The Current Stage & Interview Question Examples

The core reference topic " Pet treats: The gift that keeps on giving " from Petfood Industry to demonstrate the interview question list base on the current stage concept from "Gap Selling: Getting the Customer to Yes: How Problem-Centric Selling Increases Sales by Changing Everything You Know About Relationships, Overcoming Objections, Closing and Price" book by Keenan (Author)

The current stage

1.??????? Fact

Central Garden and Pet company is headquartered in the USA and has 2 segments the pet industry and the garden industry.

• Since 2014, dog and cat products have grown from less than 10% of the company’s net sales to nearly 20%.
• Fiscal 2023, Pet 57% Garden 43%

2023 Pet treats in the USA soared a whopping both dogs and cats by 20% and 40% respectively.

The functional treats trend in the USA 2023.

US pet owners’ behaviors (Cat + Dog owners) 2023

• Bond and spend quality time with their pets. 73%
• Treating their dog/cat more frequently as a result of spending more time at home 49%
• Willing to spend more on treats that address specific health concerns 70%
• “Made in the USA” claims purchased by

-? 49% of U.S. dog owners

-? 40% of U.S. cat owners

Central Garden & Pet's Acquisition of TDBBS is based in Richmond, Virginia,?USA.

• TDBBS is a provider of premium natural dog chews and treats.
• Expand Central’s portfolio:

-? Bully and collagen sticks, bones and jerky.

-? Further strengthen Central’s?e-commerce and digital capabilities.

The US pet treat market is projected to reach US $18 billion by 2027 (9% CAGR).

2.??????? Problems; identify and prove the existence of a clear problem.

Central Garden and Pet situation

• 2023 They have more than 50% revenue from “Pet segment”. Since 2014, dog and cat products have grown from less than 10% of the company’s net sales to nearly 20%. But they don’t have variety segment of cat and dog’s portfolio product.
• Pet treats is highly growth and strong potential revenue in 2027 for US $18 billion by 2027 (9% CAGR). So The central Garden and Pet must to expand the pet treats SKU to meet the market expectations and improve their strengths.
• Enhance the E-commerce capability in pet segment

Pet owners’ behavior

• Pet owners have high frequency treating to their pets to express their love and pamper their furry love.
• Pet owners willing to pay more in functional pet treats with addressed special benefit health than normal treats.
• Nearly 50% US pet owner both cats and dogs like to buy pet treats claim “Made in USA” it can express the local ingredient that make pet owners feel familiar and easily match benefits with ingredients.

3.??????? Impact; the impact our products will have on the buyer’s current environment.

Central Garden and Pet Situation

• Limited of cat and dog’s portfolio product.
• Improve the E-commerce capability in pet segment.

Pet owners’ behavior

• Trend of functional pet treats continue growth to 2027 base on the limited formats and don’t have the personal functional or multi-functional trats.
• Pet products in E-commerce trend continue to growth to align with pet market growth.
• Pet owners feel frustrated and confused for difficulty in finding treats that align with their values and pet needs.

4.??????? Root cause; Need to understand why the problem exist to demonstrate how we can solve the problem.

Central Garden and Pet situation

• Limit variety format, ingredient and claim of pet product portfolio and profitability.
• Lack of variety of cat products portfolio.
• Insufficient pet E-commerce potential.

Pet owners’ behavior

• Lack of variety innovation and personalization that pet owner needs.
• Ineffective communication in science-backed health claims matches with pet functional claim products.
• Insufficient understanding of owner preferences.

5.??????? Emotional state: deliver your solution to meet customer expectations.

• Owners feel unfulfilled treating their pets with the exiting pet treats.
• Guilt and concern about using normal or special treats potentially harmful or cannot support health benefit to their pets.
• Pet owners are willing to pay functional treats as the one more option to improved pet health for long living.

Interview question

I list the questions for interview pet owners in Thailand to gather information and deep drive to analyze and seek the insight to compare with US pet owners.

Probing question

1. What specific situations or symptoms trigger your concern about your pet's health?
2. How do you currently approach pet health and wellness?
3. How usually do you buy pet functional products? What price range are you comfortable?
4. Where do you usually buy pet functional products?
5. How much time does it take to make the decision to buy pet functional products? And what are the criteria to consider?
6. Can you give 3 example brands that usually buy pet treats?
7. Beyond general health benefits, what specific concerns or conditions that you looking to address through treats?
8. What are targeted functional treats that best suit your pet's unique needs?

?

Process question – HOW

1. How can brands address these concerns and build trust?
2. Who is the most usually buy pet functional treats and why?
3. What are the top 3 pet functional treats which usually buy?
4. What are targeted functional treats that best suit your pet's unique needs?
5. How frequently do you buy pet functional treats per month?
6. How do you currently seek and verify the information of functional pet treats?
7. What online shopping experiences would make you more likely to buy pet products online, specifically functional treats?
8. What criteria would encourage you to offline buying for your pet treats?

?

Provoking question

1. How situations drive you buy the functional treats for your pet? (improved health, longevity, specific behavior modification, etc.)
2. Beyond just feeding their pets, what emotional experiences or bonding rituals do you seek through treat-giving?
3. How appearance or benefit treats are you most looking for or avoiding in functional pet treats?
4. Can you imagine the ideal interactive experience between you and your furry pet to build bonding?
5. What special event or experience are associated with using treats to build the memory together with your pet?"
6. What are the main advantages and disadvantages of buying pet treats online versus in physical stores?
7. What features would make you more likely to purchase pet treats online?
8. Describe your ideal pet treat in terms of its impact on your pet's well-being and your relationship with them.

Validating question

1. When do you start considering your pet health? And how do you express your love and care to your pets?
2. What are some unique ways you like to use treats to connect with your furry friend?
3. What is the best channel to buy pet functional treats?
4. What type of treat that your pet love to eat it?
5. What are your top 3 priorities when choosing pet functional treats? (sustainability, ethical sourcing, cruelty-free practices, etc.)
6. What is the criteria make you willing to pay more than current pet treats? And how much % that you willing to pay more than current?

?

Ref:

[1] Gap Selling: Getting the Customer to Yes: How Problem-Centric Selling Increases Sales by Changing Everything You Know About Relationships, Overcoming Objections, Closing and Price Hardcover – December 3, 2018 by Keenan (Author)

[2] Debbie Phillips-Donaldson. (2023, November 10). Pet treats: The gift that keeps on giving. Petfood Industry. Retrieved from https://www.petfoodindustry.com/blogs-columns/adventures-in-pet-food/blog/15638447/pet-treats-the-gift-that-keeps-on-giving#:~:text=Pet%20owners%20increasingly%20see%20treats,benefits%20from%20ongoing%20sales%20growth.

[3] DAVID LUMMIS. (2023, September). Pet Treats Continue on an Upward Trajectory. Pet Product News International September 2023. pages 12 - 13.

[4] 2023 Annual Report Central Garden & Pet. from https://ir.central.com/company-information/annual-reports

[5] Tim Wall. (2023, November 6). Central Garden and Pet acquired pet treat maker TDBBS. Petfood Industry. Retrieved from https://www.petfoodindustry.com/pet-food-market/market-trends-and-reports/article/15637940/central-garden-and-pet-acquired-pet-treat-maker-tdbbs