Good Dog’s Digital Marketing Plan
Following
the SOSTAC model, Good Dog’s digital marketing plan is a comprehensive
strategy for Good Dog’s new organic, vegan dog food. The plan includes a
detailed analysis of the target market, consumer personas, SWOT analysis, PESTLE
analysis, competitive analysis, objectives, strategies, tactics, and control
measures. The primary target market for the product is Millennials and
Generation Z in the United States, who are willing to pay more for sustainable
and environmentally friendly products. The plan emphasizes using digital tools
such as social media, search engines, websites, and email to reach and engage
the target audience to increase brand recognition, sales, and market share for
the new product.
Situational Analysis
The first step of
creating a marketing plan is a thorough and comprehensive situational analysis,
in which the company researches the current situation and gains a deep
understanding of the factors surrounding the marketing plan (Capella, 2023).
This analysis, which examines Good Dog’s product, audience, SWOT, PESTLE, Five
Forces, and competition, clarifies the current internal and external forces
that may impact the digital marketing plan. A product analysis helps the
company know where the product fits in the organization. An audience analysis
explains how it meets the needs of the intended consumers (Capella, 2023). The
competitive analysis will detail the strengths and weaknesses of the
competitors’ digital marketing efforts.
Product
Analysis
Organic dog food
has numerous benefits for canines, including fewer skin allergies and disease,
fewer digestive disorders, excellent general health, and a higher quality of
life” (Future et al., 2023, para 2). Consumers want environmentally sustainable
pet food options. Global warming, climate change, a growing population, and
food scarcity concern many companies and consumers and are causing a shift
toward conservation efforts. Meat production creates twice as many greenhouse
gases as agricultural production (Xu et al., 2021). Good Dog’s plant-based
organic, vegan dog food is made of a nutritious blend of papaya, kale, lupin
beans, pea protein, butternut squash, broccoli, pumpkin, blueberries, and hemp
seed. The new product extension, with its vegan, organic kibble and three
varieties of canned wet food: Vegan Casserole, Veggie Stew, and Squashetti,
promises to revolutionize the market. The dry food will be sold in compostable
bamboo bags, and the wet food will be sold in recyclable cans for more
sustainable packaging. The product will meet the needs of consumers concerned
about the environment and their pets' health and are willing to spend more on
organic, vegan products.
Target
Analysis
A consumer’s journey is “a sequence of
points where a consumer has direct or indirect touchpoints with a product”
(Rodgers, 2021, p. 10). Understanding the target market and constructing
consumer personas allows Good Dog to map the consumer's journey throughout all
the touchpoints. The primary target market for the product is Millennials in
the United States, and the secondary target is Generation Z in the United
States. Since Good Dog Good Bites is the company’s premium line of dog food, Millennials
will be more likely to afford the premium pricing. According to Statista,
Millennials’ mean disposable household income is $89,641, with Generation Z’s
salary at nearly half at $49,618 (Statista Research Department, 2023). Generation
Z will be the future trendsetters in the pet food industry. While Gen Z
accounts for only 16 percent of pet ownership in the U.S., they were the only
demographic to show a substantial increase in pet product purchasing over the
last year (Chu, 2024). Twenty-three
percent of Millennials have at least a high school education, with 67 percent
attending some college or a bachelor’s degree, and only 46 percent are married
(Bialik & Fry, 2019). Ninety-one percent of Gen-Zers want to purchase from
sustainable companies (PDI Technologies, 2023). Millennials and Gen-Zers are
willing to pay more for products with more perceived value. One survey found
that 77 percent of Gen-Zers and 72 percent of Millennials will pay more for
sustainable products (PDI Technologies, 2023). Eight-one percent of Gen-Zers
are more likely to purchase environmentally friendly products, and sixty-seven
percent of Generation-Z are more apt to become brand loyalists for brands they
trust (PDI Technologies, 2023). One study regarding daily social media usage
found that Generation Z uses TikTok the most, averaging 58 minutes. Older
Millennials aged 35 to 44 use Facebook the most at 23 minutes, while younger
Millennials (27 to 34) use Instagram and TikTok equally at 27 minutes each
(Dixon, 2024).
