Marketing

Pet Food Industry
Customer Journey Map

1
Awareness & Problem Recognition

Customer Emotions: Frustration & Concern

🔍 Touchpoints

  • Industry publications & trade shows
  • Competitor analysis
  • Equipment breakdown incidents
  • Production efficiency reports
  • Word-of-mouth from industry peers

⚠️ Pain Points

  • Aging equipment causing frequent breakdowns
  • Inefficient palletising and container loading
  • Safety concerns with manual handling
  • Rising labour costs and skill shortages
  • Pressure to meet growing pet food demand

💡 Foodmach Opportunities

  • Showcase 50+ years of FMCG automation expertise
  • Highlight pet food industry specific solutions
  • Demonstrate ROI through case studies
  • Present at industry events and trade shows
2
Information Gathering & Research

Customer Emotions: Cautious Optimism

🔍 Touchpoints

  • Foodmach.com website research
  • LinkedIn and social media content
  • Industry whitepapers and case studies
  • Supplier comparison spreadsheets
  • Initial phone inquiries (1800 FOODMACH)

⚠️ Pain Points

  • Information overload from multiple suppliers
  • Difficulty comparing technical specifications
  • Uncertainty about total cost of ownership
  • Concerns about integration with existing systems
  • Limited time for thorough research

💡 Foodmach Opportunities

  • Provide detailed pet food industry case studies
  • Offer comprehensive ROI calculators
  • Create comparison guides vs competitors
  • Showcase award-winning projects (2019 APPMA)
  • Provide educational content about automation benefits
3
Vendor Evaluation & Contact

Customer Emotions: Hopeful but Skeptical

🔍 Touchpoints

  • Initial consultation calls
  • Site visits and facility tours
  • Technical specification reviews
  • Reference customer conversations
  • Proposal and quotation processes

⚠️ Pain Points

  • Long sales cycles and decision processes
  • Multiple stakeholder alignment required
  • Budget approval challenges
  • Risk aversion due to critical production needs
  • Difficulty assessing long-term support quality

💡 Foodmach Opportunities

  • Leverage "Australia's only full-service" positioning
  • Highlight in-house capabilities (design to manufacturing)
  • Provide detailed project timelines and control
  • Showcase client testimonials from major brands
  • Offer pilot programs or phased implementations
4
Purchase Decision & Contract

Customer Emotions: Excited but Anxious

🔍 Touchpoints

  • Contract negotiations and legal reviews
  • Project kick-off meetings
  • Technical specification finalisation
  • Timeline and milestone planning
  • Payment schedule agreements

⚠️ Pain Points

  • Complex contract terms and conditions
  • Concerns about project timeline delays
  • Integration risks with existing systems
  • Staff training and change management needs
  • Pressure to maintain production during installation

💡 Foodmach Opportunities

  • Provide clear project management processes
  • Offer comprehensive training programs
  • Highlight experience with factory relocations
  • Demonstrate PLC-level integration capabilities
  • Create detailed risk mitigation plans
5
Implementation & Installation

Customer Emotions: Stress & Anticipation

🔍 Touchpoints

  • Regular project status meetings
  • On-site installation and testing
  • Staff training sessions
  • System integration and commissioning
  • Quality assurance and testing protocols

⚠️ Pain Points

  • Production line downtime during installation
  • Unexpected technical challenges
  • Staff resistance to new systems
  • Integration issues with legacy equipment
  • Timeline pressures and project delays

💡 Foodmach Opportunities

  • Excel in project management and communication
  • Leverage 7,100m² manufacturing facility capabilities
  • Demonstrate expertise in minimising downtime
  • Provide comprehensive training and support
  • Showcase problem-solving and adaptation skills
6
Go-Live & Initial Operations

Customer Emotions: Relief & Cautious Satisfaction

🔍 Touchpoints

  • System go-live and initial production runs
  • Performance monitoring and optimisation
  • Technical support and troubleshooting
  • Operator training and skill development
  • Initial performance reviews

⚠️ Pain Points

  • Learning curve for operators
  • Initial system inefficiencies
  • Minor technical issues and adjustments
  • Performance anxiety about ROI achievement
  • Integration fine-tuning requirements

💡 Foodmach Opportunities

  • Provide responsive technical support
  • Demonstrate OEE optimisation expertise
  • Offer continuous improvement recommendations
  • Build strong ongoing relationships
  • Collect success metrics for future case studies
7
Long-term Partnership & Growth

Customer Emotions: Satisfaction & Loyalty

🔍 Touchpoints

  • Regular maintenance and service visits
  • Performance reviews and optimisation
  • Upgrade and expansion consultations
  • Industry event collaborations
  • Reference customer opportunities

⚠️ Pain Points

  • Changing market demands requiring adaptations
  • Technology evolution and upgrade needs
  • Maintenance scheduling around production
  • Budget constraints for future investments
  • Competitive pressure for continuous improvement

💡 Foodmach Opportunities

  • Build long-term strategic partnerships
  • Identify expansion and upgrade opportunities
  • Leverage customer as reference for new prospects
  • Collaborate on innovation and Industry 4.0 initiatives
  • Support business growth with additional automation

Key Strategic Insights for Pet Food Industry

🎯 Unique Value Proposition

Leverage being Australia's only full-service automation provider with 50+ years of FMCG expertise specifically for pet food industry needs.

⚡ Critical Success Factors

Minimise production downtime during implementation and demonstrate immediate OEE improvements to build trust and satisfaction.

🔄 Relationship Building

Focus on long-term partnerships rather than transactional relationships - pet food manufacturers value reliable, ongoing support.

💰 ROI Demonstration

Emphasise labour savings (80%+ with One Shot Loading), efficiency gains, and safety improvements to justify investments.