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• Demand for Premium/Healthy Options: A rising segment of pet owners is concerned about pet health and is willing to pay for higher-quality, natural food.
• Local Sourcing Appeal: Emphasis on “locally sourced” resonates with consumers supporting local economies and seeking fresh, natural ingredients.
• Grain-Free Trend: Addresses common pet allergies and digestive sensitivities, a popular trend in global pet food markets now reaching Kenya.

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Here is an 8-slide brand presentation for “Afya Bites,” complete with speaker’s notes.

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Afya Bites: Nourishing Pets, Naturally.

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Slide 1: Title Slide

Image: A vibrant, appealing image of a healthy dog and cat, perhaps playing together, with a stylized “Afya Bites” logo prominently displayed. The logo could incorporate natural elements like a leaf or a sun.

Title: Afya Bites: Nourishing Pets, Naturally.

Subtitle: A New Era of Premium, Locally-Sourced Pet Nutrition for Kenyan Households

Presented by: [Your Name/Company Name, e.g., “Pawsome Feeds Kenya Ltd.”]

Date: June 3, 2025

Speaker’s Notes:

• “Good morning/afternoon everyone. Thank you for joining us today. We are thrilled to introduce Afya Bites, a groundbreaking new line of pet food designed to meet the evolving needs of discerning pet owners right here in Kenya.”
• “Our presentation today will unveil our vision for Afya Bites: a brand synonymous with premium quality, natural ingredients, and optimal pet health, all with a proud Kenyan touch.”
• “We believe Afya Bites isn’t just pet food; it’s a commitment to the well-being and vitality of our beloved animal companions.”

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Slide 2: The Pet Food Landscape in Kenya – Why Afya Bites?

Image: A split image: one side showing a generic, possibly imported, pet food bag; the other side showing a close-up of fresh, natural ingredients (meat, vegetables). Maybe a small graph showing rising pet ownership.

Headline: The Pet Food Landscape in Kenya: An Opportunity for Natural Excellence

Key Points:

• Growing Pet Humanization: Pets are increasingly seen as family members, leading to greater demand for quality care.
• Rise of Conscious Pet Ownership: Owners are more aware of ingredients, seeking healthier, natural alternatives to generic brands.
• Prevalence of Imported Options: Current premium market dominated by expensive, often less-fresh imported foods.
• Gap for Local, Premium, Natural: A clear need for a high-quality, locally-sourced, and accessible grain-free option tailored for Kenyan pets and owners.
• Health Concerns: Addressing common pet issues like allergies, digestive problems, and dull coats linked to grain-heavy or artificial diets.

Speaker’s Notes:

• “Let’s set the stage. The Kenyan pet food market is booming. We’re seeing a significant shift where pets are no longer just animals, but cherished family members. This ‘pet humanization’ trend means owners are increasingly prioritizing their pets’ health and happiness.”
• “However, this growing awareness also exposes a crucial gap. While premium options exist, they are largely imported, making them expensive and sometimes less fresh due to long supply chains. Many local options fall short on ingredient quality, often relying heavily on grains or artificial additives that can lead to common pet health issues.”
• “Afya Bites enters this space to fill that void. We’re offering a truly premium, natural, and crucially, locally-sourced grain-free alternative designed specifically to address the dietary needs and common health concerns of Kenyan pets, giving them the vitality they deserve.”

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Slide 3: Our Brand Vision & Mission

Image: A clean, minimalist slide with the Afya Bites logo and compelling typography. Perhaps a subtle background image of a healthy pet enjoying food.

Headline: Our Vision: Healthy Pets, Happy Homes, Sustainable Future.

Our Vision: To be the leading brand for natural, wholesome pet nutrition in Kenya, setting the standard for quality, sustainability, and pet well-being.

Our Mission: To provide discerning pet owners with premium, locally-sourced, grain-free pet food that promotes optimal health, vitality, and longevity for dogs and cats, while championing sustainable practices and supporting local agriculture.

Core Values:

• Natural Goodness: Commitment to wholesome, high-quality ingredients.
• Pet Well-being: Every decision driven by the health and happiness of pets.
• Local Empowerment: Supporting Kenyan farmers and communities.
• Sustainability: Responsible sourcing and eco-friendly practices.
• Transparency: Clear communication about ingredients and processes.

Speaker’s Notes:

• “Our brand vision for Afya Bites is ambitious yet deeply rooted in our purpose: Healthy Pets, Happy Homes, Sustainable Future. We envision a future where every pet in Kenya thrives on natural, nutritious food, contributing to happier family lives.”
• “Our mission is our guiding star: to deliver premium, locally-sourced, grain-free pet food. This commitment isn’t just about what’s in the bag; it’s about our entire philosophy. We want to nourish pets from the inside out, using ingredients we trust, sourced from our own backyard.”
• “And our core values – Natural Goodness, Pet Well-being, Local Empowerment, Sustainability, and Transparency – are the bedrock of our brand. They dictate every decision we make, from ingredient selection to community engagement.”

