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Greetings!

At Chewy, Inc., we’re renowned for providing pet food, toys, healthcare products, and a wide range of pet-related items through our online retail platform and mobile app. While we take pride in offering the convenience and speed our customers expect, we are equally committed to delivering top-notch customer service. Ensuring the happiness of our customers and their pets is our number one priority.

Our customer base has grown consistently, and by the end of 2021 (Q4), we were excited to have 20.7 million active users on our platform. Our net sales have also seen substantial growth, reaching $8.9 billion in 2021—an impressive 24.41% increase from $7.1 billion in 2020 (Macrotrends, 2022). We are optimistic that the final figures for 2022 will surpass previous years’ results.

A significant contributor to our success has been our marketing efforts. In addition to online and TV ads, a large portion of our growth is fueled by word-of-mouth referrals from loyal customers. Our expansive product selection allows customers to easily find what they need without having to shop elsewhere. Additionally, the care and attention we show to both our customers and their pets are reflected in every interaction, which has helped build lasting trust. As we move into new ventures, we will continue to leverage these strengths.

As the newly appointed Chief Innovation Officer (CIO) of Chewy, Inc., I’m excited to share some thrilling news: we are expanding beyond our online retail space! Our first venture into the physical world will be the launch of pet grooming and lodging facilities. While we’ve enjoyed building relationships with our customers through phone and online interactions, we recognize the importance of in-person connections.

These new service-focused brick-and-mortar locations will allow us to deliver the same exceptional care we’re known for in an in-person setting. Our customers love pampering their pets, and our facilities will be designed to cater to those desires. Planned features include self-washing stations, professional grooming appointments, various grooming packages, a luxurious waiting area for pet owners, an indoor play park, upscale pet suites for lodging, daycare services, and an on-site pet chef creating gourmet treats and meals for our furry guests. As our facilities develop, we will continue to introduce more exciting features.

According to our CarePlus partner, Lemonade, 70% of U.S. households currently have pets (Team Lemonade, n.d.), making this new service valuable not just for our customers but for Chewy, Inc. as well. The pet grooming industry is experiencing 8% annual growth and is projected to maintain this pace through at least 2026 (Price, 2022). With the additional services we’re offering, we expect to surpass these growth projections. By diversifying into this new area, we believe these facilities will support and further propel Chewy, Inc.’s continued growth.

Best regards, Ashley De Los Santos Chief Innovation Officer Chewy, Inc.

Chewy, Inc. (n.d.) Investor Relations-Corporate Overview. Chewy, Inc. Retrieved October 29,

2022, from https://investor.chewy.com/overview/default.aspx

Macrotrends. (n.d.). Chewy revenue 2019-2022: Chwy. Retrieved October 28, 2022, from

%20annual%20revenue%20for%202022,a%2037.19%25%20increase%20from%202019

MarketLine. (2022). SWOT Analysis. PetSmart LLC. Retrieved from https://advantage-

marketline-com.ezproxy.snhu.edu/Company/Profile/petsmart_inc?swot#S1

Price, L. (2022). How to start a dog grooming business. Small Business Trends. Retrieved

October 28, 2022, from https://smallbiztrends.com/2021/10/dog-grooming-business.html

Team Lemonade (n.d.). 2022 pet ownership statistics: 70 Fur Facts - Lemonade. Lemonade Pet.

Retrieved October 28, 2022, from https://www.lemonade.com/pet/explained/pet-

ownership-statistics/

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2-1 Blog: Marketing Advantages of Mobile Phones and Tablets

Mobile marketing ranks as the best way to reach customers due to its effectiveness, efficiency, and cost-effectiveness, not to mention its high response rate and easy-to-track metrics . Mobile devices are practically a given in today's culture. Nearly all tasks are performed on phones, tablets, and other mobile devices, from making telephone calls to sending text messages, to checking sports highlights and the latest news. Mobile devices alter many situations in which they are used. A mobile device's portability and versatility make it more likely that users will have them at all times of the day. The same conclusion has been reached by marketing strategists, who now understand that mobile marketing is superior to traditional marketing strategies in terms of reaching consumers on their mobile devices.

Using a pair of shoes as an example of a similar product, let's compare two marketing approaches for promoting it. Traditional marketing includes radio advertisements, television commercials, and magazine advertisements. If a customer sees a marketing advertisement for the shoes, he or she may decide to buy them. As soon as that has been done, the customer must go to a retailer and purchase the shoes. Using social media, email, or mobile marketing, digital ads are distributed through social media, email, or website ads. A customer benefits when he or she chooses to buy shoes. The customer then takes the required actions to order the shoes from the internet store and waits for delivery without having to leave their home. Mobile marketing just made that scenario for the buyer more effective and easy, and it cost the business selling the shoes considerably less than the expense of traditional adveristment.

