Marketing Analysis Report: Petco - Target Market, Mix, and Tactics

This marketing report provides a comprehensive analysis of Petco's marketing strategies. It begins with a SWOT analysis, identifying strengths such as detailed product information and wide presence, weaknesses like funding limitations, opportunities to expand through online and physical stores, and threats from competitors. The report then examines Petco's differentiated marketing strategy, targeting pet lovers and tech-savvy customers, and outlines their value proposition. New marketing objectives are presented, including free shipping and promotional campaigns. The core of the report focuses on the marketing mix, detailing product offerings, pricing strategies, and promotional tactics like product sponsorship, influencer marketing, and various online and offline engagement methods. The report concludes by highlighting the importance of tactics such as email marketing, event marketing, and live streaming to boost sales and customer engagement.

Running head: MARKETING
Marketing
Name of the Student:
Name of the University:
Author’s Note:

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1. SWOT analysis
STRENGTH WEAKNESS OPPORTUNITY THREAT
detailed
information
lack of sufficient
amount of funds
wide presence
both in the online
and the physical
stores in order to
A large number
of competitors
STRENGTH
One of their major strength is that they provide detailed information about their pets, products
and all the services that they offer. This is useful as all the customers will be able to get their
queries resolved before they make their decisions for any purchases
WEAKNESS
One of their weakness can be the lack of sufficient amount of funds needed for the
Marketing and the maintenance of this business operation
OPPORTUNITY

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They can use their wide presence both in the online and the physical stores in order to enlarge
their competition.
This is useful in the modern day scenario as they will be able to attract a large number of
customers irrespective of the geographical distance and the boundaries
THREAT
A large number of competitors might develop new strategies in order to take away the
competition from the company
2. Target market analysis
A differentiated marketing strategy is being followed by the company as they are targeting
only to a specific targeted customer or a particular group of customer.
The target market can be pet lovers. In other words, the ones who are associated with some
animal welfare organizations and want to take care of pets in the best possible way (Wu &
Li, 2018).

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For (individuals who
are associated
with animal
welfare and want
to help the pets
to get a good
home for
adoption) (petco)
(brand)
is the ( best place to
buy pets with
detailed
information
about their brand
and other needed
details)
(category)
that delivers (the most easy
way to get the
pets and also be
well informed
regarding the

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upbringing and
the maintain ace
of the pets )
(point of
difference)
so they can (get the best
possible service
at their
convenience )
(end benefit),
because ( petco believes
in widening their
channels for the
welfare of their
customers and
also for giving
them the best
possible service)
(reason to
believe)

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This has been chosen so that the customers who are associated with the animal shelter houses or
charities are able to get more information about the pets. This will be convenient for them as they
will get information both from the physical stores and from the online stores as well (Isselmann
DiSantis et al., 2017).
The other group of targeted customers will be the pet lovers who are also tech savvy in nature. It
has been seen that a large number of customers in the modern day scenario are looking for online
shopping. It is for this reason that a proper online platform will really be very useful for them.
For (individuals want
to pet animals
and take good
care of them and
also treat them as

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their own family
members)
(petco) (brand)
is the ( best place
where the buyers
can learn and
then make their
purchasing
decisions. They
will be able to
browse every bit
of information
about the animals
that they want to
purchase.)
(category)
that delivers that delivers ( the
best services and
also best
products for all
the pet lovers)
(point of
difference)
so they can ( gain the trust of

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their customers)
(end benefit),
because ( petco is not
profit oriented
unlike the other
companies but
they want to gain
the trust of their
customers as
well.) reason to
believe (Blut,
Teller & Floh,
2018).

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3. New objectives for the new marketing mix
The new objectives of the company are as follows-
 To develop a free shipping was a very good aspect of the new marketing mix strategy.
The objective was to attract more buyers not only in U.S but also from many other parts
from overseas as well (Stead & Hastings, 2018).
 To develop the promotional campaign system so that they get a better advertisement
system. Introduction of Sock puppet was one of the most important aspects that helped in
making customers aware about the advantages of online shopping
Product
The company will be able to provide more number of products at less, easily affordable
or completely zero shipping price
Price
The customers will be able to pay purchase more products at a very affordable price.
Place
The company will be able to increase the number of buyers over the online selling
websites.
Promotion
The advertisement campaigns will be well accepted as the new character sock puppet will
make the customers much more aware and also interested.

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4. Tactics
Product
Sponsorship
This can be used in order to get good platforms for helping the brand to widen their operations
easily.
Endorsement + Influencer
The company will be asking some influential guy to post something positive about the company
and also about the different products that the company is about to sell.
Price

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 Testimonial
Customers might tweet or post positive reviews about the brand as a sign of testimony for
attracting other customers.
Pay Per Click (PPC) is a good tactic that can be used to help customers know about the free
shipping service being rendered by the company (Hamilton,2018)
 Advocacy
A satisfied customer might share their positive experience online for the other customers to pay
the price and purchase the product
 Referral
Some customers might refer the brand to their known people or others.
Some incentives or other rewards must be given to any influences to share something positive
about the brand to attract targeted audiences (Wu & Li, 2018).
Place

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 Affiliate
The company might ask some positive influencers to talk about the good or the positive aspects
of their products in places like websites and the online company webpage to attract the
customers.
 Blog post
The company must hire SEO writers to write blog posts mentioning their services
 Email
As the company is trying to maximize the local online sales, this will be a good tactic for
boosting online sales by sending personalized emails to targeted audiences (Hamilton, 2018).
Promotion
 Engagement
Relationship building by posting positive reviews and stories on social media sites
 Event
A good marketing tactic will be use any popular event like pet show, trade fair and others for
making customers know about their products (Stead & Hastings, 2018).

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 Live Streaming
As Petco, is trying to explain in terms of online sales they can use this tactic for recording their
sale stories and also their customer interactions and upload it on the website (Zwerin, Clarke &
Clarke, 2020).

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References
Blut, M., Teller, C., & Floh, A. (2018). Testing retail marketing-mix effects on patronage: A
meta-analysis. Journal of Retailing, 94(2), 113-135.
Hamilton, D. (2018). Buying Pay Per Click (PPC), Banner, Email, & SEO Traffic For Your
Website: Learn the best way to use paid internet traffic for your business.
Isselmann DiSantis, K., Kumanyika, S., Carter-Edwards, L., Rohm Young, D., Grier, S. A., &
Lassiter, V. (2017). Sensitizing black adult and youth consumers to targeted food
marketing tactics in their environments. International journal of environmental research
and public health, 14(11), 1316.
Stead, M., & Hastings, G. (2018). Advertising in the social marketing mix: getting the balance
right. In Social Marketing (pp. 29-43). Psychology Press.
Wu, Y. L., & Li, E. Y. (2018). Marketing mix, customer value, and customer loyalty in social
commerce. Internet Research.
Zwerin, A., Clarke, T. B., & Clarke III, I. (2020). Traditional and Emerging Integrated
Marketing Communication Touchpoints Used in Effie Award-Winning Promotional
Campaigns. Journal of Promotion Management, 26(2), 163-185.