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Slide 4: The Afya Bites Product Line: Natural Goodness Unveiled

Image: A collage of attractive packaging mock-ups for different product variants (e.g., puppy, adult dog, cat), showcasing fresh ingredients like chicken, fish, sweet potato.

Headline: The Afya Bites Product Line: Natural Goodness Unveiled

Product Mix: A focused initial launch addressing core dietary needs.

1. Afya Bites – Canine Vitality (Adult Dog Food)

   • Description: Complete and balanced nutrition for adult dogs.
   • Key Ingredients: Deboned Chicken/Beef (first ingredient), Sweet Potato, Peas, Carrots, Turmeric, Flaxseed.
   • Benefits: Supports lean muscle mass, healthy digestion, shiny coat, strong immune system.
   • Sizes: 2kg, 5kg, 10kg bags.

2. Afya Bites – Feline Grace (Adult Cat Food)

   • Description: Tailored for the specific nutritional needs of adult cats.
   • Key Ingredients: Deboned Fish (Sardines/Tilapia), Chicken Meal, Lentils, Cranberries, Taurine.
   • Benefits: Supports urinary tract health, lean muscle, healthy skin & coat, vital energy.
   • Sizes: 1.5kg, 3kg, 7kg bags.

3. Afya Bites – Puppy Power (Puppy Formula)

   • Description: Optimized for growing puppies.
   • Key Ingredients: Deboned Chicken, Brown Rice (limited, easily digestible), DHA-rich Fish Oil, Calcium.
   • Benefits: Supports healthy bone and brain development, strong immune system.
   • Sizes: 1.5kg, 4kg bags.

Unique Selling Proposition (USP):

• Locally Sourced, Fresh Ingredients: Minimizes carbon footprint, supports local farmers, ensures freshness.
• Grain-Free (for most): Ideal for sensitive pets, promoting better digestion and reducing allergy risks.
• No Artificial Additives: Free from artificial colors, flavors, and preservatives.
• Scientifically Formulated: Developed with veterinary nutritionists for complete and balanced meals.

Speaker’s Notes:

• “Our initial product mix is strategically designed to cater to the foundational needs of most pet households: adult dogs, adult cats, and growing puppies.”
• “For Canine Vitality, we emphasize deboned chicken or beef, paired with wholesome vegetables like sweet potato, ensuring high protein and essential nutrients. Our focus on a largely grain-free recipe caters to common canine sensitivities.”
• “Feline Grace recognizes the unique dietary needs of cats, prioritizing fish as a primary protein source, crucial for their obligate carnivore nature, alongside taurine for heart health.”
• “And for the youngest members of our pet families, Puppy Power provides the building blocks for healthy growth, with highly digestible proteins and essential nutrients for brain and bone development.”
• “Our USP lies in these fundamental principles: locally sourced ingredients, a commitment to being predominantly grain-free, no artificial additives, and scientifically formulated to give pet parents peace of mind.”

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Slide 5: Pricing Strategy – Value & Accessibility

Image: A visual representing value for money, perhaps a balanced scale or comparison infographic showing Afya Bites’ benefits versus cost.

Headline: Pricing Strategy: Premium Value, Accessible for Every Pet

Our Approach:

• Value-Based Pricing: Positioned as a premium product due to ingredient quality and health benefits, but priced competitively against imported premium brands.
• Cost-Plus Considerations: Ensuring sustainable margins that allow for continuous quality control and local sourcing.
• Tiered Pricing: Different bag sizes offer varying price points per kg, making it accessible for diverse budgets.

Illustrative Pricing (Retail, KES):

• Canine Vitality:
  • 2kg: KES 1,200 (approx. KES 600/kg)
  • 5kg: KES 2,800 (approx. KES 560/kg)
  • 10kg: KES 5,200 (approx. KES 520/kg)
• Feline Grace:
  • 1.5kg: KES 1,000 (approx. KES 667/kg)
  • 3kg: KES 1,800 (approx. KES 600/kg)
  • 7kg: KES 4,000 (approx. KES 571/kg)
• Puppy Power:
  • 1.5kg: KES 1,300 (approx. KES 867/kg)
  • 4kg: KES 3,200 (approx. KES 800/kg)

Competitive Advantage:

• Offers superior quality and ingredient integrity compared to mid-range local brands.
• Significantly more affordable than high-end imported grain-free brands, making premium nutrition accessible to a broader segment.
• Emphasizes long-term health savings (fewer vet visits for diet-related issues).

Speaker’s Notes:

• “Our pricing strategy for Afya Bites is a delicate balance. We are committed to offering a premium product, and our prices reflect the quality of our locally-sourced, natural ingredients. However, we also believe premium nutrition should be accessible.”
• “We’ve adopted a value-based pricing model. While our per-kilogram price might be higher than basic local brands, the nutritional density, the absence of fillers, and the health benefits mean pets require less food, and experience better health outcomes – which translates to long-term savings for pet owners in vet bills.”
• “Compared to imported premium brands, Afya Bites offers a compelling price advantage, making superior nutrition achievable for a wider base of Kenyan pet owners. Our tiered pricing structure, with economies of scale for larger bags, further enhances affordability.”