Consumer Personas
The first
consumer persona is Emily, a 38-year-old female. Emily has a bachelor’s degree,
earns 80k annually, and lives in an apartment in Denver with her boyfriend and
her loveable mixed-terrier, Roscoe. Emily recycles because she is concerned
about the environment. Emily spends a few minutes daily on Instagram and TikTok
but spends slightly more time on Facebook catching up with her friends. Emily
could switch to organic, vegan dog food, but she needs more information about
the nutritional value and potential benefits. She also prefers online shopping
to retail.
Ashleigh is a 23-year-old
with she/her pronouns. She is an assistant manager at a candle shop and
volunteers at an animal shelter. Ashleigh rents a home in Houston, which she
shares with two other roommates and her beagle, Rosco. Ashleigh spends a few
minutes on Facebook and Instagram, but most of her daily social media time is
spent on TikTok, where she gets information and keeps up with friends and
trends. Ashleigh currently purchases a mid-range product but would pay more for
an environmentally sustainable and plant-based product. However, she is unaware
of any product on the market that meets her needs.
James is a
40-year-old male sous chef at a vegan restaurant in Atlanta. James makes 65k
annually and shares his home outside of Atlanta with his two Labradors. James wants
to provide his dogs with a more nutritional diet, but he has little time to
research all the available brands. James has always bought Good Dog products
because the company has never had any recalls, and he feels he can trust the
Good Dog brand.
SWOT Analysis
One of Good Dog’s strengths is its
financial power. The company can afford to take some risks because of the
overall capital. Good Dog has an established consumer base and a well-known
brand name. Another advantage is consumer trust, as dog owners tend to trust
dog food manufacturers more than human food manufacturers (Pedrinelli et al.,
2024). A potential weakness for Good Dog/MSH Brands is inertia. The company has
done well with its current strategies; however, relying on the current success
of a strategy can create resistance to future changes. Companies that do not plan for the potential effects of inertia are
vulnerable to internal and external pressures (Rothaermel, 2021). An opportunity
is to meet the increasing demand for pet food and be one of the first large
companies to offer vegan dog food for the growing consumer segment. Threats for
MSH Brands are market entry and competition. The industry has numerous smaller
competitors as there are considerably lower barriers to entry into the dog food
market.
PESTLE Analysis
Good
Dog has several external factors to consider. Politically, Good Dog must adhere
to the Food and Drug Administration (FDA) guidelines. Political unrest may disrupt the
company’s business or supply chains, so Good Dog must familiarize itself with
the political climate of areas critical for operations. Federal and state taxes
can potentially impact Good Dog, so the company must follow any tax
legislation. Economically, consumers are affected by inflation and
increased cost of living. Dog food companies have also experienced inflation
due to the current economic shifts. Socially, consumers' attitudes are
changing, which causes lifestyle changes such as changing to plant-based diets.
There is a social shift to change how consumers and companies impact the
environment. Advancements in technology may be partially responsible for these
social shifts and growing awareness. Environmentally or ethically, there is a
trend for companies to pledge to reduce their carbon footprint, and MSH Brands
has already committed to reaching net zero by 2030. The ethical treatment of
animals is also another point of concern. The dog food industry must adhere to
the standards of the FDA and other regulatory committees or face potential
fines and recalls.
Competitive
Analysis
Porter’s Five Forces analysis explores the
dog food industry's external forces, including competitive rivalry, a potential
new entry, supplier power, consumer power, and the threat of substitutes. There
are many competitors in the dog food industry. While there are some regulations
for dog food safety, many areas lack regulations, such as labeling and diet
recommendations, which allow more companies to enter the market. Consumers have
many choices, which gives them considerable power. With so many options available
to consumers, brand switching can easily and frequently occur. With so many
companies in the industry, some manufacturing resources may be scarce due to
competition. Suppliers can raise prices to this demand, making entry difficult
for some companies, but overall, the dog food industry has a low barrier to
entry.
