Chartered Marketer capstone. Research, strategy, budget, and forecasting that earned my CM designation.

The Challenge

Pet Power Inc. made high-quality pet food but had limited brand awareness, limited reach, and a weak digital presence in a crowded premium market. The brief was to build a strategic plan that would grow awareness and sales.

The Research

I analyzed industry trends, the competitive landscape, and the company’s financials, then ran a SWOT to find where Pet Power could win. Four shifts stood out. Demand was rising for premium, health-focused food, sales were moving online and direct-to-consumer, buyers wanted sustainable packaging, and Millennial and Gen Z pet owners were becoming the core market. From there I defined two target segments, urban eco-conscious pet parents and health-focused pet owners.

The Strategy

I weighed five strategic alternatives against set criteria and recommended three priorities. Launch an eco-conscious product line, introduce a subscription service for recurring revenue, and invest in targeted digital marketing, email, and influencer partnerships. I set two measurable goals, a 20% increase in brand awareness and a 30% increase in online sales within a year.

The Plan and Budget

I built an implementation plan with a $120,000 budget split across four initiatives, each with an owner, timeline, and success metrics. I also forecast the financial impact through 2026, projecting revenue growth from $28.9M to $42.2M.

Measuring Success

I defined KPIs across brand awareness, product performance, and customer engagement and revenue, from subscription sign-ups and retention to online sales attributed to digital marketing. The plan included risk controls too, like a limited geographic launch before scaling, and pivoting based on real-time data.

The Results

I designed the pitch deck and presented the plan to CMA evaluators, passed, and earned the Chartered Marketer (CM) designation in 2024.