social media as a platform to highlight the quality and benefits of your pet food, as well as any special promotions or deals, can be highly effective. Additionally, showcasing happy and healthy pets using your product can appeal to pet parents who want the best for their furry companions. By understanding the purchasing habits of pet parents and utilizing social media, you can tap into this vast and profitable market. Remember to cater to their needs and values and showcase the unique qualities of your pet food brand on social media..

[Audio] We will now discuss the demographics of pet ownership in the United States. The pet food industry is a growing market, and understanding the target audience is crucial for success. According to Forbes and Morgan Stanley, it is predicted that by 2023, Millennials and Gen Z will make up half of all pet owners in the country. This shows that targeting the younger generations is essential for the pet food industry. Among the younger demographics, Gen Z accounts for 16% of pet-owning households and Millennials represent 33%. This indicates a trend towards increased pet ownership among the younger generations. It's also important to note that these groups tend to spend more on pet food, treats, and care compared to other age groups. Baby Boomers represent the largest number of households at 65.1 million, yet they only make up 24% of pet-owning households. Similarly, Gen X makes up 25% of pet-owning households with a total of 46.5 million households. In summary, it's crucial for the pet food industry to understand and target the younger generations, as they make up a significant portion of pet owners and are willing to spend more on their pets. Let's now move on to the next slide..

[Audio] Slide number 10 delves into the purchasing habits of pet owners, particularly in regards to buying pet food online. As more pet owners have access to the internet on their smartphones, they are utilizing the convenience and variety of options available to them. 91% of pet owners prioritize finding the best price when making a purchase, with 68% valuing free shipping. They also appreciate the ability to order anytime, anywhere. Additionally, 68% of pet owners turn to brands as a source of education and information on pet nutrition, especially among millennials who are the primary shoppers in multi-person households. Factors beyond price, such as proximity, research, reviews, and home delivery, are also important to them. Interestingly, 90% of millennials are open to automation or subscribing to pet food online, and this trend extends to Gen X as well. With millennials being the biggest spenders, it's essential for pet food brands to cater to their preferences and needs. This information comes from reliable sources such as Indaru Market Research Pet Food Industry, Packaged Facts, and Qrill Pet. With a better understanding of pet owners' purchasing habits and preferences, let's now move on to discussing strategies and techniques for using social media to sell pet food..

[Audio] Social media has a significant role in marketing and selling products in today's digital age. This is especially true in the pet food industry, as research from Jungle Scout and Euromonitor has shown that Amazon is the top platform for online pet product searches. However, when it comes to trust, social media takes the lead with 76% of consumers considering it the most reliable source of information. This is significantly higher than other sources such as retailer and brand websites, as well as other forms of media. Retailer websites come in second with a trust rate of 59%, followed by brand websites at 48%. Other social media platforms like YouTube and Instagram also hold a high trust rate of 40% and 36%, respectively. Traditional forms of media such as TV and radio have a trust rate of only 34%. Other brand and retailer websites have a low trust rate of only 23%. This highlights the power of social media in building trust and credibility with consumers. By effectively utilizing social media, you can tap into a potential market of 76% of consumers who consider it the most trustworthy source of information. If you want to sell pet food, leveraging the power of social media is essential. Stay tuned for more tips and strategies on how to effectively use social media for your pet food business..

