Client Profile
Products
Online-Shop for trendy pet supply for cats & dogs
Product range from collars, to leashes, harnesses & others
founded 2010 in Hongkong,
move to Flensburg in 2015
3 employees
Market Analysis
big and booming market
2016: + 6,4% (182 mil.€)
2017: + 5,5% (192 mil. €)
45% of all german households own at least one pet
18%
dog owners
Overview of the industry
580 million € volume of online sales in 2017
biggest online retailers:
Trend: humanisation of pets as friends, family members, recipients of gifts
Germany is ranked 2nd in expenses on dog accessories & in possession of pets in Europe
22%
cat owners
Market Analysis
Current Customers of Max & Molly: mainly women, 25-54 from Germany their friends & families (gifts) rural areas rather than urban areas | Potential Customers of Max & Molly: pet owners (cat and dog) in general friends and relatives of pet owners |
Current competitors of Max & Molly: big brands: TRIXIE, Hunter, Wolters
| Potential competitors of Max & Molly: (high end) clothing brands
|
Brick & Mortar Trade & big online retailers like Zooplus, Fressnapf, Amazon etc.
Smaller, individual Shops e.g. etsy; meinhalsband; Molly & Stitch; Sammymerlin; Alpha Dog
similar pet supply shops because of strong market
Market analysis
USP of Max & Molly
trendy designs & lifestyle brand
high quality products, safety tested in a low- to mid-price range
additional product features like Smart ID
S
W
T
O
Strengths: unique design → current trends; SMART-ID-TAG; competitive prices
Weaknesses: small player in a highly competitive market; mainly B2B interactions; limited product portfolio
Opportunities: catering even more to the “humanisation” trend; approaching niche market
Threats: dominance of big competitors like zooplus and fressnapf; future competitors due to attractivity of market
Current Marketing
B2B Marketing
Distribution
Distribution of product through supplier brands and local markets worldwide
Offline
Business presentation at supplier conventions across the globe
Sales partners proceed with own marketing activities through their channels
B2C Marketing
CRM
Online-Shop with login area, wishlist feature, automated purchase follow-up emails
Others
Social Media
Facebook: 6.980 Instagram: 1.197
Google Adwords Activities in 2017 (old branding)
Competitions for customers (cooperation with tiierisch, influencers)
Current Weaknesses
Product description switches between english and german on website as well as
several inactive links and insufficient information regarding the brand identity,
no storytelling although brand name implies pet characters (max & molly), website is not entirely mobile responsive
Proposed AdWords Strategy
Max & Molly
Online-Shop for trendy pet supplies for dogs & cats
Ad Groups
The Brand
Protection
Geo-Targeting: Germany
Language: German
Duration: 3 weeks / 21 days
Budget: 80€
Geo-Targeting: rural Germany
Language: German
Duration: 3 weeks / 21 days
Budget: 125€
Campaign 3: Zerobugs
Campaign 1: Branding
Product Charac-
teristics
Ad Groups
Spring
Style
Geo-Targeting: Germany
Language: German
Duration: 3 weeks /21 days
Budget: 125€
Campaign 2: Collars
Ad Groups
Security
Campaign 1 & 2: Keyword Examples
Ad Groups
Keywords | Negative Keywords |
Max & Molly, Max und Molly, Hundebedarf, Halsbänder Hund, (Hunde)-leinen, -Geschirre, Lifestyle Hund, stylische Hundeartikel, preiswerte Hundeartikel, Hundeartikel Qualität, Hundezubehör kaufen, Ostern Hundeprodukte, Angebot Hundeprodukte | Max und Molly Fernsehserie/ Fernsehcharaktere, Die Abenteuer von Max und Molly, Max und Molly Intro, Maxx & Molli, Maxx und Molli, Molly & Stitch, Zeitschrift Max und Molly, luxus Hundeartikel/Hundehalsbänder etc. |
Campaign 1: Branding
Ad Groups
Style
Keywords | Negative Keywords |
Hund wiederfinden, Hunderegistrierung, Hund registrieren, Netzwerk für Hunde, Sicherheit Hund, “Hunde ID”, Hund entlaufen, Hund tracken, Hund verloren | Hund wiederfinden App, Hund GPS Tracker, Hundehalsband GPS, Hund wiederfinden: -Tipps, - -Fallout 4, - Minecraft |
(Hunde-)halsband:- bunt -farbenfroh- stylisch- modern- verrückt- individuell -ausgefallen(e) Designs, Hundehalsband Motiv, Motiv Halsband, Hundezubehör/- halsband kaufen, Hundehalsbänder im Angebot | Hundehalsbänder -Tau -Kette-Leder-Strom, Markennamen (Gucci, Louis Vuitton), Seresto, gebrauchte/Second Hand Hundehalsbänder, Hundehalsband selbst nähen |
Campaign 2: Collars
The Brand
Security
Campaign 3: Keyword Examples
Campaign 3: ZeroBugs
Ad Groups
Product Characteristics
Spring
Protection
Keywords | Negative Keywords |
Hundeschutz: -chemiefrei, Zeckenschutz Hund: -geprüft, - wirkungsvoll/nachweislich schonend, - schadstofffrei, -unbedenklich, -effektiver, - nachgewiesen/ nachgewiesen schonend, - preiswert Zeckenschutz Angebot; Chemiefreier Zeckenschutz Hund, nachhaltig zeckenfrei Hund, Schutz vor Flöhen, | Seresto Hund, Frontline Hund, AniForte Hund |
Hund und draußen, Hundepark, Hundetreff, Hund Outdoor, Spaziergang Hund, Hund im Wald
| Urlaub mit Hund |
Zeckenbefall Hund, Antizecken Hund, Antifloh/flöhe, Hunde Schutz vor Krankheiten, Parasitenschutz Hund, Prävention/Schutz Hund, Insektenschutz Hund, Hundekrankheiten | Zeckenschutz Kinder/ Menschen allg., Zeckenimpfung, Test, Zeckenschutz oral, Zeckenschutz Futter |
How the Campaign Aligns with the Client‘s Business
The campaign’s goal is to strengthen the online presence of Max & Molly, to spread brand awareness, as well as to increase the overall purchase order. This will be achieved by addressing the desired target group in a way that complies with the company’s communication policy and aligns with its current marketing activities.
Although the Online-Shop does exist in an english version the campaign will be addressing solely the German market as it is the company’s goal to enlarge its B2C-activities in Germany.
Proposed AdWords Strategy
Campaign | Branding | Collars | Zerobugs | Total |
Week 1 | 20€ | 30€ | 50€ | 100€ |
Week 2 | 30€ | 45€ | 50€ | 125€ |
Week 3 | 30€ | 50€ | 25€ | 105€ |
Budget Division | 80€ | 125€ | 125€ | 330€ |
Campaign | Branding | Collars | Zerobugs | Total |
Goal | Increase Awareness | Increase Sales | Increase Sales | |
Goals for Impressions | 5.000 | 15.000 | 10.000 | 30.000 |
Goals for Clicks | 300 | 400 | 250 | 950 |
Goals for CPC | 0,27€ | 0,31€ | 0,50€ | 0,35€ |
Goals for CTR | 6% | 2,7% | 2,5% | 3,2% |
Keyword bidding strategy:
Ad wording & design:
monitor and adjust - different extensions, keywords, display times & locations (A/B-Testing)
Ad Structure:
Click-to-Action: Use of incentives (e.g. free shipping) to create demand
Sitelink extensions to showcase the product range & simplify purchase process