Comprehensive Pet Clothing Market Research
Client: Montmorency
Marketing Consulting Group employees conducted a comprehensive research of the pet clothing market. The main goal of the marketing research was to substantiate the prospects and ways for a company offering high-quality and fashionable pet clothing to enter the market.
The research included the following stages:
- mystery shopper method (gathering information about pet products on the shelves of specialized stores)
- semi-structured interviews with employees of pet supply stores (sales assistants and managers)
- expert interviews (managers, owners of pet supply stores)
- analysis of texts and content on the internet (online stores, thematic pages and public pages on social networks, pages of active representatives and opinion leaders from the target audience)
- desk research of direct competitors (Ukrainian factory manufacturers and providers of custom tailoring services) and their online promotion
Results
- The assortment and prices for dog (cat) clothing in key retail chains in Kyiv, as well as online stores, were analyzed.
- Unmet consumer demand and consumer expectations in the «Medium+» segment were identified, according to experts.
- An analysis of the market for custom tailoring services for dog and cat clothing (main players, prices) was performed.
- An analysis of competitors, their products, prices, and promotion was carried out.
- The interests of users (dog and cat owners) and their attitudes towards pet clothing were identified.
- Recommendations were prepared on optimal pricing policy, positioning and forming a unique selling proposition, advantages for entering the high-quality segment; on communication strategy in social networks; on assortment depending on the season, considering the specifics of dog and cat breeds/sizes; on the frequency of releasing new collections to the market.