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Slide 6: Distribution Strategy – Reaching Every Pet Parent

Image: A map of Kenya with dots or pins indicating distribution hubs and retail points, or a visual showing various retail channels (supermarket aisle, pet shop, online delivery van).

Headline: Distribution Strategy: Convenience & Accessibility Across Kenya

Our Approach: A multi-channel approach to ensure wide reach and convenience for pet owners.

1. Modern Retail (Supermarkets & Hypermarkets):

   • Focus: Major chains like Carrefour, Quickmart, Naivas, Chandarana Foodplus.
   • Rationale: High foot traffic, established pet food aisles, reach urban and peri-urban populations.
   • Strategy: Secure prominent shelf space, engage in in-store promotions, and ensure consistent stock levels.

2. Specialty Pet Stores:

   • Focus: Dedicated pet shops, veterinary clinics with retail sections.
   • Rationale: Targeted audience, staff knowledgeable about pet nutrition, can offer expert recommendations.
   • Strategy: Provide product training to staff, offer sampling programs, co-host pet wellness events.

3. E-commerce & Direct-to-Consumer (D2C):

   • Focus: Our own Afya Bites website, leading e-commerce platforms (e.g., Jumia Food, Glovo), and local delivery services.
   • Rationale: Growing trend in Kenya for online shopping, convenience for busy pet owners, direct customer relationship.
   • Strategy: Offer subscription services for recurring orders, localized delivery options, customer service chat.

4. Wholesale & Bulk Buyers:

   • Focus: Kennels, breeders, pet boarding facilities, animal rescue organizations.
   • Rationale: High volume consumers, potential for brand endorsement.
   • Strategy: Offer competitive wholesale pricing, tailored delivery schedules, and educational support.

5. Expansion into Rural/Upcountry (Mid-Term):

   • Focus: Regional distributors, agri-vets, stockists in major towns outside Nairobi.
   • Rationale: Reach a wider segment of pet owners who are outside major urban centers.
   • Strategy: Pilot regional distribution hubs, utilize mobile sales agents with demonstration kits.

Speaker’s Notes:

• “Our distribution strategy for Afya Bites is designed to ensure our premium products are accessible to every pet parent across Kenya, wherever they prefer to shop.”
• “We’ll start strong in modern retail, securing prime shelf space in major supermarkets. This is where most urban and peri-urban pet owners currently purchase their food.”
• “Simultaneously, specialty pet stores and vet clinics are crucial. These channels provide credibility and allow for expert recommendations, fostering trust in our brand’s quality.”
• “Recognizing the digital shift, our e-commerce platform will offer unparalleled convenience, with options for direct delivery and subscription models for busy pet parents. We’ll also leverage popular third-party delivery services.”
• “Looking ahead, we aim to expand our reach to rural and upcountry markets, understanding that pet ownership is growing there too. This will involve regional partnerships and potentially direct sales agents to ensure our nutritious food reaches every corner of Kenya.”

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Slide 7: Promotion & Advertising Strategy – Building Brand Love

Image: A dynamic collage of various marketing materials: a social media ad, a local TV ad screenshot, an event photo with pets and owners, packaging shot.

Headline: Promotion & Advertising Strategy: Educating, Engaging, and Elevating Pet Care

Our Core Message: “Afya Bites: Nourishing Pets, Naturally – Because their health is your happiness.”

Key Advertising Channels:

1. Digital Marketing (Primary Focus):

   • Social Media: Instagram, Facebook, TikTok. High-quality visuals of healthy, happy pets, engaging video content (e.g., “Day in the life of a pet parent,” “Behind the scenes of our local sourcing”). Targeted ads based on pet ownership interests.
   • Content Marketing: Blog posts on pet health, nutrition tips, responsible pet ownership, local farming stories on our website and partner platforms.
   • Influencer Marketing: Partner with popular Kenyan pet influencers, vets, and pet rescue organizations for authentic endorsements and product reviews.
   • Search Engine Marketing (SEM): Google Ads targeting keywords like “grain-free dog food Kenya,” “healthy cat food Nairobi.”

2. Traditional Media (Strategic Use):

   • Radio (Local/Vernacular): Short, memorable jingles and informational spots on popular stations, especially for reaching audiences outside major cities. Focus on the benefits of local, natural ingredients.
   • Print (Magazines): Features in lifestyle or parenting magazines with a relevant readership, highlighting pet health and our brand story.

3. Experiential & Community Engagement:

   • Pet Expos & Fairs: Participate in and sponsor local pet expos, dog shows, and cat shows (e.g., KSPCA events). Offer product sampling, consultations with vets, and interactive booths.
   • Vet Clinic Partnerships: Place educational materials (brochures, posters) in vet clinics. Offer samples to new puppy/kitten owners.