The top four
global competitors in the dog food industry per annual revenue are MSH Brands
(7 billion), Mar’s Petcare Inc. (19.5 billion), Nestle Purina Pet Care (19.3
billion), and Hill’s Pet Nutrition (3.7
billion) (Statista, 2023). None of the top companies offer vegan products,
although they offer some dog food differentiations. Mar’s Petcare offers its
vegetarian brand, Royal Canin. Nestle Purina offers a vegetarian product under
Purina Pro Plan Veterinary Diet. Hill’s Pet has a fish and insect-based food
called Hill’s Pet Pollock and Insect Recipe. Since Good Dog’s target audience mainly
utilizes Facebook, Instagram, TikTok, and Google, these are the focus of the
competitive analysis.
Royal
Canin has a Facebook page with four million
followers. The company is active on its page, posting photos of user-generated
photos of pets with Royal Canin products. The page also posts tips regarding
pets like health, weight, and diet. Half of the reviews on this page are
spammers, which could impact the brand’s rating (3 out of 5 stars). Royal Canin
brands itself as informative and trustworthy. RoyalCaninUS is the brand’s
handle name on Instagram. The account has 91.6 thousand followers, and its posts
mirror those on Facebook. Royal Canin does not have a brand presence on TikTok.
However, many negative user-generated posts about the product's ingredients,
nutrition, and safety exist.
Purina
Pro Plan has a Facebook page with 866k followers.
The most recent posts are about the Westminster dog show, this year's event
coverage, and others highlighting the winners who eat Purina Pro Plan. Some Facebook
posts also include hyperlinks that direct the reader to the Purina Pro Club
blog for more in-depth stories. Purina Pro Plan brands itself as prestigious
and award-winning (by association). Proplan is the brand’s handle on Instagram.
The brand has 157 thousand followers and posts the same on its Facebook page.
While the product does not have a TikTok page, @Purinafeedgreatness, is the
company’s handle on TikTok. The account has 24.9 thousand followers, and its
posts promote its various products for all types of animals.
Hill’s
Pet Nutrition has a Facebook page with 2.1 million
followers. The page’s recent posts include a “pet of the week” contest
encouraging others to engage with the post by sharing a personal photo in the
comment sections. Other posts are jokes and health tips. Two of the ten reviews
on the page are spam posts. Overall, the brand’s image is fun, light, and
friendly. Hillspet is the company’s handle on Instagram, with 91.5 thousand
followers. Unlike Royal Canin and Purina, the company posts similarly-themed
comical posts but does not mirror their Facebook page. Hill’s Pet Nutrition is
@hillspet on TikTok, where it has 20.1 thousand likes and showcases several of
its pet-related products.
When performing a
Google search for vegan dog food, none of these companies appear on the
first page of the organic or paid search engine results page (SERP) except for
Hill’s Pet, with the last listing. PawCo Foods, Wild Earth, Natural Balance,
and Amazon appear in the sponsored ads. Other smaller shopping ads on the page
display Maev, Natural Balance from PetMeds.com, and Gather Endless at
Chewy.com. The organic search results on the first page are Vegan Essentials, a
blog by Vegan Anj, the vendor site Chewy, Halo Pets, and a Reddit thread. The
terms alternative dog food and healthy dog food also lack competitors'
presence on the first SERP. However, two brands have sponsored ads under the
term vegetarian dog food.
Objectives
MSH Brands is the
fourth top pet food brand globally, and it would like to position itself in the
dog food industry as one of the top two significant companies. MSH Brands’
corporate strategy is to build a more robust brand name so that all its SBUs
may grow its consumer base. The company would like to build more revenue for
the stakeholders to grow its SBUs and to further invest in its corporate
initiatives to reach net-zero carbon. The company wants to increase its revenue
for the Good Dog brand by 15 percent by the first quarter of 2025. To create
more revenue, the company must reach more of the market and sell its products
to those consumers. MSH Brands hopes to accomplish its goals with product
differentiation so that it may offer more premium dog food at a higher price.