[Audio] Having an online presence is crucial for businesses, including those in the pet food industry, in today's digital era. With the popularity of social media, there are countless opportunities to connect with potential customers. In this presentation, we will examine the various platforms where pet food conversations take place and how you can utilize them to boost sales. Social media is a powerful tool for reaching a wider audience, with platforms like Facebook, Twitter, Instagram, and LinkedIn. Real-time interactions with customers allow you to promote your brand and engage in discussions about pet food. On the other hand, forums provide an excellent opportunity to connect with others who share an interest in pet food. These online communities offer a space for discussions, questions, and recommendations. By actively participating in forums, you can establish yourself as an expert and build trust with potential customers. Service apps, such as Yelp and Google Reviews, allow customers to give feedback on your pet food products. This can be a valuable source of information for you and your customers, enabling you to improve your products and services based on their reviews. Let's not forget about e-retail and blogs. E-retail makes it easy and convenient for customers to purchase pet food online, while blogs allow you to showcase your brand's personality and expertise through informative and engaging content. In conclusion, social media, forums, service apps, e-retail, and blogs are all interconnected and essential for selling pet food. By utilizing these platforms, you can join in on the conversations happening online and ultimately increase your sales. Thank you for your attention and stay tuned for our next topic: the significance of establishing a strong online presence for your brand..

[Audio] In today's training video, we will be discussing key trends that are impacting pet parents' purchasing habits in the United States. These trends include pet owners treating their pets as full-fledged family members, an increase in demand for premium and natural pet food options, a growing focus on sustainability and eco-friendliness, and the use of technology in the pet industry. Additionally, there is a shift towards a more personalized approach to pet nutrition, with the rise of DNA testing and customized meal plans. As a pet food seller, it is important to be aware of these trends and adapt social media strategies to cater to the changing habits of pet parents. This will help reach a wider audience and establish a brand that is in touch with the evolving needs and values of pet owners in the US. Let's now move on to the next slide to learn about the most effective social media platforms for selling pet food. See you there!.

[Audio] Slide number 14 covers key trends in the global pet food industry. The first trend is humanization, with a growing demand for tailored and premium pet foods due to pets being considered as family members. The rise of social and e-commerce has also seen a significant increase in online pet food sales, compared to in-store shopping. Premiumization is another important factor driving industry growth, with sales expected to increase from US$34.9 billion to US$59.2 billion by 2027. Sustainability is also a concern for pet owners, leading to an increase in the purchase of sustainable products. It is crucial to stay informed and adapt to the changing landscape of the pet food industry, as highlighted by data from sources such as Euromonitor and NielsenIQ. Are there any other trends that you believe are shaping this industry? We value your thoughts..

[Audio] This slide emphasizes the benefits of utilizing social media to display the ingredient transparency of pet food products through comparison tables. In today's market, consumers are increasingly interested in knowing the composition and nutrition of their pet's food. As online shopping and e-commerce continue to gain popularity, it is crucial for pet food companies to take advantage of this trend by highlighting the premiumization, humanization, and sustainability of their products. One effective method to achieve this is through comparison tables, as demonstrated by the examples of Blue Buffalo and Maev. These tables allow for easy comparison of ingredients and nutritional value between different pet food brands, instilling confidence in consumer purchasing decisions. Furthermore, this will attract the growing population of consumers prioritizing sustainability and ethical practices. Promoting your pet food's transparency and quality through social media also presents an opportunity to tap into the expanding e-commerce market. With the convenience and accessibility of online shopping, social media serves as an ideal platform to showcase your product and reach a wider audience. To conclude, featuring comparison tables on D2C for ingredient transparency is a valuable way to engage with consumers and highlight the premiumization, humanization, and sustainability of pet food products. Additionally, with the rise of e-commerce, social media is a crucial tool for pet food companies to increase sales and expand their customer base. Thank you for considering this important aspect of utilizing social media for pet food sales. Please continue to the remaining slides of our presentation..