By teaching consumers about new items, learning about buying habits, or providing upsells, programs like the one Shopkick offers can assist businesses in gaining new clients and interacting with their current clientele .One of the difficulties faced by mobile marketers is the absence of a successful plan. To overcome this obstacle, try trial and error, follow the lead of companies who have found success with mobile marketing, speak with your target audience directly, and create a mobile strategy that caters to their needs and desires.Although mobile marketing seems like the best option for businesses trying to reach out to customers, there are a few things to keep in mind. A number of these challenges are listed by as having a wide range of possibilities, results that are hard to measure, and the only practical option being more expensive apps.

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6-2 Blog: Preliminary Findings and Limitations

How does the market research you have so far done support your chosen organization’s objectives?

In order for Apple to determine the viability of launching the iBook, the two-in-one, and which features consumers are most interested in, they need to evaluate the feasibility of launching the iBook. As part of the market research carried out so far, the focus has been on evaluating the current economic situation of the 2-in-1 PC industry, determining how saturated the market is currently, and identifying potential threats that should be taken into account during the iBook product development process. Based on extensive market research, it was concluded that the 2-in-1 PC market is viable, however, competition is fierce and there are many offerings. In a market with hundreds of variations of 2-in-1 PCs, it will be crucial to differentiate the product from its competitors and position it accordingly. (Market Research Future, 2018) estimates that the 2-in-1 PC market will reach 5.4 billion by 2022. In conclusion, the finalized product design and marketing strategies that will be implemented to market this new and exciting product have been influenced by the market research conducted. 

What industry trends (and possible future trends) have you identified regarding your product proposal, and what are some possible implications of these trends on your organization?

There are a few pertinent industry trends that have been identified and taken into account. According to the research conducted, the main industry trend that has been identified is that handheld devices and portable PCs are becoming more popular as each day passes. In MarketWatch's opinion, "the 2-in-1 laptops are getting more and more popular with the increase in technology, which provides many applications in personal use, corporate use, manufacturing, hotels and restaurants, education, and much more" (MarketWatch, 2019). According to this trend, the need for multi-form devices is going to become more and more important over time, as well as the productivity capabilities they need. In addition to the constant evolution of technology, it is also important to consider how it affects the offerings of competitors, for example, Microsoft, Google, Samsung, Dell, Lenovo, etc. Thus, it could be difficult to enter the marketplace and product positioning could be crucial.

How does your proposed marketing strategy align to legal, ethical, and industry standards? 

Legal, ethical, and industry standards are aligned with the proposed marketing strategy. The most important aspect of Apple's market strategy is that it will not rely on predatory pricing like most of its competitors. To align with its pricing strategy on other products, Apple will use a premium pricing strategy. In addition to being ethical, this pricing strategy helps differentiate the iBook as a premium device with high quality. In terms of consumers, Apple needs to ensure that it does not exclude specific groups based on race, ethnicity, gender, social class, and sexual preference. Apple currently serves many different segments of consumers with their iBook, even though it's a premium product. In addition to ethical and legal considerations, transparency is also important. Apple will attempt to collect as much information about users as possible since this is a first-of-its-kind product. It is often hard to distinguish between public and private behavior, according to author Barry Babins. Implied consent is being pushed to its limits by technology" (Babin, 2016). Consequently, consumers should be made aware of intentions and should be given explicit consent in order to remain ethical.

What limitations have you encountered in creating a market proposal for your product? Was this due to gaps in the market research you conducted?

As I have made the proposal for the iBook for the 2-in-1 PC market, I have encountered a number of limitations, including the fact that it would be one of many competing products. Two-in-one PCs are available in hundreds of variations, and the competition is intense. It was necessary to develop a product offering that met and exceeded consumer expectations due to this limitation. Generally, market research on 2-in-1 PCs is limited due to the fact that they are a relatively new market. As of today, there are few studies evaluating how these multi-form laptops are used by users, which could better enable Apple to improve current features and develop new ones that are relevant to their needs. 