The marketing
objectives for Good Dog are:
·
To increase sales by 25% by 2026 and
50% by 2027 by identifying a market segment not yet explored.
·
To achieve 20% of the market share
within two years of the product launch.
·
To maintain 50% of the acquired
customers within one year of launch.
·
To increase revenue by 15% one year
after the product launch.
·
Reach net-zero carbon emissions by
2030.
An effective
digital marketing strategy must set goals that align with the overall marketing
objectives. The company will use social media to increase sales by 25% over the
next two years to reach the target audience for organic, vegan dog food and inform
consumers of the product and its benefits. Achieving 20% of the market share
within two years of the product launch is a reasonable goal that can be
obtained by explaining the product on various platforms and incentivizing
consumers to try the new product with promotions. To maintain 50 percent of the
acquired consumers, the company can offer email promotions to encourage
consumer loyalty and membership for the website that will send free items for
the pet’s birthday while also using social media to engage consumers and
strengthen those relationships.
In support of
the company’s overall goals, the digital marketing objectives are:
·
To increase brand recognition by
increasing followers on social media sites. To reach 100k followers on Facebook,
Instagram, and TikTok by 2025, 250k by 2026, and 500k followers on Facebook by
2027.
·
Increase Google search traffic to 5%
by 2025 and 7% by 2026 by ensuring the most effective tags and keywords for
vegan dog food are used and the sites are relevant and up-to-date.
·
To increase the Facebook page stars
rating of four or higher for 2025 by encouraging engagement from buyers by
offering a digital coupon for those who leave any review. The company will
respond to any negative feedback within 1 to 3 days to attempt to resolve any
reported issues on any social media platform.
·
Partner with five influencers on
TikTok, Instagram, blogs, or organizations (with 50k+ followers) within six
months who will promote the brand twice a month.
·
Enroll 100k consumers in the
reward-based membership program by 2026.
Strategy
The
target market is Millennials and Generation Z, who want environmentally
sustainable products, which include plant-based dog food. Good Dog’s vegan dog
food will satisfy this consumer need, but the most significant obstacle will be
brand awareness. Many dog food companies are in the industry, so gaining the
right customers' attention will be the short-term goal. A month prior to the
release of the product, the company can begin to advertise. Since much of the
digital marketing strategy involves reaching consumers, generating leads,
attracting consumers to the website, and informing them of the product, Good Dog
will use various digital platforms to reach the target market and secure
followers and email signups within the first year. The medium-term goals are to
use digital platforms to engage consumers further and build a community and
relationships that may turn leads into buyers. This will be done with more
influential partnerships, sponsorships, blog posts, and user-generated content.
Good Dog’s long-term goals are to send reminders to customers via email or
social media to create return shoppers and brand loyalty. Another long-term
goal is to remain at the top of any organic search results long-term, which
involves consistently improving the webpages, blog posts, and other web media
and keeping the content relevant and updated.
Tactics
Good Dog’s
sales funnel consists of four stages: awareness, consideration, conversion, and
loyalty. In the first stage, content is generated and dispersed with a social
media marketing campaign informing consumers of the new product and its value
proposition. From the consumers reaching the awareness stage, those interested
in the product filter to the next stage. In the conversion stages, consumers
decide to purchase the product, and loyalty is when the consumer makes repeat
purchases, engages with the brand, and forms a relationship with the brand. It
is essential to consider that at any touch point of the marketing funnel or
during the consumer’s journey map, the consumer will compare the experience
with their previous experience with many competitors (Kotler & Keller,
2016). Therefore, Good Dog must provide a consistent and satisfactory
experience while using various tactics to reach the target audience.
