Connection to Academic Theories

Going into the experience with Purrfect Friends, I didn’t expect to learn anything related to business. I expected to learn pet care tips and tricks and, if I was lucky, the inner workings of a non-profit organization, but it quickly became apparent that this experience would go beyond typical volunteering. I hadn’t had any previous marketing classes or experience, so it was hard to recognize the connections to academic theories while I was designing toys and coming up with logos and price points. It wasn’t until after the fact and during my research on non-profit marketing techniques that I could figure out exactly why I felt that I needed to analyze my audience and follow Purrfect Friend’s values.

Knowing the audience was the most crucial element that I dealt with. I needed to anticipate what products a new cat owner would want to purchase. There were already toys and blankets that Purrfect Friend’s was known for making and selling at cat shows and veterinary offices, but I wanted to do more than just creating toys that had already been designed. However, this meant predicting problems that a cat owner would have with a toy or blanket and planning accordingly: what colors they would be most attracted to, what safety issues and solutions to those there might be, and what supplies they would want their toys and blankets made from. It looks as though this is a reoccurring theme for all corporations, whether they are non-profit or for profit.

The second that I came in to direct contact with was matching what I was creating with the values of Purrfect Friend’s so that I didn’t negatively impact their reputation. This had to do mostly with the quality of the toys and blankets I was making, the color combinations, the sizes of the blankets and toys and the safety. I wouldn’t want Purrfect Friends to put their logo on something that proves to be dangerous or way off of what they consider a sellable toy.

If I had known these theories before, I would have been able to more clearly analyze what was important to new pet parents and create toys that met their needs rather than fitting what my needs were and hoping that they matched needs of other consumers. Especially for those toys (like the jingle fish) that went through multiple prototypes, being able to look objectively at the toys already popular and see what was driving their sales.