References

Babin, B. Essentials of Marketing Research. [MBS Direct]. Retrieved from https://mbsdirect.vitalsource.com/#/books/9781305688094/

Market Research Future. (2018, January). 2 in 1 Laptops Market Research Report- Forecast to 2023: MRFR. Retrieved from https://www.marketresearchfuture.com/reports/2-in-1-laptops-market-3948

Market Watch. (2019, August 12). 2-in-1 Laptops Market Size, Share 2019: Global Industry Analysis by Trends, Growth, Factors, Business Outlook, Competitive Strategies, Forecast till 2023. Retrieved from https://www.marketwatch.com/press-release/2-in-1-laptops-market-size-share-2019-global-industry-analysis-by-trends-growth-factors-business-outlook-competitive-strategies-forecast-till-2023-2019-08-12

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1-2 Blog: Final Project Review

Ford's e-bike proposal involves many factors to consider. Our favorite things about this organization are the price point, the target market, and the organizational objectives. Among Ford's mission statements is "Help build a better world, where every person can live as they wish. The mission statement of Mergent 2022 is to create a world with fewer obstacles and limits, where people can pursue their dreams and build a better life. Using power assist, the e-bike helps you to go farther, faster, and easier while helping build a better world.

Legislation seems to be focusing on combating climate change and promoting eco-friendly vehicles. A portion of the ticket proceeds can now be collected for reporting vehicles in the bike lane with photographs (Hurler, 2022). It is this congestion that makes e-bikes and other electric powered vehicles like skateboards the most convenient means of transportation. In the coming years, gas prices are likely to rise across the globe, making these bikes more viable.

As part of my marketing strategy, I advertise on blogs, Youtube ads, YouTube sponsorships, influencers, and podcasters who are influential with my target market. Statistics Consumer Insights, 2022) targets highly motivated, highly income-earning, and urban consumers between 30-39 years old. However, we must oversee the ads, especially with influencers, to prevent them from misrepresenting the product without our knowledge and landing us in legal trouble. Through surveys, we also intend to find out what our target market values in e-bikes, so we can include this information in our product. Ford's involvement should be redacted so we don't bias the results in any way. One of the most important questions is what people from different demographics are willing to pay for a product like this.

Reaching interested consumers is the most frustrating limitation. Consumers are hard to find because the market is so small. We can reach a wide range of fitness enthusiasts, willing to buy a life-changing fitness product by using Youtubers, podcasters, and bloggers. In order to reach the small US market interested in e-bikes, we need to find more creative ways of getting their attention.

Hurler, K. (2022, Sep 30). New York City Bill Puts a Bounty on Bike Lane Violations. Gizmodo.

Mergent. (n.d.). Ford Motor Company [F]. Retrieved November 20, 2022 from 

https://www-mergentonline-com.ezproxy.snhu.edu/companydetail.php?compnumber=34 (https://www-mergentonline-com.ezproxy.snhu.edu/companydetail.php?compnumber=34)24&pagetype=synopsis (https://www-mergentonline-com.ezproxy.snhu.edu/companydetail.php?compnumber=3424&pagetype=synopsis)

Statistica Consumer Insights. (2022, Oct 1). Target group: Electric bike (e-bik

e) owners in the United States. Statistica.

https://www-statista-com.ezproxy.snhu.edu/study/118492/electric-bike-e-bike-owners-in-the-united-states/ (https://www-statista-com.ezproxy.snhu.edu/study/118492/electric-bike-e-bike-owners-in-the-united-states/)

December 12, 2022 (https://mkt337blog6.wordpress.com/2022/12/12/module-6/)

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7-1 Blog: Green for Profit or Green for the Environment?

Lush Cosmetics has been one of my favorite brands for years. I am always drawn to their clean scents and interesting products. Although the brand is known primarily for soaps and moisturizers, there is much more to it than that. The brand manufactures eco-friendly, vegetarian, and vegan bath products made from renewable resources. In essence, Lush's mission is to make products for people who care about the Earth and everyone and everything on it.

Natural and sustainable products are the hallmark of Lush's socially responsible business practices. In addition to their philanthropic activities, Charity Pot is one of the brand's most popular products. As a result of purchasing Charity Pot moisturizer, proceeds go to various charities. In addition to working with grassroots groups, we engage a range of environmental conservation, human rights, and animal welfare organizations." (Lush, 2018). Along with funding our Charity Pot partners, we sometimes use our platform to promote campaigns and causes we care about. Through the sale of this moisturizer, Lush supports numerous causes and charities, which are listed on the Charity Pot page.

Lush's Charity Pot is not the only eco-friendly feature of the brand. Those who shop at any of the company's retail stores will find that the majority of their products come in packaging that is 100% recyclable, or come in packaging that does not have any packaging at all. Empty packaging, such as the brand's signature black product pot, can be returned for incentives. Consumers usually receive a free trial size of a product after returning a few of them.