Social
Media Sites
308.39
million people in the United States use social media sites, which is expected
to reach over 325 million by 2025 (Dixon, 2024). Good Dog’s target audience
favors Facebook, Instagram, and TikTok platforms, with Millennials using
Facebook much more so than Generation Z. Sixty-five percent of Millennials of Millennials engage with pet care brands that are
active across social media platforms. (Promodo, 2023). For a brand to
accomplish its marketing goals, it must establish an emotional connection with
consumers (Kotler & Keller. 2016). Good
Dog’s social media objective is to increase brand recognition by increasing
followers on social media sites to reach 100k followers on Facebook, Instagram,
and TikTok by 2025, 250k followers by 2026, and 500k followers on Facebook by
2027.
Good Dog can
reach its target audience by establishing a Facebook, Instagram, and TikTok
presence. Millennial pet owners use social media to create accounts for their
pets, create posts on their pages about their pets, engage with pet-related
content, and share pet experiences with other pet owners (Promodo, 2023). Good Dog can post heart-warming photos of dogs,
showcase their associated charity events and green initiatives, share health
tips, and encourage consumer engagement, such as sharing pet photos, reviews,
and comments across all these platforms to create awareness and generate leads.
Like Good Dog’s competitors, each platform will have the same design style and
mirror each other, except Good Dog will diligently scan the reviews for spam
posters and remove the ones not about the product or company. Many consumers
check reviews on company pages when considering a purchase, so scams and spam
posts will cause the brand to lose credibility. To increase Facebook reviews and reach its goal of a
four-star rating, Good Dog will offer a digital promo code to those who leave a
review. The company will not remove negative reviews but respond to any
negative feedback within 1 to 3 days to resolve any reported issues on any
social media platform.
Search
Engines
One of Good
Dog’s digital marketing goals is to increase Google search traffic to 5% by
2025 and 7% by 2026 by ensuring the most effective tags and keywords for vegan
dog food are used, and the sites are relevant and up-to-date. Good Dog can use Search Engine
Optimization (SEO) and Search Engine Marketing (SEM) to improve the chances of
a consumer finding their web page in Google, Bing, or Yahoo search engine
results. A company should aim for the first search engine results page (SERP)
position in an organic or paid search (Rodgers, 2021). There are many ways that
Good Dog can improve their search engine ranking. Good Dog can use broader
keywords for brand awareness and reserve more specific terms for individual
products (Kotler & Keller, 2016). The keywords can also be added throughout
the website to help boost the search. As
previously mentioned in the competitive analysis, none of Good Dog’s
competitor's products show up on the Google SERP for vegan dog food and other
search terms, so Good Dog could quickly utilize this information and take the
number one position with its vegan product by choosing effective SEO tags and
keywords. Good Dog can also utilize online advertising on several internet sites, “Utilizing
display ads, banner ads, and video ads on various websites and platforms to
reach a broader audience and drive traffic” (Capella, 2023, p. 2). Increase Google search traffic to 5% by 2025 and 7% by 2026
by ensuring the most effective tags and keywords for vegan dog food are used
and the sites are relevant and up-to-date.
Website
Good Dog must have a user-friendly and consistent website across all
devices. The website should be visually attractive to visitors,
well-performing, and easy to navigate to encourage return visits (Kotler &
Keller, 2016). Millennials appreciate
the ease of mobile applications and the ability to reach companies rapidly
(Promodo, 2023). To ensure continuity, users can access the same information on
the Good Dog website on any mobile device, tablet, or desktop computer. Each
web page will have a unique title tag with no duplicates, so search engines can
quickly identify the metatag and direct users to the correct page (Rodgers,
2021).
To reach
another important but perhaps smaller audience, Good Dog will adapt its
website, other platform sites, and all its features for blind and visually
impaired consumers. As of 2021, over four million people 21 to 64 years old in
the United States had a visual disability (Klein, 2023). According to Guiding
Eyes for the Blind, it is estimated that two percent of the blind and visually
impaired population use guide dogs, which the organization approximates as
10,000 active guide dogs (2023). Also, for this reason, Good Dog will ensure
that all its dog food packaging includes braille for those with a visual
disability.