[Audio] This slide discusses the topic of personalization, specifically in the context of social media and pet food sales. It focuses on the shift from solely focusing on the product to incorporating services, and how this can benefit businesses. In today's digital age, social media plays a vital role in marketing and selling products, especially in the pet food industry. Consumers are increasingly aware of their pets' health and well-being, making them expect a higher level of engagement and personalized services from the brands they support. This is where personalization becomes crucial. By offering online assessment tools, health tracking features, and AI assistants, pet food brands can create a more personalized and convenient experience for their customers. It goes beyond just that, with added features such as 24/7 vet support and vet-formulated treatments, showcasing a dedication to the well-being of their customers' pets. One brand that has successfully implemented this approach is Yumwoof. They not only offer personalized services but also provide free consultations for their customers, adding value and creating a stronger connection. As we continue into the age of social media, personalization is increasingly important for businesses. It appeals to the desire for convenience, the trend of humanizing pets, and aligns with sustainability values, making it easily integrated with e-commerce. In conclusion, personalization is a critical aspect of using social media to sell pet food. Implementing this strategy can attract and retain customers, while improving the overall customer experience. The next slide will explore the important concepts of premiumization, humanization, sustainability, and e-commerce..

[Audio] Social media has become a crucial tool for businesses to promote their products and reach a wider audience. Utilizing social media for selling pet food requires building a strong relationship with veterinarians and gaining their trust. According to a recent survey, 73% of pet owners trust their veterinarian's recommendation on pet food. Our product, Yumwoof, has a unique feature that allows customers to share the specific product with their veterinarian and receive their professional opinion on it. This not only builds trust with the veterinarian, but also provides valuable feedback. Additionally, current industry trends, such as premiumization, humanization, e-commerce, and sustainability, can be effectively showcased through social media to attract potential customers looking for high-quality pet food products. Utilizing the "vet opinion" feature and aligning our social media strategy with these trends can drive sales and establish our brand as a trustworthy and responsible seller. Don't underestimate the power of social media in reaching veterinarians and promoting our pet food products. Thank you for watching this slide and stay tuned for the next one!.

[Audio] Today, we will be discussing the topic of social commerce and its potential to boost sales in your pet food business. Social commerce is the merging of social media and e-commerce, allowing businesses to directly sell products through social media platforms. It is a growing trend, with more businesses utilizing social media as a sales channel. In this workshop, we will be focusing on specific strategies and techniques for using social media in your pet food business. By utilizing social media, you can reach a wider audience, engage with potential customers, and increase sales. A crucial aspect of social commerce is creating a strong online presence, which includes having a well-designed website and active social media profiles. Platforms such as Facebook, Instagram, and Twitter can help connect you with potential customers. Additionally, social media can be used as a platform for advertising and promoting your pet food products through targeted ads and sponsored posts. Building a loyal community of followers through engaging content can also improve sales and brand reputation. In this workshop, we will delve deeper into these strategies and provide you with practical tips and tools to successfully implement them in your pet food business. Please join us on 27 February to take your business to the next level. Thank you for watching slide number 18, and we look forward to seeing you at the workshop. Stay tuned for the next slide where we will discuss the benefits and potential challenges of social commerce..

[Audio] On slide 19, we will discuss our workshop on using social media to sell pet food. The objectives for our workshop on February 27th are focused on understanding the concept of Social Commerce and its application in selling pet food. We will provide concrete examples to inspire and aid in understanding this marketing technique. Our workshop aims to ignite new ideas and creativity in regards to your own Social Commerce experience. We will also have a special focus on co-designing part of the roadmap for MARS and their Social Commerce strategies. By attending this workshop, you will leave with a confident understanding of Social Commerce and the tools to effectively implement it in your business. We look forward to seeing you at the workshop on February 27th..

[Audio] Slide 20 of our presentation on using social media to sell pet food features expert speakers who have extensive experience in this field. These individuals have successfully helped pet food companies increase their sales by effectively utilizing social media strategies. Our speakers for the workshop include Céline Baubier, a Senior Client Partner, and member of the West Team; Eloise Laffont, a Client Partner with a background in consumer behavior and social media tactics; Branislav Peric, a Group Managing Director and Associate Managing Director with international experience in the pet food industry; and Clemence Jarry, an Associate Managing Director with a background in digital marketing and content creation. We are grateful for the valuable insights these speakers will share with us at the workshop and look forward to meeting them in person. Save the date for an informative workshop on using social media to sell pet food. Thank you for tuning in and we hope to see you there..