Despite a few small setbacks along the way to success, Lush's socially responsible business practices have not been affected. Searching online, I found only articles that portrayed the brand negatively. There have been a few incidents, including a complaint of racial discrimination, an allegation that product instructions contained "lewd" language, and a lawsuit filed by a neighborhood against a nearby facility due to its strong odor. There was little evidence available on these incidents, so I tried to dig up more information.

There is no doubt that Lush is a "green" brand for the environment. Before launching a product, the company considers its employees, product, customer, and the environment. Through their personal website and social media platforms, the brand is very transparent. Videos and articles posted by Lush often show all of their most popular and well-loved products' ingredients and production.

References:

Lush Fresh Handmade Cosmetics US. (2018). Retrieved from https://www.lushusa.com/charitypot.html (https://www.lushusa.com/charitypot.html)

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5-1 Blog: Top Dog Versus Underdog

Coca-Cola and Pepsi are the brands I chose as a rivalry. Pepsi is the underdog in comparison to Coca-Cola, the top dog. In spite of the fact that both of these companies are successful, they use different strategies for promoting their products. As part of its initiative-taking strategy, Coca-Cola employs a number of strategies. Since Coca-Cola was the first brand in the Cola industry, it has a competitive advantage over others over the long run. It is widely available around the world, which makes Coca-Cola a well-known brand. Furthermore, Coca-Cola's advertisements portray a positive, fun and happy message that is compatible with consumers' beliefs and lifestyles. As an example of an effective brand strategy, Coca-Cola's advertisements emphasize the functionality of their products as "daily life products" that are suitable for the whole family because they know that majority of their purchases are made by women.

The Pepsi strategy is based on a reactive approach, and Pepsi has been successful in targeting younger audiences. A combination of fun and music is used to advertise Pepsi, the drink of the new generation. Furthermore, Pepsi features musical celebrities in its advertisements as well as more sugar in Pepsi than in Coke.

A company that is underdog needs to disrupt the status quo and decrease ambiguity in order to gain more market share. The marketing department of Pepsi, for instance, can encourage consumers to participate in blind taste tests. Giving free samples allows consumers to compare taste and price to prevent confirmation bias. It is possible to challenge the consumer's beliefs by championing the underdogs. According to Pepsi, the drink of the new generation might be preferred by a mother's kids over Coca-Cola, which is considered a typical drink of the older generation. Underdogs can also benefit from distribution channels, for example, Pepsi could offer its product exclusively to fast-food chains and well-known restaurants.

Top dogs are more appealing to consumers because they're novel and interesting, and they're often motivated to learn more about the features and benefits of the top dogs. The judgments of consumers about brands they know well tend to be more positive and more confident. Consequently, top dogs tend to be more preferred by them. For myself, I prefer trying new products and going with the underdog since they tend to conduct more research and development to make their product more appealing to consumers.

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1-2 Blog: Consumer Who? Consumer You!

From children to adults to large corporations, consumers come in all shapes and sizes. Numerous internal and external factors influence them all. I personally consume both individually and organizationally. In addition to purchasing items for my personal use, I also purchase supplies and promotional materials for my small business. My other job is working as a receptionist at a veterinary clinic, which requires me to purchase inventory as well. 

I am primarily influenced by finances when it comes to making buying decisions as an individual consumer. My ability to cover all my expenses is more important to me than my emotions or brand loyalty since I am a full-time student living in New York City. The influences of an inventory manager are broader, since we must carry items that clients want, so our decisions are influenced by their needs. To be able to offer the best products to our patients, we also need to research what the best possible products are for them, at a volume that allows us to have them on hand rather than requiring clients to fill them out elsewhere. 

Recommendations 

As part of the buying process, I usually make my decisions after evaluating alternatives. In order to make sure I get the best possible product or service for my needs, I like to evaluate all my options before making a decision. I can't easily replace purchases due to my financial situation, so I make sure that these are the best products for me. 

Marketing research has a significant impact on me, I am certain. Whenever we are bombarded with advertising on a constant basis, as we are these days, our opinions and buying habits are shaped. I tend to gravitate towards name brands when cost is not an issue. The word of mouth of friends and family who have been affected by this research is also very important to me. 

Post-purchase behaviors that I engage in include leaving reviews for purchases made online, as well as passing word-of-mouth reviews on to family and friends. These behaviors tend to be more prevalent in me when I am upset rather than when I am pleased with an outcome. It's obvious that a product will work as expected, so extra praise isn't needed. My concern is that other users may also experience the same issues if the product is disappointing. Everyone is involved in consumer behavior, whether they are receiving marketing or designing products and advertisements. It is essential to conduct different kinds of research for different types of buyers, since their needs are vastly different. Markets are shaped by consumer needs, which makes consumer behavior fascinating. 

