1. Competing in the Pet Food Industry
Presenter: Jason Bailey, Founder & CEO of Waggers Pet Products Inc.

2. Evenly Matched Competition

3. Our Competitive Reality

4. Pet Food Industry Stats
Pet Food is a $20 Billion market in North America
Main Players:
#1 Mars Inc.
#2 Nestle
#3 Colgate- Palmolive
#4 Proctor & Gamble
#5 Del Monte Foods Co.
Together Mars and Nestle control almost half
of the Global Pet Food market.

5. Where do we play?
Waggers eats the leftover crumbs left behind by the big players.
By focusing on the pet food specialty channel and the “direct 2 consumer” channel there is a multi-Billion dollar opportunity to fight for…Big Crumbs!
Niche Market Opportunity
Big Crumbs

6. How do we compete? We do not compete as much on price.
Four areas of focus:
Product & Quality Differential
Innovation
Focused Marketing & Sales
Strategic Partners

7. 1. Product Differential More Fresh Meat Gluten & Grain Free
Locally Sourced Ingredients
Natural or Organic
Low Cooking temperatures
No Sugar Added

8. 2. Innovation
New Product Research & Development – 40% of our sales growth
“Find your Oracle” – Reviewing data and trends from leading and relevant sources (trendy restaurant menus & human specialty food trends) rather than pet food industry news.
Keep on top of other industry innovations - As an example ,in regards to packaging design, packaging materials, and new ingredient options.

9. 3. Focus
Know your Target Customer – Avoid “Blanket Approach” to reaching them.
Build personal relationships – Customers and Vendors.
Keep it simple –” Waggers manufactures and markets premium soft dog and cat treats to specialty retailers”
Listen to your customers – getting to know your current customers will tell you who your future customers are.

10. Marketing Guerilla Marketing “Guerilla Marketing” – Woofstock 2009
“One bag at a time” – consumer shows, farmer’s markets, and store calls
Guerilla Marketing
Job fair – “There are better ways to make a career”

11. Packaging Package Design Waggers packages #1 marketing strategy
Get it right here. Where else can you tell your story and differentiate your product than right in front of your target consumer that is ready to to buy something.
Refresh – Refresh at least every 3 years.
Package Design
Waggers packages

12. Strategic Partnerships
Customers – Business partner. Grow their sales and they will grow yours.
Our retail customers display, recommend, and talk about our products. It is important that relationships and product knowledge are kept strong
Vendors – Seek co-developing and possibly co- marketing opportunities - Martek
Our suppliers can help differentiate our products and keep us up to date on new developments and trends

13. How can Alberta producers and suppliers help?
Provide ingredients that help us differentiate ourselves in the market and help us be innovative.
Provide cost effective input solutions.
Suppliers that can partner with us to co- develop, and co-market products.

14. Small Dogs can have their unfair share too!…Thank you!