Good Dog will
also offer a rewards membership program on the website for users to sign up
for. Consumers can use this program to get occasional gifts and earn rewards
for future purchases. Each bag or can of Good Boy dog food will feature a QR
code that consumers can scan with their mobile device, which will take them to
a landing page where they can enroll in the program. Once enrolled, users can
download the Good Dog app and scan purchased Good Dog items to accumulate
points for earned rewards. Millennials respond to personalized content
(Promodo, 2023). Therefore, Good Dog will send the user's pet a birthday
message and present each year on their birthdate. This rewards program will
strengthen the brand’s relationship with the consumer, encourage repeat
purchasing, and increase loyalty. Good Dog will also create high-value content
on a company blog that will be featured on the company website.
Influencer marketing
Another of
Good Dog’s objectives is to partner with five influencers on TikTok, Instagram,
blogs, or organizations (with 50k+ followers) within six months who will
promote the brand at least twice a month. Well-known influencers can help
companies reach their target audiences by agreeing to promote the company’s
products. Dog influencers such as Doug the Pug and Noodles the Pooch are
influential public figures with a large social media following. Doug the Pug
has 5.7 million Facebook followers, 3.6 million Instagram followers, and six
million TikTok followers. Noodles the Pooch is a cruelty-free product advocate,
and she has 287k followers on Facebook, a million followers on Instagram, and
565.3k followers on TikTok. These are good potential partnerships for Good Dog to
reach the target audiences of the Millennials and Generation Z. Millennials
trust influential bloggers when making purchasing decisions (Promodo, 2023), so
partnerships with bloggers with similar values and interests would be productive
partnerships. Good Dog can offer free samples to influential bloggers in exchange for product reviews
and mentions, like Vegan Anj, who appeared in the top results of the previously
mentioned Google search.
To reach Generation
Z and create a positive buzz, Good Dog can implement a TikTok challenge that,
once completed and shared, the company will donate funds or a product to an
organization with a cause like the Guiding Eyes for the Blind or the Humane
Society.
Action
The action step
of SOSTAC entails the steps a company will take to implement the tactics mentioned
above. Like the Gatorade brand, Good Dog
will create a mission control to monitor social media communications and engagement,
answer questions, and communicate with users as needed (Kotler & Keller,
2016). The group will also monitor the reviews and engagements for scam posts. To
increase Google search traffic to 5% by 2025
and 7% by 2026, the analytics team will use a Google Analytics account to
verify the reach of the paid and organic search keywords. The marketing street team will contact influencers
ninety days before the product launch to establish potential influencer
agreements. This will allow time for the influencers to test the product and
the team to obtain influencers. The team will send the influencers stickers,
wearables, wet and dry dog food samples, a summary of the company's values and
mission, and rules to follow regarding product promotion. If the influencer
agrees, the legal will provide the party with the necessary documents to sign. Progress
will be measured by the KPIs of the number of influencers reached, the number
of influencers who have expressed interest, and the number who have accepted
the partnership. Enrolling 100k members into the
rewards program will involve the social media team promoting the program on all
platforms; the blogger will create engaging posts, and influencers will create
content to promote the program. The website will also be updated with a button
for easy enrollment. The advertising team will create a paid advertisement that
will roll out on the product launch day and continue until the goal is met. The
KPI measurement is 100k followers over two years or 4167 members per month.
