Innovation

The most important aspect at the foundation of M4 Gmbh is innovation. The existing pet market is characterised by well-proven but standard products. Pets have come to be a very important part of the lives of their owners and their families. Some are even a substitute for a child or best friend. Based on the new role that pets play in our lives, it is time for a change in the market for pet supplies. But this change has nothing to do with luxury or exaggeration. As pets become a bigger part of our lives, it is sensible to examine related markets such as the fitness market or the market for baby supplies in order to get new and effective ideas for pet products. Trends in society and changes in people's attitudes are translated into innovative products, for example in the field of bedding and fashion. Create a product that fits into your own home (in terms of fashion), but which is also timeless are the themes at the foundation of all of the M4 products.

The way from the idea to the market launch

The ideas come from the environments with which we are confronted daily: daily problems that grow out of the sheer fact of having a pet but also trends (fitness trends, fashion trends etc.). Then the new ideas are discussed within a small team to determine the idea,' potential and the demand for it within the society. The company tries to come up with several versions of this product (what is important is that the product fits in within the general product line of the company and helps to support the corporate identity)- if the team decides to test a product idea, a first prototype is built and tested (the function as well as the design by presenting the product to a certain amount of testers), and if necessary, changes are made on the basis of these product test results. At the same time, the marketing strategy for the new product is developed; for example, the advertising slogan and the tools to present the products. Several test markets (retail shops) are used to conduct an authentic test before launching the product on a German-wide and even worldwide basis.

Technical Issues

Innovation is not just a matter of design and fashion but also involves creating the right and ingenious function to solve daily problems. The company tries to solve medical problems that pets may have (for instance, the gel collars that protect the larynx of the dog or the "Easy feed system", a way for you to feed your dog healthy nutritional food by using a changeable angle of inclination), as well as the common problems associated with having dogs (one example in this case is the splash guard for floors and walls with which all food bars are equipped).

All products are manufactured under M4 GmbH's quality control system. Patents and registered designs help to protect all ideas from imitation.

Distribution strategy

Naturally the German market was the first to be developed. Aside from being the home market, it is also an important market for judging the acceptance of the products.

One of the company's main areas of business is also export: Europe, North America and the Far East are very important and interesting markets for an innovative brand such as M4. At the recent interzoo 2004, the company had piqued the interest of wholesalers and retailers all over the world thanks to More4Dogs and More4Cats being in a position to complement the existing product lines with its new and innovative fashion and technique.

The most important issue facing the company now in terms of its export activities is to find the right partners in each country in order to provide the new brand with the best support and distribution.

For further information: info@more4dogs.de

M4 History

. M4 GmbH is a daughter company of Hammer Sport AG (development and distribution of home fitness equipment for over 20 years);

. The business idea and development of the first products began as a hobby in 2001 as a result of the fact that there is a lack of certain products for cats and dogs in the market;

. Officially founded on 1-1-2004; test launch of a selected segment of the product range in over 30 test markets;

. Presentation of a complete product line for cats (under the brand name More4Cats) and dogs (under the brand name More4Dogs) at the Interzoo 2004. Further brands housed  under the company roof: SchnuffelWuffel (economical line) and Emporium (elevated product line).

PETS International Magazine No. 6 - September 2004