SENIOR MANAGEMENT GROUP

1

• SENIOR MANAGEMENT GROUP
• Ben Laflamme VP of CRM
• Rob Gemmell VP of Internal Support
• Martina Olcheski VP of SCM
• Brenden Tyler VP of Finance
• Tara Fairhead VP of Operations

2
SIZE OF MARKET

• Canadian Households
• - 50 have pets
• - 30 have at least one dog
• - approx. 3.5 million dogs
• - 28 have at least one cat
• - approx. 4.5 million cats

3
PET OWNERSHIP

• Which Provinces are leading the way?
• Alberta, Manitoba, and Saskatchewan
• Which Provinces own the least?
• Ontario and Quebec

4
3 MAJOR PLAYERS

• Nestlé Purina PetCare Company

5
3 MAJOR PLAYERS

• Mars Incorporated
• Proctor and Gamble

6
OTHER PLAYERS

• Hagen (Nutrience)
• The Meow Mix Company (Meow Mix)
• NutriVet Inc. (Balance Diet, Aura)
• Hills Pet Nutrition Inc. (Science Diet,
  Prescription Diet)
• National Grocer (PC)

7
DISTRIBUTION RETAIL
8
DISTRIBUTION RETAIL

• Pet Shops
• Independent Veterinary Clinics
• As well as Canadian Tire, Zellers, and Wal-Mart
  Stores

9
PRODUCT COSTS

• Competitors Pricing DOG FOOD

3-5 KG
9.25
17.75
7.58 KG
14.99
23.75
15-16 KG
23.99
33.87
10
PRODUCT COSTS

• Competitors Pricing CAT FOOD

1-2.5 KG
5.95
9.94
3-4 KG
9.99
14.95
7.5-8 KG
18.99
31.75
11
PRODUCT COSTS
PRODUCT COSTS
Ingredients
Packaging
Labour
Freight
12
FUTURE POSSIBILITIES

• Dog/Cat Snacks
• Diet/Light Products
• Entering Other Markets
• A Helping Paw Program
• On-Line Ordering for Elderly, Impaired, etc