Control
After implementation, Good Dog will monitor key performance indicators (KPIs) to measure the digital marketing plan’s success; if specific areas are not meeting the established metrics, the company will need to make any necessary adjustments to the plan (Capella, 2023). The mission control group will review the number of followers quarterly for social media tactics and compare it to the set goals. To obtain 100k followers in the first year, the company should gain 25k followers each quarter. Suppose the social media platforms are not gaining followers. In that case, the team will check the engagement records to verify if the social media strategy needs to be adjusted and if any paid advertising media reaches the correct audience. For the Google reach goal, the analytics team will check the reach of the selected keywords, and if they are not performing well, other words may be chosen to meet the goal. Progress towards reaching the influencer goal will be measured by the KPIs of the number of influencers outreached to, the number of influencers who have expressed interest, and the number who have accepted the partnership. If the numbers are not being met, the team will reach out to more influencers and engage through other channels, including local outreach, news, and other media outlets. The KPI measurement for the rewards program goal is 100k followers over two years or 4167 members per month. Suppose the rewards program is not meeting the monthly quota. In that case, the team will create a second marking campaign that will offer a promotion code upon account set with a substantial point reward upon sign up to increase interest.
References
Bialik,
K. & Fry, R. (2019, February 14). Millennial life: How young adulthood
today compares with prior generations. Pew Research Center.
https://www.pewresearch.org/social-trends/2019/02/14/millennial-life-how-young-adulthood-today-compares-with-prior-generations-2/
Capella University (2023, October). Digital marketing plans [Handout].
Chu,
I. (2024). APPA’s state of the industry 2024. American Pet Products
Association. https://www.americanpetproducts.org/docs/default-source/admin/appa-soi-2024_preview.pdf?sfvrsn=e30aff4b_1
Dixon,
S. (2024, May 16). Social media – Statistics & facts. Statista.
https://www.statista.com/topics/1164/social-networks/#editorsPicks
Future
Market Insights. (2023, June). Vegan dog food market. https://www.futuremarketinsights.com/reports/vegan-dog-food-market
Guiding
Eyes for the Blind. (2023). Guide Dogs – 101.
https://www.guidingeyes.org/guide-dogs-101/
Klein,
J. (2023, September 21). Individuals with a visual disability in the U.S.,
by age. Statista.
https://www.statista.com/statistics/675655/visual-disability-prevalence-number-us-by-age/
Kotler, P. T., & Keller, K. L. (2016). Framework
for marketing management (6th ed.). Pearson.
PDI
Technologies. (2023, July 27). The green generation: Tracking Gen-Z trends
in sustainable purchasing habits.
https://pditechnologies.com/blog/tracking-gen-z-consumer-trends-sustainability/#:~:text=According%20to%20the%20PDI%20Business,and%2062%25%20of%20Baby%20Boomers.
Pedrinelli,
V., Rossi, A., & Brunetto, M.( 2024). Theory of planned behavior applied to
the choice of food with preservatives by owners and their dogs. PLoS ONE,19(1).
1-9. https://doi.org/10.1371/journal.pone.0294044
Promodo.
(2023, June 8). Generational shifts and behavioral patterns among US pet
owners [Blog].
https://www.promodo.com/blog/generational-shifts-and-behavioral-patterns-in-the-us-pet-ownership
Rodgers,
J. (2021). The digital marketing landscape: Creating a synergistic consumer
experience [eBook]. Business Expert Express/
https://ebookcentral-proquest-com.library.capella.edu/lib/capella/detail.action?pq-origsite=primo&docID=6481925
Statista.
(2023, October 2). Pet food: Market data & analysis. https://www.statista.com/study/48838/pet-food-market-data-and-analysis/
Statista
Research Department. (2023, November 3). Mean disposable, household income
in the United States in 2022, by generation. Statista.
https://www.statista.com/statistics/825883/us-mean-disposable-household-income-by-generation/
Xu,
X., Sharma, P., Shu, S., Lin, T., Ciais, P., Tubiello, F., Smith, P., Campbell,
N., & Jain, A. (2021). Global greenhouse gas emissions from animal-based
foods are twice those of plant-based foods. Nature Food, 2,
724-732. https://doi.org/10.1038/s43016-021-00358-x
No comments:
Post a Comment