Supporting Century Pacific’s New Pet Brand Goodest Launch

Etaily to manage its e-Commerce launch and operations from end to end.

Research from iPrice Group shows that the number of pet owners in the Philippines has increased since the start of the pandemic. Interests for pets—either for adoption or for sale—rose by 88% based on Google searches in Southeast Asia, with the Philippines showing the highest overall searches for pets. Filipinos made nearly seven million Google searches for pets by September 2021.

As pet ownership significantly grows in the country, demand for pet supplies inevitably increases as well. Pet Express, a local pet care retailing brand, even reported that its online sales of pet essentials grew by 98% since 2019. The lockdown measures imposed throughout the country has made the need for pet companionship grow in a healthy way and in turn made pet retail stores an essential business.

With these findings, it comes as no surprise that big retail brands want to capitalize on this growing trend as well. One such brand is Century Pacific Food, Inc., one of the leading branded food companies in the Philippines. In October 2021, Century Pacific ventured into the pet food market for the first time with its newly developed brand called Goodest, which aims to make affordable yet complete and balanced pet food easily available to pet owners.

Goodest is Century Pacific Food, Inc.’s new brand and first foray into the pet food market. As part of its overall brand strategy to be a digital native pet food brand, Goodest tapped Etaily to manage its e-Commerce launch and operations from end to end.

What were Goodest’s e-commerce needs?

Goodest wanted to enter the pet food market by quickly launching into direct-to-customer marketplaces and popular e-commerce platforms. To do this, the brand needed the right resources and manpower to boost its brand awareness, organize and optimize its product assortment and prices, and fulfill orders.

Goodest tapped e-commerce enabler Etaily to support the development and launch of its online storefronts, as well as get the brand’s name out to the general public.

How did Etaily meet Goodest’s needs?

Etaily ​​covered end-to-end the e-commerce journey of Goodest. First, we developed an e-commerce launch strategy for the brand, onboarded the necessary frameworks and systems for its online storefronts, and provided product management services. We also made product assortment and price plans for the pet food brand so that it could provide the best shopping experience for thousands of pet owners in the country.
Our services also extended to operations, warehousing, and fulfillment, allowing Goodest to focus on its growth as a new brand while we take care of the backend of its operations.

Lastly, we supported Goodest with its marketing strategy by boosting the brand outside its online platforms through business partners and hiring key opinion leaders through Etaily Society, Etaily’s full-suite influencer marketing solution. Etaily Society serves as our central platform where we connect brands to influencers, execute campaigns, and ensure all influencer marketing activities are tracked and reported to deliver visible results.


What did Goodest achieve since going online?

Within the first two months since its launch, Goodest landed a place within the Top 10 Brands of the pet care category of the country’s leading e-commerce platforms. The brand ranked first in the Cat Veterinary Diet during Lazada’s 11.11 sale. It also placed ninth in pet care gross merchandise value (GMV), and fourth in pet care orders on Shopee for the month of November. On Shopee’s 12.12 Mega Campaign, Goodest managed to place fourth on the platform’s best-selling brands for pet care.