[Audio] Slide 21 of the workshop on social media marketing for pet food focuses on Madrid, our trusted and experienced full-service technology and data partner. With over 8 years in the industry, Madrid helps businesses reinvent their marketing strategies and stay ahead. Their motto "We always go where the paint is fresh" reflects their dedication to staying up to date on the latest trends and technologies in social media. Not only do they specialize in web3 and the metaverse, but they also have expertise in e-retail and work with selective brands like Amazon and other marketplaces. Their team of over 100 professionals in 5 cities and 3 countries offers a multidisciplinary service group to cater to all social media marketing needs. Stay tuned for our final stop in Barcelona, where we will explore our e-retail partner. See you on slide 22!.

[Audio] This slide, number 22, will discuss the role of social media in the future of selling pet food and the rise of ecommerce. As a digital and marketing transformation partner, EAST WEST is committed to guiding businesses in utilizing social media to drive pet food sales in regions such as China, Japan, Korea, SEA EMEA, Americas, and MEA. Our team is dedicated to staying updated on social media trends and providing the best strategies for success. With the increasing importance of social media in ecommerce, it is crucial to have a strong online presence and engaging content to connect with customers. Social media also offers valuable insights and analytics to inform content and advertising strategies. As social media and ecommerce continue to evolve, it is essential to adapt to new forms of content and media platforms to reach and engage with target audiences. The next slide will focus on the importance of fostering loyalty and providing care on social media to drive sales and build customer relationships. This topic presents valuable opportunities in the ever-changing world of social media and ecommerce. Thank you for joining us on this journey to explore the future of social media in selling pet food. We hope you will continue to find value in our partnership..

[Audio] In order to effectively sell pet food, it is important to keep in mind the key steps while progressing in your social media journey. Our upskilling roadmap serves as a guide to establish the necessary stepping stones for success. Our tailor-made inspirational workshops and webinars provide the expertise needed to excel in this field. Through careful planning and allocation of resources, you can track metrics and KPIs to ensure a successful outcome. Additionally, auditing and identifying opportunities for improvement is crucial for implementing new ideas. This involves sourcing and hiring experts, mentorship and coaching, and observing industry and consumer trends. Our methods are constantly evolving and adapting to stay ahead of the game, with a focus on competitors, industry trends, and consumer behavior. To truly upskill, we run new work streams and benchmark sprints continuously to maintain our position as leaders in the market. Our ideation sessions integrate business, marketing, tech, and data to produce innovative and effective strategies. Through collaborative workshops and iterative processes, we strive for 100% tailor-made experiences. Our ways of working guidelines, along with our Scott Pocs Manual and semi-automated social content audits, ensure constant improvement and staying ahead of the curve. Finally, it is crucial to build and continuously improve upon our innovative streams. Our elevated storytelling playbook provides the tools to frame and orchestrate digital and marketing efforts. Our creative team can design and build your brand's elevated storytelling experience, resulting in tangible results. We are excited to work with you to achieve your social media goals and continuously upskill and adapt in this ever-changing landscape. Let's go out and conquer the world of social media for pet food sales!.

[Audio] Congratulations on reaching the final slide of our presentation about using social media to sell pet food. Before we conclude, let's explore some additional resources that may be useful for your business. First, we have WOW located at Paseo de Gracia in Barcelona. If you prefer working with Paris and Madrid, you can contact WITH PARIS and WITH MADRID at 8 rue Helene in Paris and Calle de Génova in Madrid. For those of you in Geneva, we also have SHIFT located at Quai de l'Île. They can be reached at +33 6 24 98 64 75 or [email protected]. We appreciate your participation in this workshop and hope the information we have shared will benefit your business. Don't forget to stay connected with us through our social media platforms and we look forward to seeing you at our upcoming workshops. Have a great day!.