## 1. Market Background
In recent years, the pet market has flourished, and cat litter, as a must-have for cat-raising families, has continued to grow in market demand. However, traditional cat litters such as bentonite cat litter have problems such as large dust and environmental pollution, and tofu cat litter also has shortcomings such as insufficient clumping. In such a market environment, Fat Cat Pet keenly captured consumers’ demand for environmentally friendly and efficient cat litter and launched cassava cat litter products, aiming to provide cat-raising families with better choices.

## 2. Brand and Product Positioning
Fat Cat Pet is positioned as a mid-to-high-end pet product brand, focusing on product quality and user experience. Its cassava cat litter is positioned as “natural, efficient, and environmentally friendly” as its core positioning, focusing on natural cassava starch as the main raw material, emphasizing the safety of the product, strong water absorption and clumping ability, and good deodorization effect. The target customer group is mainly young cat owners in cities who pay attention to pet health and quality of life.

## 3. Product Features and Advantages
– **Natural and safe**: 100% natural cassava starch is used, and no harmful chemicals are added. Even if the cat eats it by mistake, it will not affect the health, so pet owners can use it with confidence.
– **Super absorbent and agglomerative**: The high content of cassava starch makes the cat litter have excellent water absorption. It can quickly absorb urine after the cat excretes, and it can form a compact agglomeration in about one minute. These agglomerations are not easy to disperse, which is easy to shovel when shoveling feces, effectively preventing urine from spreading and keeping the cat litter box dry and clean.
– **High-efficiency deodorization**: Natural deodorizing factors are added, which can effectively absorb and decompose the odor of cat excrement and keep the indoor air fresh. Even if you don’t shovel feces for 2-3 days, there will be no obvious odor in the room.
– **Comfortable foot feeling**: The particle shape is close to sand, and the surface is smooth. Cats feel natural and comfortable when stepping on it, which helps cats adapt to and use the cat litter box, and reduces the phenomenon of random defecation and urination caused by foot discomfort.
– **Environmentally friendly and degradable**: The raw materials of cassava cat litter are naturally degradable and can be treated as organic fertilizer after use, which meets the needs of modern consumers for environmentally friendly products and reduces pollution to the environment.

## IV. Marketing strategy
– **Online marketing**:
– **Content marketing**: Publish product tutorials, evaluation videos, user sharing and other content on social platforms such as Xiaohongshu and Douyin. By showing the powerful water absorption and agglomeration effect, dust-free characteristics and the comfortable state of cats when using cassava cat litter, it has attracted the attention of many pet lovers. For example, the topic “Fat Cat Pet Cassava Cat Litter Experience” was launched on Xiaohongshu, inviting pet bloggers and ordinary users to share their experience. The topic was read more than 1 million times, generating a large number of spontaneous user recommendations.
– **E-commerce platform promotion**: Open official flagship stores on mainstream e-commerce platforms such as Taobao and JD.com, optimize product titles and keywords, and increase search exposure. At the same time, take advantage of the promotional activities of e-commerce platforms, such as 618 and Double 11, to launch preferential packages and full reduction activities to attract consumers to buy. During the Double 11 event, the sales of Fat Cat Pet Cassava Cat Litter increased by 200% year-on-year.
– **Offline Marketing**:
– **Pet Exhibition**: Participate in various pet exhibitions, set up exquisite booths, and display the product characteristics and advantages of Fat Cat Pet Cassava Cat Litter. At the exhibition, the on-site demonstration of the water absorption, agglomeration and deodorization effects of cat litter attracted the attention and recognition of many pet store owners and consumers. Establish cooperative relationships with pet store owners and promote products to offline pet stores for sale.
– **Cooperation with Pet Stores**: Cooperate with local pet stores to carry out promotional activities and product trials. Set up product display areas and trial packs in pet stores so that consumers can understand the products intuitively. At the same time, train pet store employees on product knowledge and sales skills of cassava cat litter to improve the sales conversion rate of products.

## V. Market Feedback and Results
After a period of market promotion, Fat Cat Pet Cassava Cat Litter has been widely recognized and praised by consumers. Many users said that after using Fat Cat Pet Cassava Cat Litter, the odor in the house was significantly reduced, and cats also preferred to urinate and defecate in the cat litter box, and it was very convenient to clean up. The word-of-mouth spread of the product has gradually expanded the market share of Fat Cat Pet Cassava Cat Litter. In just one year, the sales exceeded 5 million yuan, making it a well-known brand in the cassava cat litter market. At the same time, Fat Cat Pet has also received cooperation intentions from many pet shop owners, and the product has entered the pet shops in many cities across the country for sale, further enhancing the brand’s popularity and influence.

## VI. Summary and Inspiration
The successful case of Fat Cat Pet Cassava Cat Litter shows that in the fiercely competitive pet market, through precise market positioning, high-quality product quality and effective marketing strategies, it can meet the needs of consumers and stand out in the market. For other pet product brands, focusing on product innovation and user experience, and paying attention to trends such as environmental protection and pet health are the key to winning the market competition. At the same time, using a combination of online and offline marketing channels to strengthen brand promotion and user interaction can improve the brand’s popularity and reputation, and lay a solid foundation for product sales and brand development.