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2-1 Blog: Under Armour: Where Do We Go From Here?

In the case study article, what market segments were identified and what segmentation strategies were implemented? 

With advertisements that targeted men, Under Armor first built their brand by marketing their products through the "tough guy" and football image (University of Virginia, 2016). University of Virginia, 2016). They achieved this by delivering innovative and modern technical apparel. Under Armor gained $2.3 billion in sales in 2013 but only $500 million came from their women's products, motivating them to expand into the female market (University of Virginia, 2016). As a result, the campaign "I Will What I Want" was created. By using a ballerina, the campaign targeted women who would relate how they were recognized after attending a ballet school because of their lack of body, but continued to pursue their passions and danced for the rest of the advertisement, which was so included in another part of the campaign, famous model Giselle Bundchen (University of Virginia, 2016). In addition to niche segments such as the health club industry, closely targeted activities like Pilates and rock climbing were also highlighted in the case study article. 

Targeting segments based on demographic characteristics was Under Armor's segmentation strategy. Kardes et al., 2020 describe demographic characteristics such as age, gender, income, education, occupation, etc. In marketing, demographic segmentation is more popular since characteristics of consumers can be measured easily and inexpensively. (Kardes et al., 2020). Due to Under Armor selling athletic apparel, segmenting by psychographics would also be a segmentation strategy since niche segments have been mentioned such as health clubs, Pilates, and rock climbing. (Kardes et al., 2020) Psychographic segmentation measures attitudes, values, and beliefs about lifestyle. In addition to behavioral segmentation, there are other segmentation strategies that could have been implemented, such as segmentation based on product attribute or benefit preferences, as well as usage occasion. Sports or workout clothing from Under Armor contains benefits for the occasion. 

What do you believe are four to five key points to remember when implementing segmentation strategies? 

When implementing segmentation strategies, the following four key points should be kept in mind: 

1. Realize that there is no such thing as a "one size fits all". There is no one size fits all approaches to market segmentation (Kardes et al., 2020), and consumers have different preferences. In order to really understand who our audience is and what they want and need, we need to analyze their preferences. 

2. In addition to consumer details, consumer behavior also matters. As well as knowing our audience, it's easy to find out where they reside, what their demographics are, and what their psychographics are by poking through databases like the U.S. census. Rather than asking what consumers are doing with our brand, we should ask what actions they are taking? When they visit our website, what do they do? Do they behave the same way as other customers? (Vilner, 2017) Has this become a trend? (Vilner, 2017)  

3. Beware of the majority of fallacy. During majority fallacy, a company neglects smaller and less typical segments in favor of the large average segments (Kardes et al., 2020). In larger segments, competition tends to be fiercer, and they are not always the most profitable segment, but the small, neglected segments can be much more profitable, especially in an environment with less competition (Kardes et al., 2020). 

4. A company's ability to distinguish products by their characteristics can influence the segmentation of its market (Kardes et al., 2020). A company's efforts can lead to over-segmentation when its products are so similar that they compete. If you are trying to implement segmentation strategies on a product that you already have, you may need to determine if it is like the product, you already have. 

Identify a new market segment that you have noticed recently (during your own shopping experience online, in a commercial ad, or in a secondary resource such as a magazine) that you believe would be a great market to explore. How might you create a segmentation strategy to reach this new market segment? 

The spiritual herbalist community is a new market segment that is interested in exploring belief. Social media platforms are widely used. Plants, herbs, and flowers are becoming increasingly important to spiritual practices, as well as decorating and crafting with them. By researching everything about this new market segment, I can create a segmentation strategy to reach them. Demographics, geography, psychographics, and their behavior as consumers are all things I would like to know. It would then be possible to create a strategy for reaching this segment by researching everything about them. I would choose the following segmentation strategy. As this segment could be classified as lifestyle or niche, I would use a psychographic segmentation strategy. 

References 

Kardes, F., Cronely, M., & Cline, T. (2020). Consumer Behavior. MBS 

Direct. hrtosth/moscirectvitasource.com/b00ks/9781305161689 

University of Virginia. July 27, 2016). Under Armour's willful digital moves. Harvard Business Review; Darden Business Publishing. httpstti//services.hbsp.harvard.edu/Iti/links/content-launch 

Vilner, Y. (2017, December 12). 5 factors to consider when segmenting your customers. Marketo Marketing Blog - Best Practices and Thought Leadership. httpstti//blog.marketo.com/2017/12/5-factors- consider-segmenting-customers.html